Position Summary

The Performance Lead Generation role is responsible for driving high-quality leads across all Dayco Systems service departments—HVAC, Plumbing, Dryer Vent/Duct Cleaning, and Attic Insulation. This position is the in-house Master of Digital Marketing channels, including Google Ads, PPC, Google Local Service Ads (GLSA), Google Business Profile (GMB), Meta Ads (Facebook/Instagram), marketing automation platforms (Chiirp, Podium, Hatch, ServiceTitan Marketing Pro) , and other paid and organic digital avenues.

In addition to being hands-on in campaign management, the Performance Lead Generator provides strategic oversight for Dayco’s digital advertising performance, automation workflows, conversion tracking, and ROI. This leader will supervise future positions in the Digital Analyst and AI Expert areas, ensuring that all data insights, automation, and advanced marketing technologies contribute directly to lead generation goals and measurable revenue growth .

Lead Generation & Digital Strategy

• Own and execute the digital lead generation strategy across all service lines.
• Plan, launch, and optimize Google Ads, PPC, GLSA, GMB, and Meta campaigns to maximize ROI.
• Grow eCommerce leads through our online shop experience.
• Implement automation workflows (SMS, email, and reactivation campaigns) to re-engage unsold leads and maximize conversions.
• Evaluate new digital platforms, tools, and partnerships (e.g., Nextdoor, Microsoft Ads) to increase qualified leads.
• Ensure lead generation aligns with overall company growth goals and direct revenue impact .

Campaign Execution & Optimization

• Manage budgets, bids, targeting, and creatives for digital advertising campaigns.
• Oversee performance across multiple channels, including search, display, retargeting, and local service ads.
• Conduct A/B testing on creative, landing pages, and calls-to-action to improve conversion rates.
• Monitor lead cost efficiency and ensure campaigns stay within CPL goals.

Data & Analytics

• Oversee the work of the Digital Analyst to ensure accurate reporting and actionable insights.
• Collaborate with the Digital Analyst and AI Expert to implement automation, personalization, and advanced optimization strategies.
• Track KPIs such as booking %, conversion %, average ticket, cost per lead (CPL), and lead source contribution.
• Deliver regular reporting on campaign performance and revenue contribution to the Marketing Director and leadership team.

Team Leadership

• Supervise, mentor, and provide direction to the Digital Analyst and AI Expert.
• Foster a results-driven culture that leverages both human analysis and AI-driven insights.
• Align the Performance team’s efforts with the Brand and Customer Service teams for a unified marketing approach.
• Deliver weekly ROI insights and performance updates across all marketing avenues to the Marketing Director.
  

• Expert-level proficiency in Google Ads, PPC, GLSA, and GMB management.
• Proven success in Meta Ads (Facebook/Instagram lead generation and retargeting).
• Strong knowledge of marketing automation (Chiirp, Podium, Hatch, ServiceTitan Marketing Pro) for lead reactivation and nurture.
• Advanced understanding of digital analytics, attribution, and ROI tracking.
• Ability to balance strategic oversight with hands-on execution.
• Leadership skills to mentor and guide digital-focused team members.
• Highly analytical, detail-oriented, and results-driven with revenue growth as a non-negotiable outcome .
  

• Increase in qualified leads generated across all service lines.
• Lowered Cost Per Lead (CPL) with improved lead quality.
• Improved booking and conversion rates from digital campaigns.
• Effective integration of AI-driven insights and automation into campaign performance.
• Clear, actionable reporting delivered consistently to leadership.
• Direct and measurable revenue growth tied to digital efforts.