Why This Role Exists
Pesty Marketing is scaling quickly, and our paid media systems must deliver consistent performance as we grow.
Last year, we generated $2M in revenue. This year, we are on track to reach $5M. As we scale, paid media plays a critical role in driving predictable lead flow for our clients. We currently manage 19+ active Google Ads accounts, with monthly budgets typically ranging from $15K–$40K per client.
This role exists to ensure account-level performance consistency as volume increases, so CPL stays efficient, lead quality remains high, and paid media continues to be a reliable growth channel instead of a risk factor.
For the right person, this is an opportunity to own meaningful budgets, work inside a mature system that values data and judgment, and grow into either a Paid Media Lead / Director role or a Senior IC with broader scope, depending on preference.
The Mission
The mission of the Paid Media Manager is to own and optimize Google Ads performance across a portfolio of client accounts, delivering efficient CPL and strong lead quality while operating within clear guardrails and improving the systems that keep performance stable at scale.
This is a hands-on IC role for someone who enjoys being accountable for numbers and is comfortable owning outcomes.
Measurable Outcomes (6–12 Months)
An A Player in this role will consistently deliver the following outcomes:
- CPL remains efficient and predictable across assigned accounts, relative to client benchmarks
- Lead quality remains high, with no degradation caused by reckless targeting or optimization decisions
- Performance issues are identified and addressed proactively, before clients or account managers raise concerns
- Budgets are paced accurately, with opportunities surfaced and clearly recommended to clients
- Reporting is accurate, timely, and trusted, supported by clean data and clear analysis
- Paid media systems and hygiene improve over time, reducing risk as account volume grows
- Leadership confidence in paid media execution increases, not decreases, as scale increases
Failure to protect lead quality or maintain performance consistency is considered underperformance.
What You’ll Own
Campaign Strategy & Execution
- Plan, launch, and optimize Google Ads campaigns (Search, Display, Performance Max)
- Own daily optimization across 8–12 client accounts
- Operate within predefined guardrails while identifying and recommending growth opportunities
- Treat client budgets with discipline and respect—no wasted spend
Performance Analysis & Reporting
- Analyze performance using Google Ads, GA4, Google Sheets, and reporting dashboards
- Manipulate and analyze data to understand CPL, conversion rates, and lead quality trends
- Use CallRail as the primary SQL source of truth (experience preferred, not required)
- Support clients using HubSpot as a lead quality source of truth (nice to have)
- Deliver clear insights that explain why performance is changing, not just what changed
Collaboration & Communication
- Collaborate with Account Managers, creatives, and the Funnel Architect
- Occasionally join client calls or emails to discuss performance and recommendations
- Translate performance data into clear, plain-language insights
Process & Quality Control
- Maintain clean campaign structure, naming conventions, tracking, and UTMs
- Contribute to SOPs, playbooks, and scalable workflows
- Improve systems over time instead of relying on heroics
- Protect lead quality through disciplined executio
Experience & Capabilities
Required
- 6+ years managing Google Ads for B2C lead generation
- Experience managing $200K+ monthly ad spend
- Strong track record optimizing for CPL efficiency and lead quality
- Expert-level experience with Google Ads (Search, Display, PMax)
- Strong working knowledge of GA4
- High proficiency in Google Sheets (data manipulation, formulas, analysis)
- Strong written and conversational spoken English
- Ability to work US business hours (PT, CT, ET, or slightly ahead of ET)
Nice to Have
- Experience with CallRail or similar call tracking platforms
- Experience working with HubSpot as a CRM or lead quality source
- Agency experience managing multiple accounts simultaneously
- Experience contributing to SOPs or scalable paid media systems
- Familiarity with home services or local lead generation businesses
Core Competencies (Non-Negotiable)
An A Player in this role consistently demonstrates:
- Accountability – enjoys owning numbers and results
- Judgment – protects lead quality while optimizing for efficiency
- Analytical rigor – digs into data instead of guessing
- Discipline – respects budgets and guardrails
- Proactivity – surfaces issues and opportunities early
- Autonomy – operates without needing step-by-step instructions
Who This Role Is Not For
- Paid media managers who need constant direction
- Candidates uncomfortable owning performance outcomes
- Button-pushers who optimize without considering lead quality
- People who chase vanity metrics at the expense of sales results
Growth Path
- This role is designed to grow with the company:
- Paid Media Manager → Paid Media Lead / Director, or
- Senior IC with broader scope and higher-impact accounts
- Growth is based on performance, judgment, and system ownership—not tenure.
Final Note
This role is for someone who likes being accountable for real numbers, values clean systems, and understands that protecting lead quality is just as important as driving volume. If you want autonomy, ownership, and a clear path to growth in paid media, this role will fit.