Kirkstone Heating & Cooling has proudly served the North Shore and Greater Vancouver for over 30 years. We are a growing residential HVAC and plumbing company specializing in furnaces, heat pumps, air conditioning, boilers, fireplaces, water heaters, and plumbing.
We are looking for an experienced Performance Marketing Manager to take ownership of our customer acquisition strategy, advertising performance, conversion tracking, and marketing return on investment.
This is not primarily a social media or content-creation position.
This is a data-driven performance marketing leadership role where success is measured by qualified leads, booked appointments, sold jobs, revenue, customer acquisition cost, and profitability.
Primary Objective
Generate profitable company growth by increasing qualified lead volume, improving conversion rates, reducing customer acquisition costs, and ensuring Kirkstone receives the strongest possible return from every marketing dollar invested.
Key Responsibilities
- Develop and execute Kirkstone’s customer acquisition and digital marketing strategy.
- Build, manage, and continuously optimize Google Ads campaigns.
- Manage and improve Google Local Services Ads performance.
- Manage and evaluate Yelp advertising campaigns.
- Monitor advertising performance across all major lead sources.
- Reduce Cost Per Lead, Cost Per Booked Appointment, and Customer Acquisition Cost.
- Increase qualified phone calls, online leads, booked appointments, and sold jobs.
- Improve website and landing-page conversion rates.
- Develop and oversee A/B testing for advertisements, headlines, landing pages, offers, and calls to action.
- Manage Google Analytics 4, Google Tag Manager, conversion tracking, and call-tracking systems.
- Ensure marketing leads and revenue are accurately attributed to the correct source.
- Build weekly and monthly executive marketing dashboards.
- Track marketing spend against leads, bookings, sales, revenue, gross profit, and return on investment.
- Review call recordings and work with the customer service team to improve booking rates and lead handling.
- Identify missed opportunities, poor-quality leads, and breakdowns between marketing and operations.
- Manage Google Business Profile performance and local search visibility.
- Oversee local SEO strategy and coordinate with external SEO or website partners.
- Monitor competitors, market conditions, seasonality, and customer demand.
- Recommend how Kirkstone’s marketing budget should be allocated across campaigns and channels.
- Manage and hold marketing vendors, agencies, website providers, and advertising platforms accountable.
- Identify new opportunities for customer acquisition, maintenance-plan growth, replacement sales, and market expansion.
- Present clear recommendations to company leadership based on measurable data.
Key Performance Indicators
Performance in this role will be measured using business-focused KPIs, including:
- Cost Per Qualified Lead
- Cost Per Phone Call
- Cost Per Booked Appointment
- Cost Per Sold Job
- Customer Acquisition Cost
- Google Ads Conversion Rate
- Website Conversion Rate
- Phone Booking Rate
- Local Services Ads Performance
- Yelp Advertising Performance
- Qualified Lead Volume
- Booked Appointment Volume
- Sold Job Volume
- Revenue Generated By Marketing Source
- Gross Profit Generated By Marketing Source
- Return On Ad Spend
- Overall Marketing Return On Investment
- Marketing Cost As A Percentage Of Revenue
- Maintenance Membership Growth
- Missed-Call And Lost-Lead Reduction
Required Qualifications
- Minimum five years of performance marketing or customer acquisition experience.
- Proven experience managing and optimizing Google Ads campaigns.
- Experience managing substantial monthly or annual advertising budgets.
- Strong knowledge of Google Local Services Ads.
- Strong working knowledge of Google Analytics 4 and Google Tag Manager.
- Experience implementing and auditing conversion tracking.
- Experience with call tracking, lead attribution, and performance reporting.
- Proven ability to improve conversion rates and reduce customer acquisition costs.
- Strong analytical, financial, and problem-solving abilities.
- Ability to translate marketing data into clear business decisions.
- Excellent written and verbal communication skills.
- Highly organized, accountable, self-motivated, and comfortable working independently.
- Able to communicate effectively with company ownership, customer service staff, technicians, vendors, and external agencies.
Required Qualifications
- Previous marketing experience in HVAC, plumbing, electrical, roofing, restoration, garage doors, pest control, or another home-service industry.
- Experience connecting marketing leads to booked appointments, completed jobs, and revenue.
- Experience managing local SEO, Google Business Profiles, reputation management, and online reviews.
- Experience building dashboards using Looker Studio or similar reporting tools.
- Experience managing Meta, Microsoft, YouTube, remarketing, or additional paid-media channels.
- Familiarity with maintenance memberships, financing offers, replacement leads, and seasonal home-service demand.
Compensation And Benefits
- Base Salary: $120,000-$145,000 Per Year, based on experience and demonstrated results.
- Quarterly performance bonuses based on agreed-upon KPIs.
- Full-time, permanent employment.
- Paid vacation.
- Extended health and dental benefits.
- Professional development and training opportunities.
- Annual compensation and performance review.
- Opportunity to advance into a Director of Marketing or Head of Growth position as the company continues to expand.
- Significant influence over Kirkstone’s marketing strategy, budget allocation, systems, and long-term growth.
Quarterly Performance Bonus
Quarterly bonuses may be based on measurable improvements in areas such as:
- Lower Customer Acquisition Cost
- Lower Cost Per Booked Appointment
- Increased Qualified Lead Volume
- Increased Booked And Sold Jobs
- Improved Marketing Return On Investment
- Increased Revenue And Gross Profit From Marketing
- Improved Conversion And Booking Rates
- Reduced Wasted Advertising Spend
- Improved Lead Attribution And Reporting Accuracy
Specific performance targets will be established after the successful candidate has reviewed Kirkstone’s current marketing data, tracking systems, advertising accounts, and baseline performance.
Why Join Kirkstone Heating & Cooling?
At Kirkstone, marketing is treated as a core business function, not a collection of disconnected advertising activities.
The successful candidate will have the authority and support needed to improve campaigns, challenge ineffective spending, strengthen reporting, work directly with leadership, and build a scalable customer acquisition system.
This is an opportunity to make a measurable impact on a growing HVAC and plumbing company while helping shape the future of the organization.
Application Requirements
Please submit your resume and a brief cover letter describing:
- Your experience managing Google Ads and Local Services Ads.
- The largest monthly or annual advertising budget you have managed.
- An example of how you reduced Customer Acquisition Cost or Cost Per Lead.
- An example of how you increased conversion rates, booked appointments, revenue, or marketing ROI.
- Your experience with home-service businesses, if applicable.
- The analytics, attribution, call-tracking, and reporting platforms you have used.
Candidates selected for an interview may be asked to explain how they would evaluate Kirkstone’s existing marketing performance during their first 30, 60, and 90 days.
Pay: $120,000.00-$145,000.00 per year
Benefits:
- Dental care
- Extended health care
- On-site parking
Experience:
- Marketing: 5 years (required)
Work Location: In person
