Signature Media

The Opportunity

This is a fully remote role open to US-based candidates. Quarterly in-person meetings are required.

Signature Media is a home services marketing agency managing paid advertising across a growing portfolio of clients in foundation repair, waterproofing, roofing, plumbing, pest control, and related trades. We manage about $5M in annual ad spend and our clients measure success by one thing: qualified leads. Not clicks. Not impressions. Leads that turn into booked jobs.

We're hiring a Paid Media Strategist to own the strategy, architecture, and expansion of our paid advertising operation. Google Ads is the primary platform and the core of this role — but we're also building out experimental campaigns on Meta, Nextdoor, Reddit, Angi, and Yelp, and we need someone who can architect those programs thoughtfully and track them to the same North Star: Cost per Qualified Lead.

This isn't a "manage what's already there" role. We need someone who can walk into an account, immediately identify conversion tracking inflation, structural problems, and wasted spend — and then build and execute a documented plan to fix it. If you've done this before and can show the results, we want to talk.

The platforms have changed. Google's AI now handles targeting, bids, and creative assembly that practitioners used to control manually. What that means for this role: execution is no longer the highest-leverage work. Conversion data quality, first-party signal architecture, and creative strategy are. We're looking for someone who understands that distinction — and who builds their work around it.

What You'll Own

Google Ads is your primary domain. Everything else is an expansion opportunity.

Google Ads — Core Responsibility

The strategic layer comes first. Before campaigns run well, the foundation has to be right — conversion architecture, data quality, and signal integrity. You'll own that foundation across every account in the portfolio before optimizing anything else.

• Design and own conversion architecture for each account — server-side tracking where applicable, Enhanced Conversions, offline conversion imports so closed deals feed back into the bidding engine, and rigorous exclusion of inflated actions
• Build and maintain first-party data strategy per account: customer lists, CRM integration, and audience signals that tell Google's AI who to find — not just what keywords to match
• Define the creative signal framework — what themes resonate at each funnel stage, what messaging structures allow AI Max to generate high-performing variations, and what landing page content needs to change to feed better signals
• Architect, build, and optimize Search, Display, YouTube, Performance Max, AI Max, and Demand Gen campaigns across a multi-client home services portfolio
• Calculate true Cost per Qualified Lead using call tracking and form data cross-referenced against Google Ads reported metrics — and know the difference between the two
• Diagnose and remediate low Quality Score keywords with a structured, account-level improvement plan showing measurable progress within 90 days of onboarding each account
• Deploy and maintain a layered negative keyword system at account, campaign, and ad group levels — actively review search term reports to eliminate wasted spend
• Understand every bidding model (Manual CPC through Target ROAS and beyond) and know which fits a lead gen objective vs. an awareness objective vs. an account with limited data history
• Manage landing page alignment per ad group — recommend improvements that move Quality Score and conversion rate, not just aesthetics
• Connect GBP location assets, call assets, sitelinks, and structured snippets across all accounts

Multi-Platform Expansion — Your Growth Lane

We're intentionally expanding into additional paid channels to find qualified leads at better economics than Google alone. You'll design, launch, and measure experimental campaigns on:

• Meta Ads: Lead generation and retargeting campaigns within home services verticals. Understand audience targeting, creative strategy, and CPL benchmarks by platform.
• Nextdoor Ads: Hyperlocal neighborhood targeting for home services clients where proximity matters.
• Reddit Ads: Interest-based and community-targeted campaigns for home improvement audiences. Experimental — you'll define what success looks like.
• Angi & Yelp: Directory-based lead generation and sponsored placement — understanding CPL economics relative to organic lead flow.

For lead generation campaigns, the North Star is always Cost per Qualified Lead. For awareness campaigns where direct lead attribution isn't possible, you'll define and track the right metrics — reach, frequency, impression share, branded search lift — and connect them to downstream lead impact over time. You'll recommend when a platform is worth scaling and when it's not.

Reporting & Internal Communication

• Report weekly on Cost per Qualified Lead, Quality Score trends, conversion volume, impression share, and wasted spend reduction across the portfolio
• Generate monthly account audit reports and improvement plans using our internal AI-assisted tools (Claude Cowork) — translate findings into plain language for client-facing summaries
• Work within our proprietary data pipeline that aggregates analytics, call tracking, and ad platform data across all accounts
• Communicate changes made, results observed, and recommended next steps clearly — no black boxes

Who You'll Work With

You'll work directly with our Senior Client Success Manager — the person who owns the client relationship and the lead targets. Every client has a seasonality-adjusted monthly lead target built from their revenue goal and Average Dollar per Lead. That number is your benchmark. You'll also collaborate with our PPC Specialist (who handles day-to-day campaign maintenance once accounts are architected), our Head of Analytics (who manages our What Converts lead tracking and data systems), and our internal AI Operations team who can help you automate audits and reporting workflows through our proprietary software.

Growth Path

This role is designed to grow — and we're specific about what that means. The first pillar is Google Ads mastery: Quality Scores up, CPL down, conversion architecture clean across the portfolio. The second pillar is what separates a strategist from a specialist: multi-platform fluency, attribution and measurement depth, and the ability to connect paid media outcomes to broader business decisions. We're building toward a Director of Paid Advertising role that owns both.

Director of Paid Advertising at Signature Media means owning the entire paid media function: budget allocation, platform strategy, team growth, and the data infrastructure that measures it all. We'd rather build that from the inside than hire it from outside. If you're early in that journey and hungry to build it, this is the right environment to do it.

What We're NOT Looking For

• Someone who sets campaigns and checks in monthly. This portfolio needs active, weekly hands-on management.
• Someone who accepts Google's automated recommendations without critical evaluation or treats Performance Max as a default solution for everything.
• Someone who optimizes toward vanity metrics — high CTR means nothing if CPL is broken.
• Someone who can't explain in plain language what they changed, why they changed it, and what happened as a result.
• Someone without a process. Multi-client management requires a repeatable, methodical approach — not improvisation.

What We're Looking For

• You can look at a Google Ads account and immediately identify conversion tracking inflation, structural problems, and wasted spend — before anyone tells you where to look
• You understand that when your true Cost per Qualified Lead is significantly higher than what Google Ads reports, something is broken — and you know how to diagnose and fix it
• You can build and execute a Quality Score improvement plan with measurable progress within 90 days across multiple accounts simultaneously
• You know which bidding model fits which situation and can articulate the reasoning without jargon
• You're curious about secondary platforms and willing to design experiments, define success metrics, and report honestly on what works and what doesn't
• You understand how AI Max and Performance Max actually work — what signals they consume, where platform reporting diverges from reality, and how to guide them rather than just trust them
• You're comfortable using AI tools (ChatGPT, Claude, or similar) as part of your day-to-day workflow — whether that's drafting audits, analyzing data, or accelerating reporting. Prompt engineering is a skill we value, not a novelty
• You have some experience — or genuine interest — in a second area that complements paid media: attribution modeling, first-party data strategy, creative performance, CRO, or analytics. You don't have to be an expert yet, but you should know which direction you're growing
• Home services lead generation experience is strongly preferred — foundation repair, roofing, waterproofing, HVAC, or similar trades
• 2–4 years of hands-on paid media management across a multi-client portfolio (agency experience preferred)
• Google Ads certification preferred; Meta Blueprint certification a plus

Compensation & Benefits

• Base Salary: $65,000–$78,000 depending on experience and depth
• Performance Bonus: Target 15% of base, tied to portfolio-wide CPL improvement, Quality Score milestones, and successful platform expansion KPIs — paid annually
• Health Insurance: High-deductible HSA-qualified health plan with employer contribution
• Dental & Vision: Dental and vision coverage included
• Life Insurance: Company-provided life insurance coverage
• Retirement: 401(k) with up to 4% employer match
• Professional Development: $2,000/year for certifications, training, and conferences — we invest in keeping your skills current
• Flexibility: Fully remote (US-based) with unlimited PTO. Quarterly in-person meetings required.
• Growth: Clear path to Director of Paid Advertising as the paid media function scales

How to Apply

Click Apply to submit your application. All submissions are reviewed by our hiring team. Qualified candidates will be invited to complete a brief one-way video interview via Hireflix before advancing to live interviews.

We review every application and will be in touch within a few business days if your background is a fit. We look forward to hearing from you.