Responsibilities

• Build, launch, and manage Meta campaigns across California and other states as assigned.
• Manage the account structure: state-level ad sets, lookalike and custom audiences, manual placements, budget pacing on ~$1,500+/mo spend (growing as performance proves out).
• Optimize toward the purchase (paying-client) event via our Meta Conversions API (CAPI) / Stripe integration — we've built the purchase tracking; you use it to shift optimization from lead-volume to actual paying clients. Booked consultations are measured, not optimized toward.
• Build and maintain lookalike audiences seeded from paying customers as our buyer data grows.
• Run disciplined creative testing (we supply the creative; you test, read results, and tell us what's winning).
• Set up and manage re-targeting (site visitors, video viewers, checkout abandoners).
• Report weekly on the metrics that matter: cost per booked consultation, cost per paying subscriber, and retention — not vanity CPL.
• Flag and protect against wasted spend (bot traffic, low-intent placements, audience fatigue).
• Perform other duties as assigned.

Requirements

• Meta Ads Manager — Expert Level: Strong command of campaign, ad set, and ad structure; Advantage+ campaigns; manual placements; audience development; and campaign optimization.
• Conversions API (CAPI): Hands-on experience with server-side events, purchase optimization, Event Match Quality, and event deduplication. This is an essential requirement, not a nice-to-have.
• Audience Strategy: Proven experience developing Custom and Lookalike Audiences, including building audiences from customer and purchase data.
• Performance Optimization: Ability to analyze campaign performance and optimize toward a cost-per-customer acquisition goal, rather than focusing solely on cost-per-lead or other vanity metrics.
• Lead Generation: Experience managing Meta Instant Form campaigns and implementing strategies to improve lead quality and conversion.
• Pixel & Dataset Management: Hands-on experience with Meta Pixel/Dataset setup, tracking, diagnostics, and troubleshooting.

Preferred

• Experience marketing in education, healthcare, or other trust-sensitive or regulated industries.
• Google Ads experience is a strong plus.
• Experience marketing directly to parents, or within special education, disability services, or related family-focused services.
• Meta Ads and CAPI experience remain the core requirements; Google Ads experience is an additional advantage, not a substitute.

Benefits

• Benefits: Paid Sick Leave