Director Conversion Rate Optimization Jobs in Columbus, OH

Description

Paid Media Specialist

ABOUT HAVEN SERVICES

Haven Services LLC is a multi-division home services company headquartered in Columbus, Ohio, providing plumbing, HVAC, electrical, and related services to residential and commercial customers across multiple markets. Our family of brands share a commitment to delivering exceptional customer experiences and building lasting relationships in the communities we serve.

At Haven, we believe in taking care of our team as well as we take care of our customers. We offer a collaborative, values-driven culture where talented people can do meaningful work and grow their careers.

POSITION OVERVIEW

The Paid Media Manager is responsible for the strategy, execution, and optimization of Haven's paid digital advertising programs across all channels and divisions. This role owns Google Ads, Local Services Ads (LSA), Meta (Facebook/Instagram), Yelp, and related paid media channels end-to-end managing a meaningful advertising budget with a clear mandate to drive qualified leads, booked jobs, and measurable return on ad spend across every Haven brand.

This is a hands-on role for a skilled paid media practitioner who is as comfortable building a Meta campaign as pulling a Google search term report. You will manage multiple accounts across Haven's portfolio of brands, optimize campaigns for efficiency, and work closely with the marketing team, division leadership, and the CRM platform to connect advertising activity directly to revenue outcomes. The ideal candidate understands that a lead is only as valuable as what happens to it inside the CRM - and knows how to use that data to make smarter advertising decisions.   

Benefits You'll Enjoy

We offer competitive pay, outstanding benefits, and 100% employer-paid medical premiums.

Employment with Haven Services comes with excellent perks! Major health benefits are available on the first of the month following your start date. Paid Time Off, paid holidays, and 401(k) with company match begin immediately upon hire. 

What We Offer

• Competitive salary and performance-based incentives.
• Opportunities for professional growth and advancement.
• A collaborative, supportive work environment.

Comprehensive benefits package:

• Medical Insurance choice of HDHP with HRA & HSA or PPO - Company offers 100% coverage of Employee's HDHP Premium!
• Dental and Vision Insurance
• Company provided Life and Disability Insurance
• 401(k) with Employer Match
• Employee Assistance Program
• Paid Time Off, Paid Holidays, floating holidays

KEY RESPONSIBILITIES

Google Ads & Paid Search

• Own and manage all Google Ads accounts across Haven's divisions including Search, Display, Performance Max, and Local Services Ads (LSA)
• Build, launch, and continuously optimize campaigns across all active divisions and service lines
• Conduct ongoing keyword research, match type management, and negative keyword pruning to maximize qualified traffic
• Write and test ad copy, headlines, and extensions to improve click-through rates and conversion performance
• Maintain clean, well-documented campaign structures across all Google Ads accounts that can be easily audited and handed off if needed
• Stay current on Google Ads platform changes, automation features, and beta opportunities
• Manage bidding strategies, budget pacing, and dayparting to maximize efficiency across all accounts

Meta (Facebook & Instagram) Advertising

• Own and manage Haven's paid Meta advertising across all divisions including campaign strategy, audience targeting, creative direction, and budget management 
• Build and optimize campaign types including Lead Ads, Traffic, Conversion, and Retargeting campaigns 
• Develop and test audience strategies including custom audiences, lookalike audiences, and interest-based targeting 

Yelp & Other Paid Platforms

• Manage Yelp advertising accounts across applicable Haven divisions including budget management, targeting, and performance optimization
• Evaluate and test additional paid media platforms as opportunities arise including Nextdoor, Angi, HomeAdvisor, and other home services-specific channels
• Provide recommendations to marketing leadership on where incremental paid media budget is best deployed
• Monitor platform performance and make data-driven decisions about budget allocation across all paid channels

Performance Optimization

• Monitor campaign performance daily and make proactive adjustments to maintain and improve lead volume and cost efficiency
• Conduct regular A/B testing of ad copy, landing pages, and audience targeting to improve conversion rates
• Identify and act on performance trends, anomalies, and opportunities across all accounts
• Optimize Quality Scores, landing page relevance, and account structure for long-term performance gains

Local Services Ads (LSA)

• Manage and optimize LSA accounts across all qualifying Haven divisions
• Monitor lead quality, dispute invalid leads, and maintain strong Responsiveness and Review scores
• Coordinate with CSR leadership to ensure lead handling processes support strong LSA performance

Tracking, Attribution & Reporting

• Ensure accurate conversion tracking is implemented and functioning across all campaigns including calls, form fills, and booked appointments
•  Set up and maintain Google Tag Manager, Google Analytics (GA4), and call tracking integrations
• Deliver regular performance reports to marketing leadership with clear insights, trend analysis, and optimization recommendations
• Track and report on KPIs including cost per lead, cost per booked job, ROAS, and impression share by division

CRM Integration & Lead Lifecycle Management

• Coordinate with the SEO Manager to align paid and organic search strategies and avoid cannibalization
• Maintain working proficiency in Haven's CRM platform (ServiceTitan or equivalent) to track lead sources, booking rates, and revenue outcomes tied to paid media activity
• Connect paid media performance to downstream CRM outcomes - not just cost per lead, but cost per booked job and revenue generated by channel
• Work with marketing and CSR leadership to ensure proper lead source tagging and attribution within the CRM so paid media investment can be accurately measured
• Use CRM data to identify which campaigns, channels, and ad types are driving the highest quality leads - not just the most leads
• Support campaign optimization decisions with CRM-sourced data including booking rate by lead source, job type performance, and seasonal demand patterns
• Participate in regular reviews with marketing and operations leadership to connect paid media activity to business outcomes

Cross-Channel Coordination

• Coordinate with the SEO Manager to align paid and organic search strategies and avoid cannibalization
• Provide PPC insights to support landing page and website optimization efforts
• Manage overall paid media budget allocation across Google, Meta, Yelp, and other platforms to maximize total lead volume and efficiency
• Develop a unified reporting view that shows performance across all paid channels in a single dashboard
• Identify audience and creative insights from Meta campaigns that can inform Google campaign strategy and vice versa

Requirements

QUALIFICATIONS

• Minimum 5 years of hands-on Google Ads management experience with demonstrated measurable results
• Proven experience managing multiple Google Ads accounts simultaneously, ideally across different brands or locations
• Strong command of Google Ads campaign types including Search, Display, Performance Max, and Local Services Ads
• Proficiency with Google Analytics (GA4), Google Tag Manager, and conversion tracking setup
• Experience with call tracking platforms (CallRail, WhatConverts, or similar)
• Experience with Local Services Ads (LSA) management and optimization
• Solid understanding of landing page best practices and their impact on Quality Score and conversion rate
• CRM experience must be comfortable working within a CRM platform to pull reporting, understand lead flow, and connect advertising activity to revenue outcomes (ServiceTitan, Housecall Pro, Salesforce, HubSpot, or equivalent)
• Strong analytical skills with the ability to identify performance issues and opportunities quickly
• Google Ads certification required (Search minimum); Meta Blueprint certification strongly preferred
• Excellent communication skills able to present performance data clearly to non-technical stakeholders

Preferred

• Experience in home services, HVAC, plumbing, electrical, or other field service industries
• Familiarity with Meta Ads Manager (Facebook/Instagram paid advertising)
• Experience with Microsoft Ads / Bing Ads
• Experience managing paid media budgets across multiple platforms simultaneously
• Ability to build and maintain cross-channel performance reporting that consolidates data from Google, Meta, and other platforms

WHAT SUCCESS LOOKS LIKE

• Consistent, efficient lead volume across all Haven divisions with a clear cost-per-lead and cost-per-booked-job tracking framework
• Improved ROAS and reduced wasted spend within the first 90 days through account audits and optimization
• Full conversion tracking visibility across all campaigns and divisions
• A unified view of paid media performance across Google, Meta, Yelp, and other platforms with clear cost-per-lead and cost-per-booked-job by channel
• Meta campaigns actively generating leads across Haven divisions with documented ROAS
• CRM data actively informing paid media optimization decisions - campaigns are being tuned based on what books, not just what clicks
• A well-structured, documented account architecture that scales cleanly as Haven adds divisions or markets

  Haven Services is an Equal Opportunity Employer

   EOE/AAP/M/F/V/D/SO