Facebook Ads Expert Needed to Manage and Scale Paid Social Campaigns

We’re looking for an experienced Facebook/Meta Ads specialist to take ownership of our paid advertising campaigns, from strategy and campaign setup through ongoing optimization, creative testing, reporting, and scaling. This is specifically a freelance position. We are not looking for an agency, account manager, or someone who will outsource the work to another media buyer. We want to work directly with the person who will actually be inside the ad account, analyzing the data, making decisions, launching tests, and communicating with us. You should have significant hands-on experience managing Facebook and Instagram advertising campaigns and be comfortable working with meaningful monthly ad spend. We are looking for someone who understands that successful Meta advertising goes far beyond launching a few campaigns and adjusting budgets. You should know how to build a proper testing system, identify why performance is changing, determine whether an issue comes from the creative, offer, audience, landing page, tracking, or campaign structure, and make decisions based on data rather than guesswork. Your responsibility will be to review our existing advertising setup, identify opportunities and problems, develop the campaign strategy, launch and manage campaigns, test new creatives and messaging angles, optimize budgets, monitor performance, and scale profitable campaigns while keeping acquisition costs under control. A major part of the role will be creative strategy. We have resources available for producing ads, but we need someone who can tell us what should actually be tested. You should be able to analyze previous creatives, identify winning concepts and patterns, come up with new hooks, angles, offers, formats, and variations, and turn campaign data into clear creative briefs. We do not expect you to personally design every ad, but you should understand what makes Meta creatives perform and be able to give useful direction to designers, editors, or copywriters. You should be very comfortable working with metrics such as ROAS, CPA, CPL, CAC, CTR, CPM, CPC, conversion rate, frequency, AOV, MER, and contribution margin where relevant. We want someone who understands the relationship between these numbers rather than simply reporting them back to us. You will also be expected to understand Meta Pixel and Conversions API tracking well enough to recognize tracking problems and work with our technical team when something needs to be fixed. Experience with attribution, GA4, UTM tracking, landing page analysis, and funnel optimization is strongly preferred. We value systematic testing. We want someone who can create clear hypotheses, run controlled experiments, document what was tested, evaluate the results, and use those learnings when planning the next round of campaigns. Randomly launching new ads every few days without a clear testing methodology is not what we are looking for. Communication is also important. We do not need constant meetings or long presentations, but we do expect proactive communication. If performance drops significantly, we want you to notice it and investigate rather than waiting for us to ask. If you see an opportunity to scale, improve the landing page, change the offer, or produce a different type of creative, we want you to bring it up. You should be able to explain your decisions clearly. For example, if you increase a budget, pause an ad, restructure a campaign, change bidding, or launch a new creative angle, you should be able to explain what the data is telling you and why you believe that action makes sense. The ideal person has managed Meta campaigns professionally for several years and can show real examples of accounts they have worked on. We are particularly interested in seeing case studies where you improved an account over time, scaled spend while maintaining acceptable economics, fixed an underperforming campaign structure, or developed a creative testing process that materially improved results. Please do not send a generic proposal telling us that you are a "Facebook Ads expert" or listing every digital marketing service you offer. We are interested specifically in your Meta Ads experience. When applying, tell us what types of businesses you have run Facebook Ads for, approximately how much monthly ad spend you have personally managed, the largest account you have personally managed, and one example of a campaign or account where you significantly improved performance. Explain what the situation was when you started, what you changed, and what happened afterward. Please also describe your usual approach to creative testing. We would like to understand how you decide what concepts to test, how many variations you normally launch, how you determine when a creative has enough data to evaluate, and how you turn winning ads into additional iterations. Finally, please confirm clearly in your application that you are an individual freelancer and that you personally will be managing the account. Applications from agencies, agency owners assigning work to employees, or freelancers intending to subcontract the campaign management will not be considered. This has the potential to become an ongoing, long-term engagement for the right person. We care much more about finding an excellent media buyer who thinks commercially, understands creative strategy, and takes ownership of results than finding the cheapest bidder.