Head of Programmatic Ads

Responsibilities

• Own and operate Facebook Ads and Google Ads end-to-end — campaign strategy, audience targeting, bid management, creative testing, budget allocation, and daily optimization.
• Build and scale programmatic display and native campaigns across additional channels (The Trade Desk, DV360, YouTube, Reddit, or wherever contractors spend time).
• Drive lead generation for Hearth's contractor acquisition — every campaign you run feeds directly into the sales pipeline.
• Manage meaningful paid budgets with full P&L accountability — forecast spend, track CAC and ROAS in real-time, and reallocate budget based on what's working.
• Build and optimize landing pages, conversion funnels, and lead capture flows — from ad click to qualified lead.
• Run rigorous A/B tests on creative, copy, audiences, landing pages, and bidding strategies — every dollar is an experiment.
• Set up and maintain conversion tracking, pixel implementation, and attribution infrastructure — know exactly which campaigns drive revenue, not just clicks.
• Build automated reporting dashboards so performance is visible daily, not monthly.
• Leverage AI tools to scale creative production, audience modeling, and bid optimization — use AI to outperform competitors who do this manually.

Requirements

• 5–10 years running Facebook Ads and Google Ads at scale. Managed $500K+ monthly paid budgets.
• Expert level knowledge of the platforms — not just boosted posts and broad match keywords.
• Performance obsessed. Think in CPL, CAC, ROAS, and LTV — not impressions and reach.
• Hands-on operator. Build campaigns yourself. In Ads Manager daily. Write ad copy, test creative, adjust bids, and troubleshoot tracking issues. Do not manage agencies — you are the agency.
• Data-driven. Pull your own data, build reports, and make budget decisions based on numbers. Comfortable with SQL, Excel/Sheets, and BI tools. Set up attribution and trust your own tracking.
• Creative tester. Test dozens of variations, know what hooks work for different audiences, and can brief a designer or write copy yourself.
• Technical enough. Implement pixels, set up conversion events, troubleshoot tracking issues, integrate with CRMs, and build landing pages. No need for an engineer for standard paid acquisition infrastructure.
• Startup speed. Ship fast, learn fast, and don't need a team or an established playbook. Built paid acquisition from scratch at a company, not just inherited a running machine.

Nice-to-Haves

• Deep expertise in Facebook Ads Manager and Google Ads (Search, Display, YouTube, Performance Max).
• Experience acquiring SMB or contractor/trades customers — know how to reach business owners, not just consumers.
• Background at a vertical SaaS, fintech, or marketplace company (ServiceTitan, Thumbtack, Angi, Housecall Pro, Jobber, or similar).
• Experience with programmatic platforms (The Trade Desk, DV360) beyond Meta and Google.
• Track record scaling lead generation campaigns from $50K/month to $500K+/month.
• Experience with AI tools for creative generation, audience modeling, or bid optimization.
• Landing page and CRO experience — optimized conversion funnels, not just ad campaigns.