Title: Google Ads & Meta Specialist — Local Lead Generation (US Home Care)

I run a US-based growth agency that manages patient acquisition for private-pay home care businesses — agencies that provide in-home caregiving services for elderly adults across the United States. Think of it as local service lead generation: families searching Google for “home care near me” or “senior caregiver in [city]” — we make sure our clients show up, get found, and convert those searches into booked consultations. I’m looking for a Google Search and Meta specialist to manage paid campaigns across client accounts on a long-term ongoing basis. One vertical, multiple client markets across the US, direct response focus only. This is not a brand awareness role. Success is measured in qualified calls and form submissions — not impressions, clicks, or follower counts. What You’ll Be Managing • Google Search campaigns targeting high-intent local keywords — “home care [city]”, “in-home caregiver near me”, “senior care [zip code]” • Meta campaigns targeting adult children aged 40–65 within 15–25 miles of each client’s service area — objective is calls and lead form submissions • Google Business Profile optimization running alongside paid campaigns • Weekly bid optimization, negative keyword management, search term report review, and audience refinement • Conversion tracking setup and verification ensuring every inquiry flows correctly into GoHighLevel CRM • Monthly performance reporting per client: ad spend, cost per inquiry, inquiries generated, assessments booked The Client Context Home care is a local service business. Families searching for care for an aging parent are high-intent buyers making emotionally charged decisions — they are not browsing. This means: • Geographic targeting is tight — typically 15–25 miles per client • Keywords are specific and intent-driven — no awareness campaigns, no broad audiences • Budget per client starts at $2,500/month — precision matters more than scale • The buyer is an adult child aged 40–65, not the senior themselves • Conversion tracking goes into a CRM — not just Google Analytics If you’ve run campaigns for home services, healthcare, legal, financial services, or any local US business where the buyer has real purchase intent — this is the same discipline applied to a new vertical. The learning curve on the vertical is short. The campaign fundamentals are identical. Requirements • Minimum 3 years running Google Search and Meta campaigns for US-based businesses • Proven local service or direct response background — you have optimized for cost per lead, not ROAS or install volume • You understand match type strategy, Quality Score, search term report analysis, and negative keyword discipline — not just how to launch a campaign but how to improve one over 90 days • Comfortable setting up conversion tracking end-to-end and verifying attribution into a CRM • Strong enough English to communicate campaign performance clearly on a monthly client call • Available for at least 4 hours overlap with US Eastern business hours daily • Job Success Score 90%+ on Upwork Engagement and Compensation This is a long-term ongoing contract — not a project. Scope starts at approximately 15–20 hours per month per client account and grows as we add clients. Payment is monthly fixed rate, not hourly, once scope is confirmed after the test task. Starting range: $1,200–$2,000/month based on demonstrated output from the test task. How to Apply No cover letters. Send me two things only: 1. Two campaign examples — one Google Search, one Meta. For each include: the business type, the campaign objective, the result you achieved, and one specific optimization decision you made mid-campaign and why. 2. Your answer to this in 3–5 sentences: “How would you structure a Google Search campaign for a local home care agency in a mid-size US city with a $2,500/month budget? What does your campaign structure look like, what match types do you use at launch, and what does your negative keyword strategy look like after 30 days of live data?” No campaign examples = no response.