Google Ads (Paid Search) Specialist for B2B Lead Gen (HubSpot Experience Preferred) - No Agencies

Google Ads (Paid Search) Specialist for B2B Lead Gen (HubSpot Experience Preferred) Note: We are only looking to work directly with individual freelancers. Agencies or teams will not be considered. Overview We’re a B2B security technology manufacturer looking for a paid search specialist to help us build and scale a high-performing Google Ads program focused on dealer acquisition and product demand generation. This is not a “set it and forget it” role. We’re looking for someone who understands search intent, lead quality, and conversion optimization, not just clicks and impressions. Experience with HubSpot is a major plus, as our campaigns, landing pages, and attribution are all managed within that ecosystem. Objectives Generate qualified dealer leads (installers, integrators, AV pros) Drive demand for security products and solutions Improve cost per lead (CPL) and conversion rates over time Build a scalable paid search foundation tied to real revenue Responsibilities Paid Search Strategy & Execution Build and manage Google Ads campaigns (Search primarily, Display/Remarketing optional) Develop keyword strategies based on intent (not just volume) Structure campaigns for: Dealer acquisition Product-specific searches Competitor targeting Problem/solution searches Optimization & Performance Monitor and improve: CTR Conversion rates Cost per lead Run ongoing A/B tests (ad copy, landing pages, keyword structure) Identify wasted spend and eliminate low-quality traffic Conversion & Funnel Alignment Work closely with our team to: Align ads → landing pages → conversion goals Recommend landing page improvements Ensure messaging matches search intent Tracking & Attribution (Important) Set up and/or optimize tracking between Google Ads and HubSpot Ensure we can track: Lead source Campaign performance Down-funnel conversion quality Requirements Proven experience running Google Ads for B2B lead generation Strong understanding of: Keyword intent Funnel stages Conversion optimization Experience with conversion tracking and analytics (GA4, GTM, etc.) Ability to clearly explain strategy and performance Strong Bonus Experience with HubSpot: Landing pages Forms Attribution tracking Experience in: Security / CCTV / IoT Smart home or AV integration Familiarity with CRM-based lead pipelines (not just form fills) What We’re NOT Looking For “Traffic-first” marketers focused on impressions over results Ecommerce-only experience without B2B lead gen Set-and-forget campaign management Agencies that outsource work without transparency Success Metrics Cost per qualified lead Conversion rate (click → lead) Lead quality (based on downstream sales feedback) Scalable campaign performance over time (Optional but preferred) Share any examples of landing pages or funnels you’ve worked on.