Meta Ads Performance Marketer — Law Firm Lead Generation

We are a growing U.S. immigration law firm looking for an experienced Meta Ads performance marketer to own our paid Facebook and Instagram acquisition strategy. This is not a social media management role. We already have resources for organic social, static design, video production, and web development. We need someone who can own the Meta strategy and tell those resources what you need to produce results. What You'll Own: Develop and manage our Facebook/Instagram paid advertising strategy Build campaigns focused on generating qualified legal leads, not simply inexpensive leads Determine which practice areas, audiences, offers, messages, and funnels to test Develop creative strategy, hooks, concepts, and detailed briefs for our video and design teams Test and optimize creative continuously Determine when to use Meta lead forms vs. dedicated landing pages Give our web developer clear direction for landing pages and conversion improvements Build and manage retargeting campaigns Ensure Meta Pixel, Conversions API, UTMs, and conversion tracking are set up correctly Work with our team to connect Meta leads and attribution into Lawmatics Review lead-quality feedback from our sales team and adjust campaigns accordingly Optimize toward qualified leads, consultations, retained clients, CAC, and revenue — not just clicks, impressions, or CPL Ideal Experience: We strongly prefer someone who has: Proven Meta Ads experience for law firms/legal services Experience generating leads for high-ticket service businesses Managed meaningful monthly Meta ad spend Experience optimizing beyond CPL to qualified leads/appointments/clients Strong creative strategy skills Landing-page/CRO knowledge Meta Pixel and Conversions API experience CRM/offline conversion tracking experience Experience with retargeting and nurture audiences Immigration law experience is a major plus. Resources You'll Have: You will not be expected to do everything yourself. You will have access to: Web/landing-page developer Video production resources Static graphic designer Sales/intake team Lawmatics CRM Existing organic social/content resources We need you to provide the strategy and direction for what these resources should create to make Meta successful. How We Measure Success: Our goal is to build visibility from: Meta Spend → Leads → Qualified Leads → Consultations → Retained Clients → Revenue We care much more about lead quality and customer acquisition cost than vanity metrics. When Applying Please answer these questions: What law firms or legal-service businesses have you personally run Meta Ads for? What practice areas? Please provide specific results: ad spend, leads, qualified leads/appointments, and retained clients if available. Describe a Meta campaign you've run where CPL looked good but lead quality was poor. How did you fix it? Who do you believe owns creative performance: the media buyer or the creative team? Explain. How do you use sales/CRM data to improve Meta campaigns? How would you approach the first 30–90 days for an immigration law firm? Are you comfortable creating detailed briefs for a separate video producer, designer, and web developer? What monthly management fee or hourly commitment would you recommend for an account like this? Please begin your response with “QUALIFIED LEADS” so we know you read the entire posting. We are looking for someone who can become a long-term partner if the initial engagement is successful.