Paid Advertising, Paid Media, & Marketing Demand Generation Manager

Caliber is a U.S.-based marketing and growth firm serving local service businesses, professional services companies, B2B brands, and growing companies across multiple industries. We are looking for a skilled Paid Media & Demand Generation Manager to help plan, launch, manage, optimize, and report on advertising campaigns across multiple client accounts.

This role is ideal for someone who understands paid acquisition, lead generation, campaign structure, conversion tracking, audience targeting, creative testing, budget pacing, landing page performance, and reporting.

This is not a “boost posts” role. We need someone who can manage real ad campaigns across platforms like Google Ads, Meta Ads, LinkedIn Ads, YouTube Ads, TikTok Ads, and other PPC/social advertising channels. You should be comfortable owning campaign execution while collaborating with copywriters, designers, video editors, web developers, CRM specialists, and Caliber leadership.

WHAT YOU WILL OWN:

PAID SOCIAL
• Meta Ads campaign setup, management, optimization, and reporting.
• Facebook and Instagram ad campaigns.
• LinkedIn Ads when applicable, including sponsored content, lead gen forms, retargeting, and website traffic campaigns.
• TikTok Ads when applicable.
• YouTube Ads when applicable.
• Pinterest Ads or X/Twitter Ads when relevant.
• Audience research and targeting strategy.
• Custom audience and lookalike audience creation.
• Retargeting campaign setup and management.
• Pixel installation verification and troubleshooting.
• A/B testing ad creative, copy, audiences, landing pages, and offers.
• Ad creative briefs for designers and video editors.
• Ad copy writing or coordination with the copywriter on ad copy variants.

PPC & SEARCH
• Google Ads campaign setup, management, optimization, and reporting.
• Google Search campaigns.
• Google Display campaigns.
• Google Performance Max campaigns when appropriate.
• YouTube campaigns when appropriate.
• Microsoft/Bing Ads when applicable.
• Google Local Services Ads for local service clients when applicable.
• Paid search keyword research.
• Negative keyword management.
• Ad group structure and campaign architecture.
• Bid strategy management, including manual bidding, target CPA, maximize conversions, and target ROAS when applicable.
• Quality Score optimization.
• Ad extensions and assets, including sitelinks, callouts, structured snippets, call extensions, and lead forms.
• Search term reviews and ongoing campaign cleanup.
• Landing page recommendations for conversion improvement.

DEMAND GENERATION STRATEGY SUPPORT
• Full-funnel campaign planning from awareness to conversion.
• Lead generation campaign strategy per client.
• Offer and angle testing.
• Campaign calendar planning aligned with client goals.
• Budget allocation recommendations across channels.
• Seasonal campaign planning.
• Competitor ad research and analysis.
• Identifying new channel opportunities per client.
• Recommending when to use search, paid social, retargeting, lead forms, landing pages, or awareness campaigns.

CAMPAIGN MANAGEMENT & OPTIMIZATION
• Daily or regular campaign monitoring depending on account size.
• Weekly optimization of bids, budgets, audiences, placements, keywords, and creative.
• Pausing underperforming ads and scaling winners.
• Budget pacing to prevent over- or underspending.
• Frequency monitoring and creative refresh recommendations.
• Ad fatigue monitoring.
• Campaign QA before launch, including settings, pixels, URLs, UTMs, forms, budgets, and tracking.
• UTM parameter setup and management.
• Landing page conversion rate monitoring.
• Campaign naming conventions and account organization.
• Documentation of major campaign changes and optimization decisions.

TRACKING & ANALYTICS
• Google Analytics 4 setup and QA.
• Google Tag Manager setup and QA.
• Google Ads conversion tracking.
• Meta Pixel setup and QA.
• Meta Conversions API awareness or setup when applicable.
• LinkedIn Insight Tag setup and QA.
• TikTok Pixel setup when applicable.
• UTM tracking across campaigns.
• Basic attribution awareness.
• Reporting on ROAS, CPA, CPL, CTR, CPC, CPM, impressions, reach, frequency, conversion rate, and lead quality where available.
• Connecting ad performance to CRM data where possible.
• Coordinating with the CRM specialist on lead quality, attribution, pipeline data, and source tracking.
• Coordinating with the web developer on landing page tracking and conversion events.

REPORTING
• Weekly performance snapshots per client.
• Monthly campaign reports.
• Clear summaries of what ran, what changed, what worked, what did not work, and what should happen next.
• Dashboard builds in Google Looker Studio or similar tools when needed.
• Budget pacing reports.
• Lead quality and campaign performance summaries.
• Competitive ad research summaries when tools allow.
• Recommendations for budget increases, budget decreases, or reallocation based on performance.
• Clear insights, not just screenshots.

CREATIVE COLLABORATION
• Writing creative briefs for designers and video editors.
• Specifying exact sizes, formats, platform specs, and variations needed for ad assets.
• Reviewing ad creative before launch for compliance and effectiveness.
• Requesting copy variants from the copywriter for testing.
• Identifying winning creative elements to inform future production.
• Recommending creative refreshes before performance drops.
• Coordinating static ads, carousels, video ads, testimonial ads, display ads, and retargeting assets.

LANDING PAGE & FUNNEL OPTIMIZATION
• Reviewing landing pages and recommending improvements.
• Coordinating with the copywriter on headlines, CTAs, offer copy, and page messaging.
• Coordinating with designers and web developers on layout, visual hierarchy, page speed, and conversion-focused changes.
• Identifying landing page friction that may hurt conversion rates.
• Recommending A/B tests for headlines, CTAs, forms, offers, and layouts.
• Reviewing form length, mobile experience, page speed, and conversion flow.
• Ensuring ad messaging and landing page messaging are aligned.

AD ACCOUNT & PLATFORM MANAGEMENT
• Managing multiple client ad accounts.
• Supporting Business Manager and ad account setup for new clients.
• Managing account access and permissions when needed.
• Monitoring ad account health.
• Staying current on platform policy changes.
• Helping avoid account flags, restrictions, and disapprovals.
• Managing billing and payment method awareness per client account when needed.
• Troubleshooting disapproved ads and platform issues.
• Keeping accounts organized and documented.

WHAT WE ARE LOOKING FOR:
• Hands-on experience managing Google Ads and Meta Ads. Both are required.
• Experience with LinkedIn Ads is strongly preferred.
• Experience managing paid media for lead generation.
• Strong understanding of campaign structure, targeting, budgets, bidding, optimization, and reporting.
• Strong understanding of conversion tracking and UTMs.
• Strong understanding of lead generation funnels.
• Ability to analyze campaign data and recommend next steps.
• Comfortable managing multiple client ad accounts.
• Strong attention to detail.
• Organized, reliable, responsive, and self-directed.
• Able to communicate clearly about performance, issues, and recommendations.
• Comfortable working with copywriters, designers, video editors, web developers, and CRM specialists.
• Comfortable with spreadsheets and reporting.
• Able to work within approved budgets and flag issues quickly.

TOOLS YOU SHOULD KNOW:
• Meta Ads Manager.
• Google Ads.
• Google Analytics 4.
• Google Tag Manager.
• LinkedIn Campaign Manager.
• Google Looker Studio.
• Google Sheets.
• TikTok Ads Manager is a plus.
• Microsoft/Bing Ads is a plus.
• SEMrush, SpyFu, or similar competitor research tools are a plus.
• HubSpot or GoHighLevel for lead tracking is a plus.
• Call tracking tools are a plus.
• ClickUp, Asana, Notion, or similar project management tools are a plus.

NICE TO HAVE:
• Experience working with a marketing agency.
• Experience managing paid media for local service businesses, professional services, real estate, mortgage, legal, healthcare, home services, SaaS, B2B, technology, or growing companies.
• Experience with YouTube Ads.
• Experience with TikTok Ads.
• Experience with Microsoft/Bing Ads.
• Experience with Google Local Services Ads.
• Experience with Performance Max.
• Experience with call tracking.
• Experience with landing page optimization.
• Experience with A/B testing.
• Experience with retargeting campaigns.
• Experience with CRM attribution and lead quality reporting.
• Experience with Meta Conversions API.
• Experience with paid social creative testing.
• Basic understanding of SEO, email marketing, and content marketing.

ROLE BOUNDARIES:
• Final campaign strategy and budget approval will usually come from Caliber leadership.
• Final client communication will usually go through Caliber leadership.
• Ad creative will usually be created by the designer or video editor, though you may provide creative direction and testing recommendations.
• Landing page copy will usually be created by the copywriter, though you may provide conversion recommendations.
• Landing page development will usually be handled by the web developer.
• CRM automation will usually be handled by the CRM specialist.
• Organic social will usually be handled by the social media manager.
• SEO will usually be handled by the copywriter/SEO strategist.
• Client-facing strategy calls are not expected at first.

WHAT TO EXPECT WEEKLY:
Depending on client needs, you may work on:
• Google Ads management.
• Meta Ads management.
• LinkedIn Ads management when applicable.
• Keyword research and negative keyword updates.
• Audience targeting and retargeting updates.
• Budget pacing checks.
• Creative testing recommendations.
• Campaign QA before launch.
• Conversion tracking QA.
• Landing page recommendations.
• Weekly or monthly paid media reporting.
• Ad account audits.
• Coordination with designers, copywriters, video editors, web developers, and CRM specialists.

PAID TEST:
Finalists may be asked to complete a short paid test:
• Review a sample ad account, campaign brief, or landing page.
• Identify issues and opportunities.
• Recommend a campaign structure or optimization plan.
• Suggest 3-5 ad angles or tests.
• Explain what metrics you would track and why.

GROWTH OPPORTUNITY:
This role has strong potential to grow into more hours as Caliber expands. We are looking for a long-term tea ---------- mber who wants to grow with us, not a one-off contractor.

HOW TO APPLY:
Please include:
• A short introduction about your paid media and demand generation experience.
• Examples of ad campaigns you have managed, including platforms, industries, budgets, and results if you can share them.
• Your experience with Google Ads, Meta Ads, LinkedIn Ads, and conversion tracking.
• Your experience with lead generation campaigns.
• Your experience with reporting and optimization.
• Your hourly rate and weekly availability.
• Write “Caliber Ads” at the top of your application so we know you read this post carefully.