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GSM Outdoors · 1 day ago

Performance Marketing Specialist - Google Ads

Irving, TX

Full-time

Onsite

Entry, Mid Level

2+ years exp

GSM Outdoors is a leader in hunting, shooting, fishing, and adventure gear, committed to enhancing outdoor experiences. The Performance Marketing Specialist will develop and implement marketing strategies and paid media tactics primarily focused on Google Ads to drive consumer traffic and increase revenue for GSM brands.

Customer ServiceInnovation ManagementIT InfrastructureLightingMarketingOutdoors

Responsibilities

Execute and manage paid media campaigns primarily in Google Ads (Search, Shopping, Performance Max, Demand Gen, YouTube), ensuring campaigns align with brand goals and seasonal priorities

Optimize accounts daily/weekly to maximize ROAS, improve CPA/CAC, and grow Customer Lifetime Value (CLV) through bid strategy management, budget allocation, targeting refinement, and creative testing

Own keyword and query strategy including research, buildout, match-type management, negative keyword development, and ongoing search term optimization

Manage and optimize Google Merchant Center product feeds in partnership with e-commerce/creative teams; ensure accurate product data, promotions, and correct channel setup for Shopping/PMax success

Develop high-level paid search strategy across brands/categories and integrate Google Ads into multi-channel marketing plans

Lead the creation and testing of ad copy, extensions/assets, creative concepts, and landing page recommendations that resonate with outdoor enthusiasts and drive conversion

Ensure conversion tracking accuracy and performance measurement through collaboration on GA4, Google Tag Manager, enhanced conversions, and attribution best practices

Analyze performance trends, competitor activity, and category/seasonality patterns to inform strategy and forecast opportunities

Build regular reporting and insights (weekly/monthly) using GA4, Google Ads, Looker Studio, and internal dashboards; clearly communicate results and next actions

Collaborate with internal teams including creative, merchandising, web, email, planning, and other paid channels to align campaigns, promotions, and site experience

Suggest website and funnel enhancements to increase conversion rate and product sell-through based on performance marketing data

Support or collaborate on Meta (Facebook/Instagram) campaigns as needed, including audience strategy and cross-channel learnings

Ensure campaign delivery, pacing, and goals are consistently met; proactively identify and resolve performance issues

Qualification

Google AdsPerformance Marketing KPIsGoogle Merchant CenterGA4Data AnalysisCopywritingMeta Ads ManagerA/B TestingHunting/Fishing KnowledgeProject Management

Required

2+ years hands-on experience managing Google Ads for e-commerce brands (Search, Shopping, Performance Max; YouTube a plus)

Strong understanding of performance marketing KPIs: ROAS, CPA, CAC, CVR, AOV, LTV, incrementality, and margin awareness

Experience with Google Merchant Center and product feed optimization; familiarity with feed tools (e.g., Shopping/Merchant Center rules, supplemental feeds) preferred

Proficient in GA4, Google Ads reporting, and Google Tag Manager fundamentals (conversion setup, troubleshooting, enhanced conversions)

Strong data analysis skills with ability to turn insights into action

Reporting/dashboard experience in Looker Studio (or equivalent)

Solid copywriting and ad-creative development skills with a testing mindset

Ability to identify landing page improvement opportunities and collaborate with web/creative teams to execute

Confident in A/B testing and experiment design within Google Ads and landing pages

Strong organization, prioritization, and project management skills; able to multitask and meet deadlines while maintaining attention to detail

Ability to work in a fast-paced e-commerce environment with multiple brands and seasonal spikes

Bachelor's degree in Business, Marketing, Commerce, or related field or at least 2 years of relevant experience

Preferred

Experience with Google Merchant Center and product feed optimization; familiarity with feed tools (e.g., Shopping/Merchant Center rules, supplemental feeds) preferred

Meta Ads Manager experience is a plus (comfort reading performance, supporting tests, or running campaigns)

Google Ads Certification(s) preferred (Search/Shopping/Measurement)

Knowledge of or previous experience in the Hunting, Fishing, and Outdoors industry is an asset