Performance Marketing Analyst (Growth Specialist) – Auto Insurance Paid Acquisition

Role Overview

Credible is hiring a Performance Marketing Analyst (Growth Specialist) to own auto insurance paid acquisition on their Israel-based paid marketing team. This is a mid-senior individual-contributor role that begins with hands-on ownership of Google Ads for the auto vertical and expands into paid social and emerging formats by FY27.

You’ll compete against national carriers and other comparison marketplaces at the state level, navigating economics that vary by carrier and consumer profile. Prior hands-on auto insurance paid media experience is the single most critical requirement.

Reporting to the Senior Performance Marketing Lead, you’ll work closely with the Head of Performance Marketing. This role offers high autonomy, real budget ownership, clear targets, and a fast path to broader channel responsibility.

Key Responsibilities

• Campaign ownership: Build, manage, and optimize SEM campaigns for auto insurance, including keyword research, ad copy, bid management, negative keyword hygiene, and match type strategy.
• Geo & state-level strategy: Manage performance at the state and DMA level, where carrier availability, premiums, and payouts differ materially. Build and tune location bid modifiers and state-segmented campaign structures.
• Quote funnel optimization: Monitor quote-start and quote-completion rates by keyword, device, and state. Diagnose user drop-off points in the quote flow and collaborate with PM/CRO to resolve issues.
• Competitive auction management: Track auction dynamics against direct carriers and comparison marketplaces. Adapt bidding and messaging as competitors shift spend and seasonality evolves.
• Channel expansion: Expand ownership into non-search channels.
• Performance analysis: Monitor daily performance against GPM and revenue targets. Identify underperforming campaigns and take proactive corrective action.
• Compliance-aware execution: Ensure ad copy and landing pages adhere to insurance advertising requirements, including licensing disclosures and state-level restrictions. Collaborate with Legal/Compliance on ambiguous issues.
• Reporting: Contribute to weekly performance reports, flagging issues with clear context and recommended actions.

Education & Experience Requirements

• Auto insurance experience (required): 5+ years running paid media for U.S. auto insurance at a carrier, agency, or comparison marketplace. Must understand the keyword landscape, state-level economics, and quality lead criteria.
• Paid media depth: 3+ years hands-on experience with Google Ads in a performance/direct-response environment, with proven ROAS improvement or CPA reduction on real budgets.
• Experience running Meta Ads / TikTok Ads campaigns.
• Lead-gen economics: Fluent in revenue per click and per lead, lead quality, and payout structures shaping bidding decisions.
• Technical skills: Smart Bidding, keyword match types, Quality Score levers, search term analysis, geo targeting, and campaign structure best practices.
• Ownership mindset: Comfortable making independent optimization decisions within agreed guardrails; proactive rather than reactive.
• Communication: Clear written English; ability to summarize performance and reasoning in weekly updates to a U.S.-based team.
• Education: Bachelor’s degree preferred.

Nice to Have

• Experience at an insurance comparison marketplace or aggregator.
• Exposure to Microsoft Advertising (Bing Ads).
• Experience working with U.S. teams remotely.
• Experience with Performance Max campaigns.