Marketing Manager

Our client is a premium home improvement company in the USA, specializing in delivering top-tier service to their customers. Due to their business growth, we are looking for experienced Marketing Manager with expertise in Google Ads, paid media, and multi-channel performance marketing to drive lead generation, maximize return on ad spend (ROAS), and support overall business growth.

These roles are ideal for data-driven marketing professionals who excels at strategic planning, digital advertising, and marketing channel optimization. The candidates will be responsible for managing and executing high-performance marketing campaigns, overseeing multiple lead generation channels, and ensuring all paid advertising efforts contribute to sustainable business expansion.

JOB SUMMARY:

We are seeking for Marketing Manager to lead and optimize paid advertising campaigns, primarily on Google Ads (Search, Display, Local Services, YouTube) while managing other lead generation channels like pay-per-call marketing, social media ads, and outsourced agency partnerships.

A key responsibility is customizing campaigns for different geographic regions, ensuring ad targeting, budget allocation, and messaging align with local market conditions. The ideal candidates will have strong expertise in PPC, conversion optimization, and multi-channel strategy, with a focus on lead generation, CPA optimization, and achieving a 6x ROAS.

KEY RESPONSIBILITIES

Paid Advertising & Lead Generation

• Plan, execute, and optimize high-performing Google Ads campaigns (Search, Display, Local Services Ads, Performance Max).
• Manage and scale pay-per-click (PPC) advertising campaigns through multiple traffic sources.
• Develop A/B testing strategies for ad creatives, bidding strategies, and landing page performance.
• Implement advanced conversion tracking and attribution modeling to measure campaign effectiveness and optimize CPA and ROAS.
• Expand and refine retargeting and audience segmentation strategies to increase conversions.
• Identify and explore new paid advertising channels to diversify lead acquisition sources.

Marketing Channel Oversight & Optimization

• Monitor and analyze key marketing channels, including Google Ads, Meta Ads (Facebook & Instagram), pay-per-call campaigns, and social media marketing.
• Oversee third-party marketing agencies, ensuring outsourced lead generation efforts align with business objectives.
• Optimize landing page experience, call-to-action strategies, and customer journey touchpoints to improve CPA and lead-to-customer conversion rates.

Strategic Planning & Growth Initiatives

• Develop and implement marketing strategies to increase lead volume and improve lead quality.
• Analyze cost per acquisition (CPA), lifetime value (LTV), and return on ad spend (ROAS) to guide strategic decision-making.
• Continuously evaluate marketing performance metrics and provide actionable insights for budget allocation, bid management, and scaling strategies.
• Research industry trends, competitor strategies, and emerging advertising technologies to maintain a competitive edge.

Agency & Vendor Management

• Evaluate, recruit, and manage third-party marketing agencies for outsourced lead generation campaigns.
• Negotiate contracts and performance agreements with agencies to maximize ROI on outsourced paid marketing.
• Collaborate with external vendors, affiliate partners, and ad networks to optimize lead acquisition efforts.

Key Performance Indicators (KPIs)

• Booked Leads – Increase the volume of high-intent customer inquiries.
• Booking Ratio – Optimize ad spend efficiency by improving conversion rates
• ROAS (Return on Ad Spend) – Maintain a minimum 6x ROAS across paid advertising efforts
• Cost Per Acquisition (CPA) – Reduce and optimize CPA while maintaining lead quality.
• Lead Quality & Customer Acquisition Cost (CAC) – Ensure leads convert into paying customers at a cost-effective rate.

Qualifications & Required Skills

• 3 years of experience in digital marketing, with a focus on Google Ads and paid media.
• Proven ability to develop region-specific campaigns, adjusting bids, targeting, and ad creatives for local markets.
• Experience managing pay-per-call marketing, social media ads (Meta, Instagram), and outsourced agencies.
• Strong analytical skills to track and optimize CPA, ROAS, conversion rates, and lead volume.
• Proficiency in Google Analytics, Google Ads Manager, CRM tools, and marketing automation platforms.
• Experience in budget management and optimizing ad spend for maximum efficiency.
• Ability to write high-converting ad copy, optimize landing pages, and run A/B tests.
• Strong project management and decision-making skills in a fast-paced environment.

Preferred Skills:

• Experience with high-ticket home services, appliance repair, or similar industries.
• Knowledge of CRO, retargeting, and lead nurturing strategies.