Manager - Search Engine Marketing

• Manage all SEM accounts, Google, Microsoft, etc., including campaign structure, targeting, bidding, budgets, creative testing, and optimization to ensure campaigns are efficiently structured, continuously improved, and aligned with performance goals.
• Define reporting and analytics across advertising platforms, web analytics, call tracking, CRM data, and sales outcomes to provide accurate visibility into campaign effectiveness and business impact.
• Define SEM acquisition strategy based on Guardian Protection’s growth goals, service areas, target audiences, and financial objectives to focus paid search investment on the most valuable growth opportunities.
• Build campaigns across brand, non-brand, competitor, product, service, audience, and geographic categories to capture demand across the full customer search journey.
• Develop distinct SEM strategies for consumer, commercial, and corporate audiences based on differences in search behavior, lead value, qualification requirements, sales cycles, and geographic coverage to improve relevance, lead quality, and conversion outcomes for each audience segment.
• Manage customer data and segmentation to improve targeting, bidding, messaging, and lead-quality optimization across consumer and corporate audiences so campaigns reach the right prospects with the most effective offers and messaging.
• Drive optimization across campaigns, keywords, audiences, advertisements, landing pages, devices, schedules, and geographic markets to increase qualified lead volume, reduce waste, and improve return on advertising investment.
• Mentor teammates through coaching, training, documentation, quality assurance, and professional development to build internal capability, consistency, and long-term team performance.
• Support positive management of P&L by monitoring acquisition costs, lead quality, sales conversion, customer value, and return on advertising investment to ensure marketing spend contributes profitably to business results.
• Develop and maintain the SEM roadmap, including growth priorities, testing plans, platform opportunities, and technology needs to guide future investment, innovation, and continuous improvement.
• Manage SEM budget planning, forecasting, allocation, and pacing across platforms, campaigns, markets, and business segments to maximize spending efficiency and prevent under- or over-investment.
• Create localized search strategies based on service availability, customer demand, competition, sales capacity, and installation coverage to align campaigns with market realities and operational capacity.
• Partner with Consumer, Commercial, and Corporate Sales teams to define qualified-lead criteria and improve lead-to-customer conversion so marketing efforts generate prospects that sales teams can effectively pursue.
• Connect SEM performance to qualified leads, calls, appointments, opportunities, sales, installations, revenue, and customer lifetime value to demonstrate the full business value of paid search activity.
• Integrate CRM, call-tracking, lead-disposition, and offline conversion data into bidding, reporting, forecasting, and optimization to improve decision-making using complete performance data.
• Partner with Sales, Contact Center, Finance, Analytics, Technology, Creative, Web, and Operations to improve the full customer acquisition journey and remove friction from first search through final sale.
• Establish SEM reporting standards, dashboards, testing processes, campaign governance, and quality-assurance procedures to create consistent, reliable, and scalable campaign management practices.
• Partner with Web and Creative teams to improve landing pages, offers, calls to action, forms, messaging, and conversion performance so paid traffic is more likely to become qualified leads and customers.
• Monitor competitor activity, market trends, promotions, search visibility, and emerging search technologies to identify risks, opportunities, and new ways to improve performance.
• Manage relationships with Google, Microsoft, agencies, technology providers, and other strategic partners to access platform expertise, support, tools, and opportunities that enhance SEM results.
• Present performance, forecasts, risks, insights, and investment recommendations to senior leadership to support informed decisions about growth, budget, and business priorities.

Who We Are
The Armstrong Group is a family owned and operated collection of diverse companies. What began in 1946 as Armstrong County Line Construction, founded by Jud L. Sedwick in Kittanning, PA, has now grown into an organization that encompasses multiple industries and employs over 2,400 individuals nationwide. Our brands include Armstrong Utilities, Guardian Protection, Armstrong Development, 4Front Solutions, Twin Pops, and Armstrong Comfort Solutions.   
 
Armstrong is an Equal Opportunity Employer.