Facebook Ads Specialist — Long-Term Role: Tracking, Retargeting & Creative Testing

I'm part of a team of business owners running several brands (online communities, courses, consulting, e-commerce). We're hiring one Facebook ads specialist who can grow with us across multiple accounts long-term. The first engagement starts small: 1-3 hours/week on a single brand (an international self-publishing education community on GoHighLevel). If you prove yourself, this scales to 5-10+ hours/week across multiple businesses run by my partners. We are looking for a long-term partner, not a one-off freelancer. What matters most to us: you live in the data. You set up tracking that you'd stake your name on, you read the Pixel before you read the dashboard, and you turn what the Pixel tells you into smart retargeting and a constant flow of creative tests. If "audience-based retargeting" and "creative testing system" are how you think about scaling, we want to talk. Please propose your hourly rate in your application. --- WHAT YOU'LL OWN 1. TRACKING & PIXEL (this is the foundation, and your top priority) - We have a Business Manager + ad account set up but the state is unclear. First job is to audit it and either fix or rebuild tracking from scratch. - Pixel, Conversion API (server-side), custom conversions, domain verification, iOS 14+ / Aggregated Event Measurement prioritization. Tracking has to be bulletproof before we spend a dollar. - Build clean, well-named custom audiences and events so every retargeting and lookalike decision is based on real data, not guesses. - Sanity-check attribution settings and tell us what the numbers actually mean. 2. RETARGETING & CAMPAIGN STRATEGY - This is where we want real ideas. Design the full retargeting architecture: warm audiences, video viewers (by % watched), page/lead engagers, abandoned funnels, customer lists, lookalikes off high-intent events. - Map the funnel: which audience sees which message at which stage, and what the next-step offer is. - Run cold prospecting alongside it (CBO/ABO calls, audience testing, budget and bid strategy), but retargeting strategy is a core part of what you bring to the table, not an afterthought. 3. CREATIVE TESTING & DIRECTION (full ownership) - You're the creative lead. The Pixel and retargeting data feed your creative decisions: which hooks, angles, and offers to test next, and which audience each one is for. - Build a creative testing system with a regular cadence: new hooks, new angles, new variations, structured so we always know what's winning and why. - We have video editors on the team. You brief them, review the cuts, and push back when something won't perform. You don't have to edit, but you DO need to know what makes a Facebook video ad convert. 4. DATA + REPORTING - Track CPM, CTR, CPC, CPA, ROAS, hook rate, hold rate, frequency, and retargeting performance by audience. - Tell us when to kill, when to scale, when to refresh creative, and when an audience is fatiguing. - Simple weekly report I can read in 5 minutes. --- WHO I'M LOOKING FOR - 3+ years actively running Meta ads (not "I took a course"). - Genuinely strong on tracking: Pixel, Conversion API / server-side, custom conversions, attribution. This is non-negotiable. - A retargeting thinker: you can sketch a full warm-audience and funnel-stage retargeting plan off the top of your head. - Real eye for creative: you can look at a video and tell me why it will or won't work, and you run creative testing as a system, not one-offs. - Experience briefing and directing video editors. - Bonus if you've worked with info-products, online communities, courses, or coaching offers. - English communication, async-friendly (Upwork messages + Loom). --- COMMUNICATION - Async via Upwork messages + Loom for walkthroughs. - Weekly written report. - I'll provide all access (Business Manager, ad account, GHL data, creative briefs, video editor team) after hire. If you do great work on the first brand, you'll be the first person we call when the other business owners on our team need an ads operator. SKILLS ------ Facebook Ads, Facebook Pixel, Conversion API, Conversion Tracking, Retargeting, Custom Audiences, Facebook Business Manager, Meta Ads, Media Buying, Attribution, Creative Testing, Video Ad Creative, Creative Direction, Performance Marketing BUDGET ------ Hourly — candidates propose their rate. 2-4 hrs/week initially, scaling to 5-10+ hrs/week across multiple businesses long-term. TIMELINE -------- Start within 1 week of hire, ongoing engagement. SCREENING QUESTIONS ------------------- 1. Walk me through how you set up tracking on a recent account: Pixel, Conversion API, custom conversions, and how you verified it was firing correctly. What's the most common tracking mistake you fix when you take over an account? 2. Describe a retargeting structure you've built that worked. Which audiences did you create, what message did each one see, and what did it do to your CPA or ROAS? 3. Walk me through your creative testing process. How do you decide what to test next, how do you brief the editor on a winning hook, and how do you read the data to call a winner? 4. Have you run ads for info-products, online communities, courses, or coaching offers before? Which ones, and what were the results? (Bonus if it was in the self-publishing / KDP / authorship space.)