Search marketing manager for travel

Layla is an AI trip planner. Layla plans your trip, and a travel advisor refines the details on a call. We invest five-figure monthly budgets in Google Ads across the US and DACH. Search is where travellers who already want a trip come looking for help planning it. You'll lead Google Ads for Layla and help grow our SEO alongside it. This is an analytical role at heart: you'll dig into search data, spot patterns others miss and turn them into growth. Your main measure of success is cost per booked travel call from search, and you'll help us build the tracking to measure it well.

• Manage Search and brand campaigns: structure, match types, Smart Bidding and budgets.
• Test Performance Max where it could outperform Search.
• Analyse search terms with n-gram analysis.
• Review a rolling 90 days of search terms each week, break queries into 1-, 2- and 3-word chunks, and compare spend and conversions for each.
• Check the full queries behind a chunk before excluding it.
• Turn what you find into negative keywords, new keywords and better ad groups.
• Keep conversion tracking accurate: GA4, Google Tag Manager, enhanced conversions and offline imports of booked calls.
• Automate repetitive work with Google Ads scripts or tools.
• Test ads and landing pages with a clear hypothesis and enough data to be confident.
• Work directly with our data warehouse alongside the ad platforms.
• Build topic clusters around destinations and trip types that attract travellers likely to book a call.
• Improve technical SEO: crawling, indexing, site structure, Core Web Vitals and structured data.
• Help Layla appear in AI search (Google AI Overviews, ChatGPT and Perplexity), and track where we show up.
• Use paid search insights to guide content: what works in paid shows what to write for organic.

• You take ownership. You find where spend can work harder and act on it. If you've built something of your own, we'd love to hear about it.
• You move with pace. You get going quickly, review search terms weekly and act on them the same week.
• You're driven, with a strong work ethic. You have results you're proud of, and you see things through.
• You're analytical and self-aware. You check that a result is real before acting on it, and you know your strengths and where you're still growing - team work makes the dream work!
• You're a great teammate. You communicate openly, raise issues early, step in where a teammate needs support and value what each person does best.
• 2+ years of hands-on Google Ads experience, with a track record of lowering cost per acquisition.
• Strong analytical and maths skills, including statistics basics such as significance, sample size and regression to the mean.
• A degree in maths, statistics, economics, engineering or a similar field is welcome but not required.
• Hands-on n-gram and search-term analysis, in spreadsheets, scripts or SQL.
• Strong SQL and spreadsheet skills.
• Experience marketing a travel product.
• Professional English.
• Будет плюсом: Python or JavaScript is a strong plus; German is a strong plus, as we run campaigns in DACH; SEO growth you've driven yourself, on a site or section whose organic traffic grew because of your work; Programmatic SEO done well: templated pages at scale with useful content; Experience measuring visibility in AI search; Experience with lead-generation or call-booking funnels

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