Senior Paid Media Specialist

Burly Boyz Moving is hiring a Senior Paid Media Specialist to own our paid advertising across Google, Meta, and new channels as we expand. You'll take over the work our outside agency does today, audit what we're running, and bring down what we pay for each lead and booked move.

We're a Canadian moving company running local and long-distance moves across Alberta, British Columbia, and Ontario. Paid media is our largest growth lever, at roughly $1M+ a year in spend across multiple cities. This is a hands-on senior role: you run the accounts yourself, and you set the plan for how they improve.

You'll own paid acquisition end to end, from the first click to a booked move in our CRM.

Campaign Management

• Run Google Ads day-to-day: Search, Performance Max, YouTube and Brand across 10+ city and service campaigns (local, long-distance, interprovincial).
• Run Meta (Facebook and Instagram) Ads, and grow it from a small share of spend into a real second channel.
• Launch campaigns in new cities and service areas as we open them: market research, geo-targeting, budgets, landing pages, and tracking, built from day one to hit our cost-per-booking targets.
• Test and launch new channels as we expand, such as Microsoft Ads, TikTok, and ChatGPT ads. Bring a test plan and a kill rule for each one.
• Own budgets, bidding strategy, keywords, negatives, match types, audiences, and ad copy. Make budget moves deliberately and document them, not in daily swings.

Audit and Improve

• Audit every account in your first month: structure, wasted spend, search terms, quality score, impression share lost to rank, and conversion setup.
• Lower cost per lead and cost per booked job while protecting volume. Raise return on ad spend in every market.
• Run structured tests on ads, landing pages, and bidding, and report what won.

Landing Pages

• Take over our paid landing pages (lp.burlyboyzmoving.com): building, editing, A/B testing, and fixing them.
• Keep forms, UTMs, and click IDs (gclid, fbclid) passing into CRM correctly on every page.

Tracking and Reporting

• Own conversion tracking: Google tag, Meta pixel and Conversions API, and offline conversion uploads from Salesforce back to Google and Meta.
• Keep the automations behind those uploads running, and catch silent failures.
• Send a weekly performance report by city and campaign: spend, leads, cost per lead, booked jobs, cost per booking and ROAS.

Working with the Team

• Work with our SEO and digital media teammates so paid, organic, and Google Business Profile support each other.
• Work with sales on lead quality, so we optimize for booked moves, not just form fills.

Your first 90 days

By day 90, you'll fully own our paid media and have cut wasted spend.

1. Days 1 to 30: take over and audit. Get access to every account, landing page, and automation, and learn how each one works. Deliver a written audit with the top 10 fixes ranked by dollar impact.
2. Days 31 to 60: fix the foundation. Clean up tracking and offline conversions, cut the waste the audit found, and restructure the weakest campaigns. Ship the first landing page tests.
3. Days 61 to 90: scale what works. Shift budget toward the markets with the best cost per booking. Launch one new channel test. Set the targets you'll be measured on for the next two quarters.

How success is measured

You're measured on booked moves and cost, not clicks.

• Cost per booked job
• ROAS
• Cost per qualified lead
• Tracking health
• Conversion rate
• Ranking

Must Have

• 5+ years managing paid media hands-on, with at least $500K a year in spend under your direct management.
• Expert in Google Ads: Search, Performance Max, bidding strategies, conversion goals, and offline conversion imports. Google Ads certification preferred.
• Strong in Meta Ads, including the pixel, Conversions API, and lead-generation campaigns.
• A track record of auditing an account and lowering cost per acquisition. Bring a before-and-after example you can walk us through.
• Experience building and testing landing pages, and comfort with basic HTML/CSS, a page builder, or both.
• Solid tracking skills: Google Tag Manager, GA4, UTMs and click IDs, and how they pass into a CRM.
• Comfortable in spreadsheets and data, and able to tell the story behind the numbers in plain language.

Nice to Have

• Experience with Claude, Meta, and other AI tools for analysis, ad copy, reporting, or automation. We use Claude heavily and want someone who'll build on that.
• Salesforce experience, especially lead and opportunity attribution.
• Automation tools such as Make or Zapier.
• Lead generation for a local or multi-location service business (moving, home services, trades).
• Experience with Reddit Ads, TikTok Ads, or other emerging channels.
• Experience running ads across multiple cities or provinces.