Lead Generation

****Applicants please read and follow all instructions or submission will be disqualified****

**Company:** Refined Touch Media
**Position:** Ads & Lead Generation Manager
**Location:** Remote
**Hours:** Part-time to start, with potential for increased responsibility
**Compensation:** Based on experience

## Help Us Generate Better Leads—not Just More Leads

Refined Touch Media helps businesses grow through paid advertising, creative, and lead-generation systems.

We're looking for an **Ads & Lead Generation Manager** to take ownership of our Meta and Google Ads campaigns.

This role is ideal for someone who enjoys looking at a campaign and asking:

* Why did performance change?
* Are we attracting the right people?
* Where is the funnel breaking down?
* What should we test next?
* Is the client receiving real opportunities—not just cheap leads?

You won't be expected to simply launch campaigns, follow instructions, or send reports.

You'll be expected to **think, diagnose, communicate, and improve performance.**

## What You'll Own

You will help manage paid lead-generation campaigns for Refined Touch Media and our clients, including:

* Meta Ads
* Google Ads
* Prospecting and retargeting
* Audience and keyword strategy
* Campaign structure
* Budget allocation
* Creative testing
* Landing pages and lead forms
* Conversion tracking
* Lead quality
* Ongoing optimization and reporting

Your main responsibility will be to take paid advertising execution and optimization off the owner's plate while improving the quality and consistency of the leads our campaigns generate.

## What This Role Looks Like

You may start your day by reviewing campaign performance and noticing that CPL has increased.

Instead of immediately changing the campaign, you'll investigate:

* Whether the audience has become saturated
* Whether CPM, CTR, CPC, or conversion rate changed
* Whether the offer or creative is losing relevance
* Whether the landing page or lead form is converting differently
* Whether tracking is working correctly
* Whether lead quality has changed
* Whether the client's sales process is affecting results

Then you'll communicate what you found and recommend the next action.

We want someone who can say:

> "The campaign is still generating clicks at a reasonable cost, but the landing-page conversion rate has declined. Before increasing the budget, I recommend testing a new headline and a stronger problem-focused creative angle."

Not simply:

> "We need new ads."

## Key Responsibilities

### Campaign Management

* Build and manage lead-generation campaigns across Meta Ads and Google Ads
* Develop campaign strategies based on the client's business, audience, offer, market, and goals
* Research audiences, keywords, search intent, and competitors where appropriate
* Build prospecting and retargeting campaigns
* Recommend campaign structures, budgets, offers, and testing plans
* Monitor campaigns and identify opportunities for improvement
* Manage multiple accounts in an organized and dependable way

### Optimization and Diagnosis

Regularly review campaign performance and determine:

* What is working
* What is not working
* Why performance may have changed
* What should be tested next
* Where budget should be increased, decreased, or reallocated

You may optimize:

* Audiences
* Keywords and search terms
* Locations
* Placements
* Creative
* Copy
* Offers
* Landing pages
* Lead forms
* Retargeting
* Bidding strategies
* Campaign structure

We expect you to **diagnose before making changes**.

### Lead Quality

We care about lead quality, not just lead volume.

A $15 lead that never answers the phone may be less valuable than a $40 lead that becomes a customer.

You should be comfortable looking beyond CPL and evaluating:

* Whether leads match the target customer
* Whether leads are responding to follow-up
* Whether leads are qualified
* Whether the campaign is attracting the right intent
* Whether the offer or form is creating low-quality submissions
* Whether the sales process is affecting the final result

### Tracking and Reporting

* Monitor CPL, CTR, CPC, conversion rate, ROAS, and other relevant metrics
* Verify that conversion tracking is working properly
* Identify discrepancies between platform data and actual leads
* Track tests and document what changed and why
* Communicate performance clearly
* Provide recommendations—not just reports

### Creative Collaboration

You will work with our creative and marketing team.

You are not expected to personally create every video, graphic, or landing page. However, you should be able to identify when creative, messaging, or the offer may be limiting performance.

You should be able to provide useful direction, such as:

* The audience or problem we should focus on
* The hook or angle to test
* The objection the creative should address
* The call to action
* The format or placement to prioritize
* Why the recommendation may improve performance

## What We're Looking For

* Hands-on experience managing Meta Ads
* Hands-on experience managing Google Ads
* Experience with lead-generation campaigns
* Strong understanding of targeting and retargeting
* Experience diagnosing underperforming campaigns
* Understanding of conversion tracking
* Understanding of landing-page and lead-form conversion principles
* Ability to interpret data and make practical recommendations
* Strong written and verbal communication
* Ability to manage multiple accounts
* Organized, dependable, and comfortable working independently
* Willingness to take ownership rather than wait for detailed instructions

You do not need to know every feature inside Meta and Google.

You do need to understand **why you're using a particular strategy and how to determine whether it is working.**

## Who Will Succeed in This Role?

**Proactive**
You identify problems and opportunities without waiting to be told what to do.

**Analytical**
You use data, context, and testing rather than making changes based on instinct alone.

**Curious**
When performance changes, your first instinct is to investigate why.

**Strategic**
You understand that advertising performance depends on the audience, offer, creative, landing page, follow-up, and sales process—not just Ads Manager.

**Accountable**
You communicate problems clearly and develop a plan to improve them.

**Collaborative**
You can work effectively with strategists, designers, video editors, copywriters, and clients.

## What We Offer

**Trust-Based Environment**
We care about performance, communication, and completed work—not micromanaging your day.

**Flexible Working Hours**
Manage your schedule while remaining available for agreed-upon meetings, communication, and deadlines.

**Part-Time Start With Growth Potential**
This role is expected to begin part-time, with the opportunity to take on more responsibility as our client base and advertising department grow.

**Creative Support**
You won't be expected to solve every creative problem yourself. You'll have support from our creative and marketing team and the ability to request the assets campaigns need.

**Performance Reviews**
Regular reviews with opportunities for increased responsibility and performance-based incentives.

## How to Apply

Please submit your resume, portfolio, and brief answers to the questions below.

We are not looking for polished, generic, or AI-generated answers. We want to understand how you actually think about campaigns.

### 1. Campaign Diagnosis

A Meta lead-generation campaign has been running successfully for two months. Cost per lead suddenly increases by 60% over the next three weeks.

Walk us through how you would diagnose the problem before making changes.

What would you look at first, second, and third?

### 2. Lead Quality

A campaign is producing a high volume of inexpensive leads, but the client's sales team says most leads are not answering their phones or are not qualified.

How would you investigate and improve the campaign?

### 3. Targeting

Describe how you would determine who to target when launching a new Meta or Google Ads campaign for a service-based business.

What information would you want before building the campaign?

### 4. Retargeting

How do you approach retargeting?

What audiences would you consider creating, and how would your messaging differ between someone who has never heard of the company and someone who has already visited the website or engaged with an ad?

### 5. Optimization

Once a campaign is live, what is your process for improving it?

Explain how you d ---------- :

* What to test
* When to make changes
* When to leave something alone
* When to increase the budget
* When to pause an ad, audience, keyword, or campaign

### 6. Creative Strategy

If you believe poor creative is hurting campaign performance, how would you communicate what you need from our creative team?

Provide an example of a creative recommendation or brief you would give them.

### 7. Experience

Please provide examples of campaigns you've personally managed, including where possible:

* Platform
* Industry
* Approximate advertising spend
* Campaign objective
* Cost per lead or acquisition
* What you changed
* Result after your changes

We care less about impressive screenshots and more about understanding what you personally contributed to the result.

## Final Note

We're not looking for someone who only knows where the buttons are in Meta and Google.

We're looking for someone who understands **why they're pressing them.**

If you enjoy analyzing campaigns, testing ideas, solving problems, and finding ways to generate better opportunities for businesses, we'd like to hear from you.