Now hiring
Paid Search (SEM) Writer
Now hiring

Paid Search (SEM) Writer

About Toptal

Toptal is a global network of top freelance talent in business, design, and technology that enables companies to scale their teams, on-demand. With $200+ million in annual revenue and over 40% year-over-year growth, Toptal is the world’s largest fully remote company.

We take the best elements of virtual teams and combine them with a support structure that encourages innovation, social interaction, and fun. We see no borders, move at a fast pace, and are never afraid to break the mold.

Position Description

Toptal is looking for an experienced Paid Search Writer to join our Performance Marketing team. This person will be responsible for developing impactful, conversion-focused copy for all Toptal products and platforms.

A successful hire will be an expert in SEM best practices, extremely well-versed in product conversion principles, experienced in writing world-class product content geared for growth, and will have the ability to achieve this while maintaining the brand voice and natural communication across all platforms.

In this role, you will work cross-functionally with a team of Paid Media Channel Managers, the Creative team, and Product Managers to strategically communicate Toptal’s narrative and drive action.

This is a remote position that can be done from anywhere. Due to the remote nature of this role, we are unable to provide visa sponsorship. Resumes and communication must be submitted in English.


  • Help lead Toptal’s growth marketing content strategy across Toptal’s marketing channels.
  • Continuously elevate the quality of Ad copy, ensuring it is backed by credible facts, conveys clarity of thought, and is compelling and action-inducing for an intelligent, driven audience in alignment with Google’s E-A-T (expertise, authoritativeness, trustworthiness) guidelines.
  • Work seamlessly with the Growth Marketing and SEM teams to ensure that growth principles are applied to all UX and product copy for Google Ads.
  • Ensure that content adheres to conversion best practices and is maximally optimized for SEM performance, particularly in regards to target keyword, subject inclusion, and Ad rank.
  • Write, edit, and test copy on Paid Media landing pages to improve Landing Page Quality Score and conversion value while maintaining exceptional UX, E-A-T, SEO standards.
  • Use data to ensure all produced and edited product content leverages the maximum known and measurable context of the audience’s journey, the success metrics for the content.
  • Collaborate with SEM Channel Managers and Product Managers to ensure that UX writing and content is tailored to achieving the specific key results associated with the given project.
  • Define and apply product copy standards, ensuring that all users have a clear, consistent, and compelling experience.

We’re looking for a candidate who is:

  • Growth-oriented: You are inspired by the challenge of writing the best Google Ads copy that is authoritative and authentic and that, in turn, is designed to inspire positive action and intent while using the specific language and match the intent that the audience is searching for.
  • Versatile: You are comfortable handling a wide variety of seemingly conflicting objectives (Ad relevance, Click-through rates, brand guidelines, conversion rates, Ad copy quality) and creating the Ad copy best practices for Toptal.
  • Organized: You are a capable multitasker, able to manage workflows, good at sticking to timelines, and willing to set expectations around deliverables.
  • Proactive: You are motivated, willing to chase down the information you need when you need it and are not easily dissuaded when obstacles get in your way.
  • Detail-oriented: You sweat the details, leverage data, are comfortable working with a style guide, and take great pains to ensure your copy is clean before you hand it off.

In the first week, expect to:

  • Onboard into Toptal.
  • Integrate yourself into the Growth Marketing team by meeting with each member individually.
  • Immerse yourself in your first growth marketing and UX content project.

In the first month, expect to:

  • Meet other teams across Toptal that you’ll work with.
  • Complete several content projects and get a better feel for the type of work you’ll be doing.
  • Clarify and pressure-test different processes and workflows you’ll use when collaborating with other functions.

In the first three months, expect to:

  • Become fully integrated into Toptal.
  • Have completed several initiatives that you’ll be proud of.

In the first six months, expect to:

  • Strategize how to scale the work you do as Toptal grows.
  • Have helped launch a new app and other exciting product features and enhancements.

In the first year, expect to:

  • Be seen as an integral member of the Growth Marketing team at the company for all things related to the Paid Search Ad copy on Growth Marketing and on E-A-T and SEO standards in UX copy generally, while pushing the limits of what people believe is possible in regards to quality and consistently upleveling them.


  • Bachelor’s degree in English, Journalism, Human Computer Interaction, or equivalent practical experience.
  • 4+ years of experience working as a UX Writer and/or Product Content Strategist for digital products.
  • A strong creative mind and a consistent track record of connecting UX content strategies to business growth objectives.
  • A passion for inspiring confidence and trust in users through product copy.
  • A deep knowledge of SEM Ad copy tactics and best practices.
  • Ability to think about and write product content focused on nuanced technical concepts relevant to development, design, and finance and liaise with SMEs in these fields to produce content. Technical writing experience is a plus.
  • Experience working with external platform experts and an in-house growth product team, including working with UX/UI Designers and information architecture, to achieve product success collectively.
  • Ability to work with partners to understand detailed requirements and build copy flows for complete user experiences that meet stakeholder needs and vision.
  • Outstanding clarity of thought in communication and analysis, and the ability to explain complex user experiences in simple terms.
  • Ability to visualize strategic product solutions and bring them to life with copy.
  • You must be a relentless, creative problem solver who is unwilling to compromise on the clarity and impact of copy.
  • Strong understanding of the components of compelling, action-inducing communications.
  • Outstanding written and verbal communication skills as well as perfect grammar and command of the English language.
  • You must be a world-class individual contributor to thrive at Toptal. You will not be here just to tell other people what to do.
For Toptal Use Only: #northamerica #LI-REMOTE #LI-JT1

Who You Will Work With

Naveen Chintala

Naveen Chintala

VP of Performance Marketing

As Toptal's VP of Peformance Marketing, Naveen is responsible for creating and executing on performance marketing objectives to drive growth across all of Toptal's digital channels. He joins the company from Capital One, where he managed ~$100M marketing budgets and engineered high growth rates in digital marketing channels using analytics-driven methodologies. Naveen has 15 years of experience in marketing roles in the financial services, real estate, and e-commerce industries. He holds an MBA from the University of Pittsburgh, an MS in Mechanical Engineering from The Ohio State University, and a Bachelor of Engineering from the National Institute of Technology, Karnataka.

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Quote author

Working at Toptal has been the best experience of my career. Every day I'm surrounded by intelligent, thoughtful, and hard-working colleagues that push me to be better.

Jordan Lyons

SEO Manager