Job Description
We are looking for a Performance Marketing Specialist to build and manage lead generation campaigns for home improvement and contractor clients in California and the broader U.S. market.
This role is responsible for creating paid advertising campaigns, developing ad creatives, building lead funnels, setting up tracking, and optimizing campaigns across platforms such as Meta Ads, Google Ads, and other digital channels. The goal is to generate qualified homeowner leads for services such as remodeling, roofing, ADU construction, kitchen and bathroom renovation, flooring, HVAC, painting, landscaping, solar, windows, and other home improvement services.
Responsibilities
- Build and manage lead generation campaigns for California-based home improvement clients
- Create and optimize campaigns on Meta Ads, Google Ads, Local Services Ads, and other relevant platforms
- Develop campaign strategy based on service type, city, county, target homeowner profile, and budget
- Write direct-response ad copy for Facebook, Instagram, Google Search, Display, and lead forms
- Create or coordinate ad creatives, including images, short videos, hooks, headlines, offers, and landing page assets
- Build lead funnels using landing pages, Meta lead forms, Google forms, booking forms, CRM workflows, SMS/email follow-up, and call tracking
- Set up tracking, pixels, conversion events, UTMs, call tracking, and reporting dashboards
- Optimize campaigns for cost per qualified lead, cost per booked appointment, and client ROI
- Test offers, audiences, creatives, landing pages, service areas, and follow-up angles
- Understand and apply California market considerations, including competitive local markets, high-value homeowner segments, and city-specific targeting
- Monitor campaign performance and provide clear weekly updates on leads, lead quality, booked appointments, CPL, CPA, and ROI
- Work with designers, video editors, appointment setters, and sales teams to improve lead quality and conversion
- Maintain organized campaign structure, naming conventions, reporting, and documentation
Requirements
- Proven experience managing Meta Ads and/or Google Ads lead generation campaigns
- Experience generating leads for home improvement, contractors, construction, remodeling, roofing, HVAC, solar, landscaping, or local service businesses
- Strong understanding of the U.S. homeowner market, preferably California
- Ability to create campaign angles, offers, ad copy, and creative briefs
- Experience building lead funnels, landing pages, forms, and follow-up flows
- Knowledge of pixels, conversion tracking, UTMs, call tracking, and campaign reporting
- Comfortable analyzing campaign data and making optimization decisions
- Able to manage multiple client campaigns at once
- Strong communication skills and attention to detail
Preferred Skills
- Experience with California markets such as Los Angeles, Orange County, San Diego, San Jose, San Francisco Bay Area, Sacramento, Riverside, or other major service areas
- Experience with GoHighLevel, CallRail, ClickFunnels, Unbounce, WordPress, Webflow, Zapier, or similar tools
- Experience with Google Local Services Ads and Google Business Profile lead generation
- Basic creative skills using Canva, CapCut, Adobe tools, or similar platforms
- Experience creating offers such as free estimates, roof inspections, kitchen/bath consultations, ADU consultations, energy upgrades, financing promotions, or seasonal campaigns
- Familiarity with compliance-sensitive ad copy for contractor/home improvement services
- Ability to optimize for booked appointments and closed jobs, not only raw leads
Success Metrics
- Qualified leads generated
- Cost per lead
- Cost per qualified lead
- Cost per booked appointment
- Lead-to-appointment conversion rate
- Appointment show rate
- Cost per acquisition
- Campaign ROI
- Funnel conversion rate
- Lead quality based on client feedback
