Ear Wax Specialist — Google & Meta Ads Specialist

Ear Wax Specialist is a leading ear wax removal and hearing care group across Birmingham and the West Midlands. We're HCPC-registered, founded in 2018, and rated 5.0 across nearly 1,000 patient reviews. We run clinics in Birmingham, Hall Green, Solihull, Sutton Coldfield, Stourbridge, Wolverhampton and Coventry, alongside two hearing centres and a microsuction training academy. We're looking for one senior paid media specialist to own our Google and Meta advertising end to end. Not an agency, and not someone who'll hand it to a junior. THE HONEST VERSION OF THIS ROLE Ear wax removal is our high-volume, high-intent front end. It's relatively cheap to advertise and easy to make look good on a dashboard. But the real margin in this business sits in hearing aids and, to a lesser extent, our training academy. So we're not hiring someone to fill ear wax appointments. We're hiring someone who can connect cheap, high-intent search demand to our higher-value hearing aid pipeline, and who can prove that connection with tracking rather than assert it in a report. Most of our bookings come by phone. If you optimise only to on-site form fills, you'll be working with half the picture. WHAT YOU'D OWN Google Ads: Search across seven locations, Local Services Ads, careful use of Performance Max, geographic bid layering, negative keyword discipline Meta Ads: remarketing ear wax and hearing test visitors toward hearing aid offers, 55+ demographic targeting, training academy campaigns Conversion tracking in GA4 and Google Tag Manager, built and verified by you Call tracking setup and, critically, offline conversion import from our booking system (Cliniko) so the platforms optimise toward booked appointments and hearing aid sales, not raw clicks Landing page and CRO recommendations (we can implement) Structured testing on ads, audiences and landing pages Clear weekly reporting a business owner can act on WHAT WE'RE LOOKING FOR 5+ years in paid media, with at least 3 years on lead generation accounts specifically. E-commerce-only backgrounds aren't a fit Expert-level Google Ads. Meta competent, but Google is the primary channel here Demonstrable multi-location local service experience. Clinics, dental, cosmetic, veterinary, opticians or home services all count Call tracking and offline conversion import — this is a hard requirement, not a nice-to-have GA4 and Google Tag Manager, built by you Awareness of UK health advertising rules: Google and Meta health policies, ASA/CAP, and the restrictions on health-related audience targeting Excellent written and spoken English, and meaningful overlap with UK working hours You do the work yourself. No subcontracting. NICE TO HAVE Cliniko or similar clinical booking system integration Google Business Profile and Local Services Ads / Google Guaranteed experience Experience advertising to a 55+ audience B2B lead gen for training or professional courses HOW THIS WORKS Ongoing part-time contract, roughly 10–15 hours per week, fully remote Paid engagement reviewed at 90 days, with a no-fault break at 30 days No long-term contract The Google Ads, Meta, GA4 and GTM accounts stay owned by us. You're added as a user. Call tracking software costs sit with us, but tell us what you'd recommend and why Budget: [YOUR RANGE]/month. Tell us your rate and exactly what's included. TO APPLY Please answer these specifically. Generic proposals won't be reviewed. Our ear wax appointments are low ticket and high volume. Our hearing aids are high ticket and low volume. What would you need to know from us before setting a target cost per booked appointment, and why? A large share of our bookings happen by phone, through a clinical booking system. Walk us through, concretely, how you'd get a booked appointment — and ideally a hearing aid sale — reported back into Google Ads as a conversion. We run seven locations across the West Midlands. How would you structure the account, and would you use one campaign or several? How many client accounts are you actively managing right now? Two short case studies with real before-and-after numbers — CPA, lead volume, spend. Anonymised is fine. One note: we're not looking for guaranteed results or forecast CPAs from someone who hasn't seen the account. We'd much rather hear what you'd need to find out first.