Job Category: Full Time
Job Position: Google Ads PPC Strategist
Job Location: Global-Remote
Google Ads PPC Strategist (Lead Generation – Home Services, US Market)
Role Overview
We’re hiring a Google Ads PPC Strategist to manage, analyze, and scale high-performing lead generation campaigns for home service businesses (plumbing, cleaning, landscaping, HVAC, etc.) across the US.
This is not a “set and forget” role. You’ll be responsible for deep performance analysis, KPI ownership, and continuous testing—turning data into actionable strategies that drive qualified leads at profitable costs.
Key Responsibilities
1. Campaign Performance Analysis
- Analyze performance across:
- Search (primary focus)
- Performance Max (PMax)
- Evaluate campaigns against core KPIs:
- Cost per Lead (CPL)
- Cost per Qualified Lead (CPQL)
- Conversion Rate (CVR)
- Cost per Click (CPC)
- Impression Share & Lost IS (budget/rank)
- Identify inefficiencies across:
- Keywords
- Search terms
- Ads & extensions
- Geo performance
- Device segmentation
2. KPI Tracking & Reporting
- Monitor daily/weekly/monthly performance vs targets
- Build reports that clearly explain:
- What’s working
- What’s underperforming
- What actions need to be taken
- Translate raw data into clear business decisions
3. Strategic Testing & Optimization
- Develop structured testing roadmaps across:
- Keyword strategy (exact, phrase, broad + smart bidding)
- Bidding strategies (tCPA, tROAS, Max Conversions)
- Ad copy (angles, hooks, CTAs)
- Landing pages & conversion flows
- Campaign structures (single theme ad groups, SKAG-inspired, consolidation vs segmentation)
- Continuously launch new tests based on data insights (not guesses)
4. Search Term & Intent Optimization
- Deep-dive into search term reports to:
- Identify high-intent queries
- Eliminate wasted spend via negative keywords
- Align campaigns with commercial intent, not just traffic
5. Geo & Local Market Optimization
- Analyze performance by:
- City
- ZIP code
- Radius targeting
- Reallocate budgets toward top-performing areas
- Optimize for local service economics (cost vs job value)
6. Creative & Ad Copy Direction
- Write and test high-converting:
- Responsive Search Ads (RSAs)
- Headlines and descriptions
- Develop non-generic, high-intent messaging aligned with user urgency (e.g., emergency services vs quotes)
- Optimize extensions (callouts, structured snippets, call extensions)
7. Funnel & Lead Quality Optimization
- Improve lead quality through:
- Better keyword intent filtering
- Landing page recommendations
- Conversion tracking accuracy
- Work with CRM data to evaluate:
- Lead quality
- Booking rates
- Revenue impact
Requirements
- 2+ years hands-on experience with Google Ads (AdWords)
- Proven track record in lead generation campaigns
- Strong understanding of:
- Keyword intent & match types
- Smart bidding strategies
- Conversion tracking (including offline conversions)
- Experience working with home service businesses (preferred)
- Strong analytical mindset with ability to turn data into action
- Familiarity with tools like:
- Google Ads Editor
- Google Analytics (GA4)
- Call tracking tools (e.g., CallRail, CallFire)
What Success Looks Like
- Consistent delivery of high-quality leads within target CPL/CPQL
- Strong control over search intent and wasted spend
- Clear scaling of winning campaigns and keywords
- Continuous improvement in efficiency month-over-month
- Reliable testing pipeline that produces actionable insights
Nice to Have
- Experience with Local Services Ads (LSAs)
- Understanding of home service sales cycles & ticket sizes
- Experience integrating CRM data back into Google Ads (offline conversions)
- Familiarity with landing page CRO principles