Meta & Google Ads Specialist – Premium Lead Generation

We are hiring a high-performance Meta (Facebook & Instagram) and Google Ads Specialist to manage, optimize, and scale paid campaigns for a premium career counseling firm targeting students and parents across international markets. This role is focused on driving qualified leads (not volume), improving conversion rates, and achieving strong ROI through data-driven optimization. This is a fixed-rate, long-term engagement for someone who can consistently deliver measurable growth. Core Objectives (Refined Targets): * Generate high-intent, qualified leads (students/parents actively exploring study abroad or career counseling) * Achieve consistent Cost Per Lead (CPL) reduction over time (target: 20–30% optimization within first 60–90 days) * Maintain strong ROI / ROAS (minimum 3x return on ad spend as campaigns stabilize) * Improve lead-to-consultation conversion rate (target: 25–40%) * Scale campaigns across 10+ international markets while maintaining lead quality * Build a predictable and scalable lead generation funnel Key Responsibilities 1. Campaign Strategy, Execution & Optimization * Plan, launch, and manage Meta Ads (Facebook & Instagram) and Google Ads (Search, Display, YouTube) * Build full-funnel campaigns: cold audience → retargeting → conversion * Continuously optimize for CPL, CPA, CTR, and ROAS * Run structured A/B tests (creatives, copy, audiences, landing pages) * Provide weekly performance reports with actionable insights (not just data) 2. Advanced Targeting & Lead Quality Optimization: * Develop and refine high-intent audience segments (interests, behaviors, keywords) * Implement retargeting and lookalike strategies to improve lead quality * Filter out low-quality leads through ad messaging and funnel design * Align campaigns with user intent (search-based + behavior-based targeting) 3. Competitor & Market Intelligence: * Track competitor ads, funnels, and positioning across markets * Identify gaps and opportunities in under-targeted regions * Adapt creatives and messaging based on regional behavior and trends 4. Budget Management & Scaling: * Manage campaigns within a fixed monthly budget * Allocate spend dynamically across platforms and geographies * Scale winning campaigns while maintaining efficiency and lead quality * Reduce wasted spend and improve cost efficiency at scale Geographic Targets (Refined): *Focus on high-potential student markets: * Primary Markets: Pakistan, India, UAE, Saudi Arabia * Secondary Markets: Bangladesh, Nepal, Nigeria, Kenya, Egypt * Expansion Markets: Central Asia & emerging regions with low competition Requirements: * Proven experience managing Meta Ads & Google Ads for lead generation * Strong understanding of conversion tracking, pixels, and analytics * Demonstrated ability to improve lead quality (not just volume) * Experience scaling campaigns across multiple countries/regions * Analytical mindset with a focus on ROI and performance metrics Preferred (SEO & Funnel Alignment): * Knowledge of search intent, keyword strategy, and landing page optimization (CRO) * Ability to align paid ads with SEO insights * Experience with Google Analytics, Tag Manager, and conversion tracking setup What We’re Looking For: Someone who can: * Think strategically (not just execute ads) * Take ownership of performance and results * Build a scalable, data-driven acquisition system * Deliver consistent improvements in CPL, ROI, and lead quality