Google ad/Meta Ad Specialist

About HGC Media

HGC Media helps local service businesses generate qualified leads through integrated video, advertising, CRM, and appointment-setting systems.

Our internal team develops the client strategy, messaging, offers, scripts, and video creative. We are looking for a performance-focused advertising specialist who can manage the technical execution, optimization, tracking, testing, and scaling of Google and Meta advertising campaigns.

This position is for an experienced media buyer. It is not an entry-level social media role.

Primary Responsibilities

• Build and manage Google Search campaigns
• Manage appropriate Google campaign types based on account needs
• Build and manage Facebook and Instagram advertising campaigns
• Select appropriate Meta campaign objectives, conversion locations, optimization events, placements, attribution settings, and bidding strategies
• Build Meta campaigns using Instant Forms, landing pages, phone calls, messages, and other appropriate lead-generation paths
• Configure and troubleshoot the Meta Pixel, Conversions API, Events Manager, domain verification, event prioritization, and event deduplication
• Verify that Meta is accurately receiving lead, appointment, qualified-lead, and closed-sale data when technically available
• Build and maintain custom audiences, lookalike audiences, retargeting audiences, customer-list audiences, and appropriate audience exclusions
• Develop structured Meta testing plans for creative concepts, hooks, copy, formats, audiences, offers, forms, and landing pages
• Monitor Meta creative fatigue, audience saturation, frequency, delivery limitations, and declining response rates
• Optimize Meta Instant Forms for both conversion volume and lead quality through form type, qualification questions, friction, messaging, and intent controls
• Compare Meta Instant Form performance against landing-page campaign performance when appropriate
• Interpret Meta attribution carefully and reconcile platform-reported results with CRM, call-tracking, appointment, and sales data
• Monitor Meta Account Quality, rejected advertisements, policy issues, payment issues, Page restrictions, and advertising-account restrictions
• Diagnose whether declining Meta performance is primarily caused by creative, targeting, offer, landing page, tracking, lead handling, or sales follow-up
• Conduct keyword, competitor, audience, and market research
• Structure campaigns for accurate testing and reporting
• Monitor spending and prevent budget waste
• Build negative keyword lists and search-term controls
• Test targeting, offers, forms, landing pages, and creative variations
• Coordinate with HGC’s video and creative team
• Monitor lead quality, not only cost per lead
• Verify that conversion tracking is working correctly
• Review form leads, phone calls, appointments, and sales outcomes
• Diagnose performance problems across the full funnel
• Provide clear weekly reporting and recommendations
• Maintain organized naming conventions and documentation
• Escalate tracking, creative, budget, or lead-quality issues immediately

Required Experience

• At least two years of hands-on Google Ads management
• At least two years of hands-on Meta Ads management
• Experience generating leads for local service businesses
• Strong understanding of Google Search campaign structure
• Strong understanding of Meta lead forms, landing-page campaigns, and retargeting
• Strong understanding of Meta campaign objectives, optimization events, conversion locations, attribution settings, placements, and bidding controls
• Experience implementing, managing, or troubleshooting the Meta Pixel and Conversions API
• Experience using Meta Events Manager to test, verify, and troubleshoot conversion events
• Experience building Meta Instant Form, website-conversion, retargeting, and lead-nurture campaigns
• Ability to build structured Meta creative-testing systems rather than changing multiple variables without clear conclusions
• Ability to identify Meta creative fatigue, audience saturation, tracking failures, and lead-quality deterioration
• Experience managing conversion tracking
• Ability to interpret cost per lead, cost per appointment, lead quality, and return on ad spend
• Ability to connect Meta advertising performance with CRM, appointment, and closed-revenue data
• Working knowledge of Meta advertising policies, Account Quality, and advertising-account troubleshooting
• Ability to explain performance clearly without hiding behind platform terminology
• Strong attention to detail
• Reliable communication and account documentation

Preferred Experience

• Experience with contractors and home-service businesses
• Experience with GoHighLevel
• Experience with call-tracking platforms
• Google Tag Manager knowledge
• Google Analytics knowledge
• Experience coordinating with appointment setters or sales teams
• Experience managing multiple client accounts inside an agency

What Success Looks Like

A successful advertising specialist will:

• Launch campaigns accurately and on time
• Maintain reliable tracking
• Control wasted spending
• Improve qualified lead volume
• Identify lead-quality problems quickly
• Test new ideas methodically
• Recognize when Meta campaigns need new creative before performance significantly deteriorates
• Communicate before problems become serious
• Provide recommendations supported by account data
• Work collaboratively with HGC’s creative and CRM specialists

The goal is not to produce the cheapest possible leads. The goal is to generate leads that become qualified appointments and closed business.

Candidate Evaluation

Final candidates may be asked to complete a paid practical evaluation that includes:

• Reviewing an existing advertising account or sample account
• Identifying the most important performance problems
• Presenting a 30-day action plan
• Explaining how they would verify conversion tracking
• Explaining how they would audit the Meta Pixel, Conversions API, Events Manager, and event deduplication
• Explaining how they would structure a Meta creative-testing process
• Explaining how they would evaluate a Meta Instant Form campaign against a landing-page campaign
• Explaining how they would determine whether poor Meta performance is caused by creative, audience, offer, tracking, landing page, or follow-up
• Explaining how they would reconcile Meta-reported conversions with CRM and closed-sales data
• Explaining how they would separate an advertising problem from a sales or follow-up problem

Candidates may also be asked to build a limited test campaign in a controlled environment.

How to Apply

Please provide:

• A brief description of your Google and Meta advertising experience
• The industries you have managed
• Typical monthly budgets you have managed
• Two or three case studies with measurable results
• Examples of reporting you provide to clients or agencies
• A brief explanation of how you verify Meta Pixel and Conversions API tracking
• Your current availability
• Your preferred contractor compensation structure

Applications without case studies or evidence of hands-on account management may not be considered.

Pay: $500.00 - $5,000.00 per month

People with a criminal record are encouraged to apply

Work Location: Remote