Digital Ads Manager

Digital Ads Manager Overview Craft \& Communicate is seeking an experienced **Digital Ads Manager** to lead the strategy, execution, optimization, and performance of paid digital advertising campaigns for our senior living clients. This role serves as the primary paid media expert for assigned accounts, ensuring advertising investments generate qualified leads and measurable business results. The Digital Ads Manager is responsible for proactively managing campaign performance, identifying opportunities, solving challenges before they become issues, and continuously improving results across Google Ads, Microsoft Ads, Meta, and other digital advertising platforms. Success in this role requires someone who enjoys analyzing performance data, making strategic recommendations, testing new ideas, and taking ownership of campaign outcomes. Strong communication, organization, and proactive thinking are just as important as technical advertising expertise. Core Responsibilities Paid Advertising Strategy \& Account Ownership * Own the paid advertising performance of assigned client accounts. * Develop advertising strategies aligned with each client's business goals, occupancy needs, budgets, and target audiences. * Build and maintain campaign roadmaps that prioritize the highest\-impact opportunities. * Proactively identify opportunities to improve lead quality, conversion rates, and return on investment. * Recommend new campaign types, targeting opportunities, and platform features as they become available. Campaign Management \& Optimization * Build, launch, and manage campaigns across Google Ads, Microsoft Ads, Meta, and other advertising platforms. * Continuously optimize campaigns using performance data and industry best practices. * Monitor search terms, audiences, bidding strategies, budgets, quality scores, conversion tracking, and campaign health. * Conduct ongoing A/B testing of headlines, ad copy, creative assets, landing pages, audiences, bidding strategies, and calls\-to\-action. * Identify underperforming campaigns and implement corrective action quickly. * Ensure advertising budgets are allocated effectively to maximize performance. Performance Analysis \& Reporting * Regularly analyze campaign performance using key performance indicators including: * Cost Per Lead (CPL) * Cost Per Acquisition (CPA) * Conversion Rate * Click\-Through Rate (CTR) * Return on Ad Spend (ROAS) * Impression Share * Lead Quality * Translate advertising data into meaningful business insights. * Prepare clear recommendations and strategic action plans based on campaign performance. * Partner with reporting and analytics teams to ensure accurate tracking and attribution. Client Communication * Participate in client meetings as the paid media expert. * Explain campaign performance in language clients can easily understand. * Present recommendations confidently and proactively. * Help clients understand advertising trends, opportunities, and budget recommend