Google Ads Department Manager I Focus: Lead Generation – Home Services (US Market)
We’re looking for a Google Ads Department Manager to lead, scale, and optimize a portfolio of lead generation campaigns for home service businesses (plumbing, HVAC, cleaning, landscaping, etc.) across the US.
This role is responsible for team performance, strategy direction, and KPI ownership across all accounts. You won’t just manage people—you’ll build systems, enforce standards, and ensure the department consistently delivers high-quality leads at or below target costs.
Core Mission
Drive consistent, scalable lead generation performance across all accounts by:
- Enforcing data-driven decision making
- Building a high-performing PPC team
- Creating repeatable systems that produce results
Key Responsibilities
1. Department Performance Ownership
- Own and be accountable for overall department KPIs:
- Cost per Qualified Lead (CPQL)
- Lead Volume vs Targets
- Conversion Rates (CVR)
- Wasted Spend Reduction
- Monitor performance across all accounts and ensure targets are consistently met or exceeded
- Step in on underperforming accounts and course-correct quickly
2. Team Leadership & Development
- Manage and mentor a team of Google Ads strategists/media buyers
- Set clear performance expectations and accountability structures
- Conduct regular performance reviews and coaching sessions
- Identify skill gaps and implement training systems
- Build a culture of ownership, speed, and testing
3. Strategy Direction & Standardization
- Define and enforce best practices across:
- Campaign structures
- Keyword strategies
- Bidding frameworks
- Account scaling approaches
- Create standardized SOPs for:
- Campaign launches
- Optimization routines
- Testing frameworks
- Ensure consistency across accounts while allowing room for strategic flexibility
4. Testing Framework & Innovation
- Oversee department-wide testing roadmap:
- Keywords (match types, expansion)
- Bidding strategies (tCPA, Max Conversions, etc.)
- Ad copy & messaging
- Landing pages
- Ensure each account maintains high testing velocity
- Turn test results into scalable playbooks
5. Data Analysis & Insights
- Analyze performance across:
- Industries (plumbing, cleaning, landscaping, etc.)
- Locations (city, ZIP, radius)
- Campaign types
- Identify winning patterns and scale them across accounts
- Build dashboards and reporting systems for visibility
6. Lead Quality & Funnel Alignment
- Ensure campaigns optimize for qualified leads, not just volume
- Work with CRM data to track:
- Lead-to-booking rates
- Revenue impact
- Align ad strategies with real business outcomes
7. Process & Systems Building
- Build scalable systems for:
- Account audits
- Performance tracking
- Testing documentation
- Improve operational efficiency across the department
- Reduce reliance on “manual guesswork” and increase structured execution
Requirements
- 4+ years experience with Google Ads (AdWords)
- 1–2+ years experience managing or leading a PPC team
- Proven track record managing lead generation at scale
- Strong expertise in:
Search campaigns (primary)
Performance Max
Conversion tracking (including offline conversions)
- Experience with home service industries (strongly preferred)
- Ability to think both:
Strategically (big picture scaling)
Tactically (hands-on problem solving)
- Strong leadership, communication, and accountability skills
What Success Looks Like
- Majority of accounts consistently hitting or exceeding KPIs
- Clear, repeatable strategies that work across industries
- High-performing, accountable PPC team
- Continuous pipeline of tests and improvements
- Strong alignment between ad performance and actual revenue outcomes
Nice to Have
- Experience with Local Services Ads (LSAs)
- Familiarity with CRMs like GoHighLevel, HubSpot
- Experience building dashboards (Looker Studio, etc.)
- Strong understanding of local service business economics (LTV, job value)
Who This Role Is NOT For
- Someone who only wants to “manage” without owning results
- Someone who avoids data or relies on guesswork
- Someone who isn’t comfortable holding a team accountable
Work Conditions & Compensation
Location: 100% Remote
Compensation: Competitive base salary + performance bonuses
Tech: Bring your own device
Note: Only shortlisted candidates will be contacted for further evaluation.