Director Exercise Your challenge, should you choose to accept it, invites you to deliver to us a 3-5 slide presentation. Keep in mind our focus is Performance Media in the mid-market, (direct response advertisers with $50k to $2MM per month SEM spend). The audience will be search-savvy. We’d like you to pick a Lead Gen / B2B brand of your choice and put together a growth plan for a brand struggling with declining brand demand (Interest) and as a result lower ROAS YoY. We’d also like you to add 1-2 slides max on how you would optimize in-platform to an overall ROAS/Revenue goal from back-end data based on a holistic multi-channel target. So if they are using tROAS goals, how would you work with backend data based on their Opportunity, MQL, or SQL goals? How would you approach this strategically and can you give an example of how you would implement it into a bid strategy? You do not need to deliver a media plan or a list of tactics to achieve, this is more about how to tie in platform (Google Ads) optimization to a larger back-end goal. Feel free to make up an example with data or keep it theoretical. Best wishes in your task! Please reach out with any questions.