Job Description

Job Title: PPC Specialist (Home Services)
Location: Remote | Type: Full-Time
About Our Client
We are a performance-focused marketing agency that helps home service businesses (HVAC, plumbing, electrical) grow through targeted digital advertising. We are seeking a world-class PPC Specialist to manage our clients' paid campaigns and deliver high-intent, profitable leads.
Role Overview
As our PPC Specialist, you will plan, execute, and optimize paid campaigns--primarily on Google Ads--with targeted application of Meta Ads. You will own the full funnel for search, Performance Max (PMAX), and supporting paid social initiatives. Your mandate is to profitably drive high-intent leads for our clients while maintaining rigorous measurement, reporting, and communication.
Key Responsibilities
Campaign Strategy & Ownership
Build and iterate channel strategies with a strong bias toward Google Search and PMAX; selectively deploy Meta for incremental reach and retargeting.
Conduct competitive and keyword research tailored to home services, understanding seasonality, emergency intent, and geographic nuances.
Account Buildouts & Optimization
Architect high-quality account structures (e.g., SKAG/SKAG-lite, query-themed ad groups, asset groups for PMAX).
Write and test compelling ad copy and assets; maintain disciplined naming conventions and change logs.
Manage budgets, pacing, and bid strategies to continuously improve CPA, CVR, ROAS, and MER.
Execute negative keyword strategy, audience layering, geo-targeting, day-parting, and call-driven optimizations.
Measurement & Analytics
Implement and QA conversion tracking (GA4, Google Ads Conversions, offline conversions, call tracking).
Build weekly and monthly performance reports with actionable insights, not just raw data.
Attribute outcomes using data-driven models, identifying incremental lift versus cannibalization.
Quality Lead Generation
Prioritize search-driven, high-intent leads; leverage PMAX responsibly (feed hygiene, audience signals, brand controls).
Exclude or clearly separate Local Services Ads (LSAs) data from core PPC results to avoid conflated performance.
Cross-Functional Collaboration
Partner with operations and customer service teams to qualify lead quality, closing feedback loops to refine targeting.
Communicate proactively with stakeholders on tests, learnings, and next steps.
Required Qualifications
5-7 years of hands-on PPC experience, with demonstrated success in home services (HVAC, plumbing, electrical).
Deep expertise in Google Ads (Search, PMAX, YouTube a plus) and a working knowledge of Meta Ads.
Strong command of GA4, Google Tag Manager, and call-tracking (CallRail or similar).
Proven history of delivering profitable growth at meaningful spend levels, with clear case studies.
Excellent written and verbal communication skills for crisp reporting and stakeholder updates.
Advanced Excel/Sheets skills; comfortable with data transforms and quality assurance.
Familiarity with feed management and asset creation for PMAX.
Ability to work with U.S. time zone overlap (minimum 4 hours) and meet tight deadlines.

Skills Required