Performance Marketing Specialist – Home Improvement

About the Role

Boogie Team is looking for a results-driven Performance Marketing Specialist to manage lead generation campaigns for home improvement and contractor businesses in California and across the U.S.

You will develop paid media strategies, create campaign concepts, build lead funnels, implement tracking, and optimize performance across Meta Ads, Google Ads, Google Local Services Ads, and other relevant platforms.

The goal is to generate qualified homeowner leads and booked appointments for services such as remodeling, roofing, ADU construction, kitchen and bathroom renovation, HVAC, flooring, painting, landscaping, solar, and windows.

Key Responsibilities

• Build and manage paid lead generation campaigns across Meta Ads, Google Ads, and Google Local Services Ads.
• Develop strategies based on service type, target market, homeowner profile, competition, budget, and client goals.
• Write direct-response ad copy and create briefs for images, videos, hooks, headlines, and offers.
• Build landing pages, lead forms, booking funnels, CRM workflows, and SMS or email follow-up sequences.
• Set up pixels, conversion events, UTMs, call tracking, attribution, and reporting dashboards.
• Test and optimize audiences, creatives, offers, landing pages, service areas, and follow-up strategies.
• Collaborate with creative, appointment-setting, and sales teams to improve lead quality and conversions.

Requirements

• Proven experience managing Meta Ads and/or Google Ads lead generation campaigns.
• Experience in home improvement, construction, remodeling, roofing, HVAC, solar, landscaping, or other local service industries.
• Strong understanding of the U.S. homeowner market, preferably California.
• Ability to develop campaign angles, offers, ad copy, and creative briefs.
• Experience with landing pages, lead forms, booking funnels, and automated follow-up workflows.
• Knowledge of conversion tracking, UTMs, call tracking, attribution, and campaign reporting.
• Strong analytical, communication, organizational, and multitasking skills.

Preferred Qualifications

• Experience targeting California markets such as Los Angeles, Orange County, San Diego, San Jose, the Bay Area, Sacramento, or Riverside.
• Familiarity with GoHighLevel, CallRail, ClickFunnels, Unbounce, WordPress, Webflow, or Zapier.
• Experience with Google Local Services Ads and Google Business Profile lead generation.
• Basic creative skills using Canva, CapCut, Adobe tools, or similar platforms.
• Experience developing home improvement promotions, financing offers, inspections, estimates, or consultation campaigns.
• Familiarity with advertising compliance for contractor and home improvement services.
• Experience optimizing for booked appointments, customer acquisition, and closed jobs.

Success Metrics

• Qualified lead volume and quality

• Cost per lead and qualified lead

• Cost per booked appointment

• Lead-to-appointment conversion rate

• Appointment show rate

• Cost per acquisition

• Funnel conversion rate

• Campaign return on investment