PPC Specialist

Position Type: Full-Time, Remote

Working Hours: U.S. Business Hours

About the Role

We are seeking a highly analytical and performance-driven PPC Specialist to take ownership of paid media performance across a rapidly growing multi-location home services organization.

This is not a campaign management role where you simply monitor dashboards and report results. We are looking for someone who can actively drive growth, improve lead generation performance, optimize advertising spend, and identify opportunities to scale across multiple markets.

You will manage Google Ads, Local Services Ads (LSAs), landing page optimization initiatives, and paid social campaigns while working directly with marketing leadership to improve lead volume, reduce acquisition costs, and maximize return on advertising spend.

The ideal candidate has experience managing large Google Ads accounts, understands local service marketing, and thrives in a fast-paced environment where ownership, initiative, and performance matter.

Responsibilities

Google Ads & Paid Search Management

• Manage a large Google Ads MCC structure across multiple markets and service areas.

• Oversee and optimize Search campaigns across active service locations.

• Manage campaign budgets, bidding strategies, keyword expansion, negative keyword implementation, and audience targeting.

• Conduct ongoing search term analysis to identify new opportunities and eliminate wasted spend.

• Monitor campaign performance daily and implement optimizations to improve lead quality and conversion volume.

• Evaluate bidding strategies and continuously test new approaches to improve performance.

• Ensure accurate conversion tracking, reporting, and attribution.

Local Services Ads (LSA) Management

• Manage and optimize Local Services Ads accounts across multiple markets.

• Monitor lead quality, budget pacing, dispute management, and account health.

• Ensure all locations maintain strong LSA performance and visibility.

• Identify opportunities to increase lead volume while maintaining cost efficiency.

Landing Page Optimization & CRO

• Manage and optimize landing pages across multiple service areas using Unbounce.

• Monitor landing page performance by market, campaign, and service category.

• Conduct A/B testing on headlines, forms, calls-to-action, page layouts, and user experience elements.

• Develop new location-specific and service-specific landing pages to support expansion efforts.

• Identify conversion bottlenecks and implement improvements that increase lead generation performance.

Reporting & Performance Analysis

• Build and maintain weekly and monthly performance reports across all paid channels.

• Monitor key metrics including Cost Per Lead (CPL), Cost Per Booked Job, Conversion Rate, Cost Per Acquisition (CPA), and ROAS.

• Analyze performance trends and identify opportunities for growth.

• Monitor budget pacing and recommend allocation adjustments across markets.

• Present actionable recommendations on what to scale, optimize, or discontinue.

Paid Social Advertising

• Manage Facebook and Instagram advertising campaigns across multiple locations.

• Build and maintain audience segments, retargeting campaigns, and custom audiences.

• Collaborate with the creative team to launch and test new ad creatives.

• Optimize campaign performance and reduce cost per lead across paid social channels.

Growth & Strategic Initiatives

• Continuously identify opportunities to improve campaign performance and marketing efficiency.

• Stay current with platform updates, industry trends, AI-powered marketing tools, and automation opportunities.

• Contribute strategic ideas that help scale lead generation and improve marketing effectiveness.

• Support expansion into new markets through data-driven advertising strategies.

What Makes You a Strong Fit

• You think in leads, booked jobs, CPA, and ROAS—not clicks and impressions.

• You proactively identify problems and implement solutions without waiting for direction.

• You are comfortable managing large advertising budgets and making data-driven decisions.

• You enjoy testing, optimizing, and improving performance across multiple markets simultaneously.

• You understand the relationship between traffic, landing pages, conversion rates, and revenue.

• You thrive in environments where accountability and ownership are expected.

Required Experience & Skills

Must-Have

• 3+ years of hands-on experience managing Google Ads campaigns with direct ownership of campaign performance.

• Strong expertise in Google Search Ads, bidding strategies, keyword management, audience targeting, and campaign optimization.

• Proven experience managing multi-location, franchise, or multi-market advertising accounts.

• Experience managing large advertising budgets ($200K+ monthly spend preferred).

• Hands-on experience with Google Local Services Ads (LSA).

• Experience with landing page platforms such as Unbounce, Instapage, or similar conversion-focused tools.

• Strong understanding of conversion rate optimization (CRO) principles.

• Experience analyzing campaign performance and making optimization decisions based on data.

• Excellent written and verbal English communication skills.

• Ability to work independently and take ownership of performance outcomes.

Nice-to-Have

• Experience running Meta Ads campaigns for lead generation.

• Experience in plumbing, HVAC, electrical, roofing, restoration, or other home service industries.

• Familiarity with Google Business Profile (GBP) and local SEO concepts.

• Experience with CallRail, CallTrackingMetrics, or similar call-tracking platforms.

• Experience using ServiceTitan or similar service-industry CRM systems.

• Basic HTML and CSS skills for landing page updates.

• Experience with AI-powered marketing tools and automation platforms.

• Familiarity with pay-per-lead platforms such as eLocal.

What Does a Typical Day Look Like?

Your day begins by reviewing campaign performance across multiple markets, identifying budget pacing issues, rising CPAs, declining conversion rates, and opportunities for optimization.

You analyze search term reports, adjust bidding strategies, refine audience targeting, manage Local Services Ads performance, and review landing page conversion metrics.

Throughout the day, you collaborate with marketing leadership, launch new tests, monitor lead quality, and develop recommendations that improve marketing efficiency and growth.

Success in this role comes from consistently generating more qualified leads, reducing acquisition costs, and improving marketing performance across every active market.