Marketing

Media Buyer – Google Ads Specialist

Designs and manages paid acquisition strategies focused on institutional audiences. Responsible for campaign architecture, keyword targeting, performance optimization, compliance with advertising policies, and measurable lead generation aligned with CBRN Academy’s positioning.

About the Role

The Media Buyer – Google Ads Specialist is responsible for designing, managing, and optimising CBRN Academy’s paid digital acquisition strategy, with a specific focus on reaching institutional and professional audiences. This is a performance-driven role requiring deep platform expertise, strategic thinking about audience segmentation, and a clear understanding of how paid media functions in a specialised, high-trust B2B and institutional context. You will be accountable for campaign architecture, keyword strategy, performance analysis, and ensuring that all activity remains compliant with Google’s advertising policies and the Academy’s brand and ethical standards.

Key Responsibilities

Design and manage Google Ads campaigns targeting institutional buyers, government professionals, healthcare administrators, and defence and security audiences.
Develop campaign architecture including account structure, ad group segmentation, keyword targeting strategies, and match-type frameworks.
Write and test ad copy that communicates CBRN Academy’s authoritative positioning to professional audiences effectively and compliantly.
Monitor and optimise campaign performance against defined KPIs, including cost per lead, conversion rate, and return on ad spend.
Ensure full compliance with Google’s advertising policies, including restrictions relevant to sensitive topics such as defence, healthcare, and public safety.
Manage budget allocation across campaigns and provide regular performance reporting with actionable insights.
Collaborate with content and web teams to optimise landing pages and conversion pathways aligned with paid traffic.
Stay current with Google Ads platform developments, AI-assisted bidding tools, and best practices for institutional lead generation.

Required Qualifications & Experience

Proven experience managing Google Ads campaigns, with a track record of measurable lead generation or conversion performance.
Strong understanding of Search, Display, Performance Max, and Demand Gen campaign types and their appropriate application.
Experience with B2B or institutional audience targeting, including the use of custom intent audiences, customer match, and professional demographics.
Proficiency in Google Analytics 4, conversion tracking, and tag management for accurate attribution.
Google Ads certification is advantageous but not a substitute for demonstrated campaign performance.
Experience advertising in sensitive or regulated categories is a clear advantage in this role.
Strong analytical capabilities and proficiency with performance data tools, including Looker Studio or equivalent reporting platforms.

What We’re Looking For

You are a media buyer who thinks strategically and executes precisely. You understand that reaching institutional decision-makers through paid search requires a fundamentally different approach to consumer campaigns — and you have the experience to navigate that complexity. You bring professional accountability to budget management and honest, data-driven communication to performance reporting.

Working at CBRN Academy

This role offers the opportunity to build and own the paid media function within a growing international organisation operating in a highly specialised field. You will have real influence over strategy and the autonomy to implement it effectively. This is a full-time position based in the Netherlands.

Ready to Contribute?

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