Senior Paid Media Specialist

About the role

Burly Boyz Moving is seeking a Senior Paid Media Specialist to take full ownership of its paid advertising across Google, Meta and emerging channels. You will replace the current agency, audit existing campaigns, and drive down cost per lead while increasing booked moves.

Key responsibilities

• Manage end‑to‑end paid acquisition, from click to booked move in the CRM.
• Run and optimise Google Ads (Search, Performance Max, YouTube) and Meta Ads (Facebook, Instagram) across 10+ city and service campaigns.
• Launch campaigns in new markets, conduct market research, set up geo‑targeting, budgets, landing pages and tracking.
• Test and roll out new channels such as Microsoft Ads, TikTok and AI‑driven ads, with clear test plans and kill rules.
• Own budgets, bidding strategies, keyword lists, audiences and ad copy, documenting all changes.
• Audit all accounts in the first month, identify wasted spend and improve quality scores and conversion tracking.
• Maintain and optimise paid landing pages, including A/B testing and ensuring proper UTM and click‑ID passing to the CRM.
• Handle conversion tracking setup (Google tag, Meta pixel, Conversions API) and manage offline conversion uploads from Salesforce.
• Produce weekly performance reports by city and campaign covering spend, leads, booked jobs, cost metrics and ROAS.

Required profile

• 5+ years of hands‑on paid media management with at least $500K annual spend.
• Proven ability to audit accounts and reduce cost per acquisition.
• Experience in a multi‑city or multi‑province service business.
• Strong analytical mindset, comfortable with spreadsheets and data storytelling.

Required skills

• Google Ads (Search, Performance Max, bidding, offline conversion imports) – certification preferred.
• Meta/Facebook Ads, including pixel and Conversions API.
• Google Tag Manager and GA4 tracking implementation.
• Salesforce lead and opportunity attribution.
• HTML/CSS or page‑builder tools for landing‑page creation and testing.
• Spreadsheet and data analysis tools (e.g., Excel).
• Familiarity with AI tools such as Claude for analysis and automation.
• Automation platforms like Make or Zapier.