Paid Media Specialist - Lead Generation
Google Ads (PPC) & Meta Ads | Full-Time | Fully Remote
Employment type: Full-time contractor (independent contractor)
Location: Fully remote
Working hours: Full U.S. Eastern Time (ET) overlap required
Salary: $2.000 - $3.000 USD/m (Depending on the experience)
Reports to: Head of Marketing / Marketing Director
About The Company
We are a rapidly growing, family-owned U.S.-based exterior services company that has been protecting residential and commercial properties for more than 20 years. Our work spans roofing, siding, gutters, windows and doors, and storm-damage restoration across multiple markets in the Midwest and Southeast.
We have grown to 15,000+ completed projects and multiple regional offices by pairing premium craftsmanship with a customer experience built on clear communication and trust. Marketing is a core growth engine for the business: we invest heavily in paid channels to generate high-intent homeowner and commercial leads, and we are now building this capability in-house.
About The Role
This is a newly created in-house role. Paid media has historically been managed by an outside agency, and we are bringing it in-house to gain a dedicated owner who lives inside our accounts every day — someone accountable for lead volume, lead quality, and cost per lead rather than a shared agency resource.
You will own our paid lead-generation program end to end. That means running an established, high-volume Google Ads program (currently $50,000-$60,000/month in spend) and standing up a brand-new Meta Ads channel from the ground up (starting near $10,000/month, with a clear mandate to test, prove, and scale). This is strictly lead generation, not brand awareness: every dollar is measured against qualified leads and booked appointments.
We have hit a growth ceiling with our current setup and know the next level of performance requires a dedicated specialist. You will have real budget, direct access to the marketing decision-maker, and the autonomy to make the account better.
Key Responsibilities
Paid Search / Google Ads (PPC)
- Own the day-to-day management of a $50K-$60K/month Google Ads program across multiple local service areas.
- Build, structure, and optimize Search campaigns for high-intent, high-cost home-services keywords, managing bids, budgets, and pacing to a target cost per lead.
- Continuously refine keyword strategy, negative keyword lists, ad copy, extensions, and geo-targeting across distinct regional markets.
- Monitor and improve Quality Score, impression share, and auction competitiveness in an expensive, competitive vertical.
Meta Ads / Paid Social
- Launch and own a net-new Meta Ads channel, starting with a structured testing phase (~$10K/month) and a mandate to scale as performance is proven.
- Design lead-generation campaigns — audiences, creative direction, lead forms, and offers — built to drive qualified inquiries, not vanity engagement.
- Establish the testing framework, benchmarks, and reporting that determine when and how to scale spend.
Lead Generation & Conversion
- Treat every campaign as a lead-gen engine: optimize toward qualified leads, booked appointments, and cost per acquisition — not clicks or impressions.
- Partner on landing pages, forms, and calls-to-action; recommend conversion-rate improvements and coordinate on implementation.
- Own conversion tracking integrity — form submissions, phone-call tracking, and offline/CRM conversion feedback — so optimization decisions are based on real lead quality.
Analytics, Reporting & Optimization
- Maintain clean tracking and attribution (GA4, Google Tag Manager, call tracking, and conversion imports).
- Report on the metrics that matter — spend, CPL, lead-to-appointment rate, and return on ad spend — and translate data into clear recommendations.
- Run a disciplined optimization cadence: test, measure, and reallocate budget toward what produces qualified leads.
Collaboration & Strategy
- Work directly with the marketing decision-maker during full ET business hours, incorporating live feedback on lead quality quickly.
- Adjust strategy in response to seasonal and storm-driven demand across markets.
- Act as the in-house paid-media owner: proactive, self-directed, and accountable for outcomes.
Required Qualifications
- 3+ years of hands-on experience personally managing Google Ads accounts (not overseeing others who do the work).
- A track record of managing meaningful monthly ad spend at scale ($30K+/month strongly preferred).
- Demonstrated lead-generation experience — you have run campaigns measured on cost per lead and lead quality, not brand awareness or e-commerce ROAS alone.
- Hands-on experience building and optimizing Meta Ads campaigns inside Ads Manager.
- Strong command of conversion tracking and analytics: GA4, Google Tag Manager, call tracking, and conversion/offline imports.
- Ability to work during full U.S. Eastern Time business hours.
- Clear, confident English communication — comfortable presenting numbers, tradeoffs, and recommendations directly to a marketing leader.
- Comfortable performing a practical skills assessment (e.g., a short account audit or campaign brief) as part of the hiring process.
Preferred Qualifications
- Experience in home services or other high-CPC local verticals (roofing, HVAC, home improvement, legal, contracting).
- Experience running local lead-gen campaigns across multiple geographic markets simultaneously.
- Familiarity with Google Local Services Ads (LSA).
- Experience with landing page and conversion-rate optimization tools.
- Familiarity with CRM lead routing and closing the loop between ad platforms and sales outcomes.
- Google Ads certification.
Ideal Candidate Profile
You Are
- A hands-on operator who would rather be inside the account than talking about it.
- Metrics-obsessed — you think in cost per lead and lead quality, and you can prove your impact with numbers.
- Self-directed and proactive, able to own a real budget with minimal hand-holding.
- Confident being measured on results and comfortable having your work tested up front.
- A strong communicator who can work alongside a marketing leader who deeply understands paid media.
Why Join Us
- Own a real, substantial budget from day one and see the direct impact of your work on a growing business.
- Build the Meta channel from scratch — a genuine greenfield opportunity to own and scale.
- Direct access to the decision-maker: fast feedback, no agency layers, real autonomy.
- A stable, 20+ year company with a clear growth trajectory and continued investment in paid media.