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Ground News is a news comparison platform helping readers navigate media bias and break free from algorithmic echo chambers. The company is subscription-based, values-driven, and has achieved significant recognition (Product Hunt #1, Apple Design Awards #2, CES winner).
You will own Google Ads as a major growth lever for Ground News, building the account from a small base into a significant revenue driver. This is a build-from-zero mandate with full ownership of Search, Performance Max, Demand Gen, and YouTube. You'll set account architecture, campaign structure, testing frameworks, and measurement foundations designed to scale. Your responsibilities include:
- Building Google account structure, naming conventions, and testing frameworks from scratch
- Scaling spend from current low base to major share of paid budget while maintaining CAC discipline and subscriber payback
- Managing budget allocation and bidding strategy across all Google surfaces
- Partnering with external agencies on YouTube creative: briefing, testing cadence, hook/format iteration
- Building and testing dedicated landing pages for Google campaigns
- Establishing measurement foundation: conversion tracking, Enhanced Conversions, app+web attribution, incrementality testing
- Experimenting with adjacent paid channels (social, CTV/OTT) when justified, applying same testing rigor
- Cross-functional partnership with product, engineering, and analytics teams
- Honest reporting on performance and troubleshooting underperforming initiatives
You'll sit in the Revenue Growth & Analytics function with meaningful budget and minimal bureaucracy. The role includes occasional travel to Kitchener, Ontario HQ and company-wide All Hands meetings.
REQUIREMENTS:
- 5+ years managing Google Ads at meaningful scale, ideally in subscription, DTC, or app
- Proven scaling experience: taken an account from small to large, not just managed existing accounts
- Hands-on YouTube experience: scaled video, not just enabled it within Performance Max
- Strong analytical instincts: comfortable with GA4, spreadsheets, BI tools; can distinguish signal from noise
- Creative fluency: can brief performing video and diagnose ad failures
- Bias to action: thrive in small teams with large budgets and quick learn-build-ship cycles
- Experience standing up or managing campaigns on paid channels beyond Google independently
- Genuine interest in news and media (plus)
- Ability to travel occasionally to HQ and All Hands meetings
BONUS:
- Hands-on experience scaling paid social platforms from 0 to 1
- CTV/OTT and linear TV buying experience (Netflix, Hulu, Roku, Amazon, YouTube TV)
- AppsFlyer experience: MMP setup, SKAN configuration, attribution debugging
- Firebase experience: event tracking, audience building, app-side conversion signal
- Landing page experience with design and engineering teams
- Apple Search Ads or app-install experience
- MMM or geo-lift familiarity
