Paid Performance & Demand Generation Specialist

BrightLocal is a leading local SEO platform serving agencies and businesses worldwide. Following the departure of our Demand Generation Manager, we need an experienced paid performance specialist to maintain momentum, optimise existing campaigns, and drive MQL growth across all paid channels.

This is a strategic contract role to take ownership of our comprehensive paid media portfolio while building scalable systems for long-term growth. You'll be inheriting well-established campaigns across Google Ads, Meta, LinkedIn, and StackAdapt programmatic, with clear optimisation opportunities and expansion potential.

We're seeking a hands-on paid media expert who can immediately take ownership of complex, multi-channel campaigns while building scalable systems for long-term success. You should be someone who thrives on data-driven optimisation and can demonstrate measurable improvements in campaign performance.

The ideal candidate will have experience with B2B SaaS companies serving SMBs and agencies, with a focus on North American market, with a track record of managing significant budgets while delivering consistent lead generation growth.

This is a high-impact contract. Your expertise will directly drive BrightLocal's growth while establishing best practices for our permanent team members to inherit and scale.

Current Paid Media Portfolio

• Google Ads - 18 Active Campaigns (6 Clusters)
• Meta Ads - 4 Always-On + 2 Campaign-Specific
• StackAdapt Programmatic - New Channel
• LinkedIn Ads - Ad Hoc Campaign Basis

Key Objectives

• Maintain and optimise existing campaign performance across all channels
• Drive consistent MQL growth to meet quarterly targets
• Reduce cost per lead while improving lead quality and conversion rates
• Expand successful campaigns and scale proven creative/audience combinations
• Build scalable testing frameworks for ongoing optimisation
• Establish comprehensive cross-channel performance and cost-per-lead reporting and customer attribution tracking

Core Responsibilities

Campaign Management & Optimisation

Google Ads Management

• Audit and optimise 18 active campaigns across 6 clusters
• Enhance Search Themes and asset groups with industry-specific messaging
• Implement advanced bidding strategies and audience refinement
• Optimise landing page performance in collaboration with the digital marketing team

Meta Ads Performance

• Scale campaigns - continue creative testing and audience expansion
• Refresh creative assets quarterly across all campaigns
• Maintain a benefit-focused messaging strategy based on proven performance
• Expand a successful industry article promotion

StackAdapt Programmatic

• Manage weekly optimisation calls with the account team
• Complete QA of custom pixel events for trial signups and form submissions
• Expand creative testing, including video ad formats
• Optimise audience targeting using a multi-layer approach
• Leverage HubSpot integration for advanced retargeting sequences

LinkedIn Ads Strategy

• Develop a systematic approach to LinkedIn campaign management
• Focus on named account targeting for higher-value prospects
• Integrate with webinar and content promotion strategy
• Test video content and thought leadership positioning

Creative & Messaging Strategy

• Develop a comprehensive creative testing framework across all channels
• Create detailed creative briefs for design team collaboration
• Implement pain point vs benefit messaging optimisation
• Establish a creative refresh schedule to maintain performance
• Leverage AI tools for copy generation and optimisation

Audience Development & Targeting

• Refine audience segmentation based on performance data
• Build advanced retargeting sequences across channels
• Create lookalike audiences from high-converting segments
• Implement behavioural targeting using website and engagement data

Attribution & Performance Tracking

• Establish multi-touch attribution across all paid channels
• Build comprehensive reporting dashboards using GA4, HubSpot, and channel-specific data
• Create automated performance alerts for budget pacing and campaign anomalies
• Implement advanced UTM tracking for granular campaign analysis
• Develop ROI reporting aligned with business objectives

Budget Management & Optimisation

• Manage £40k+ monthly budget across all channels
• Optimise budget allocation based on performance and seasonality
• Implement dynamic budget pacing to maximise monthly spend efficiency
• Create budget forecasting and planning models
• Establish spend alerts and approval work flows

Required Experience & Skills

Essential Paid Media Experience

• 5+ years B2B SaaS paid media experience with proven MQL generation results
• Expert-level proficiency in:Google Ads (Search, P-Max, Display) with £25k+ monthly budget management
• Meta Ads (Facebook/Instagram) with complex funnel optimisation
• LinkedIn Ads campaign management and B2B targeting
• Programmatic advertising (StackAdapt or similar platforms)
• Proven track record of reducing CPL while scaling lead volume
• Experience managing US audience targeting preferred

Technical Requirements

• Advanced Google Analytics 4 setup and conversion tracking
• Multi-platform attribution modeling and reporting
• Google Tag Manager for event tracking and pixel implementation
• HubSpot integration with paid media channels
• Advanced Excel/Google Sheets for data analysis and reporting
• UTM tracking and campaign organisation best practices

Strategic Marketing Knowledge

• Full-funnel marketing approach - awareness through conversion optimisation
• B2B SaaS customer journey understanding and optimisation
• Conversion rate optimisation for landing pages and lead capture
• A/B testing methodology and understanding statistical significance
• Service-based marketing experience (advantageous for Local SEO Services)

Channel-Specific Experience

• Google Ads: P-Max optimisation, Search Themes, Smart Bidding strategies
• Meta Ads: Complex audience segmentation, creative testing, retargeting funnels
• LinkedIn Ads: B2B targeting, enterprise audience development
• Programmatic: Audience targeting, creative optimisation, managed service collaboration

Deliverables & Success Metrics

Month 1: Audit & Stabilisation

• Complete audit report of all existing campaigns with optimisation recommendations
• Implement quick wins to improve immediate performance
• Establish baseline metrics and performance benchmarks
• Create a comprehensive tracking and reporting infrastructure

Month 2: Optimisation & Expansion

• Launch optimised campaigns based on audit findings
• Implement advanced targeting and bidding strategies
• Expand successful creative and audience combinations
• Develop a testing roadmap for ongoing optimisation

Months 3+: Scale & Systematisation

• Scale proven campaigns and expand to new opportunities
• Build systematic testing and optimisation processes
• Create comprehensive documentation for campaign management
• Establish handover materials

Success Metrics

• 20% reduction in overall CPL while maintaining lead quality
• 25% increase in MQL volume from paid channels
• Improved attribution visibility with comprehensive reporting
• Expanded successful campaigns with proven scalability
• Established testing frameworks for ongoing optimisation

Working Arrangements

• 2-3 days per week with flexible scheduling around campaign optimisation needs
• Remote working with regular video calls for performance reviews
• Direct collaboration with Digital Marketing, Analytics, and Sales teams
• Weekly performance reviews with clear KPI tracking
• Monthly strategy sessions for campaign planning and optimisation

Campaign Philosophy & Approach

Full-Funnel Strategy

• Upper Funnel Industry content, research reports, thought leadership
• Mid Funnel: Academy courses, webinars, community engagement
• Lower Funnel: Trial signups, service inquiries, demo requests

Optimisation Priorities

1. Audience relevance: Right message to the right person
2. Creative clarity: Clear value proposition and compelling visuals
3. Message-to-market fit: Alignment with customer pain points
4. Rapid testing and iteration: Continuous improvement mindset
5. Attribution accuracy: Proper tracking and performance measurement