at SternMeister
About the company
SternMeister is a German training center certified by AZAV/DEKRA. We help migrants in Germany retrain for in-demand professions: Buchhalter (accountant) and Praxisempfang (medical center administrator). Students come almost entirely through paid traffic: Meta, TikTok, and Google.
⚡️ Important market feature:
some students study using a Bildungsgutschein (training paid for by the Jobcenter or Arbeitsagentur), some pay themselves. These are two different funnels with different logic for a "quality lead", and we track them separately – to a qualified lead and to a student, not just to an application.
About the role
Google is a channel where demand already exists: people are actively searching for "accountant courses in Germany," "retraining with Bildungsgutschein," "Umschulung Buchhalter," "Weiterbildung Arbeitsamt." Our audience searches in Russian, Ukrainian, German, and a mix of these languages.
You will take full responsibility for Google: Search, Performance Max, YouTube, Demand Gen, and remarketing.
🚀 Tasks for the first 3–6 months
— build Google as a second stable, scalable channel with a predictable CPL and CPQL: capture all search demand for our products, honestly understand its capacity, and determine at what price it can be expanded through YouTube and Demand Gen.
Responsibilities
- Search: semantics in Russian and German, campaign structure, negative keywords, ad copy and extensions, bid strategies. Branded and non-branded demand – separately;
- Performance Max, Demand Gen, YouTube: setup, testing of creatives and audience signals, monitoring to ensure PMax does not cannibalize the brand and drive low-quality leads;
- Remarketing to visitors of landing pages and quizzes, and to CRM audiences (Customer Match);
- Tracking: GA4, Google Tag Manager, conversions, Enhanced Conversions, importing offline conversions from CRM (qualified lead, student) so that campaigns learn from quality events, not raw applications. Verify that the numbers in the ad account match the CRM;
- Analytics at three levels: keywords, ads and creatives (CPC, CTR, CR, CPL, CPQL), funnel (advertising → landing page or quiz → lead → qualified lead → student), channel (CAC, ROAS, payback period, share of quality leads, government and commercial leads separately);
- Channel planning: media plan for a month and quarter, backlog of hypotheses, weekly test priorities, assessment of search demand capacity for each product;
- Create briefs: for video and static creatives for YouTube, Demand Gen, and PMax – for the creative team; for landing pages for search clusters – together with the landing page team. The landing page should answer the query, not be generic;
- Monitor Google policies: rules for advertising education and employment, rejections, appeals, account health;
- Track competitors in search results: other training centers, language schools, course aggregators for Bildungsgutschein – what queries they target, what they promise, where their weaknesses lie;
- Develop funnels for the channel – quizzes, landing pages, auto-webinars, etc.
Candidate Requirements
- 3+ years of real-world experience in Google Ads, where you made decisions on budgets and structure yourself. Hands-on experience not only with Search but also with Performance Max and YouTube;
- Case studies where the main metrics were CPL, CPQL, CAC, and ROAS, and leads were verified further in the CRM, not just in the ad account;
- GA4 and Google Tag Manager – hands-on: configured conversions, Enhanced Conversions, offline conversion imports, troubleshot discrepancies in conversions;
- Semantics: ability to collect and clean a keyword base, analyze search query reports, add negative keywords, and find new clusters. Experience with bilingual semantics or willingness to learn it;
- Strong analytical thinking. Confident user of Power BI or Looker Studio and Google Sheets, able to break down performance dips by layers and find the root cause;
- Ability to write structured briefs for creatives and landing pages: understand the intent behind a query and what a person should see on the first screen;
- Advanced proficiency in AI tools: Claude, GPT, Gemini, neural networks for content generation;
- It would be a great plus if you have experience in EdTech, info products, lead generation, or quiz funnels.
Bonus points
- Experience working with the DACH market or with Russian-speaking audiences in Europe;
- Google Ads Scripts, automation of rules and reports;
- Understanding of the mechanics of quiz funnels and auto-webinars, basic CRO principles for landing pages;
- Experience with YouTube creatives: understanding how YouTube ads differ from Meta and TikTok;
- Experience in niches where lead quality is more important than volume and the sales department verifies every lead.
Conditions
- Full-time, remote work from anywhere in the world. Workday overlap with Berlin (CET) of at least 5–6 hours;
- Direct work with the Head of User Acquisition. Rhythm: short daily stand-ups three times a week and one weekly sync, no unnecessary calls;
- Tools: Google Ads, GA4, Google Tag Manager, Power BI, Plurio, task tracker, any language models and creative generation tools for your tasks (we will pay if needed);
- Compensation: fixed salary in dollars + bonus tied to channel KPIs. The amount will be discussed during the interview and depends on experience;
- Probationary period — 1 month, fully paid.
