1. Paid Media — Advanced Multi-Platform Buyer

• Meta Ads: Advanced Ads Manager mastery — CBO/ABO structuring, Advantage+ campaigns, custom/lookalike audience layering, CAPI + pixel implementation and deduplication, creative testing frameworks (dynamic creative, A/B/n testing), frequency and fatigue management, retargeting funnels by funnel stage
• Google Ads: Advanced Search, PMax, Display, and Demand Gen — Smart Bidding strategy selection (tCPA/tROAS) and manual override when needed, negative keyword architecture, Quality Score diagnostics, asset group optimization for PMax, conversion tracking via GTM + GA4 with server-side tagging knowledge
• Bing Ads: Import/optimize from Google, understand audience and demographic differences, import discrepancies, and Microsoft-specific bid adjustments
• LinkedIn Ads: Advanced B2B targeting (job title/seniority/company matched audiences), Lead Gen Forms, Sponsored InMail, Matched Audiences via CRM upload, cost-efficient bidding for high-CPC environment
• Must be able to read a live account and immediately diagnose what's broken — not just execute a checklist

2. SEO — Technical + Content, Not Just Keyword Lists

• Technical SEO audits (crawlability, indexation, Core Web Vitals, schema markup)
• On-page optimization at scale across service + location pages (critical for a multi-city service business)
• Local SEO / GMB optimization for multiple service areas
• Backlink strategy and outreach (not just directory submissions)
• Keyword clustering and content-gap analysis translated into a content calendar
• Comfortable reading Search Console and Ahrefs/Semrush data and turning it into prioritized action items

3. Ad Creative — Strategist, Not Just Executor

• Writes high-converting direct-response copy (not generic brand copy) — must understand angles, hooks, and offer positioning for a compliance/legal-urgency driven service
• Builds/directs static and short-form video creative (Canva, CapCut, or equivalent) using proven pattern-interrupt and retention techniques
• Runs structured creative testing (hook variants, format variants) and knows how to read results to kill/scale creative, not just "post and see"

4. Sales Funnels — GoHighLevel Expert

• Builds complete funnels end-to-end in GHL: landing pages, forms, pipelines, automations, email/SMS sequences, calendar booking integration
• Sets up and troubleshoots workflow automations (trigger links, tags, conditional logic) without support docs
• Understands funnel conversion optimization — not just building pages, but improving conversion rate over time with data

5. WordPress — Independent Builder

• Builds and edits landing pages independently in Elementor/Divi/similar — no developer needed for standard pages
• Implements tracking (GTM, pixels, conversion events) correctly on every page
• Understands page speed and mobile optimization fundamentals

6. AI-Driven Production — Advanced Prompt Engineering

• Writes structured, iterative prompts (not one-liners) for content generation, ad copy variants, and image/video generation tools
• Builds repeatable AI workflows/templates the business can reuse — not one-off outputs
• Uses AI to accelerate creative testing volume without sacrificing quality control
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