Director of Paid Search

GEICO

. Set the paid search strategy and roadmap for GEICO's MOAT & Specialty lines .

Posted 10/27/2026full-timeUnited StatesLead💰 $140,425 - $229,600 per yearWebsite

Core Competencies

Role fit

Core Competencies

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Expertise in developing and executing paid search strategies, optimizing campaigns for conversion quality, and managing budgets across diverse product portfolios. Strong leadership skills in guiding in-house teams and agency partners while leveraging AI-driven tools and analytics for performance improvement.

Highest-signal resume keywords

Paid Search Strategy DevelopmentGoogle Ads ExpertiseMicrosoft Advertising ProficiencyAI-Driven Campaign ManagementConversion Tracking and Analytics

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills

Digital MarketingPaid Search ManagementBid StrategiesWeb AnalyticsAttribution TestingIncrementality TestingForecastingConversion OptimizationKeyword StrategyAudience Targeting

Soft Skills

LeadershipPresentation SkillsRelationship ManagementPrioritizationCollaboration

Tools & Technologies

SEM Bid Management PlatformsAI ToolsGoogle AnalyticsMicrosoft Advertising ToolsData Privacy Compliance Tools

Industry Keywords

Financial ServicesInsuranceSaaSBankingDigital Marketing Compliance

About the role

Key responsibilities & impact

Set the paid search strategy and roadmap for GEICO's MOAT & Specialty lines
Lead and develop in-house practitioners and agency partners
Prioritize search investment across a diverse product portfolio
Evaluate and pilot new search capabilities, including AI-driven search ad experiences
Own and allocate the paid search budget across products, states, and campaigns
Monitor pacing and forecasts against quote and sales goals
Adjust investment for seasonal demand, underwriting appetite, state availability, weather, and market events
Oversee account structure, keyword and audience strategy, bidding, ad copy, and landing page alignment
Capture cross-sell and bundling opportunities among existing GEICO customers and auto shoppers
Ensure ad content and landing experiences are accurate, on-brand, and compliant
Optimize toward completed quotes, sales, conversion quality, and efficient acquisition cost
Build and document test-and-learn programs across ad copy, landing pages, bidding strategies, audiences, and match types
Craft measurement plans covering CPA, LTV, and incrementality
Use platform-native AI and automation with appropriate guardrails
Partner with product, line of business, underwriting, data science, analytics, site, UX, creative, and compliance teams
Coordinate paid and organic search and site conversion efforts
Manage relationships with Google, Microsoft, and agency partners
Present performance reads, strategic recommendations, and points of view to senior leadership

Requirements

What you’ll need

10+ years in digital marketing, including significant hands-on paid search experience and time leading search teams
Background in a conversion-driven service business such as financial services, insurance, SaaS, or banking
Experience leading practitioners and managing a hybrid model of in-house teams and agency partners
Deep, hands-on knowledge of Google Ads and Microsoft Advertising
Experience with bid strategies, automation, AI-driven campaign types, targeting, and control
Experience managing search across several products or lines with different seasonality, margins, and availability
Well-versed in SEM bid management platforms, conversion tracking, and web analytics
Strong understanding of the data privacy landscape
Experience with attribution beyond last click, incrementality testing, and forecasting
Demonstrated ability to present to senior leadership and manage performance reads
Hands-on comfort with AI tools such as Claude and Copilot
Ability to manage multiple priorities and resources in a fast-paced, growth-oriented organization
At this time, GEICO will not sponsor a new applicant for employment authorization for this position

Benefits

Comp & perks

401K savings plan vested from day one with a 6% match
Performance and recognition-based incentives
Tuition assistance
Mental healthcare
Fertility and adoption assistance
Up to four weeks of remote work per year through the GEICO Flex program
Personalized development programs
Industry-leading training
Certification assistance
Career mentorship and coaching
Inclusive culture of caring, inclusion, and belonging