Meta Ads Performance Manager

Meta Ads Performance Manager – Lead Generation Employment Type: Part-Time or Full-Time Work Environment: Remote / Flexible Hours: Hours as required to effectively manage assigned accounts Meeting Availability: Meetings must be attended between 10:00am and 6:00pm AEDT/AEST Starting Portfolio: Approximately 10 client accounts Maximum Portfolio: 20 client accounts Role Type: Internal delivery role – not client facing Primary Objective: Generate qualified leads and booked calls through Meta advertising About the Role We are looking for an experienced Meta Ads Performance Manager to take ownership of Meta advertising across a portfolio of lead-generation clients. This is a hands-on performance marketing position covering the complete Meta advertising process — including campaign strategy, ad management, copywriting, creative development, images, video, budget management, troubleshooting, tracking, GoHighLevel integration, optimisation and end-of-month reporting. This is not a client-facing role. Our Account Manager will manage normal client communication. However, you will be expected to assist internally with resolving client Meta Business Manager, Facebook Page, Instagram, advertising account and tracking issues when required. You will initially manage approximately 10 Meta Ads accounts, progressively increasing to a maximum of 20 accounts. The role can be structured as part-time or full-time depending on experience, capability, account allocation and workload. We are primarily focused on outcomes rather than fixed hours. You will be expected to work the hours reasonably required to properly manage your assigned accounts, meet deadlines and maintain campaign performance. The primary objective is not simply clicks or cheap leads. Your responsibility is to help generate qualified leads, booked appointments and genuine sales opportunities at a commercially viable acquisition cost. --- 1. Meta Ads Campaign Management You will take day-to-day ownership of advertising campaigns across your assigned accounts. Responsibilities include: - Build and manage Facebook and Instagram campaigns through Meta Ads Manager. - Develop campaign structures appropriate to each client's objectives. - Create lead-generation campaigns. - Manage Meta Instant Form campaigns. - Manage website conversion campaigns. - Build appropriate audiences. - Develop retargeting campaigns. - Launch and monitor new campaigns. - Monitor account performance regularly. - Optimise campaigns based on performance data. - Pause, scale or modify campaigns where required. - Monitor frequency and creative fatigue. - Identify underperforming campaigns, ad sets and creatives. - Launch replacement creative and campaigns when required. - Maintain organised campaign structures and naming conventions. - Ensure campaigns comply with Meta advertising policies. Accounts must be actively managed and optimised, not simply launched and checked occasionally. --- 2. Budget & Advertising Spend Management You will be responsible for managing advertising budgets across your assigned client portfolio. This includes: - Understand the approved advertising budget for every client. - Set campaign and ad set budgets correctly. - Monitor daily, weekly and monthly spend. - Ensure campaigns remain within approved client budgets. - Monitor Meta's pacing of advertising spend. - Identify over-spend or under-spend early. - Reallocate budget between campaigns based on performance. - Scale successful campaigns where appropriate. - Reduce spend on underperforming campaigns. - Manage budget changes throughout the month. - Forecast expected monthly spend. - Monitor account billing issues that could interrupt campaigns. - Flag situations where additional budget may produce additional opportunities. - Communicate recommended budget changes internally to the Account Manager. You must treat client advertising budgets as real money that needs to generate a commercial return. The objective is not simply to spend the allocated budget. The objective is to deploy that budget as effectively as possible to generate qualified leads and booked appointments. --- 3. Lead Generation & Booked Calls This is primarily a lead-generation position. You will monitor performance across metrics including: - Advertising spend. - Leads generated. - Cost per lead. - Lead quality. - Cost per qualified lead. - Landing page conversion rate. - Lead form completion rate. - Booked appointments. - Lead-to-booked-call conversion rate. - Cost per booked appointment. - Conversion rates. - Sales opportunities where data is available. Where tracking allows, you should analyse what happens after the lead is generated. A campaign producing cheap leads that do not convert is not necessarily a successful campaign. We want you thinking across the complete funnel: Ad → Lead → GHL → Follow-Up → Booked Call → Sales Opportunity --- 4. Ad Copywriting You will be responsible for developing conversion-focused advertising copy. This includes: - Researching target markets. - Understanding each client's offer. - Identifying customer problems and motivations. - Developing strong hooks. - Writing primary text. - Writing headlines. - Writing descriptions. - Developing strong calls to action. - Creating short and long-form variations. - Developing multiple advertising angles. - Writing offer-focused campaigns. - Incorporating social proof. - Incorporating risk reversal where appropriate. - Addressing objections. - Testing different messages and positioning. - Creating copy variations for different audiences. You should understand direct-response structure, including: Callout + Hook + Problem + Solution + Offer + Proof + CTA --- 5. Ad Creative – Images & Graphics Creative development is a significant part of this position. You will be responsible for creating and/or coordinating: - Static image ads. - Graphic ads. - Before-and-after creatives. - Carousel ads. - Offer-based creatives. - Testimonial ads. - Social-proof creatives. - Comparison creatives. - Promotional graphics. - Multiple creative variations for testing. You should be comfortable using Canva or equivalent creative platforms to produce professional advertising assets. You will also: - Select appropriate client images. - Add headlines and advertising messaging. - Develop different creative concepts. - Resize creative for appropriate Meta placements. - Repurpose successful creatives. - Produce variations for testing. - Maintain a consistently high visual standard. --- 6. Video Advertising You will be responsible for creating, editing or coordinating short-form video advertisements. This may include: - Editing supplied client footage. - Creating short-form video advertisements. - Reels-style advertising. - Adding text overlays. - Creating opening hooks. - Adding calls to action. - Developing before-and-after videos. - Creating testimonial advertisements. - Repurposing existing videos. - Creating image-based video advertisements. - Using appropriate AI video tools. - Producing multiple video variations for testing. You do not need to be a professional cinematographer, but you must understand how to create attention-grabbing, conversion-focused Meta video advertising. --- 7. Brand Guidelines All advertising must follow each client's approved brand guidelines. You will be expected to understand and follow: - Brand colours. - Fonts. - Logos. - Tone of voice. - Messaging. - Positioning. - Offers. - Image style. - Video style. - Advertising guidelines. Creative testing is encouraged, but advertising must remain consistent with the client's brand and must not contain inaccurate or unsupported claims. --- 8. Testing & Optimisation You will continuously test: - Hooks. - Copy. - Headlines. - Images. - Videos. - Offers. - Audiences. - Creative formats. - Lead forms. - Landing pages. - Calls to action. - Campaign structures. Testing should be deliberate rather than random. You should consistently be able to answer: What are we testing? Why are we testing it? What did we learn? What are we doing next? --- 9. Meta Account Troubleshooting & Support You will be the agency's internal specialist for Meta advertising account issues. Although this is not a client-facing position, you will assist our Account Manager and clients behind the scenes when Meta-related technical problems occur. This may include troubleshooting: - Meta Business Portfolio / Business Manager access. - Advertising account access. - Facebook Page access. - Instagram account connections. - User and partner permissions. - Asset permissions. - Advertising account restrictions. - Business verification issues. - Page restrictions. - Disabled or rejected advertisements. - Advertising policy issues. - Payment and billing problems. - Spending limits. - Pixel issues. - Dataset access. - Events Manager issues. - Domain-related tracking issues. - Lead form access. - CRM integration problems. - Meta-to-GHL connection issues. - Missing leads. - Tracking discrepancies. Where an issue requires direct action from the client, you will provide the Account Manager with clear instructions explaining exactly what the client needs to do. Where appropriate, you may assist during screen-sharing or troubleshooting sessions coordinated by the Account Manager. You will also be expected to understand when an issue requires escalation through Meta's available support channels. --- 10. Tracking & GoHighLevel Integration Accurate tracking is a critical component of this position. Experience with GoHighLevel / HighLevel (GHL) is highly desirable. You will be responsible for helping ensure the advertising funnel operates correctly from Meta through to the CRM. Responsibilities include: - Ensure Meta leads correctly enter HighLevel. - Test Meta lead form integrations. - Check contact creation. - Check lead source attribution. - Ensure campaign/source information is captured where possible. - Check opportunities and pipelines where applicable. - Ensure leads enter the correct workflows. - Test automated SMS and email follow-up where applicable. - Test calendar integrations. - Check booked appointments are being tracked. - Identify broken integrations. - Troubleshoot missing leads. - Work with our HighLevel specialist where advanced technical work is required. You should understand the relationship between: Meta Ads → Landing Page/Form → GHL → Automation → Follow-Up → Calendar → Booked Appointment --- 11. Meta Tracking & Attribution You should have a working understanding of: - Meta Pixel. - Meta Events Manager. - Conversion events. - Website tracking. - UTMs. - Lead attribution. - Custom conversions. - Conversions API concepts. - Landing page tracking. You will be expected to identify tracking issues and coordinate with the appropriate team member when additional technical implementation is required. --- 12. End-of-Month Reporting End-of-month reporting for your Meta Ads portfolio is your responsibility. You will prepare accurate performance information, analysis and recommendations for each account. Reports should include relevant metrics such as: - Advertising spend. - Budget utilisation. - Leads generated. - Cost per lead. - Qualified leads where available. - Booked appointments where available. - Lead-to-appointment conversion rate. - Cost per booked appointment. - Best-performing campaigns. - Best-performing creatives. - Audience performance. - Month-on-month trends. - Tests conducted. - Problems identified. - Actions taken. - Recommendations for the following month. The Account Manager will generally communicate the report to the client, but you are responsible for the accuracy of the Meta Ads data, analysis and recommendations. Every report should answer: What happened? Why did it happen? What are we doing next? --- 13. Task Management in Plaky All tasks for this role will be assigned by the Account Manager through Plaky. You will be expected to: - Check Plaky consistently. - Review and action tasks assigned by the Account Manager. - Keep task statuses accurate and up to date. - Add notes, updates and relevant information to assigned tasks. - Flag blockers or missing information early. - Complete tasks within agreed deadlines. - Communicate immediately if a deadline is at risk. - Close or update tasks once work is completed. - Use Plaky as the primary source of truth for assigned client work. If a task is assigned to you, you are responsible for either completing it or clearly communicating what is preventing completion. --- 14. Internal Response Times Strong internal communication is essential. We expect team members to acknowledge and respond to internal requests within a maximum of 4 to 12 hours, depending on urgency and complexity. This includes requests through: - Plaky. - Pumble. - Internal messages. - The Account Manager. - Agency management. Urgent issues affecting active advertising, tracking, billing or lead flow should be addressed as quickly as reasonably possible. The 4–12 hour timeframe is a maximum response expectation, not an expectation that you wait before responding. If something cannot be completed immediately, acknowledge the request and provide an appropriate update. --- 15. Internal Meetings & Zoom Calls You will participate in two Zoom meetings each week with the Account Manager and CEO. All scheduled meetings must fall between: 10:00am and 6:00pm Australian Eastern time (AEDT/AEST). You must be available during this window for scheduled agency meetings, even if your remaining working hours are flexible. These meetings may cover: - Account performance. - Campaign issues. - Lead quality. - Booked call performance. - Advertising budgets. - Budget pacing. - Creative requirements. - Tracking issues. - GHL integrations. - Client concerns communicated by the Account Manager. - Tasks and priorities. - Upcoming tests. - Campaign changes. - Accounts requiring additional attention. You should arrive prepared with relevant performance information and a clear understanding of the status of your assigned accounts. --- 16. Hours & Working Arrangement This role is designed around performance and responsibilities rather than a rigid fixed-hour schedule. The position may be: - Part-time, particularly while managing the initial account portfolio. - Full-time, as account volume and responsibilities increase. - Structured around the hours reasonably required to effectively manage your assigned portfolio. You are expected to allocate sufficient time to: - Monitor campaigns. - Optimise performance. - Create advertising copy. - Produce and test creatives. - Manage budgets. - Troubleshoot account issues. - Maintain tracking and integrations. - Complete Plaky tasks. - Prepare reporting. - Attend scheduled meetings. - Respond to internal communication. Some days may require fewer hours, while campaign launches, troubleshooting, reporting periods or performance issues may require additional time. The requirement is simple: Your accounts must be properly managed, your tasks must be completed and performance issues must not be ignored because you have reached a predetermined number of working hours. Outside of scheduled meetings and time-sensitive tasks, you will have flexibility over how you structure your working hours. --- 17. Internal Team Communication This is not a client-facing role. You will primarily work with: - Account Managers. - Agency management. - HighLevel specialists. - Website and landing page specialists. - Designers and content team members. You will be expected to: - Provide campaign updates. - Flag performance problems early. - Flag budget or billing issues. - Request additional creative assets. - Communicate tracking problems. - Assist with Meta account issues. - Explain optimisation decisions. - Provide performance insights. - Complete assigned tasks on time. - Maintain accurate updates in Plaky. - Respond to internal communications within expected timeframes. - Participate in twice-weekly Zoom meetings with the Account Manager and CEO. --- Required Skills & Experience We are looking for strong experience with: - Meta Ads Manager. - Facebook advertising. - Instagram advertising. - Lead-generation campaigns. - Meta Instant Forms. - Conversion campaigns. - Campaign optimisation. - Advertising budget management. - Direct-response copywriting. - Ad creative development. - Image advertising. - Video advertising. - Audience targeting. - Retargeting. - Meta account troubleshooting. - Performance analysis. - Conversion tracking. - Campaign reporting. You should also have: - Strong written English. - Strong attention to detail. - Good analytical skills. - Strong time management. - Ability to manage multiple advertising accounts. - Ability to work independently. - Ability to follow systems and processes. - Ability to meet deadlines. - Strong personal accountability. - Strong internal communication. - Ability to manage your own workload and hours effectively. --- Highly Regarded Skills Experience with the following will be highly regarded: - GoHighLevel / HighLevel - Meta Business Manager / Business Portfolio troubleshooting - Meta Pixel - Conversions API - Meta Events Manager - UTM tracking - CRM attribution - GHL workflows - GHL calendars - GHL pipelines and opportunities - Plaky - Pumble - Canva - Video editing software - AI image and video creation tools - Landing pages - Conversion rate optimisation - Google Analytics - Google Tag Manager --- Account Capacity You will initially manage approximately 10 Meta Ads client accounts. As you become familiar with our systems, clients and processes, this may progressively increase. The role will be capped at a maximum of 20 active Meta Ads accounts. Account allocation will take campaign complexity and workload into consideration. We do not want accounts simply maintained. Every account should receive appropriate attention for: Monitoring → Analysis → Optimisation → Creative Development → Testing → Tracking → Reporting --- What Success Looks Like Your performance will primarily be assessed on: Lead Generation — Consistently generating leads within appropriate performance benchmarks. Lead Quality — Improving the quality and commercial value of enquiries. Booked Calls — Increasing the number and percentage of leads progressing to appointments where tracking is available. Cost Per Booked Appointment — Understanding and improving acquisition costs beyond CPL. Budget Management — Client advertising budgets are controlled, monitored and allocated effectively. Creative Performance — New advertising concepts and variations are continuously developed and tested. Campaign Optimisation — Accounts are actively managed rather than simply maintained. Technical Reliability — Meta account, tracking and integration problems are identified and resolved quickly. GHL Integration — Leads flow correctly from Meta into the CRM, workflows and appointment process. Reporting — End-of-month reports are accurate, insightful and completed on time. Task Management — Plaky tasks are actioned, updated and completed on time. Response Times — Internal requests are acknowledged and responded to within the expected 4–12 hour maximum window. Meeting Attendance — You reliably attend the two scheduled weekly Zoom meetings within the 10:00am–6:00pm Australian Eastern time window. Internal Communication — Account Managers and management are kept informed of performance, problems and opportunities. --- Technical Requirements As this is a remote position, you must have: - Reliable high-speed internet. - Your own suitable computer. - Working webcam. - Working microphone/headset. - Professional remote working environment. - Ability to participate in internal video meetings. - Reliable access to required agency platforms. - Availability for scheduled meetings between 10:00am and 6:00pm AEDT/AEST. --- The Person We're Looking For We want someone who thinks beyond simply being a "Facebook Ads Manager". You should think like a performance marketer responsible for the entire acquisition funnel. The objective isn't simply to get the cheapest click. It isn't even necessarily to get the cheapest lead. The objective is to use the client's advertising budget effectively to generate qualified enquiries, booked appointments and genuine sales opportunities. You should think across the complete funnel: Creative → Meta Ad → Lead → GHL → Follow-Up → Booked Call → Sales Opportunity If leads are cheap but don't convert, you investigate why. If creative performance declines, you develop new creative. If a client's Meta account has a problem, you help solve it. If GHL isn't receiving leads, you investigate the integration. If tracking breaks, you identify it. If a campaign is overspending, you correct it. If a task is assigned in Plaky, you take ownership of it. If the Account Manager or CEO needs an update, you respond promptly. If campaigns aren't performing, you test new approaches. If something can be improved, you take ownership of improving it. This is a flexible, hands-on position for someone who wants responsibility for Meta advertising performance from the client's first advertising dollar through to the booked appointment.