Paid Ads Specialist — U.S. Home Care Experience Required

We are a growing non-medical home care agency in California looking for a Paid Ads / Performance Marketing Specialist to build and manage a predictable lead-generation engine. This is not a social media posting, graphic design, or general marketing VA role. Our goal is simple: generate qualified private-pay home care leads that convert into assessments and new clients. Responsibilities Manage and optimize Google Search Ads Manage and optimize Meta/Facebook lead campaigns Build and test campaigns, audiences, keywords, bidding strategies, and creative Manage negative keywords and search terms Improve landing pages and lead forms for conversion Set up and maintain accurate call/form conversion tracking Monitor CPL, qualified lead rate, cost per assessment, and CAC Recommend where to increase or reduce ad spend based on performance Provide a simple weekly performance report Work directly with the owner to continuously improve lead quality and volume Required experience You must have direct experience managing paid advertising for U.S. home care, senior care, home health, hospice, or a closely related senior-services business. Strong preference for candidates with private-pay home care experience. You should be able to explain: Monthly ad budgets you personally managed Lead volume generated Typical CPL Google Ads strategies that worked Meta strategies that worked How you tracked phone calls and form submissions How you distinguished qualified leads from junk leads How you improved campaigns when lead volume was too low How success will be measured We do not care primarily about impressions, clicks, CTR, or Facebook engagement. Success means: Qualified Leads - Assessments - New Clients - New Weekly Care Hours Our initial goal is to build enough qualified lead volume to consistently generate 3+ completed client assessments per week. To apply Please start your application with the words “HOME CARE PPC” and answer these questions: 1 - Which U.S. home care/senior care companies have you managed paid advertising for? 2 - Which platforms did you personally manage? 3 - Approximately how much monthly ad spend did you manage? 4 - What CPL or lead volume did you achieve? 4 - What percentage of those leads were actually qualified, if known? 5 - Please describe one home-care campaign that was struggling and exactly what you changed to improve it. 6 - If you inherited a California home-care Google Ads account spending $3,000/month and producing almost no calls, what are the first five things you would investigate? 7 - Are you comfortable sharing anonymized screenshots or other evidence of past campaign performance? Important: Generic applications that do not demonstrate relevant paid advertising experience will not be considered.