SEM / Google Ads Specialist

About the role

CBE Pte Ltd (Chan Brothers Express) is looking for an experienced SEM / Google Ads Specialist to strengthen search marketing performance and drive qualified enquiries and conversions. The ideal candidate should be highly experienced in Google Ads and performance marketing, with a strong understanding of keyword strategy, campaign optimisation, conversion tracking and ROI/ROAS.

Key responsibilities

• Plan, execute and optimise Google Search Ads campaigns
• Conduct keyword research, competitor analysis and search trend analysis
• Manage campaign structure, bidding strategies, budgets and negative keywords
• Improve CTR, conversion rate, cost per conversion and ROAS
• Set up and monitor conversion tracking using Google Analytics (GA4) and Google Tag Manager
• Review landing-page performance and recommend improvements to increase conversions
• Continuously A/B test ad copy, keywords, bidding and campaign strategies
• Provide clear monthly performance reports with insights and actionable recommendations
• Work closely with marketing and website teams to improve overall search performance
• Support CBE's search visibility and lead generation for key travel products

About you

• Minimum 2–3 years of hands-on SEM / Google Ads experience
• Proven track record of managing and optimising Google Ads campaigns
• Strong knowledge of Google Ads, GA4 and Google Tag Manager
• Strong analytical skills and ability to interpret campaign data
• Experience with travel, hospitality or e-commerce would be an advantage
• Google Ads certification is preferred
• Able to work independently and take ownership of campaign performance