Hiring guide
Paid Search Strategist: what they do, what to pay, and how to hire one
A paid search strategist runs ads on Google, Bing, and Shopping. They pick keywords, build campaigns, write ads, set bids, and move budget to searches that turn into sales or leads. At an agency, they own search for several clients and explain results in plain words.
What a paid search strategist does
- Builds and cleans up search, Shopping, and Performance Max campaigns.
- Mines search terms and adds negatives every week.
- Writes and tests ads and landing page ideas.
- Keeps the Merchant Center feed clean for ecommerce brands.
- Sets up and checks conversion tracking.
- Reports cost, conversions, and revenue by campaign.
Skills and tools
- Platforms
- Google Ads, Microsoft Ads, Merchant Center, Amazon Ads
- Tracking
- GA4, Google Tag Manager, enhanced conversions
- Tools
- Google Ads Editor, scripts, Looker Studio, spreadsheets
Paid Search Strategist salary
| Level | Pay | Source |
|---|---|---|
| Entry level | $61K to $84K | Razorfish posting $60.8K to $84K; 829 Studios $70K to $80K |
| Strategist | $61K to $113K base | Glassdoor paid search strategist, 2026 |
| Senior / manager | $95K to $125K | SuperHired benchmark; Glassdoor total pay $85K to $156K |
US base pay, Nov 2026.
What a great paid search strategist looks like
Hire for this bar. A cheaper hire who misses it costs more in lost months than the pay you save.
Audits a Google Ads account in one working day and finds wasted spend.
Knows when to use Performance Max and when to keep control in Search.
Builds clean Shopping feeds with the merchant team.
Ties every keyword to a profit target, not just CPC.
Related titles and how they differ
Amazon PPC specialist
An Amazon PPC specialist runs Sponsored Products, Brands, and Display ads. They watch ACoS and TACoS and work with the listing team on pricing and reviews. Brands that sell on Amazon and Walmart often hire this role next to a DTC media buyer.
Director of Paid Search
A director owns the search strategy across many accounts and leads a team of specialists. Agencies post this title often. Expect to pay $130K to $150K or more.
Paid Search Strategist job description template
Copy this, then fill in the parts in brackets. Keep the pay range in the post. Strong people skip posts without one.
Job title: Paid Search Strategist About the role We are hiring a Paid Search Strategist to run Google and Bing ads for our clients. What you will do - Manage search, Shopping, and Performance Max for [N] accounts. - Review search terms and add negatives weekly. - Keep product feeds and tracking clean. - Report results and next steps to clients. What you need - [2+] years in Google Ads with proof of results. - Hands-on GA4 and Tag Manager skill. - Strong spreadsheet skills. Pay $[min] to $[max] base, plus [bonus or equity]. US market range for this level (Strategist): $61K to $113K base.
Paid Search Strategist interview questions
How do you keep Performance Max from wasting spend?
A strong answer: Names exclusions, feed work, and asset group splits.
Walk me through how you set up conversion tracking.
A strong answer: Covers tags, enhanced conversions, and checks.
When would you pause a keyword that converts?
A strong answer: Thinks about margin and lifetime value.
Work test ideas for a paid search strategist
An interview shows how someone talks. A short, paid work test shows how they work. Use one of these ideas to start.
- Account audit: a made-up Google Ads account with waste. Ask for the top fixes. About 3 hours.
- Search terms: 500 terms. Ask for negatives and new exact match terms.
- PMax vs Search: ask for a plan to split budget and prove it worked.
SuperHired builds a custom Work Simulation for each client. It uses your real accounts, your tools, and your standards, so you see the work before you make an offer.
Paid Search Strategist FAQ
What does a PPC specialist do?
They run pay-per-click ads, mostly on Google, so the business gets sales or leads at a cost it can afford.
Is a Google Ads specialist the same as a PPC specialist?
Mostly yes. PPC covers any pay-per-click ads. Google Ads specialist names the main platform.
How much does a PPC specialist make?
Most US PPC specialists earn $61K to $113K base. Senior specialists and managers earn $95K to $125K.
Do I need Google Ads certification?
It helps beginners. Hiring managers care more about real account results.
For founders
Need a paid search strategist who meets this bar?
We find people who clear the standards on this page and prove it in a paid Work Simulation before you meet them. You get a short list, not a pile of resumes.
For candidates
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