Performance Marketing Manager

Performance Marketing Manager Residential Solar

Role Overview

We are looking for a data-driven and results-oriented Performance Marketing Manager to drive qualified lead generation and customer acquisition for our Residential Solar business. The role will focus on scaling digital demand across paid channels, optimizing cost per lead (CPL), improving conversion rates, and maximizing return on ad spend (ROAS).

This position requires strong experience in performance marketing, funnel optimization, and local lead generation for high-value products.

Key Responsibilities

1. Paid Campaign Management

• Plan, execute, and optimize paid campaigns across:

• Google Ads (Search, Performance Max, Display, YouTube)

• Meta Ads (Facebook & Instagram)

• LinkedIn (if applicable for premium segment)

• Drive high-intent lead acquisition for rooftop solar installations.

• Manage location-based targeting campaigns across multiple cities and states.

2. Lead Generation & Funnel Optimization

• Own end-to-end lead generation funnel from click to installation.
• Optimize landing pages for higher conversion rates.
• Improve lead quality to ensure high appointment-to-installation conversion.
• Track and reduce CPL and CAC while maintaining lead quality.

3. Performance Measurement & Reporting

• Monitor and report on:

• CPL (Cost per Lead)

• CAC (Customer Acquisition Cost)

• ROAS

• Conversion rates (Lead Site Visit Installation)

• Build dashboards and weekly/monthly performance reports.

• Forecast budgets and scale profitable campaigns.

4. Experimentation & Growth

• Run A/B and multivariate testing across:

• Ad creatives

• Copy

• Target audiences

• Landing pages

• Identify new scalable acquisition channels.

• Test new ad formats and emerging marketing technologies.

5. Marketing-Tech & Tracking

• Ensure accurate tracking via:

• Google Analytics / GA4

• Conversion APIs

• CRM integrations

• Collaborate with sales teams to track offline conversions and improve attribution.

• Optimize marketing automation and lead routing systems.

6. Cross-Functional Collaboration

• Work closely with:

• Sales teams (to improve lead quality and conversion)

• Product/Technical teams (to refine customer value proposition)

• Creative teams (to develop high-performing solar ad creatives)

Requirements

• 8+ years of hands-on performance marketing experience.
• Strong experience in lead generation for high-value or home-improvement products (solar, real estate, home loans, insurance, etc. preferred).
• Deep expertise in Google Ads (Search & Performance Max) and Meta Ads.
• Proven track record of managing large monthly budgets.
• Experience optimizing CPL and improving funnel conversions.
• Strong analytical skills with advanced Excel proficiency.
• Experience with CRM systems and offline conversion tracking.
• Ability to work in a fast-scaling, performance-driven environment.