Paid Social Specialist, Meta Ads

This is a fully remote position, open to applicants in Philippines.

📋 Description

• Create, launch, and oversee Meta advertising campaigns on Facebook and Instagram, including lead form ads, conversion campaigns, and traffic initiatives.

• Implement audience targeting strategies, which encompass custom audiences, lookalike audiences, interest and behavior-based targeting, as well as exclusion lists.

• Oversee daily budgets, bidding strategies, and pacing to achieve cost-per-lead (CPL) and cost-per-acquisition (CPA) goals.

• Conduct A/B and multivariate testing on creative elements, copy, audiences, and placements.

• Set up and manage Meta Pixel, Conversions API (CAPI), and event tracking across landing pages and lead funnels.

• Configure and manage UTM parameters, custom conversions, and standard/custom events within Meta Events Manager.

• Diagnose tracking discrepancies between Meta Ads Manager, Google Analytics, and CRM/intake systems.

• Ensure accurate attribution of leads from ad click-throughs to case qualification.

• Monitor campaign performance and implement real-time adjustments to enhance delivery and efficiency.

• Generate weekly and monthly performance reports that include actionable insights.

• Track and report on essential metrics such as CPL, CPA, CTR, conversion rate, ROAS, and lead quality scores.

• Identify trends, anomalies, and opportunities for optimization from campaign data.

• Offer clear recommendations that are data-driven.

• Collaborate with creative teams to define ad asset requirements, specifications, and performance feedback.

• Maintain organized naming conventions for campaigns, folder structures, and documentation.

• Keep updated on Meta platform changes, policy revisions, and best practices.

⛳️ Requirements

• 3 to 5 years of hands-on experience managing Meta (Facebook/Instagram) ad campaigns, preferably with a focus on lead generation.

• Familiarity with tracking tools such as Meta Pixel, Conversions API (CAPI), and Google Tag Manager (GTM).

• Understanding of campaign structures, audience segmentation, bid strategies, and budget optimization.

• Ability to manage multiple campaigns across various accounts or brands.

• Proficient in building reports and extracting insights from Ads Manager, Google Analytics, or other similar tools.

• Excellent written and verbal communication skills in English.

• Proven experience with lead generation campaigns, ideally in sectors such as legal, insurance, healthcare, or other high-intent verticals.

• Experience with programmatic platforms like The Trade Desk, DV360, or similar.

• Familiarity with server-side tagging concepts.

• Exposure to app install or app event campaigns on Meta.

• Experience with other paid social platforms, including Google Ads, TikTok Ads, etc.

• Background in law firms, legal marketing agencies, or legal lead generation.

• Familiarity with CRM and intake systems, such as Salesforce, HubSpot, or legal-specific CRMs like Filevine and Litify.

• Meta Blueprint or similar certification.

🏝️ Benefits

• Comprehensive health and wellness benefits.

• Opportunities for professional development and training.

• Flexible work arrangements.

• Engaging and collaborative work environment.

• Competitive salary and performance-based bonuses.