Meta Ads Strategic Advisor (Fractional / Consulting)

Overview We are seeking an experienced Meta Ads strategist to serve as an ongoing advisor and thought partner for our marketing team. This is not a full-time role and we are not looking for someone to manage campaigns on a day-to-day basis. Instead, we are looking for a highly experienced professional who can provide strategic guidance, performance analysis, testing recommendations, and optimization direction through recurring strategy sessions. The ideal candidate has extensive experience scaling lead generation and e-commerce accounts through Meta and can confidently challenge assumptions, identify opportunities, and provide actionable recommendations. About Us We operate a multi-location retail business where the majority of sales occur in physical stores rather than online. Our marketing efforts generate leads, calls, appointments, and store visits through multiple channels, including Meta, Google, Microsoft Ads, referrals, organic traffic, and direct brand searches. One of the unique challenges of our business is that attribution is often fragmented. The source that generates a lead is not always the source that ultimately influences the sale. Customers frequently interact with multiple touchpoints before purchasing, including phone calls, forms, social media engagement, direct store visits, referrals, and repeat visits. As a result, we are seeking a strategist who understands how to evaluate performance beyond platform-reported metrics and can help build a framework for measuring true business impact. Scope of Work Strategic Reviews Review Meta account performance Analyze campaign structure and objectives Evaluate account scalability opportunities Identify bottlenecks impacting performance Review audience strategies and segmentation Conversion Strategy Review conversion actions and optimization events Evaluate lead quality versus lead volume Analyze appointment and sales attribution Recommend improvements to tracking and reporting Assess CRM integration and offline conversion strategies Testing & Experimentation Develop testing roadmaps Recommend creative testing frameworks Evaluate landing page opportunities Suggest audience and offer testing strategies Prioritize experiments based on expected impact Performance Analysis Review KPIs and trends Identify opportunities for efficiency improvements Analyze cost per lead, appointment, and sale Evaluate account health and learning phase considerations Provide strategic recommendations for scaling Recurring Meetings Weekly or monthly strategy sessions Performance reviews Testing review and prioritization Action plans for implementation by our internal team Ideal Candidate The ideal candidate has extensive experience managing and scaling Meta campaigns for businesses where conversions occur offline and attribution is not straightforward. Experience should include: Multi-location retail businesses Brick-and-mortar businesses Lead generation with offline sales outcomes CRM integration and lead lifecycle analysis Meta Conversion API Offline conversion imports Appointment-based sales models Multi-touch attribution Incrementality testing Understanding the limitations of platform attribution We are particularly interested in candidates who can help answer questions such as: Which conversion actions should Meta optimize toward? How should lead quality be measured? How should offline sales be fed back into Meta? How do we evaluate the impact of Meta when customers may convert through other channels? How should budget allocation decisions be made when attribution is fragmented? What testing framework should be used to maximize long-term business growth rather than platform-reported results? This role is focused on strategic thinking, performance analysis, attribution, testing, and scaling recommendations—not day-to-day campaign management. Engagement Structure Fractional / consulting engagement Weekly or monthly meetings as needed Flexible hours Long-term relationship preferred To Apply Please provide: A summary of your Meta advertising experience Industries and account sizes managed Examples of accounts you have scaled Your approach to testing and optimization Experience with attribution and offline conversions Your hourly or project-based consulting rates Availability for recurring strategy sessions Describe a business where the final sale occurred offline and platform attribution did not fully capture the customer journey. How did you measure success and determine whether Meta was truly driving incremental revenue?