Responsibilities

• Own and manage 3-5 Meta ad accounts end-to-end, from strategy through daily optimization.
• Optimize for LEAD GEN and lead quality, not volume — reduce CPL and cost per qualified lead over time
• Conduct audience research and build targeting (interest, lookalike, custom, retargeting) for service-based lead gen
• Build, launch, and structure campaigns across Facebook and Instagram, including campaign/ad set/ad architecture and naming conventions
• Run continuous creative and audience tests; document winners and scale accordingly
• Produce all ad assets in-house — design static images, edit short-form video, and cut UGC/talking-head footage into ad-ready creative
• Build creative variations: multiple hooks, headlines, thumbnails, and aspect ratios (1:1, 4:5, 9:16) sized for Feed, Stories, and Reels
• Source supporting imagery and b-roll as needed; work from client photos, stock, and brand assets to keep creative on-brand
• Monitor daily spend and pace budgets to hit monthly lead volume and cost-per-lead targets
• Verify tracking integrity: Meta Pixel, Conversions API, standard/custom events, and form-fill conversion accuracy

Requirements

• 3+ years managing paid social advertising across Meta platforms (Facebook and Instagram) with direct budget responsibility
• Proven track record generating leads for service-based businesses — home services, professional services, healthcare, legal, financial services, or similar
• Experience managing multiple ad accounts simultaneously (3+ preferred) without losing pacing or optimization discipline
• Hands-on ability to produce ad creative yourself: static design, short-form video editing, and cutting UGC/talking-head footage into ad-ready assets
• Working proficiency in at least one design tool (Canva, Figma, Photoshop) and one video editor (CapCut, Premiere, Descript, or equivalent)
• Portfolio of ads you personally wrote and designed — not just accounts you managed
• Demonstrated expertise with Meta Ads Manager reporting plus web analytics tools such as GA4 for data-driven decision making
• Experience with Meta Pixel and Conversions API implementation, event tracking, and diagnosing conversion discrepancies
• Proven ability to optimize past surface-level CPL to cost per qualified lead, using CRM or sales feedback to judge lead quality
• Experience managing budgets with a focus on maximizing ROI through disciplined pacing and reallocation