Performance Marketing Specialist (Service Industry)

Performance Marketing Specialist

Role Objective

To plan, execute, and optimize high-impact paid marketing campaigns across Meta, Google, LinkedIn, and Local/GMB platforms that drive measurable growth in leads, bookings, and revenue.

hands-on ad execution

Key Responsibilities

1. Paid Media Strategy & Planning

• Build monthly and quarterly paid media plans aligned with revenue, lead, and growth targets.
• Plan and execute campaigns for:
• Local lead generation
• Events, memberships, and promotions
• Retargeting and re-engagement
• Franchise or multi-location growth
• Allocate and manage budgets across

  Meta Ads, Google Search, Display, YouTube, LinkedIn Ads, and Local/GMB campaigns

  .
• Identify high-intent user journeys and design full-funnel strategies (TOF, MOF, BOF).

2. Campaign Execution & Optimization

• Launch, manage, and optimize campaigns across:

• Meta Ads (Facebook & Instagram)

• Google Ads (Search, Display, Performance Max, YouTube)

• Google Local / GMB Ads

• LinkedIn Ads (lead gen & awareness)

• Build and manage

  Custom Audiences, Lookalike Audiences, and Retargeting pools

  .
• Continuously optimize:
• Creatives, copy, CTAs
• Targeting and audience segments
• Bidding strategies and budgets
• Implement A/B testing on creatives, audiences, and landing pages to improve performance.

3. Audience & Funnel Management

• Create and manage:
• Website retargeting audiences
• Video viewers, engagement audiences
• CRM-based and lead-list custom audiences
• Design retargeting flows across Meta and Google to improve conversion rates.
• Align paid campaigns with landing pages, forms, and booking flows for maximum conversion efficiency.

4. Analytics, Tracking & Reporting

• Track and analyze key performance metrics including:
• CPC, CPA, ROAS
• Conversion rate
• Cost per lead / booking
• Funnel drop-offs
• Ensure proper tracking via:
• Meta Pixel & CAPI
• Google Tag Manager
• GA4 conversion events
• Build and maintain monthly performance reports with insights, trends, and optimization recommendations.
• Monitor competitor ad activity and identify scaling opportunities.

5. Collaboration & Cross-Functional Alignment

• Work closely with:
• Creative & design teams for ad creatives
• Account managers for campaign goals and timelines
• SEO and content teams for landing page alignment
• Coordinate with social and email teams to support omnichannel retargeting strategies.
• Participate in weekly performance reviews and optimization brainstorming sessions.

Key Performance Indicators (KPIs)

Cost Per Lead (CPL):

ROAS:

Conversion Rate:

Retargeting Efficiency:

Scalability:

Campaign Health:

Required Experience & Skills

• 2+ years of hands-on experience

  in Performance Marketing
• Strong expertise in:
• Meta Ads (FB & IG)
• Google Ads (Search, Display, Performance Max)
• Local / GMB Ads
• Retargeting on Meta & Google
• LinkedIn Ads (basic to intermediate)
• Proven experience building

  Custom Audiences, Lookalikes, and retargeting funnels

• Solid understanding of GA4, GTM, and conversion tracking
• Analytical mindset with strong reporting and optimization skills

Tools Required

• Paid Platforms:

  Meta Ads Manager, Google Ads, LinkedIn Campaign Manager

• Analytics & Tracking:

  GA4, Google Tag Manager

• Reporting:

  Google Sheets, Looker Studio

• Collaboration:

  Asana, Google Drive, Canva

multi-location businesses, franchises, or local lead gen