• Execute and optimize SEM campaigns • Manage daily SEM operations across Google Ads and Microsoft Ads, including pacing, bid adjustments, negative keyword management, and QA. • Optimize toward core business KPIs such as lead volume, CPL, cost per funded loan, and ROAS. • Ensure campaign structures, ad groups, and match types are properly maintained for performance and scalability. • Improve efficiency and lead quality • Analyze funnel performance and collaborate with Sales and Analytics to understand downstream conversion trends. • Adjust bidding, targeting, and audience strategies to deliver higher-quality leads. • Run ongoing testing and experimentation • Execute A/B tests on ad copy, extensions, bidding strategies, and landing page experiences. • Surface insights quickly and provide recommendations for scaling winners or shutting down underperformers. • Partner cross-functionally • Work with Web, Product, and CRO teams to improve landing page performance and reduce friction in the application funnel. • Support data and analytics partners in improving reporting, attribution, and offline conversion accuracy. • Monitor, report, and communicate performance • Provide weekly updates on performance trends, efficiency, pacing, and tests in progress. • Highlight issues early, take action quickly, and maintain tight operational discipline across campaigns.