Freelance Growth Marketing Operator (Google Ad, Meta Ads, Ad Conversion)

We are seeking a hands-on growth marketing operator to personally build, launch, manage, test, and optimize paid customer acquisition campaigns. This is not a marketing strategy, fractional CMO, or agency account-management assignment. We need a practitioner who works directly inside the advertising, analytics, and testing platforms and is accountable for execution and learning. The Business Challenge We are preparing to launch a rebranding of our pet care brand, focused on skin wellness. Under our legacy brand, paid acquisition tests generated traffic but did not achieve acceptable economics, primarily because conversion rates were too low, though CPC was only average. We want to test Google Search and Meta advertising while improving the landing-page experience in parallel, rather than treating media and conversion as separate workstreams. The purpose of this engagement is to determine whether one or more paid acquisition paths can produce customer economics that justify additional investment and scaling. Our expectation is for a 3-month test with planned media spend of approximately $3,000-$5,000 per month across test campaigns. Responsibilities: -Access and audit the existing Google Ads, Meta Ads, GA4, Google Tag Manager, and conversion-tracking setup. -Build campaign structures, ad groups, audiences, keyword lists, exclusions, budgets, bidding approaches, and naming conventions. -Write, load, and test search ad copy. Develop Meta campaign concepts and translate them into clear creative briefs or simple test assets. -Launch and manage Google Search and Meta campaigns directly. Monitor spend, search terms, placements, audiences, frequency, conversion quality, and acquisition cost. -Make routine in-platform optimizations, including bids, budgets, targeting, match types, negatives, ads, audiences, and campaign allocation. -Validate that events, pixels, UTMs, attribution, and ecommerce conversions are being captured accurately before drawing conclusions. -Review landing pages, session recordings, funnel data, and checkout behavior to identify conversion friction. -Develop prioritized CRO hypotheses and work with our internal website team to implement practical landing-page tests. -Maintain a concise test log showing the hypothesis, change, result, learning, and next action. -Provide short, decision-focused updates and a final recommendation on what to scale, revise, retest, or stop. Required Experience -Demonstrated hands-on ownership of Google Search campaigns and Meta campaigns for ecommerce or direct-to-consumer brands. -Experience diagnosing low conversion rates and improving landing-page or funnel performance, not just acquiring traffic. -Working knowledge of GA4, Google Tag Manager, Google Ads conversion tracking, Meta Pixel and Conversions API concepts, and ecommerce measurement. -Ability to write and test direct-response ad copy and convert insights into usable creative or landing-page briefs. -Comfort operating with a modest test budget where prioritization and disciplined experimentation matter. -Ability to explain results in plain English and distinguish signal from noise. Preferred Background Experience with pet care or personal skincare, consumer wellness, supplements or another claims-sensitive pet or consumer category is preferred. Familiarity with regulated or science-led marketing is helpful, but hands-on campaign and CRO skill is more important than category credentials.