Paid Media Specialist

Summary of Position

The Paid Media Specialist is a hands-on role responsible for owning the strategy, budget allocation, and performance of multi-channel paid media programs for home services clients. Building on strong executional expertise, this role evolves beyond day-to-day optimization to define channel mix, forecasting, testing roadmaps, and measurement frameworks that drive efficient growth and measurable business outcomes.

The Specialist leads planning, execution, and optimization across PPC, LSA, Paid Social, YouTube, OTT, and Programmatic channels, applying data-driven, seasonality- and capacity-aware strategies to maximize ROI, lead quality, and booked revenue. This role sets CAC/CPL and marginal ROAS targets, governs tracking and attribution (GA4/GTM, offline conversions), and partners with operations to integrate field management systems (e.g., ServiceTitan, FieldEdge) into reporting and optimization. Success is measured by full-funnel performance, revenue impact, and the ability to translate paid media insights into scalable growth strategies.

Our Core Values

At Cornerstone Advertising, our Core Values are more than just words; they are the foundation of our company culture and daily operations:

• Do what’s right for the customer, the Cornerstone team, and our partners
• Stay in the solution
• Sense of Urgency and Accomplishment
• CHOP: Collaborative, Helpful, Open, and Positive
• Don’t take yourself too seriously

Primary Responsibilities

• Paid Media Strategy & Planning: Own paid media strategy by translating revenue goals into channel plans, budgets, pacing, and seasonality models. Determine optimal media mix across search, social, video, and programmatic channels to support client growth objectives while maintaining consistency with established paid placement processes.

• Campaign Execution & Optimization: Execute and optimize performance-driven campaigns across Google Ads, Microsoft Ads, Meta, YouTube, Local Services Ads, OTT, and programmatic platforms. Apply standardized campaign structures, keyword and audience strategies, and ongoing A/B testing of ads, landing pages, and bidding to drive efficiency and scalable results.

• Measurement, Analytics & Reporting: Own measurement governance through GA4, Google Tag Manager, and Looker Studio. Maintain accurate conversion tracking, attribution documentation, and performance dashboards while monitoring core metrics including CAC, CPL, marginal ROAS, and booking rate. Translate performance data into clear insights that inform decision-making.

• Attribution, Integrations & Revenue Alignment: Design attribution and incrementality approaches to understand true channel impact and isolate lift. Integrate paid media platforms with ServiceTitan, FieldEdge, and call tracking systems to connect ad spend to booked jobs and revenue, ensuring closed-loop reporting and accountability.

• Stakeholder Communication & Leadership: Lead performance reviews, QBRs, and strategic discussions with clients and internal teams. Communicate insights clearly, convert data into strategic recommendations and creative briefs, and maintain professionalism and adaptability while managing shifting priorities and performance challenges.

• Other duties as assigned by the Director of Digital Marketing.

Required Knowledge, Skills & Abilities

• Bachelor’s degree in Digital Technology, Marketing, or a related field.
• Minimum of 5 years of experience in PPC / paid media, including 3 years of multi-channel buying (search, social, video, programmatic/OTT).
• Proven experience managing large advertising budgets and delivering strong ROI/ROAS.
• In-depth knowledge of PPC platforms, including Google Ads and Microsoft Ads (Bing).
• Strong analytical skills with the ability to interpret data and provide actionable insights.
• Relevant certifications preferred: Google Ads, Meta (YouTube and programmatic certifications a plus).
• Advanced experience with GA4, GTM, conversion tracking, and familiarity with SearchLight and Looker Studio preferred.
• Experience integrating field service management systems (e.g., ServiceTitan, FieldEdge) into reporting and optimization workflows.
• Excellent communication and presentation skills.

Nice to Have

• Deep experience with Local Services Ads (LSA).
• Offline conversion imports and CRM-based attribution.
• Feed-based and dynamic creative experience.
• Exposure to MMM, geo-testing, and experimentation frameworks.
• Experience using AI copilots/tools for analysis and creative optimization.

Working Conditions and Physical Requirements

The job is usually performed indoors in a remote setting. The standard hours of work and days are 8:00 a.m. – 5:00 p.m., Monday through Friday. Occasional local travel may be required.

Activities include:

• Extended periods of sitting and extensive work at a computer monitor.
• The ability to communicate effectively, both one-on-one and in group settings, with clients, candidates, management, and coworkers is crucial.
• Regular use of the telephone and email for communication is essential.
• Hearing and vision within normal ranges are essential for everyday conversations, receiving ordinary information, and preparing or inspecting documents.
• It requires good manual dexterity when using standard office equipment (e.g., computers, mobile devices, copiers/scanners).
• No heavy lifting is expected; exertion of up to 30 lbs. of force (e.g., tablets, laptops, computers, office supplies) may occasionally be required.
• The employee is required to bend and stoop