Job Description

Roles & Responsibilities

Key Responsibilities:

Paid Channels & Campaign Management:

Build, scale, and optimize paid ad campaigns across Meta (Facebook/Instagram), Google (Search/YouTube), and potentially TikTok, ensuring they align with business goals and target CAC.
Focus on driving patients, not just impressions, with a key emphasis on profitable ad spend and ensuring conversion goals are met.
Collaborate with creative teams to design and test ad creatives, with a focus on developing 50 hooks and 3 5 core meat pieces per week to continuously improve ad performance.

Creative Strategy & Execution:

Develop and implement high-converting ads, with 80% focus on hooks and 20% on the core message ( meat ) to capture attention and compel action.
Regularly test and optimize ad creatives, A/B testing various hooks and messaging to identify winning strategies and ensure campaign success.
Incorporate urgency in ad messaging and landing pages to increase conversion rates, using tactics like countdown timers or limited-time offers.

Funnel & Conversion Rate Optimization (CRO):

Ensure landing pages match the promises made in ads, with a clear call-to-action (CTA) and value stack that resonates with the audience.
Work on improving the book show rate by refining scheduling flows and making sure confirmation and expectation-setting emails and SMS messages are effective.
Monitor and optimize conversion rates by continuously analyzing data, identifying drop-off points in the funnel, and testing new strategies to enhance lead-to-patient conversion.

Tracking, Reporting & Data Analysis:

Use tools like UTM parameters, Google Analytics 4 (GA4), and CallRail to track the performance of paid media campaigns.
Provide detailed performance reports to leadership, focusing on key metrics such as CAC, cost per booked evaluation, and booked show rate.
Leverage performance data to refine targeting strategies, increase spend on high-performing ads, and eliminate underperforming ones.

Collaboration & Scaling:

Collaborate with the marketing team to integrate paid media efforts into the broader marketing strategy and ensure campaigns align with business objectives.
Contribute to scaling paid campaigns by increasing volume and improving the quality of ad creatives on a weekly basis.
Stay up-to-date on industry trends, platform updates, and new tools to drive continual improvement in paid media efforts.

Desired Candidate Profile

Experience & Skills:

3+ years of experience in paid media buying, particularly for local, high-ticket services (healthcare or similar industries preferred).
Deep expertise in Meta (Facebook/Instagram) and Google Ads, including Search and YouTube campaigns.
Proficiency in Google Analytics 4, UTM tracking, and preferably CallRail for performance measurement and reporting.
Experience with A/B testing and optimizing creatives for better conversions.
Strong understanding of conversion rate optimization (CRO) principles and how to apply them to improve campaign performance.
Familiarity with tools like Looker Studio or Power BI for reporting and dashboard creation is a plus.

Attributes:

Highly motivated, goal-oriented, and comfortable with a high level of accountability.
Excellent problem-solving skills with a keen focus on data-driven decision-making.
Strong organizational skills, with the ability to manage multiple campaigns and creative iterations simultaneously.
Strong communication skills and the ability to collaborate with cross-functional teams to achieve common goals.
Attention to detail and a drive to continuously improve results through iterative testing and optimization.

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