Paid Ads & Lead Generation Manager

# Ads & Lead Generation Manager **Company:** Refined Touch Media **Position:** Ads & Lead Generation Manager **Location:** Remote ## About the Role Refined Touch Media is looking for an **Ads & Lead Generation Manager** who can understand, diagnose, build, and improve lead-generation campaigns across **Meta Ads and Google Ads**. This is not a position for someone who simply launches campaigns, follows instructions, and reports numbers. We're looking for someone who can **think strategically**. You should be able to look at a campaign, understand what is happening, identify where performance may be breaking down, and recommend what should happen next. That includes understanding the relationship between: * Targeting and audience selection * Retargeting * Offers and messaging * Ad creative * Landing pages and lead forms * Cost per lead * Lead quality * Conversion tracking * Campaign structure * Testing and optimization The right person will help lead both the **strategy and execution** behind Google and Meta advertising campaigns for Refined Touch Media and our clients. ## Your Goal Your goal is simple: **Take paid advertising execution and optimization off the owner's plate while improving the quality and consistency of the leads our campaigns generate.** We don't just want more leads. We want to understand **who we're reaching, why they're responding, what they're doing after they respond, and how we can continuously improve campaign performance.** ## Key Responsibilities ### Campaign Strategy & Development * Develop lead-generation strategies based on the client's business, audience, offer, market, and goals * Build and manage campaigns across Meta Ads and Google Ads * Research and develop appropriate targeting strategies * Develop prospecting and retargeting campaigns * Recommend campaign structures, budgets, offers, and testing strategies * Identify opportunities to improve existing campaigns rather than simply maintaining them ### Campaign Optimization Regularly analyze campaign performance and determine: * What is working * What isn't working * Why performance may be changing * What should be tested next * Where budget should be increased, decreased, or reallocated Optimization may include: * Audiences * Keywords * Search terms * Locations * Placements * Creative * Copy * Offers * Landing pages * Lead forms * Retargeting * Bidding strategies * Campaign structure We expect you to **diagnose before making changes**. ### Targeting & Retargeting You should have a strong understanding of how to reach the right audience at different stages of the customer journey. This includes experience with: * Cold audience targeting * Keyword and search-intent targeting * Custom audiences * Website visitor retargeting * Customer list audiences * Lookalike or similar audience strategies where appropriate * Engagement retargeting * Campaign exclusions * Geographic targeting * Audience segmentation You should understand that targeting is more than choosing demographics. The goal is to understand **intent, behavior, awareness, and where someone is in the buying process.** ### Lead Quality Success will not be measured solely by generating the cheapest possible lead. A $15 lead that never answers the phone isn't necessarily better than a $40 lead that becomes a customer. You should be comfortable evaluating campaign performance beyond surface-level metrics and helping us determine whether campaigns are attracting the **right opportunities for our clients.** ### Tracking & Reporting * Monitor CPL, CTR, CPC, conversion rate, ROAS and other relevant metrics * Verify that conversion tracking is functioning properly * Help identify discrepancies between advertising-platform data and actual leads * Communicate campaign performance clearly * Provide recommendations rather than simply sending reports * Track tests and document what was changed and why ## Creative Collaborati