Paid Media & Performance Marketing Manager (B2B) - 4 Day Week + Remote
Laminar Projects
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Job summary
Laminar Group is seeking a Paid Media & Performance Marketing Manager (B2B) to own all paid media in a hands-on role with no agency support. You’ll manage Google Ads, Campaign Manager, retargeting, and HubSpot to drive 30 booked demos a month.
We operate a four-day week with remote working options and a production-led marketing team. You’ll be responsible for tracking, bidding, and conversion optimization, turning spend into concrete results.
Qualifications
- Hands-on B2B paid media experience with proven results.
- Own end-to-end paid media campaigns and budgets.
- Ability to drive 30 booked demos per month.
Responsibilities
- Own all paid campaigns across Google Ads, Campaign Manager and Meta.
- Own lead generation pipeline and optimize for demos.
- Build, test and optimize landing pages and ad copy.
- Collaborate with SDRs, content, design and sales.
- Report cost per demo by channel to leadership.
- Maintain UTMs and attribution in HubSpot.
Skills
Tools
Job description
If you're the kind of marketer who'd rather be in Google Ads than in a meeting about Google Ads, read on.
We have a full production team: content, design, web, video, product marketing. We have a sales team that wants more meetings and an SDR team that follows up fast. We have budget, and it's going up. What we don't have is the person who runs paid. Someone who builds the campaigns, reads the search terms, sets the bids, fixes the tracking, and turns the spend into booked demos.
That's this role. It's hands-on by design. There's no agency and no paid media team behind you, because we'd rather give the budget to the person doing the work. You own the number, 30 booked demos a month, and you own how you get there. About three quarters of your week is advertising. The rest is trade media, syndication and other digital lead gen.
We're looking for someone who's done this before, more than once, and has the numbers to show it.
Read on!
(this will be a long write up but we like to give you all the details before you spend your time applying)
We are digitising the largest and most fundamental industry in the world, the industry that literally builds the foundations of the civilisation we all depend on to spare us from a brutal hunter-gatherer life: CONSTRUCTION
It is one of the least digitised industries in the world but also the largest – 1 in 9 people globally work in the construction industry and it constitutes 11% of global GDP.
Improving construction strengthens the very foundation of human civilisation. (Watch our short film about it).
We got our start as a high-end construction project management consultancy. As a consultancy, we are focused on genuinely upgrading the way construction projects are delivered. We then take the deep understanding of the projects we work on to develop construction management software products that anyone can use to deliver their projects better.
We are building a full suite of products one module at a time – kind of like office 365 but for construction management - Check out Shape, our construction management tech
The core of all this is our true secret sauce; people. We only recruit the very best both in capability and personality. We are deeply focused on designing a new type of organisation that is optimised for the flourishing of the people in the team first and foremost. People that join us develop fast as a whole person in ways they never imagined.
This approach has allowed us to grow from just 2 people in 2017 to over 220 today (including consultancy) and we are still very much at the beginning! Joining us isn't just some "job", it is a transformative educational experience. We challenge you to be your best self in all aspects of life.
We believe a life of human flourishing is all about meaningful relationships with others and challenging yourself to create a positive impact. So our values reflect the 4 levels of relationships that each of us has:
- Grow yourself – Your relationship with yourself
- Care about people – Your relationship with others around you
- Execute to greatness – Your relationship with your team
- Build civilisation – Your relationship with humanity and the world
This goes much deeper but for the sake of brevity, we will keep the summary version!
We exist so that everyone in our team can thrive in a high-impact community that:
- Connects us with meaningful relationships
- Inspires us to develop ourselves to become better humans
- Empowers us to pursue our own learning adventures
We believe that, by first doing this, we can achieve the highest levels of value for the world.
And enable the achievement of our vision through our dual missions:
- To fully digitise the construction of human civilisation
- To create a new type of organisation that enables human flourishing while delivering a huge positive impact on society
Shape helps main contractors build a stronger change case from site records. Our buyers are project managers and commercial managers at main contractors in the UK, US and Europe. Most of them aren't searching for a product like ours, because they don't know the problem has a fix. Your job is to find them, get them to a demo, and hand them to sales in good shape.
You own one number: 30 booked demos a month for the sales team. You own every digital lead generation activity that feeds it, and you run those activities yourself.
You'll sit in Shape's marketing team and report to the Head of Marketing, who has a paid media background and has built most of our marketing automation in n8n and Claude. You'll work daily with the SDR team, who qualify and follow up what you generate, and the account executives who run the demos.
Content, design, web, video and product marketing are covered by the team. You brief them for ad creative, landing pages and lead magnets. You don't write the copy or design the assets. You do build and run everything in the ad platforms and in HubSpot.
You won't have an agency or a paid media team behind you. The budget goes into the channels, and you run them. You will have a Head of Marketing who's done this job, a production team to brief, and SDRs who want what you generate.
Full-funnel digital advertising 75% Google Search, , Meta and any other platform that works for B2B. Cold acquisition, retargeting, free app sign-ups, demo requests. You build it, run it, optimise it and report on it.
Other digital lead generation 25% Trade media advertising, content syndication, review sites, partnerships and anything else that produces demos at an acceptable cost. You'll test, measure and scale or cut.
Webinars sit alongside this. You'll promote them and fill the room through paid and the database. The programme itself is run by product marketing with speakers from sales.
We work four-day weeks, Monday to Thursday. This is what yours would contain.
- Log into Google Ads and Campaign Manager. Check spend, search terms, cost per lead, conversion volume. Add negatives, adjust bids and budgets, pause what isn't working.
- Review every new lead in HubSpot. Check it has a source, check it against the ICP, make sure it's reached an SDR.
- Chase any lead that's past the follow-up SLA. The SDRs are good, but you own the handoff until the demo is booked.
- Launch or refresh at least one creative or landing page test.
- Update the cost per demo by channel dashboard and share it with the Head of Marketing and sales.
- A 30-minute sync with the SDR team on lead quality: what's converting, what isn't, and why.
- Brief content and design on what you need next.
- Reallocate budget across channels based on cost per booked demo.
- Report on leads, demos booked, demos sat, cost per channel and what you're changing next month.
- Launch or review a trade media or syndication test. Promote any webinar the team is running.
- Prepare and present the channel strategy for the next quarter, with the numbers to back it.
- Tracking fixed. UTMs on everything, deal source mandatory in HubSpot, lifecycle stages agreed with the SDRs, conversions firing in Google and .
- Google Search and campaigns live and optimising.
- A first read on what each channel costs per booked demo.
After that it's scaling what works and cutting what doesn't.
You are an operator. You've built and run B2B paid campaigns yourself, at more than one company, and you have the numbers to prove it. You think in cost per booked demo, not clicks. You'd rather bring a playbook you've already proven than experiment your way into one on our budget.
- Google Ads for B2B.Campaign and ad group structure, match types, negative keyword discipline, bid strategies and when to use each, conversion tracking, search term review, landing page alignment.
- Campaign Manager. Matched audiences and account lists, job title and company targeting, retargeting from website, video and engagement, lead gen forms versus landing pages, document and video ads, the Insight Tag.
- Retargeting across platforms including Meta, to warm audiences who already know us: website visitors, free app sign-ups, content downloaders, webinar registrants.
- Conversion tracking and attribution. UTMs, Google Tag Manager, offline conversion uploads, getting source data onto CRM records so every demo can be traced to a channel.
- HubSpotfor marketing: forms, lifecycle stages, workflows, lead routing, reporting and the ads integration.
- Landing page conversion. What to test, how to read the results, when to call it.
- Reporting. Building a cost per demo by channel view that a Head of Marketing and a CEO can read without you explaining it.
- Mastery:A repeatable B2B paid acquisition playbook you've run at more than one company, with numbers from both. Hands-on day to day in Google Ads and Campaign Manager within the last 12 months. You personally built the campaigns, not a team, agency or specialist. You can state the largest monthly budget you've personally run, what a lead cost and what a booked meeting cost.
- Communication:Fluent written and spoken English. Able to brief a creative team clearly and to report honestly upward on what's working and what isn't, including what you'd stop.
- Leadership: You own a number and want to be measured on it. You work out why something isn't converting and fix the right problem. You lead yourself in a remote role without needing structure imposed on you.
- Impact:AI-native. You use AI (we run on Claude) for reporting, analysis and admin so your time goes on the accounts and the strategy. If you're still doing manually what an AI can do, this isn't the role for you.
- Trade media advertising and content syndication in a niche B2B market, and how to make bought leads convert.
- Filling a webinar through paid and the database. A bonus if you've run webinars end to end.
- Construction and how main contractors buy. A bonus, not a requirement.
- n8n, for the automations that sit around your campaigns.
So you can prepare, these are the things we'll want to talk through:
- The largest monthly ad budget you've personally managed, on which platforms, and what a lead and a booked meeting cost you.
- One B2B campaign you built yourself, from setting up the account to the meetings it produced, with the numbers at each stage.
- Who else worked on your campaigns in your last role, and what they did versus what you did.
- Which bid strategies you've used, in which situations, and why.
- How you set up conversion tracking and attribution yourself, and in which tools.
- At the second stage, a short exercise: the advertising plan you'd run to get us to 30 booked demos a month, presented back to us.
- You'd rather set the strategy and have someone else build the campaigns
- You'd rather report on activity than be measured on booked demos
- You want an easy role without much challenge
- You like to be the smartest person in the room
- You don't like continuously receiving honest candid feedback
- You prefer to do your own thing rather than work with a team
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