Performance marketing lead

Job Description Performance Marketing Lead Company: Dentology Location: Remote - US-based preferred, UK/US overlap required Type: Full-time Contractor Compensation: $72,000 base + uncapped performance commission OTE: $100,000+ About Dentology Dentology is a performance-focused growth company helping dental practices in the UK and US consistently generate more qualified patients through paid acquisition. We are looking for an experienced Performance Marketing Lead with deep, hands-on expertise in Meta Ads to take ownership of our paid acquisition performance across multiple client accounts. This is first and foremost a Meta Ads role. We're looking for someone who understands that successful Meta advertising goes beyond campaign structure and media buying. You need to understand creative strategy, direct-response copywriting, consumer psychology, and how to turn advertising into booked and attended appointments. You'll be directly responsible for building and optimizing campaigns, analyzing performance, writing ad scripts, developing creative strategies, and making decisions that drive measurable business results. Google Ads experience is a strong advantage. You'll help us develop Google as a second acquisition channel, but your primary expertise and responsibility will be Meta. This is a hands-on leadership opportunity. As Dentology grows, you'll have the opportunity to build and lead a performance marketing team across the UK and US. The Mission Your mission is to get the right patients into our clients' practices at a cost that works for their business. You'll own Meta Ads performance across our client portfolio, drive Dentology's own paid acquisition, and help expand our acquisition capabilities into Google. We need someone who can personally run successful Meta campaigns, understand why creative converts, and consistently improve the economics of patient acquisition. What You'll Own1. Meta Ads - Primary Responsibility You'll directly manage and optimize a portfolio of dental practice accounts. This is the core of the role. You'll be responsible for:

• Building, launching, and managing Meta campaigns yourself.
• Managing multiple client accounts and meaningful advertising budgets simultaneously.
• Monitoring daily spend, CPL, cost per booking, lead quality, and patient attendance.
• Developing campaign structures and optimization strategies.
• Testing creative angles, hooks, offers, messaging, and different creative variations.
• Understanding how Meta's advertising ecosystem has evolved, including Andromeda and its implications for creative strategy and campaign optimization.
• Identifying underperforming accounts and taking corrective action before performance becomes a client issue.
• Analyzing campaign data and connecting advertising performance to actual patient acquisition.
• Joining performance conversations with larger clients and explaining results and recommendations.

We're looking for someone who has spent significant time inside Meta Ads Manager and understands the platform beyond its basic functionality. 2. Creative Strategy & Direct-Response Copywriting Being a strong media buyer isn't enough. You must understand why people respond to ads and how to develop creative that generates qualified leads and booked appointments. You'll personally contribute to:

• Writing direct-response ad scripts.
• Developing treatment-specific advertising angles.
• Creating compelling hooks and offers.
• Developing clinician-led and direct-to-camera creative.
• Testing pain-to-solution messaging.
• Identifying winning creative concepts and developing new iterations.
• Briefing editors and managing creative production.
• Understanding what makes an ad convert and translating those insights into repeatable creative strategies.

You should be comfortable writing your own scripts rather than relying entirely on copywriters or AI-generated content. We value marketers who can combine data-driven decision-making with strong creative instincts. 3. Google Ads - Secondary Acquisition Channel Google Ads experience is a strong plus, but Meta expertise comes first. You'll help Dentology establish Google Search as a second acquisition channel for our clients. You'll contribute to:

• Developing the initial Google Search strategy.
• Launching treatment-specific and location-specific campaigns.
• Managing and optimizing Google campaigns.
• Implementing conversion tracking.
• Measuring performance through booked consultations, attendance, accepted treatment, and revenue.
• Establishing the economics required before expanding Google across the client portfolio.

Candidates with existing Google Ads experience will have an advantage, but we are primarily hiring for exceptional Meta Ads expertise. 4. Dentology's Own Paid Acquisition You'll also own paid acquisition for Dentology itself, primarily through Meta. Your responsibilities will include:

• Building and managing Dentology's Meta campaigns in the UK and US.
• Writing and testing advertising scripts.
• Identifying winning audiences, offers, and messaging.
• Tracking cost per qualified booked call.
• Optimizing and scaling campaigns based on performance.
• Supporting the development of a predictable paid acquisition engine.

5. Systems, Leadership & Scale As you identify what works, you'll help turn performance marketing into a repeatable system. You'll:

• Document winning campaign structures, creative formulas, and treatment angles.
• Establish processes that allow other media buyers to reproduce successful campaigns.
• Identify opportunities for better analytics, reporting, and automation.
• Communicate technical requirements to the engineering and operations teams.
• Help recruit, train, and eventually manage additional media buyers.

What Success Looks Like You'll be measured on business outcomes, not activity. Key targets include:

• Client cost per attended patient: £240 across the book.
• Client churn: 6% monthly.
• Ads product line: Grow from approximately $52k/month toward $70k+ within 12 months.
• Google expansion: First client campaigns live within 90 days.
• Dentology paid acquisition: UK cost per qualified booked call under £600 and US under $800, sustained for four consecutive weeks.
• Dentology acquisition volume: 4-5 qualified booked calls per week from paid by December.

What We're Looking ForEssential Experience

• Strong, recent, hands-on Meta Ads experience. This is the most important requirement.
• Proven experience personally building, managing, and optimizing Meta campaigns.
• Experience managing multiple client accounts simultaneously, ideally within an agency environment.
• Experience with local lead generation, appointment-based businesses, or service businesses.
• Experience managing meaningful advertising budgets, ideally £2k-£5k / $3k-$6k+ per account monthly.
• Strong understanding of Meta's advertising ecosystem, creative-driven optimization, and recent platform developments, including Andromeda.
• Ability to write direct-response ad scripts and develop creative concepts independently.
• Strong understanding of lead quality, cost per booking, attendance rates, and downstream conversion metrics.
• Ability to analyze campaign performance and make data-driven decisions.
• Excellent written and verbal communication.

Strong Advantages

• Hands-on Google Ads experience, particularly Search campaigns and conversion tracking.
• Experience in dental, healthcare, medspa, or other appointment-based industries.
• Experience with landing pages, funnels, CRM systems, lead nurture, and reactivation.
• Experience briefing and managing creative editors.
• Experience training or managing other media buyers.
• Familiarity with modern marketing and AI tools such as Claude, Claude Code, Foreplay, and Higgsfield.

You'll Be a Particularly Strong Fit If You:

• Consider yourself a Meta Ads specialist rather than primarily a Google Ads specialist.
• Have personally managed Meta campaigns recently and can demonstrate measurable results.
• Understand that creative strategy is one of the biggest drivers of Meta performance.
• Can write compelling direct-response scripts without relying entirely on AI.
• Know how to scale lead-generation campaigns while maintaining lead quality and acquisition economics.
• Are commercially minded and understand the relationship between advertising, bookings, attendance, and revenue.
• Are hungry, entrepreneurial, curious, and constantly learning.
• Want to take ownership of a growing performance marketing function and eventually build a team.

Who This Role Is NOT For

• Google Ads specialists whose Meta experience is limited.
• Candidates who primarily manage teams rather than personally manage campaigns.
• Media buyers who focus exclusively on campaign settings and technical optimization without understanding creative strategy.
• Creative strategists who lack technical experience inside Meta Ads Manager.
• Candidates who measure success exclusively through impressions, clicks, and CPL.
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