Paid Ads Strategist

Remote | Full-Time

$33-$38/hour + Benefits

Help Senior Living Communities Reach the Families Who Need Them

Craft & Communicate is a senior living marketing agency dedicated exclusively to helping communities connect with seniors and families searching for the right place to call home.

We're looking for an experienced Paid Ads Strategist who can turn campaign performance into smart decisions and measurable business results. This role is ideal for someone who wants ownership of strategy, enjoys digging into performance data, and can confidently communicate what should happen next.

This isn't a role focused only on managing campaigns behind the scenes. You'll own paid media strategy for your accounts and serve as the advertising expert in client conversations, working alongside our Client Relations team to help clients understand performance and where opportunities exist.

What You'll Own

You'll serve as the strategic lead for paid media across a portfolio of senior living accounts, with responsibility for both campaign performance and the strategy behind it.

Your responsibilities include

• Develop paid media strategies based on client goals, market conditions, and performance opportunities.
• Own campaign strategy across Google Ads and Meta, with opportunities to work across additional platforms.
• Analyze campaign performance and lead quality to understand what is driving results.
• Turn performance data into clear recommendations that clients and internal teams can act on.
• Continuously improve targeting, messaging, budgets, and campaign structure based on results.
• Identify inefficient spend and opportunities to improve lead quality.
• Participate in regular client calls as the paid media expert alongside our Client Relations team.
• Clearly explain performance shifts and what we're doing in response.
• Work closely with the ads team to guide execution and ensure strategy is implemented correctly.
• Partner across departments when landing pages, tracking, creative, or broader marketing initiatives affect advertising performance.

What We're Looking For

The ideal candidate

• Thinks beyond platform metrics and understands how advertising contributes to business results.
• Can confidently explain why performance changed and what should happen next.
• Is comfortable speaking directly with clients and leading strategic advertising conversations.
• Enjoys digging into data to uncover opportunities.
• Knows when a campaign needs optimization and when the larger strategy needs to change.
• Takes ownership of performance rather than waiting for someone else to identify an issue.
• Can balance the needs of multiple client accounts without losing sight of the bigger picture.
• Is curious about how AI and platform automation are changing paid media.

What You'll Bring

We're looking for someone who combines deep paid media knowledge with the communication skills needed to turn that expertise into trusted strategic guidance.

Preferred qualifications include

• 4+ years of hands-on paid media experience, preferably managing multiple client accounts.
• Strong experience with Google Ads, including Search and Performance Max.
• Strong working knowledge of Meta Ads Manager.
• Experience managing meaningful advertising budgets and making budget allocation decisions.
• Confidence analyzing CPL, conversion performance, lead quality, and other business-focused metrics.
• Experience presenting campaign performance and recommendations directly to clients.
• Ability to translate complex advertising data into clear strategic recommendations.
• Understanding of conversion tracking, attribution, and campaign measurement.
• Experience collaborating with creative, development, and client-facing teams.
• Strong written and verbal communication skills.
• A proactive approach to identifying performance issues and opportunities.

Experience in senior living or healthcare marketing is a plus, but it isn't required.

What Success Looks Like

Within your first year

• Clients trust your understanding of their advertising performance and your recommendations.
• Campaign decisions are driven by lead quality and business outcomes, not surface-level metrics.
• Performance issues are identified proactively and addressed with a clear strategy.
• Client conversations focus on what the data means and what we're doing next.
• Ads Managers receive clear strategic direction and understand the reasoning behind it.
• Paid media strategies continue to improve as new platform capabilities and opportunities emerge.

Why Craft & Communicate?

We're a specialized agency that believes great marketing starts with strong strategy.

Our work helps senior living communities reach people during an important time in their lives. For our advertising team, that means looking beyond clicks and impressions to understand whether campaigns are reaching the right people and generating meaningful opportunities for our clients.

You'll have the opportunity to

• Own advertising strategy rather than simply execute campaigns.
• Work with a leadership team that values data-driven decision-making and thoughtful experimentation.
• Partner with specialists across SEO, content, web, lifecycle marketing, and other disciplines.
• Help shape how our agency approaches paid media as AI and automation continue changing advertising platforms.
• Influence internal processes and contribute ideas that improve how we serve clients.

Our Approach to Reporting

We believe reporting should do more than repeat numbers from an advertising platform.

Your job is to help clients understand

What's happening?

What does the performance data tell us?

Why is it happening?

What's driving the change?

What are we doing about it?

What should we continue, change, or test next?

The goal is to turn reporting into decision-making rather than simply presenting metrics.

Employment Structure

This position begins with a 90-day contract-to-hire period.

Following the initial 90 days, successful candidates may be considered for full-time employment with company benefits.

Benefits

Full-time benefits include

• Medical insurance
• Paid time off
• Paid holidays
• 401(k) with company match

Compensation

$33.00-$38.00 per hour, based on experience.

How to Apply

To be considered for this role, please apply through the Craft & Communicate careers page and include:

• Your resume
• Pay requirements
• A brief overview of your paid media experience and experience working directly with clients