Senior Paid Media Specialist — Google Ads & Meta Ads

We are not looking for someone who "manages campaigns." We are looking for someone who has personally taken an ad account from underperforming to profitable, can prove it with real numbers, and is willing to be measured on lead cost and lead quality every single week.

If you cannot show us conversion data from accounts you personally ran, please do not apply. We will ask for it in the first round.

About us

Golden Years Home Care is a family-owned, in-home senior care company founded in 1996. We serve six California markets: Sacramento, Roseville, Elk Grove, Lincoln, Mission Valley, and San Diego. Our clients are families making one of the hardest decisions of their lives — bringing care into a parent's home. Our marketing has to earn trust, not just clicks.

We are in an active growth phase, including franchise expansion, and paid media is the engine behind it.

What you'll own

Our accounts are live and spending today. You'll inherit them, diagnose them, and improve them.

- **Google Ads** across six locations: Search, Performance Max, call-only, and local campaigns targeting dementia and memory care, 24-hour care, post-hospital discharge, and general in-home care intent
- **Meta Ads**: cold acquisition, retargeting, lead forms, and creative testing — written to stay inside Meta's health and personal-attribute policy (observational copy, no health attribution)
- **Landing page and offer testing** in coordination with our web and SEO team
- **Full-funnel attribution** through GoHighLevel — you will be accountable for what happens after the click, not just the click
- **Budget allocation** across six markets, including shifting spend toward the territories that are actually converting
- **Weekly reporting** on spend, CPL, lead-to-consult rate, and cost per booked assessment
- **Competitive monitoring** against Home Instead, Visiting Angels, Right at Home, Comfort Keepers, FirstLight, and The Key

---

## Non-negotiable requirements

1. **Minimum 4 years** running Google Ads and Meta Ads as the hands-on operator, not as an account manager relaying instructions to someone else
2. **Verifiable conversion metrics** from accounts you personally managed — CPL, conversion rate, ROAS or cost per booked appointment, and total spend managed
3. **Experience in a high-consideration, lead-gen service category** — senior care, home health, healthcare, legal, home services, or similar. E-commerce-only backgrounds are not a fit for this role.
4. **Working knowledge of a CRM-based attribution setup.** GoHighLevel experience is strongly preferred; if you've done this in HubSpot, Salesforce, or similar, tell us how you'd map it over.
5. **Comfort with local, multi-location campaign structures** and the geo-fragmentation that comes with them
6. **Overlap with Pacific business hours** for weekly reporting calls

### Nice to have
- Familiarity with senior care, home health, or hospice marketing
- Direct response copywriting ability
- GA4 and server-side / offline conversion tracking
- Experience with call tracking and call-quality scoring

---

## What we expect from you in performance

Our Google and Meta accounts are already built, funded, and running across all six markets. You are not starting from zero — you are taking over live spend and being held to improving it.

| Timeframe | What success looks like |
|---|---|
| **Days 1–30** | Full audit of the existing accounts. Tracking and conversion actions verified end-to-end. Waste identified and cut without disrupting lead flow. A written 90-day plan with your own targets attached. |
| **Days 31–60** | Restructures live. Creative and landing page tests running. Measurable movement on cost per qualified lead against the baseline you inherited. |
| **Days 61–90** | Cost per qualified lead down and lead-to-consult rate holding or improving. Clear evidence of which markets can absorb more spend. |
| **Ongoing** | Weekly reporting, monthly strategy review, and a standing recommendation on where the next dollar should go. |

We will share current account performance with shortlisted candidates. Part of what we're evaluating is what *you* think the targets should be once you've seen the data.

We care about **qualified** leads that become consultations and clients. A cheap lead that never books is a failure, not a win. If your instinct is to optimize for form fills regardless of what happens downstream, we are not a match.

---

## How to apply

Applications missing any of the three items below will not be reviewed.

### 1. Your conversion metrics

Send a one-page summary (PDF, Google Doc, or slide) covering **two to three accounts you personally ran**. For each one, include:

- Industry and monthly ad spend
- The starting position and the ending position
- **Cost per lead — before and after**
- **Conversion rate — before and after**
- Cost per booked appointment or ROAS, whichever applies
- Time period over which the change happened
- What you specifically changed to cause it

Screenshots from the actual ad platform or your reporting dashboard are strongly preferred. You may redact client names and any confidential figures — we care about the deltas and the reasoning, not the client's identity.

### 2. A video introduction (3–5 minutes)

Record yourself on Loom, Google Drive, or YouTube unlisted. On camera, unscripted, in one take. We're not judging production quality — we're judging clarity of thinking.

Cover these four things, in order:

1. **Why you're the best choice for this role.** Be specific. "I'm passionate about marketing" tells us nothing.
2. **One accomplishment you're genuinely proud of.** Walk us through the situation, what you did, and the number that moved.
3. **What we can expect from you in performance.** Given what you know about our business from this post, what would you commit to in the first 90 days?
4. **The first thing you'd look at** when taking over an already-running account on day one, and why.

### 3. Three short written answers

Keep each under 150 words.

- A market is spending well and generating leads at target CPL, but almost none of them are booking a consultation. Where do you look, and in what order?
- How would you structure Google Ads across six locations that share one brand but have different competitive densities and budgets?
- Meta has restrictions on health-related targeting and ad copy. How does that change the way you write and target for a senior care advertiser?

---

## What will get your application rejected

- Agencies or resellers applying on behalf of a team. This is an individual operator role.
- Metrics you can't explain or didn't personally produce
- A video that's a polished sales reel instead of you talking to us
- Generic proposals that don't reference senior care or this post specifically
- Certifications listed in place of results

---

## Compensation and terms

- **Engagement:** [ part-time]
- **Rate:** $ 7-8
- **Hours:** 10-1 pm PST
- **Performance component:** Available after 90 days, tied to cost per booked assessment
- **Reporting to Director

We pay well for people who produce. We'd rather pay one excellent operator properly than three average ones.

## To apply

Send all three items to ---------- with the subject : Paid Media — [Your Name] — [Your Best CPL Result]
We review on a rolling basis and respond to every complete application.

Thanks!
Carrie