In an effort to drive traffic and conversions, Google has opened a new search marketing team focused on building better online ads.

The new team, led by Search Engine Marketing Director David Kriegsman, has more than 30 years of experience in search advertising and is working to improve the company’s advertising experience, according to Google.

Google is seeking candidates to join the Search Engine Team in the field of Search Engine Optimization (SEO), where it aims to drive revenue and increase the number of users in search, the Wall Street Journal reported.

Kriegsmann joined Google in 2015 and previously served as a Senior Associate at Search Engine Partners, the parent company of Adwords, Google’s advertising business.

Krippsman said the new team will “work with our advertising partners to deliver better search results to our users and advertisers.”

Search Engine Partners is the company that manages Google’s search advertising business, and Google’s advertisers and publishers are among the largest in the world.

Kippel says the new search team will work on a “broad range of ad projects and work to drive search traffic, conversion and revenue to Google and its partners.”

Google declined to comment on the report.