Facebook Ads Manager | Campaign Management & Marketing Strategy

We’re looking for an experienced Facebook & Instagram Advertising Campaign Manager / Meta Ads Specialist to take over, optimize, and scale an existing lead generation ad account. This is not a brand-new account. We already have campaigns running, historical performance data, existing creatives, audiences, tracking, and a functioning lead generation funnel. The account has generated leads, but performance has become inconsistent and we believe there is significant room to improve the overall campaign structure, cost per lead, lead quality, conversion rate, and scalability. Our main objective is simple: generate a consistent volume of qualified leads at a profitable and sustainable cost. We are looking for someone who can come into the account, understand what has happened historically, identify what is working and what is holding performance back, and then take ownership of ongoing Facebook and Instagram advertising campaign management. Current Situation The Meta Ads account is already active and contains historical campaign data across Facebook and Instagram. We have tested different campaigns, audiences, creatives, messaging, placements, lead forms, landing pages, budgets, and optimization approaches. Some campaigns have produced good results, while others have struggled with high CPLs, inconsistent lead volume, poor lead quality, creative fatigue, or performance dropping after an initial successful period. Rather than continuously launching new campaigns without a clear framework, we want an experienced Facebook Ads / Meta Ads campaign manager who can evaluate the entire account and build a more structured system for testing, optimization, and scaling. We want someone who understands that successful lead generation is not simply about lowering the cost per lead. The person managing the account should be able to evaluate the full funnel, including: CPM Reach Frequency CTR Link CTR CPC Landing page views Lead form completion rate Landing page conversion rate Cost per lead Lead volume Lead quality Qualified lead rate Cost per qualified lead Appointment booking rate Show rate Sales conversion rate Customer acquisition cost Revenue generated from leads Return on ad spend Marketing ROI Ultimately, we care about business results, not vanity metrics. A campaign generating cheap leads is not successful if those leads never answer the phone, book an appointment, qualify for the service, or become customers. What We Need We need someone who can take responsibility for the day-to-day and strategic management of our Facebook and Instagram advertising campaigns. The first step will be conducting a detailed audit of the existing Meta Ads account. You should review: Existing Facebook Ads campaigns Instagram advertising campaigns Campaign objectives Campaign structure Ad set structure Existing ads Historical campaign performance Audience targeting Custom Audiences Lookalike Audiences Broad targeting Retargeting audiences Geographic targeting Demographic targeting Placement performance Advantage+ placements Budget allocation Campaign Budget Optimization Ad Set Budget Optimization Bidding strategies Optimization events Attribution settings Frequency Creative performance Ad copy Hooks Offers Calls to action Facebook Lead Ads Instant Forms Website lead generation campaigns Landing pages Meta Pixel Conversion tracking Meta Conversions API Events Manager CRM tracking Offline conversions Lead attribution Lead quality data Sales data We want you to identify where the account is currently losing efficiency and develop a clear strategy for improving performance. Facebook & Instagram Lead Generation The primary focus of this position is lead generation through Facebook and Instagram advertising. You should have significant experience managing Meta Ads campaigns designed to generate: Qualified leads Sales inquiries Consultation requests Quote requests Appointment bookings Calls Form submissions Facebook Instant Form leads Website leads High-intent prospects Experience with service businesses and businesses where a lead needs to be contacted and converted by a sales team is particularly valuable. We want someone who understands the difference between optimizing for lead quantity and lead quality. You should be comfortable testing different lead generation approaches, including: Facebook Lead Ads Meta Instant Forms Higher-intent Instant Forms Website conversion campaigns Landing page campaigns Call campaigns Messenger campaigns WhatsApp campaigns where relevant Retargeting campaigns Prospecting campaigns Conversion-focused funnels Campaign Management You will be responsible for ongoing Facebook Ads and Instagram Ads campaign management. This includes monitoring campaign performance regularly and making informed decisions based on the data. Responsibilities may include: Launching new campaigns Creating new ad sets Uploading new advertisements Adjusting budgets Scaling winning campaigns Reducing spend on underperforming campaigns Pausing poor-performing advertisements Testing new audiences Testing broad targeting Testing lookalike audiences Testing Custom Audiences Managing retargeting campaigns Testing campaign structures Testing bidding strategies Managing campaign budgets Monitoring frequency Identifying creative fatigue Reviewing lead quality Optimizing toward qualified leads Improving cost per acquisition Improving cost per qualified lead Improving overall advertising ROI We do not want someone who simply checks the account once per week and makes random budget adjustments. We want someone who can explain why performance is changing and what actions should be taken as a result. Creative Testing Creative strategy is an important part of this role. You will not necessarily be expected to personally design every advertisement, but you should be able to analyze creative performance and provide clear recommendations for new ads. You should be comfortable evaluating: Static image ads Video ads Short-form video Reels ads Instagram Story ads Facebook Feed ads Instagram Feed ads UGC-style advertising Testimonials Before-and-after creatives Problem/solution creatives Educational creatives Offer-based advertising Direct-response ads Founder-led ads Customer-focused ads Social proof Different hooks Different headlines Different primary text Different calls to action Different visual concepts We want to establish a repeatable creative testing framework where we can identify winning: Angles Hooks Offers Concepts Formats Messaging Visual styles Calls to action You should be able to look at the advertising data and provide actionable recommendations to whoever is producing the creative assets. For example, rather than simply telling us that an ad performed poorly, we want you to be able to identify whether the likely problem was the hook, offer, audience, format, positioning, click-through rate, conversion rate, or another part of the funnel. Audience Strategy You should have strong knowledge of Facebook Ads audience targeting and understand how Meta's targeting environment has evolved. You should know when it makes sense to use: Broad targeting Interest targeting Custom Audiences Website visitor audiences Customer lists Lead audiences Video engagement audiences Facebook engagement audiences Instagram engagement audiences Lookalike Audiences Retargeting Geographic targeting Demographic targeting Advantage+ Audience You should also understand when excessive audience segmentation hurts performance. Lead Quality Optimization Lead quality is extremely important. We want to understand which campaigns, advertisements, audiences, and creatives are generating leads that actually become qualified opportunities and customers. Ideally, you have experience connecting advertising performance with CRM or sales data. This could include working with: HubSpot GoHighLevel Salesforce Pipedrive Zoho CRM Zapier Make Webhooks Google Sheets Call tracking software Appointment scheduling platforms Offline conversion tracking If possible, we want to eventually feed downstream conversion information back into Meta so the platform can optimize toward better-quality leads rather than simply cheaper form submissions. Experience with Meta Conversions API, offline conversions, CRM integrations, and qualified-lead optimization is therefore a major advantage. Tracking & Attribution You should be comfortable reviewing and troubleshooting Meta advertising tracking. This can include: Meta Pixel setup Facebook Pixel Meta Events Manager Conversion events Standard events Custom conversions Meta Conversions API Browser-side tracking Server-side tracking Event deduplication UTMs Google Analytics 4 Google Tag Manager Landing page tracking CRM attribution Offline conversions Lead source tracking You do not necessarily need to be a full-time developer, but you should understand tracking well enough to identify problems and communicate what needs to be fixed. Landing Page & Funnel Analysis Although this position is primarily focused on Facebook and Instagram advertising campaign management, we want someone who understands that the ad account cannot be analyzed in isolation. If the campaigns are generating clicks but the landing page converts poorly, we want you to identify that. You should be able to review: Landing page structure Headlines Offers Forms Calls to action Mobile experience Page speed Conversion rate Form length Trust signals Testimonials Social proof Lead qualification questions Booking flow Thank-you pages We are looking for strategic recommendations rather than a full website redesign. Testing Strategy We want a structured testing process. You should be able to develop a roadmap for testing variables such as: Creative concepts Advertising angles Hooks Offers Headlines Ad copy Calls to action Lead forms Landing pages Audiences Geographic areas Campaign objectives Optimization events Placements Bidding strategies Budgets The goal is to build a system where we continuously learn from the account rather than constantly restarting from zero. Scaling Once we identify profitable campaigns, we want to scale them. You should understand both vertical and horizontal scaling and know how to increase advertising spend without unnecessarily destroying campaign performance. This may include: Gradual budget increases Campaign duplication when appropriate Expanding geographic targeting Expanding audiences Increasing creative volume Launching additional winning concepts Testing additional offers Consolidating campaigns Scaling through broad audiences Scaling through Advantage+ capabilities Managing frequency as spend increases Monitoring marginal CPL and CAC The objective is not simply to spend more money. The objective is to increase lead volume while maintaining acceptable cost per lead, cost per qualified lead, customer acquisition cost, and ROI. Reporting We want clear reporting and communication. You should be able to explain: What happened Why it happened What you changed What you learned What is currently working What is currently underperforming What you recommend testing next Reports should focus primarily on actionable insights rather than screenshots of Ads Manager. Important KPIs may include: Ad spend Impressions Reach CPM Frequency Link clicks CTR CPC Landing page views Leads Cost per lead Qualified leads Cost per qualified lead Appointments Cost per appointment Sales Customer acquisition cost Revenue ROAS ROI Who We Are Looking For We are looking for someone with proven experience in: Facebook Advertising Facebook Ads Facebook Marketing Facebook Ads Manager Meta Ads Meta Advertising Instagram Advertising Instagram Ads Instagram Marketing Social Media Advertising Social Media Marketing Paid Social Paid Media Performance Marketing Digital Marketing Online Advertising Internet Marketing Campaign Management Advertising Campaign Management Lead Generation B2B Lead Generation B2C Lead Generation Customer Acquisition Conversion Optimization Conversion Rate Optimization Marketing Strategy Digital Marketing Strategy Social Media Strategy Media Buying Media Planning PPC Advertising PPC Campaigns Pay Per Click Advertising Retargeting Remarketing Audience Targeting Facebook Pixel Meta Pixel Conversion Tracking Meta Conversions API Google Analytics Google Analytics 4 Google Tag Manager CRM Marketing Automation Sales Funnel Landing Page Optimization Direct Response Marketing Marketing Analytics Data Analysis A/B Testing Split Testing Ad Copy Copywriting Advertising Copy Creative Strategy Marketing Campaign Campaign Optimization Marketing Management Marketing Consulting Marketing Communications Marketing Research Competitor Analysis Market Research Social Media Management Social Media Optimization Facebook Business Manager Meta Business Suite Experience with the following is also valuable: HubSpot GoHighLevel Salesforce Pipedrive Zapier Make.com Calendly CallRail Google Sheets Looker Studio WordPress Shopify Unbounce ClickFunnels Webflow HighLevel landing pages Required Experience Please apply only if you have hands-on experience managing Facebook and Instagram advertising campaigns with meaningful advertising spend. You should be able to demonstrate previous work where you have: Reduced cost per lead Increased lead volume Improved lead quality Scaled Facebook Ads campaigns Managed significant advertising budgets Built lead generation campaigns Optimized Meta Ads accounts Tested multiple creative concepts Improved conversion rates Worked with CRM or sales data Used advertising data to make strategic decisions Experience with lead generation accounts is much more important to us than experience purely with ecommerce advertising. When Applying Please include examples of Facebook or Instagram lead generation campaigns you have personally managed. If possible, provide information such as: Industry Monthly ad spend Lead volume Cost per lead Cost per qualified lead Results before you took over Results after your optimization How you structured the account What you changed How you improved performance Please also briefly explain how you normally approach an existing Meta Ads account that has historical data but inconsistent performance. We are particularly interested in hearing how you determine whether poor results are being caused by: Campaign structure Audience Creative Offer Landing page Tracking Sales process Lead quality Long-Term Opportunity We are looking for someone who can become a long-term Facebook and Instagram advertising campaign manager, not simply perform a one-time audit. If performance is strong, there is potential for ongoing campaign management, increasing advertising budgets, additional campaigns, additional markets, and potentially additional advertising accounts. We value someone who is analytical, proactive, commercially minded, and comfortable taking ownership of performance. If you have deep experience with Facebook Advertising, Instagram Advertising, Meta Ads Manager, campaign management, lead generation, paid social, performance marketing, conversion tracking, creative testing, and scaling, we would like to hear from you.