PPC / Meta / YouTube Ads Expert

Job Description
Search Engine Marketing Specialist
Atlanta, GA or Remote (USA, Philippines, Malaysia, Europe)

Summary
Lume Sales & Marketing (dba Best Roofer Marketing) is a digital marketing agency that is laser-focused on creating customized solutions for the home services industry. As a Search Engine Marketing Specialist you’ll use your passion for data-driven decision making and strategy within the Google, Meta and other advertising platforms.

At Lume, we create an Authentic Partnership between our clients and our team that produces Impactful Results through our Proactive Transparency and Passionate Service. Our Client Success team uses their authentic style to help our clients to tell their story in the communities they serve.
Google / Bing PPC Responsibilities:
• Conduct comprehensive keyword research and analysis to identify high-performing terms.
• Develop and implement strategic ad copy aligned with client goals.
• Manage negative keyword lists to maximize ad spend efficiency.
• Create, launch, and manage PPC campaigns across platforms like Google Ads and Bing Ads.
• Perform daily monitoring of campaign performance to identify trends and areas for optimization.
• Reduce cost-per-lead (CPL) through precise bid adjustments and targeting strategies.
• Conduct A/B testing for ad creatives, landing pages, and targeting parameters.
• Optimize campaigns based on key performance indicators (KPIs), including CTR, conversion rates, and quality scores.
• Generate detailed reports with actionable insights for clients, including performance metrics and ROI analysis.
• Collaborate with the creative and content teams to align landing pages and ad creatives with campaign objectives.
• Stay updated with the latest trends and algorithm changes in the PPC landscape.
• Manage budgets effectively, ensuring client objectives are met within specified financial constraints.
Meta Ads (Facebook + Instagram) Responsibilities
• Develop and implement comprehensive advertising strategies tailored to Meta platforms.
• Provide feedback on compelling & high-converting ad creatives, graphics, videos, and ad copy.
• Execute audience research and build highly targeted audience segments for effective ad delivery.
• Optimize campaigns for key metrics such as cost-per-click (CPC), cost-per-acquisition (CPA), and ROAS.
• Monitor and adjust ad spend to maximize results within budget limits.
• Conduct split testing on different ad variations to determine optimal performance.
• Analyze campaign performance and provide regular reports to clients, highlighting successes and areas for improvement.
• Develop retargeting strategies to re-engage past website visitors and potential leads.
• Implement custom tracking solutions, such as pixel setup and event tracking, to measure user actions.
• Coordinate with content creators for ongoing ad creative needs.
• Explore new Meta ad features and placements to stay ahead of competitors.
• Troubleshoot and resolve issues with ad performance, delivery, and compliance.
YouTube Ads Responsibilities:
• Develop and execute high-performing YouTube ad campaigns that align with clients’ marketing goals, focusing on lead generation and ROI optimization.
• Conduct in-depth audience research to create highly targeted video ad strategies that maximize reach and engagement.
• Design, launch, and manage YouTube ad campaigns, including TrueView, Discovery, Bumper, and Outstream formats.
• Monitor campaign performance using analytics tools, providing detailed reports and actionable insights to improve outcomes.
• Implement A/B testing strategies to optimize ad creatives, placements, and bidding strategies for better conversion rates.
• Stay up-to-date on YouTube advertising trends, algorithm changes, and new features to maintain a competitive edge.
• Collaborate with creative teams to ensure video content aligns with YouTube best practices and campaign objectives.
• Manage ad budgets effectively, ensuring optimal allocation of resources to achieve client KPIs and maximize ROI.
Required Qualifications:
The right candidate will possess the following qualifications:
• Bachelor’s degree in business, communications, marketing or equivalent 5+ years experience
• Advanced understanding of digital advertising KPIs, and how they impact businesses
• Previous digital marketing agency experience in an ads management role
• Ability to prioritize targets and maximize efforts for results
• Expertise with: Google, Bing, YouTube and Meta ads platforms
• High school diploma or GED is required
• Occasional client-facing meetings
Preferred Qualifications:
• Bilingual is a plus
• Home Services & Roofing Industry Experience (non-contractor) strongly preferred
• Experience with CRM solutions, including HubSpot