Senior User Acquisition Manager, Search Ads

ABOUT US

Ruby Labs is a leading tech company that creates and operates innovative consumer products. We offer a diverse range of opportunities across the health, education, and entertainment industries. Our innovative teams are driving the future of consumer-led products, and we're always looking for passionate individuals to join us. Learn more about our story at: https://rubylabs.com/about-us/

ABOUT THE ROLE

We are looking for a Senior User Acquisition Manager to take full ownership of paid search acquisition on Google Ads and Microsoft Ads (Bing) for one of our consumer apps. You will run the channel from end to end and be the person accountable for how it grows.

This is a senior, hands-on media buying role with end-to-end ownership. You will own the whole paid search acquisition process: strategy, account structure, keywords and queries, bidding, budget allocation, ad and landing page testing, measurement, scaling and account health. You decide what to test, what to scale and what to cut, and you are accountable for the results. We need someone who has scaled Google and Microsoft Ads at volume, who has promoted mobile and web apps profitably, who knows how to grow under strict platform policies, and who can operate independently on large budgets.

You will manage performance against real revenue data (CPA, ROAS, payback, LTV and cohorts), not surface-level platform metrics. We also work AI-first, and we expect you to use Claude and automation to move faster.

KEY RESPONSIBILITIES

• Own the process end to end: take full ownership of paid search acquisition across Google Ads and Microsoft Ads (Bing): planning, launch, optimization, scaling, reporting and documentation.
• Promote the app: run both web and app acquisition campaigns, including Google App Campaigns for installs, in-app events, subscriptions and purchases on iOS and Android, and optimize toward in-app value rather than installs alone.
• Scale spend profitably while holding payback, ROAS and CPA targets based on real revenue and customer-value data.
• Build and optimize account structure, keyword and match-type strategy, negative keywords, conversion events and value-based bidding (tCPA, tROAS, Maximize Conversion Value).
• Run and scale Search, Performance Max, Demand Gen and App campaigns on Google, and Search, Performance Max and Audience campaigns on Microsoft Ads.
• Decide budget allocation across Google and Microsoft and between brand, non-brand and competitor campaigns, and find new scaling levers: queries, geos, devices, audiences and campaign types.
• Run a structured, high-velocity testing process on ad copy, assets, landing pages and bidding strategies, with clear hypotheses and kill/scale rules.
• Manage signal quality: conversion tracking, enhanced and offline conversions, conversion value import, Consent Mode, attribution and MMP data, including iOS privacy-driven measurement (SKAdNetwork / ATT).
• Own policy and account health: keep ads, keywords and landing pages within Google and Microsoft policies, handle disapprovals, appeals, suspensions and advertiser verification, and build prevention-first processes so issues are caught before launch. Maintain ad account structure, backups and recovery plans.
• Work with platform reps on betas, new campaign types and escalations.
• Diagnose drops and spikes quickly, including auction, query-mix and competitor changes, and act on them.
• Document tests, learnings and playbooks, and use Claude and automation (scripts, the Google Ads API, rules) to speed up builds, QA, reporting and optimization.

QUALIFICATIONS

MUST-HAVE EXPERIENCE

• 5+ years of hands-on paid search / user acquisition experience.
• Proven experience promoting both web conversion campaigns and mobile apps on Google: App Campaigns for installs and in-app event / value optimization, App Store and Google Play funnels, and iOS and Android measurement.
• Strong hands-on Google Ads experience scaling accounts profitably across Search, Performance Max and App campaigns.
• Strong hands-on Microsoft Ads (Bing) experience, adapting campaigns to Microsoft rather than only importing them from Google.
• Deep knowledge of smart and value-based bidding, keyword and match-type strategy, and search term mining.
• Hands-on conversion tracking setup: GA4, Google Tag Manager, enhanced and offline conversions, and Consent Mode.
• Experience with MMPs (AppsFlyer, Adjust, Singular or similar) and with SKAdNetwork / ATT-era measurement.
• Direct, hands-on ownership of paid search budgets of $1M+/month.
• Strong understanding of subscription / app economics: LTV, ROAS, payback windows, cohorts, and value-based optimization.
• Policy and account health experience: disapprovals, appeals, suspensions, advertiser verification and how to recover and prevent them.
• Strong testing discipline and measurement rigor.
• Daily use of Claude or other AI tools for campaign builds, analysis and …