About Driven Properties
Founded in 2012, Driven Properties is an award-winning real estate market leader. We are more than a brokerage — we operate a full-service real estate ecosystem including Property Management, Mortgage Services, Relocation, and Interior Design.
Our Marketing Culture: We reject vanity metrics. We combine strong brand reach with capital-efficient performance marketing, measuring success down to the SQL (Sales Qualified Lead) and Closed Deal revenue in our CRM.
The Mission
Own the bottom of the funnel. Your primary directive is to capture high-intent demand via Google Search to drive a qualified pipeline (SQLs). You will be the guardian of our keyword strategy, ensuring we never waste budget on low-intent queries while maximizing coverage of our property inventory.
The 80%: Paid Search Mastery (What You Will Own)
- Dynamic Search Ads (DSA) & Feeds: Manage the strategy for DSA to capture long-tail traffic across thousands of property listings. Be an expert in using Page Feeds to control precisely which URLs Google indexes, ensuring we only spend on high-availability inventory.
- Ad Customizers & Parameters: Implement dynamic ad customizers to inject real-time data into ad copy (e.g., “Starting from [Price]”, “Only [X] Units Left”, countdowns to project launches) to increase CTR and urgency.
- Advanced Account Architecture: Build and maintain a granular structure (STAGs or intent-based groupings) that isolates high-value keywords. You understand that “Luxury Apartments” and “Cheap Rent” require fundamentally different funnel flows.
- Ruthless Query Mining: Execute daily/weekly Search Query Reports (SQRs). Aggressively build negative keyword lists to block irrelevant traffic and competitor terms where unit economics don’t make sense.
- Bidding & Auction Logic: Manage tCPA and tROAS strategies specifically for Search. You know how to manipulate bid adjustments for audiences, devices, and locations to win the right auctions, not just the cheapest ones.
- Ad Copy & RSA Optimization: Write and test Responsive Search Ads (RSAs) systematically. Utilize asset pinning where data supports it to maximize Quality Score.
- Quality Score Engineering: Obsess over Ad Relevance, Expected CTR, and Landing Page Experience to lower our actual CPCs.
The 20%: Supporting Channels & Tech
- PMax Containment: Run Performance Max carefully to supplement Search, ensuring it does not cannibalize high-value exact match keywords (Brand Exclusions).
- Retargeting: Manage Display and YouTube strictly for remarketing to non-converting Search clicks (RLSA).
- Landing Page CRO: Collaborate on landing pages to ensure message match between the search query, the ad copy, and the H1 tag.
Data, Tracking & Integrations
You must be comfortable working ‘under the hood’ of the marketing stack.
- Business Data & Feeds: Manage the “Business Data” section of Google Ads to keep ad customizers and location groups up to date.
- Offline Conversion Import (OCI): Feed CRM data (SQLs, Deals) back into Google Ads to train Smart Bidding on revenue, not clicks.
- Tagging: Manage GA4 events and GTM (server-side, where needed).
- Call Tracking: Implement Dynamic Number Insertion (DNI) to attribute phone calls to specific keywords.
90-Day Outcomes
1. Search Efficiency: Reduce Search CPL by 20% by cutting wasted spend on broad match bleed and irrelevant queries.
2. Inventory Coverage: Launch a Page Feed-based DSA campaign that successfully generates SQLs for specific off-plan projects that do not have dedicated keywords.
3. Quality Score: Audit the top 20% of spend keywords and implement a plan to raise Quality Scores to >7/10 average.
4. Market Dominance: Achieve >75% Absolute Top Impression Share on our core “high intent” brand and project keywords.
5. Feedback Loop: Successfully implement Offline Conversion Imports for Search campaigns to optimize toward “Qualified Leads.”
Requirements
Must-Have Experience
- 4–7 years specialized in Google Search. You are a Search specialist, not a generalist “digital marketer.”
- Dynamic Ads Expertise: Proven experience setting up DSAs with Page Feeds and using {param} customizers in ad copy.
- Complex Account Structures: Experience managing accounts with 100+ ad groups and thousands of keywords.
- Keyword Match Type Strategy: Deep understanding of how Broad Match, Phrase, and Exact match types interact with Smart Bidding in the modern era.
- Conversion Tracking & Attribution: Hands-on experience with GA4, GTM, Offline Conversion Import, and call tracking.
- Excel/Editor Fluency: You live in Google Ads Editor and Excel (Pivot tables, VLOOKUPs) to bulk edit campaigns.
- Remote-work discipline: You are self-directed, write clearly, document your thinking, and don’t need someone behind you to ship work.
Nice to Have
- Scripts: Experience using Google Ads Scripts to automate harmful keyword conflicts or broken-link checking.
- Real estate vertical depth: Understanding the difference between “off-plan” investment intent and “secondary market” end-user intent — and the very different SQL definitions each requires.
- Bilingual (English + Arabic): Ability to write and QA RSAs in both languages and read Arabic SQRs without a translator.
- Server-side GTM: Hands-on with sGTM containers and conversion stitching.
Benefits
Hiring Process
1. 30-minute Screen: Fit and background check.
2. Technical Deep Dive: Bring an anonymized Search Query Report analysis and a restructuring plan you’ve executed previously.
3. Live Build Exercise: Draft a campaign structure for a new project launch, including how you would use Dynamic Ad Customizers for the launch countdown.
4. References.
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