📍 United States (Fully Remote)
💰 Full-Time Role 

About the Role

At Four28 Marketing, we build performance-driven lead generation systems for local home service companies.

We are not looking for someone who just runs ads.

We are looking for someone who knows how to turn ad spend into booked jobs for contractors on tight, real-world budgets.

Most of our clients are spending between $1,500–$5,000/month. That means strategy matters more than platform features. Every dollar has to produce.

If you rely on broad automation, generic campaigns, or “let the algorithm figure it out,” this role will not be a fit.

This role is for someone who understands how to:

• Generate high-quality homeowner leads
• Compete in expensive local markets with limited budgets
• Turn search intent into calls, forms, and booked estimates
• Use Meta to create demand and retarget effectively

You should have real, proven experience generating leads for home service businesses like roofing, HVAC, plumbing, or similar.

We are also looking for someone who can help generate leads for Four28 Marketing itself.

This means running Meta campaigns targeted at home service business owners to drive booked calls and new client opportunities.

You should understand how to market to contractors, not just generate leads for them.

This includes:

• Creating compelling offers for business owners (not homeowners)
• Writing and testing ad creative that speaks directly to contractor pain points
• Building funnels that convert traffic into booked calls
• Iterating quickly based on cost per booked appointment and client acquisition cost

If you have only run ads for clients, but have never successfully generated leads for an agency or offer, this role will not be a fit.

What You’ll Be Doing

Local Lead Generation (Primary Focus)

Own paid media strategy and execution for home service clients:

• Google Ads (Search + LSAs primarily)
• Meta Ads (Facebook & Instagram for local lead gen and retargeting)

You will:

• Build tightly structured, high-intent search campaigns
• Focus on exact match, phrase match, and strong keyword control
• Prioritize call-driven and form-driven conversions
• Use geo-targeting intentionally (zip codes, radius, service areas)
• Avoid wasted spend from broad targeting or poor structure

You are expected to know when NOT to use things like:

• PMAX on small budgets
• Broad match without strong data
• Overly complex campaign structures that dilute budget

Budget Efficiency & Scaling

• Operate effectively within $1,500–$5,000/month budgets
• Make clear decisions on where every dollar goes
• Cut wasted spend quickly
• Double down on what is producing booked jobs

You should think in terms of:

Cost per lead → cost per booked job → ROI

Not clicks, impressions, or vanity metrics.

Meta Ads for Local Contractors

• Create simple, effective campaigns that drive local leads
• Test offers, angles, and hooks specific to homeowners
• Use retargeting to improve conversion rates
• Understand when Meta should support search vs. lead directly

Funnel & Conversion Thinking

• Ensure traffic is going to the right pages (not generic contact pages)
• Align ads with landing pages, offers, and intent
• Identify bottlenecks in lead → booked job flow

Tracking & Attribution

• Set up and validate conversion tracking (calls, forms, booked jobs)
• Ensure data reflects real performance, not inflated numbers
• Connect ad performance to actual outcomes when possible

Agency Growth & Lead Generation (High Priority)

In addition to client work, you will help drive new business for Four28.

You will:

• Plan and execute Meta ad campaigns targeting home service business owners
• Develop and test ad creative (hooks, angles, offers) to generate inbound leads
• Build and optimize funnels for booked calls (landing pages, forms, follow-up flows)
• Track performance based on cost per lead and cost per booked call
• Continuously iterate to improve lead quality and conversion rates

You should be able to answer:

• What offer would get a roofer’s attention right now?
• Why would they stop scrolling and click?
• What would make them actually book a call instead of just opt in?

This is not brand awareness.

This is direct-response marketing focused on acquiring clients.

What We’re Looking For (Must-Haves)

✅ Proven experience generating homeowner leads for home service businesses (roofing, HVAC, plumbing, etc.)

✅ Experience managing smaller budgets ($1,500–$5,000/month) and still producing strong results

✅ Strong Google Ads search expertise for local markets (not just display, PMAX, or automated campaigns)

✅ Proficiency in Meta Ads for local lead generation and retargeting

✅ Ability to clearly explain:

• Why a campaign is working or failing
• Where budget should be allocated
• What should be tested next

✅ Strong understanding of:

• Local targeting strategy
• Search intent and keyword structure
• Lead quality vs. lead volume

What Will Disqualify You

❌ No experience with home service lead generation

❌ Reliance on PMAX or fully automated strategies for small budgets

❌ Focus on metrics like CTR instead of cost per lead and booked jobs

❌ Inability to explain strategy behind decisions

❌ Only experience with large national or eCommerce brands

What We Offer

• A true ownership role where your decisions directly impact results
• Clear connection between your work and client revenue
• Performance-based upside tied to results
• Long-term growth path as the agency scales
• A team that values strategy and execution over fluff

Final Note

We are not looking for someone to “manage ads.”

We are looking for someone who can consistently generate homeowner leads at a cost that makes sense for the client.

If you’ve done that before, we want to talk. If not, this will not be the right role.