Performance Marketing Lead (United States)

Performance Marketing Lead

Company: Dentology

Location: Remote — UK/US overlap preferred

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 a Performance Marketing Lead to take ownership of the performance marketing function across Meta and Google.

This is a hands-on role . We're not looking for someone who simply manages media buyers or reviews dashboards. You'll be inside the ad accounts, building campaigns, analyzing performance, writing creative, testing new angles, and making the decisions that directly impact client results.

As the function grows, this person will have the opportunity to build and lead a performance marketing team across both markets.

The Mission

Your mission is simple:

Get the right patients into our clients' practices at a cost that works for their business.

You'll own performance across Meta and eventually Google, while also running Dentology's own paid acquisition.

Success means improving client acquisition economics, reducing churn, expanding our ads offering, and building a repeatable performance marketing system that can scale.

What You'll Own1. Client Performance

You will directly manage and optimize a portfolio of dental practice accounts.

You'll be responsible for:

• Monitoring daily spend, CPL, cost per booking, lead quality, and patient attendance.
• Identifying accounts trending above their targets and taking corrective action before performance becomes a client issue.
• Building and optimizing Meta campaigns yourself.
• Testing audiences, offers, hooks, creative angles, and messaging.
• Understanding why an ad converts , not simply looking at the numbers.
• Writing direct-response ad scripts and creative briefs.
• Developing new creative batches for accounts every 30 days.
• Working with editors to turn winning concepts into new creative.
• Joining performance conversations with larger clients and clearly explaining what is happening with their numbers.
• Partnering with Client Success, while owning the actual marketing performance.

2. Creative & Direct Response

You won't just be a media buyer.

You'll be expected to understand the entire acquisition mechanism behind a winning ad.

You'll develop and test:

• Clinician-led creative
• Pain → solution messaging
• Direct-to-camera scripts
• Treatment-specific angles
• Patient stories and proof
• New hooks and offers
• Different faces and creative concepts

You should be able to look at a winning ad and explain what made it work — and then use that insight to create the next winner.

3. Build Google as a Second Acquisition Channel

Meta is currently the primary channel. You'll help us build Google into a meaningful second channel.

You'll:

• Develop the initial Google Search strategy.
• Launch the first treatment/geography pilots.
• Build and optimize campaigns.
• Track performance beyond leads — through booked consultations, attendance, accepted treatment and revenue.
• Establish the economics required before scaling.
• Develop a repeatable Google acquisition system that can eventually be offered across the client base.

4. Dentology's Own Paid Acquisition

You'll also own paid acquisition for Dentology itself.

Your responsibilities will include:

• Building and managing Dentology's Meta campaigns in the UK and US.
• Writing and testing creative/scripts.
• Tracking cost per qualified booked call.
• Identifying winning audiences, offers and messaging.
• Scaling spend when performance supports it.
• Building a predictable paid acquisition engine for Dentology's own growth.

5. Systems & Scale

As you identify what works, you'll help turn performance marketing into a repeatable system.

You'll:

• Document winning formulas, treatment angles and account structures.
• Create processes that allow additional media buyers to reproduce successful campaigns.
• Identify analytics and automation opportunities.
• Communicate requirements to the engineering/operations team.
• Contribute insights from client performance and creative testing back to the wider team.
• Eventually help recruit, train and 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: First client campaigns live within 90 days, with performance tracked through to attended patients and treatment revenue.
• Dentology paid acquisition: UK cost per qualified booked call under £600 and US under $800, sustained for four consecutive weeks.
• Dentology paid acquisition volume: 4–5 qualified booked calls per week from paid by December.

You'll have significant ownership over these numbers.

Your First 90 DaysDays 1–30 — Learn & Take Ownership

You'll:

• Learn Dentology's acquisition formula and treatment-specific angles.
• Study our existing winning scripts and campaigns.
• Take over your first client accounts hands-on.
• Begin managing Dentology's own paid acquisition.
• Analyze historical account data and understand the relationship between spend and patient acquisition costs.

Days 31–60 — Build & Optimize

You'll:

• Own creative and scripts across your accounts.
• Take responsibility for a significant portion of the live client portfolio.
• Continue optimizing client performance.
• Develop the Google acquisition strategy.
• Identify the first clients for the Google pilot.

Days 61–90 — Own Performance

By this stage, you'll be expected to:

• Own performance across the client portfolio.
• Have Google live on the first client accounts.
• Demonstrate measurable performance against the role's core KPIs.
• Establish the systems and processes needed to scale the function.

Longer Term

As Dentology grows, this role can evolve into Head of Performance Marketing , with responsibility for building and leading a larger performance marketing team across the UK and US.

What We're Looking For

We're looking for a marketer who is both technical and commercially minded .

Required Experience

• Hands-on experience with Meta Ads Manager .
• Strong working knowledge of Google Ads or the ability to quickly build expertise.
• Experience managing multiple paid acquisition accounts simultaneously.
• Experience with local lead generation is highly preferred.
• Experience working with meaningful advertising budgets.
• Strong understanding of CPL, cost per booking, conversion rates and downstream revenue metrics.
• Ability to personally build, launch and optimize campaigns.
• Strong direct-response copywriting skills.
• Ability to analyze performance data and turn it into clear actions.
• Strong understanding of creative testing and ad psychology.
• Excellent written and verbal communication.

You'd Be a Strong Fit If You:

• Have worked in a performance marketing agency and managed multiple client accounts.
• Have experience with dental, healthcare, medspa, local services, or other lead-generation businesses.
• Have managed accounts spending approximately £2k–£5k / $3k–$6k+ per month .
• Can personally build campaigns rather than simply manage people who do.
• Write your own ad scripts and creative concepts.
• Can explain why an ad is working.
• Understand the relationship between an ad, landing page, lead, booking, attendance and revenue.
• Think beyond media buying and understand funnels, nurture and reactivation.
• Are comfortable talking directly with business owners about performance.
• Are highly analytical, competitive and focused on results.
• Want to eventually build and lead a performance marketing team.

CompensationBase

$72,000/year

Paid monthly against your contractor invoice. UK-based contractors will be paid in GBP.

Performance Commission

You'll receive 15% of the monthly ads product line growth above the level it is at when you join.

The commission is uncapped and increases as the ads business grows.

Ads Product Line / MonthApprox. Monthly Pay$52k$6,000$60k$7,200$70k$8,700$80k$10,200$100k$13,200

At approximately $70k/month in ads revenue, OTE is $100k+ annually , with significant upside beyond that as the business grows.

Working Arrangement

• Full-time contractor
• Remote
• UK/US time-zone overlap required
• US-based candidates are a plus
• You'll work alongside our Senior Media Buyer initially.
• As you demonstrate results, you'll take ownership of more of the client portfolio.
• Participation in monthly all-hands, creative sprint planning and performance retrospectives.

Why T