Wing Assistant invests heavily in paid acquisition (millions per year) and drives significant traffic. • Google Ads & Bing: Search, PMax, Brand & Non-Brand separation, sitelinks/callouts, conversion attribution optimization. • All other paid ads, including testing, optimization, and scaling • 2) Measurement & Optimization: Own tracking & data hygiene with GTM/GA4 + offline conversions to CRM (Deal Created/Won). • Experience running incrementality/geo holdout tests. KPIs you'll be measured on • Deals created from paid & pipeline $ (primary) • Blended CAC/CPA per Deal • Lead?Deal and Deal?Won rates by channel/campaign • Non-brand share of pipeline; Quality Score & CPL for top ad groups • Testing velocity and % of tests that ship to 100% Your first 30/60/90 • 30 days: Audit accounts (structure, queries, tracking, audiences, negatives, assets, landing alignment).
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