Performance Marketing Manager

Honest Abe Roofing Corporate

28d•Onsite

About The Position

Honest Abe Roofing is one of the fastest-growing roofing companies in the country, with franchise locations across multiple markets and a high-performance in-house marketing team based in Terre Haute, Indiana. Our marketing department operates more like an internal agency than a traditional home-services team. We manage paid media, creative, web, automation, reporting, and brand strategy across a growing multi-location franchise network. We move fast, care deeply about performance, and are building a team of smart, accountable operators who want to do great work and make a measurable impact. We are looking for a Performance Marketing Manager to own paid lead generation across Google Ads, Local Services Ads, and Meta while helping us strengthen tracking, reporting, optimization, and multi-market growth. The Performance Marketing Manager will be responsible for the day-to-day management, optimization, and scaling of paid media campaigns across a multi-location franchise system. This is a hands-on, in-house role for someone who understands how to drive qualified leads, improve conversion performance, manage budget pacing, and maintain strong tracking and account hygiene. This role is ideal for someone who wants to help build a best-in-class in-house growth engine rather than just manage campaigns inside an agency book of business.

Requirements

4+ years of hands-on paid media experience focused on lead generation
Proven experience managing Google Ads, Meta Ads, and Google Local Services Ads
Experience managing monthly media budgets across multiple campaigns or locations
Strong understanding of paid search, paid social, conversion tracking, attribution, and campaign QA
Working knowledge of GA4, Google Tag Manager, Meta CAPI, Enhanced Conversions, offline conversion tracking, and call tracking platforms
Strong analytical thinking and comfort using data to make optimization decisions
Excellent organization, follow-through, and attention to detail
Strong written communication and the ability to clearly explain results, issues, and opportunities
Ability to thrive in a fast-moving, in-house environment with multiple priorities

Nice To Haves

Experience in home services, roofing, franchising, or other local lead generation businesses
Experience with CRM-connected attribution and lead quality analysis
Familiarity with Zapier, Looker Studio, CallRail, and reputation platforms such as Birdeye
Exposure to Bing Ads, YouTube, Nextdoor, Waze, or other local acquisition channels
Experience supporting landing page testing and conversion rate optimization
Comfort working alongside web, creative, sales, and operations teams to improve performance beyond the ad account itself

Responsibilities

Build, launch, manage, and optimize paid media campaigns across Google Ads, Google Local Services Ads, and Meta
Manage campaign structure, budgets, bidding strategies, targeting, negative keywords, creative rotation, and market-level optimization
Improve qualified lead volume, cost per lead, booking rates, and overall paid media efficiency across multiple markets
Monitor account health daily and make proactive optimization decisions based on performance data
Manage paid acquisition across a growing franchise network with multiple locations, budgets, service areas, and campaign priorities
Apply campaign strategy consistently while adjusting for local market conditions, seasonality, and storm-related demand
Support market launches, budget reallocations, and territory-level growth opportunities
Own Local Services Ads performance including setup, verification support, category alignment, budget pacing, lead quality review, dispute workflows, and market-level optimization
Coordinate with internal teams to improve review velocity, trust signals, and overall LSA performance
Help manage and validate tracking across GA4, GTM, Meta CAPI, Enhanced Conversions, call tracking, and offline conversion imports
Ensure campaigns, naming conventions, tags, events, and reporting remain accurate and organized
Work closely with internal web, CRM, and operations resources to maintain clean attribution and improve visibility into lead quality
Run structured tests on offers, ad copy, landing pages, audiences, bidding models, and campaign structure
Document hypotheses, learnings, and next steps in a clear, repeatable way
Use data to identify performance opportunities and solve problems quickly
Write and refine ad copy for search, Meta, and other lead generation campaigns
Collaborate with internal design, video, and web resources to improve creative performance and landing page conversion
Help guide messaging, offer structure, and conversion-focused campaign assets
Monitor daily, weekly, and monthly budget pacing across multiple accounts and markets
Identify overspend, underspend, and reallocation opportunities quickly
Deliver clear performance updates, insights, and recommendations to leadership
Support forecasting, spend planning, and growth modeling across channels
Execute storm-response campaign adjustments including geo targeting, ad copy updates, budget shifts, and market prioritization
Support time-sensitive paid media changes during severe weather windows and seasonal demand spikes