Paid Media Specialist

Paid Media Specialist (Google Ads + Meta), US Home Services

Localizr · Full-time · Remote · Monday–Friday, 9 AM–5 PM EST time (currently 10 AM–6 PM in Argentina) · Start: as soon as possible, ideally the second half of October

The role

You'll own Localizr's paid media across our whole client portfolio. These are lead generation accounts for US home services brands in waterproofing, remodeling, roofing and HVAC, each spending USD 20,000 to 90,000 a month on ads.

This isn't just an execution role. At any moment you need to be able to say what's working, how much it brought in, at what cost, and what we're doing next week.

Scope

Google Ads (Search and PMax) across the full portfolio · Meta Ads lead gen campaigns with a focus on video · measurement for those accounts (conversion actions, GA4, GTM, UTMs, call tracking, offline conversions, consent) · critical review of landing pages and ad copy · weekly client meetings in English.

Responsibilities

Google Ads

• Manage and optimize Search: structure, keywords, match types, negatives, search term mining, bidding and assets
• Set budget and pacing for each account, and adjust for seasonality and weather (in waterproofing, rain can shift demand within days)
• Quality Score and landing pages: check that keyword, ad and page match, put a number on what poor relevance costs, and request changes backed by a documented case

Meta Ads

• Lead generation campaigns, with ad sets organized by angle and pain point
• Iterate based on results: spot winning creatives and brief new ones to the creative team
• Pixel, events and Conversions API

Measurement

• Keep tracking accurate: conversion actions, GA4, Google Tag Manager, UTMs, call tracking and offline conversion imports from the CRM
• Consent Mode v2 and consent banner setup, so tags only fire with valid consent
• Actually check that tags fire, and log the date of the last check

Monitoring

• Review every account daily against written thresholds for what counts as an anomaly
• Catch and report any problem the same day. The goal is for the agency to notice before the client does

Communication and documentation

• Weekly reporting meetings with US clients, in English
• Log every task in our project management system, in English: what changed, the previous value, and when it will be checked again
• Be upfront with clients when results fall short

How the role is measured: CPL and its trend, lead quality measured against actual closed deals, verified tracking, and problems the agency catches before the client does.

Tools

Google Ads · Google Ads Editor · Google Analytics 4 · Google Tag Manager · Meta Business Suite · GoHighLevel (CRM) · our own call tracking (built on Twilio) · our project management system (currently ClickUp) · Slack · our in-house dashboard and AI agents · AI tools.

Requirements

• 2+ years running Google Ads and Meta Ads with your own budget and decisions
• Lead generation experience: CPL, lead quality, and a sales cycle that goes through a phone call and an in-home visit
• Deep knowledge of Search: match types, negatives, search terms, bid strategies, conversion actions and Quality Score
• Google Tag Manager well enough to check and troubleshoot: you can figure out why an event isn't firing
• Hands-on measurement: GA4, imported conversions, call tracking and attribution
• Daily use of AI tools, plus the judgment to check their data and conclusions yourself. AI output, including alerts from our in-house agents, is where you start, not the final answer
• Active Google Ads certifications (Search, Measurement), or a commitment to earn them in your first 30 days
• Marketing judgment beyond the ad platform, and the ability to back up your diagnoses with data
• Advanced spoken and technical English, since you'll have weekly client meetings

Nice to have

• Experience at a media agency or in Google platform support
• Past work with US clients

How we work

We're a small, distributed team. We talk to each other in Spanish, and everything that goes to clients is in English. The role needs autonomy: we expect you to spot and flag problems before they grow, and to report results without softening the misses. Every week there's a review meeting where we go over each account's numbers. Our internal processes are still being built and you'll help shape them, so this isn't the right role if you want a fully established structure.

Terms

• Contractor engagement, paid in USD twice a month
• 10 US holidays, 10 days of paid time off (PTO) and