Senior Performance Marketing Expert Needed — €60k → €150k/month Scaling Strategy

I’m looking for a senior Performance Marketing specialist to develop a detailed paid acquisition growth strategy for an Austrian home energy company selling heat pumps, solar/PV systems, battery storage and energy management solutions to homeowners. This is a high-ticket B2C lead generation business. Current situation Current paid media spend: ~€60,000/month Target: scale toward €150,000/month while maintaining lead quality and sustainable customer acquisition economics. Main channels: Google Ads Meta Ads Microsoft/Bing Ads What I need I need a concrete, numbers-driven strategy, not a generic marketing plan. 1. Full-Funnel Growth Strategy Develop a recommended channel and budget allocation across: Awareness → Consideration → Conversion → Qualified Lead → Appointment → Customer Please explain: Recommended Google / Meta / Bing budget split and why Role of each channel within the funnel How you would allocate €60k today How you would allocate €150k at scale Where you expect diminishing returns How budget should move between channels based on performance 2. Scaling Plan: €60k → €150k/month Create a realistic scaling roadmap. I specifically want to understand: How quickly you would increase budgets Which channels you would scale first What performance thresholds must be maintained before increasing spend When you would stop or slow scaling Likely bottlenecks: audience saturation, search volume, creative fatigue, lead quality, sales capacity, etc. The goal is not simply generating more leads — it is scaling qualified customer acquisition. 3. Funnel Economics & KPI Model Please create a simple model with realistic assumptions for: CPC / CTR where relevant CPL Qualified Lead Rate Cost per Qualified Lead Lead → Appointment Rate Appointment → Offer / Opportunity Rate Customer Conversion Rate CAC Show approximately what €60k, €100k and €150k monthly spend could produce. Clearly identify which numbers are: Known facts / assumptions / industry benchmarks. If possible, include base / conservative / strong scenarios. 4. Audiences & Messaging Recommend audiences and angles for different funnel stages. Potential themes include: Energy costs Heat pump economics Government subsidies Financing Energy independence PV + heat pump combination Replacing old gas/oil heating Long-term savings Please prioritize the angles you believe would actually perform rather than simply listing ideas. 5. One Concrete Campaign Choose Meta or Google and design a campaign that could realistically be launched. Include: Campaign/account structure Targeting or keyword strategy Budget and bidding logic Conversion event Naming convention Lead qualification approach 6. Creative Strategy Develop 2 concrete performance creative concepts. For each: Format Hook / first 3 seconds Angle Main message Copy direction CTA Basic visual concept / creative brief No professional graphic design is required. I care about the performance hypothesis behind the creative. 7. Landing Page & Experiment Recommend: Landing page structure Lead form fields / qualification questions First A/B test you would run Hypothesis Primary success metric 8. Tracking & CRM Explain what tracking setup you would want in order to optimize beyond CPL. Especially: Qualified lead tracking Appointment tracking Closed customer / revenue attribution CRM integration Offline conversions back into Google / Meta What data should be used for optimization Deliverable A structured document or presentation containing your analysis, calculations and recommendations. Approximately 10–15 slides/pages is sufficient. Quality and depth are more important than design. I need to understand why you are recommending each major decision. Please use publicly available information about the Austrian market where necessary and clearly state assumptions when internal data is unavailable. Who I’m looking for Strong preference for someone with direct experience in: High-ticket B2C lead generation Solar / PV Heat pumps / HVAC Home improvement Renewable energy Real estate or other high-consideration lead-gen businesses Ideally, you have personally managed €50k–€150k+ monthly paid media budgets. When applying, please answer these 5 questions 1. What is the largest monthly paid media budget you have personally managed? 2. Have you worked with solar, heat pumps, HVAC, home improvement or another high-ticket lead generation business? Please briefly describe it. 3. What channels did you manage directly — Google, Meta, Bing? 4. How would you determine whether a €60 CPL lead is actually better than a €100 CPL lead? 5. What would be your first concern when scaling an account from €60k to €150k/month? Please do not send a generic agency introduction. I am specifically looking for someone who can think critically, work with funnel economics and challenge assumptions, not simply produce a polished marketing document. Budget: €150 fixed price Timeline: 2–3 days