Performance Marketing Manager – Lead Generation
Full-Time | In-Person | Chesapeake, VA
An established home services company is hiring a hands-on Performance Marketing Manager to own and scale lead generation.
This role is accountable for the full marketing engine. Some work may be supported by vendors/agencies, but you own results. You must be able to audit outsourced work, make adjustments yourself when needed, and hold partners accountable to KPIs. Success is measured on cost per booked appointment/job, booking rate, lead quality, and ROI (not vanity metrics). You’ll also be expected to test and scale new, cost-effective ways to reach homeowners—only keeping what performs.
What You’ll Do
- Own lead generation performance across Meta (paid + organic), Google Ads and Google Local Services Ads (LSA), local SEO/Google Business Profile, website conversion (CRO), email/SMS nurture, and online lead providers/aggregators
- Run paid social in Meta Ads Manager: campaign setup, targeting, creative testing, retargeting, optimization, and budget pacing
- Manage organic social: content planning, consistent posting cadence, community engagement, and repurposing real project stories into content and ads
- Design and produce marketing materials (digital + print) as needed, including door hangers, flyers, and tri-fold brochures; maintain brand consistency and coordinate printing timelines
- Build trackable offline campaigns: use call tracking numbers/QR codes/UTMs where possible to measure performance of print and leave-behind materials
- Optimize Google Ads/LSA: search terms, conversion performance, cost per conversion, and budget management
- Manage lead aggregators: intake/routing, filters/territories, quality review, CPL/ROI tracking, and scaling/shutting down sources
- Improve landing pages, forms, CTAs, and call flows to increase lead-to-appointment conversion
- Partner with call center leadership to improve speed-to-lead, outbound follow-up consistency, and booking rate by source
- Own tracking and attribution: GA4, UTMs, call tracking, forms, and CRM source reporting; troubleshoot gaps fast
- Manage vendors/partners (PPC/SEO, web/CRO, creative/print, lead providers): set KPIs, review deliverables, and step in when needed
- Launch new tests regularly (offers, creative angles, audiences, new channels) and scale winners based on clear KPIs
Qualifications (Required)
- 5+ years of hands-on performance marketing/lead generation experience for local businesses or home services
- Meta Ads Manager experience (not boosted posts), including testing and optimization
- Google Ads and/or Google Local Services Ads (LSA) optimization experience
- Experience managing both paid and organic social media
- Strong working knowledge of GA4 and performance reporting
- Local SEO + Google Business Profile experience for service-area businesses
- Call tracking + attribution workflow experience and CRM lead source reporting experience
- CRO experience (landing pages/forms/CTAs) and familiarity with Google Tag Manager + Search Console
- Proven vendor/agency management with accountability to KPIs
- Comfortable partnering with a call center/sales team to improve conversion
- Ability to design print materials as needed (door hangers, flyers, tri-fold brochures) and prepare files for print production
Design Tools (Preferred)
- Proficiency with Adobe Creative Cloud (Photoshop required; Illustrator and/or InDesign strongly preferred) or equivalent professional design tools
This role may not be a fit if…
- You prefer managing vendors only and don’t execute hands-on when needed
- You’re not accountable to performance KPIs like cost per booked appointment/job and booking rate
- You can’t share recent results with numbers (CPL, cost per booked appointment/job, conversion rates)
Ready to own real numbers and build a scalable lead engine? Apply today and include a few recent wins—cost per booked appointment/job, booking rate improvements, and what you changed to drive the results.
Pay: $65,000.00 - $70,000.00 per year
Benefits:
- 401(k) matching
- Health insurance
- Paid time off
Application Question(s):
- Have you personally run paid social campaigns in Meta Ads Manager (not boosted posts)?
- Have you managed and optimized Google Ads and/or Google Local Services Ads (LSA) for lead generation?
- Can you track marketing performance through GA4 plus call tracking and CRM lead source reporting (CPL → booked appointment/job cost)?
- Can you design print marketing materials (door hangers / tri-fold brochures) and prepare files for print?
Education:
Experience:
- hands on performance marketing/lead generation: 5 years (Required)
Ability to Commute:
- Chesapeake, VA 23320 (Required)
Work Location: In person
