Performance Marketing & Social Media Specialist | Google Ads, Meta Ads & AI Lead Generation

Performance Marketing & Social Media Specialist Google Ads, Meta Ads, AI & Lead Generation About Us We are a growing West Midlands home-improvement business providing high-quality residential improvement and construction services. Our services include areas such as: • Windows and doors • Extensions • Conservatories and orangeries • Garage conversions • Home renovations and improvements • Larger residential building projects Our website and social media channels are already established. We are now looking for an experienced performance marketing specialist who can help us build a predictable lead-generation engine. This is not simply a social media posting role. The primary objective is to generate qualified enquiries, appointments and ultimately profitable sales. ________________________________________ What We Need We are looking for someone who can take ownership of our digital marketing across Google, Meta and organic social media. You should be equally comfortable discussing: • Cost per lead • Conversion rates • Google Search campaigns • Meta audiences and creatives • Tracking and attribution • Landing-page conversion • Retargeting • Content strategy • AI-assisted advertising • Lead quality We want someone proactive who identifies opportunities and brings ideas to us rather than waiting to be told what to do. ________________________________________ 1. Google Ads You will be responsible for building, managing and optimising campaigns for our core services. This includes: • Google Search campaigns • Keyword research • Local and geographical targeting • Negative keyword management • Ad copy creation and testing • Conversion tracking • Call tracking where appropriate • Budget allocation • Search-term analysis • Landing-page recommendations • Remarketing where appropriate • Continuous A/B testing Campaigns should be structured by service and customer intent rather than placing everything into one campaign. ________________________________________ 2. Meta Advertising Manage paid campaigns across Facebook and Instagram. Responsibilities include: • Lead-generation campaigns • Website conversion campaigns • Retargeting • Creative testing • Audience testing • Geographic targeting • Lookalike/custom audiences where appropriate • Video advertising • Before-and-after campaigns • Customer testimonial advertising • Offer testing • Campaign optimisation We want to understand which combination of creative + audience + offer + landing page generates the best-quality customers. ________________________________________ 3. Social Media Management Develop and maintain a professional social media presence that establishes the company as a credible local home-improvement brand. Content should include a mixture of: • Before-and-after transformations • Active construction projects • Project progress • Completed projects • Customer testimonials • Educational content • Planning and home-improvement advice • FAQs • Team/site content • Short-form video • Offers and promotions • Trust-building content We do not want social media filled with generic graphics simply to maintain posting frequency. The content should make a homeowner visiting our profile think: These people know what they're doing and I want them to quote for my project. ________________________________________ 4. Lead Generation & Conversion Generating a form submission isn't enough. We want you to help optimise the complete journey: Advertisement → Landing Page → Enquiry → Appointment → Quote → Sale You should identify where prospects are dropping out and recommend improvements. This could include: • Landing-page improvements • Better forms • Stronger calls to action • Retargeting • Abandoned enquiry campaigns • WhatsApp/SMS follow-up • Booking integrations • Automated nurture campaigns ________________________________________ 5. AI Marketing & Advertising AI experience is particularly important to us. We are interested in using AI practically rather than simply generating captions with ChatGPT. We would like you to identify opportunities involving: • AI-assisted creative development • AI-generated advertising variations • Creative testing at scale • AI-assisted copywriting • Automated campaign analysis • Lead scoring • Marketing automation • Personalised follow-up • AI video/content workflows • Predictive or intent-based audience strategies Please explain which AI advertising or marketing tools you currently use and provide examples of how they have improved campaign performance. ________________________________________ 6. Tracking & Analytics Accurate tracking must be established before significant advertising spend is scaled. You should be comfortable working with: • Google Analytics • Google Tag Manager • Google Ads conversion tracking • Meta Pixel • Meta Conversions API where appropriate • UTM tracking • CRM attribution • Call/form tracking We want to know where every meaningful lead originated wherever reasonably possible. ________________________________________ Performance Reporting We expect a concise weekly performance report covering: • Advertising spend • Leads generated • Qualified leads • Cost per lead • Cost per qualified lead • Appointments generated • Conversion rate • Campaign performance • Best-performing ads/creatives • Poor-performing campaigns • Actions taken • Tests currently running • Recommended next actions As sales data develops, reporting should extend to: Cost per appointment → Cost per sale → Revenue generated → ROAS ________________________________________ First 30 Days The successful freelancer will initially be expected to: Week 1: Audit Review: • Website • Existing social channels • Google presence • Competitors • Tracking • Current customer journey • Existing creative assets Week 2: Strategy & Setup Present: • Recommended advertising strategy • Target customer profiles • Keyword strategy • Meta audience strategy • Campaign structure • Initial content plan • Tracking requirements • Recommended monthly advertising budget Weeks 3–4: Launch & Test Launch initial campaigns and begin structured testing of: • Audiences • Keywords • Offers • Advertising copy • Creative • Landing pages We expect decisions to be based on data rather than assumptions. ________________________________________ What Success Looks Like The purpose of this role is to create a predictable and scalable source of profitable customer enquiries. The successful candidate should progressively improve: • Qualified lead volume • Cost per qualified lead • Appointment volume • Appointment conversion • Lead quality • Website conversion • Advertising efficiency • Organic visibility and engagement • Overall return on marketing investment We will establish final numerical targets after baseline data has been collected. ________________________________________ Who We Are Looking For You should have demonstrable experience managing: • Google Ads • Meta Ads • Local lead-generation campaigns • Social media • Conversion tracking • Landing pages • Marketing analytics Experience generating leads for construction, home improvement, property, glazing or other high-ticket local services would be a significant advantage. You must be able to demonstrate previous results. ________________________________________ When Applying Please include: 1. Two or three examples of local lead-generation campaigns you have personally managed. 2. Monthly advertising spend managed. 3. Cost per lead achieved. 4. How you determined whether those leads were actually good quality. 5. Your experience with Google Ads. 6. Your experience with Meta Ads. 7. Which AI marketing/advertising tools you currently use. 8. One example where AI materially improved a campaign. 9. What you would review first if you took over our account tomorrow. 10. Your recommended approach for the first 30 days. Please start your proposal with the words: West Midlands Growth This allows us to identify applicants who have read the full brief. We are looking for a long-term partner if the initial engagement demonstrates measurable results.