Digital Marketing Specialist – Paid Ads

Company Overview

Pennant Services is a growing leader in the home care, home health, hospice, and senior living industries. Our commitment to "life-changing service" sets us apart, and we operate under a unique model: rather than a traditional corporate HQ, we function as a Service Center to support the leaders and caregivers at our local operations.

Our culture is rooted in our CAPLICO values:

• Customer Second
• Accountability
• Passion for Learning
• Love One Another
• Intelligent Risk-Taking
• Celebration
• Ownership

These principles guide our work, our relationships, and our purpose.

Position Overview

We are seeking a Digital Marketing Specialist – Paid Ads to join our marketing team. This role will focus heavily on Google Ads, with additional support for Meta (Facebook/Instagram) Ads. The ideal candidate will be highly analytical, relationship-driven, and skilled at building trust with local leaders by helping them understand how paid ads work, what’s performing, and how we’re improving results.

This person will not be expected to build dashboards from scratch but will partner with our internal data team to get what they need, provide input, and conduct ad hoc analysis. Additionally, instead of using Google Tag Manager or Analytics, we track performance through High Level (our CRM) and PostHog—so familiarity with setting up, maintaining, and improving conversion tracking through those platforms is key.

Key Responsibilities

• Plan, execute, and optimize campaigns on Google Ads and Meta Ads.
• Act as a trusted advisor to on-site leaders across our operations—explaining strategies and performance clearly, and helping them use paid ads to achieve census and growth goals.
• Collaborate with our data team to build and refine dashboards, and independently perform ad hoc analysis using Excel or Google Sheets.
• Set up and troubleshoot conversion tracking using High Level and PostHog to ensure accurate attribution and reporting.
• Provide campaign insights and recommendations that guide marketing and budget decisions.
• Work with our in-house creative team to guide ad visuals, messaging, and offers based on performance data.
• Offer support on landing page funnels, form strategy, lead routing, and campaign follow-up logic.
• Contribute to the ongoing improvement of how we measure, share, and scale what’s working.

Qualifications and Skills

• 2+ years of hands-on experience managing paid media campaigns, especially Google Ads.
• Experience with Meta (Facebook/Instagram) Ads Manager is a plus.
• Strong analytical skills; comfort with Excel/Google Sheets and campaign reporting.
• Familiarity with High Level CRM and PostHog for conversion tracking, or willingness to learn quickly.
• Excellent written and verbal communication skills—must be able to clearly explain marketing concepts to non-marketers.
• Comfortable collaborating with a variety of stakeholders, including field leaders and department heads.
• Experience with Canva or ad creative review a plus.
• Google Ads and/or Meta certifications are a bonus.

Compensation & Benefits

• Salary Range: $55,000 – $70,000 annually, depending on experience and skills.
• Health Insurance: Comprehensive medical, dental, and vision coverage.
• Paid Time Off (PTO): Two weeks PTO, plus paid holidays.
• 401(k): Pennant matches the first 2% of your contribution at $0.25 per $1.00, with full vesting after 4 years.
• Work Schedule: Hybrid model – 1 in-office day per week in Eagle, Idaho, remainder remote.
• Professional Development: Access to growth opportunities, training, and learning resources.

Location: Hybrid (Remote + 1 day/week in Eagle, Idaho)
Company: Pennant Services

Application Process

We’re excited to find a digital marketer who is driven by results, collaborative by nature, and motivated to make a difference across our family of healthcare operations.

To Apply:

Submit your resume and a brief cover letter. Please include examples of campaigns you’ve managed, results you’ve achieved, and how you align with the CAPLICO values. (Optional) Include a portfolio or links to case studies demonstrating your paid media success.