Nonprofit Paid Media Specialist: Meta Ads and Google Ads

We are a digital marketing agency looking for a senior paid media specialist with direct experience running campaigns for nonprofit organizations. Strong Meta Ads experience is required. Experience managing Google Ads and Google Ad Grants is strongly preferred. We will also consider an exceptional Meta Ads specialist who does not manage Google Ad Grants. This is a hands-on position. You must personally develop the strategy, build the campaigns, review the data, and optimize performance. --- Important --- * Independent freelancers only * No agencies * No white-label companies * No subcontracting the work to another person * You must personally perform the work * Direct nonprofit advertising experience is required * You must be able to provide nonprofit campaign examples or case studies --- What We Are Looking For --- We need someone who understands that nonprofit advertising requires more than technical campaign management. You must know how to communicate emotionally compelling stories, capture attention, and encourage people to take action without using insensitive, misleading, or manipulative messaging. You should understand how to build campaigns around nonprofit goals such as: * One-time donations * Monthly donor acquisition * Calls and qualified inquiries * Mission engagement You must be focused on measurable results. We care about cost per lead, cost per acquisition, donation revenue, return on ad spend, return on investment, conversion quality, and the actions people take after converting. --- Meta Ads Responsibilities --- * Develop nonprofit Meta advertising strategies based on the organization’s mission, audience, offer, and conversion goals * Build, launch, manage, and optimize Meta campaigns * Write ad copy, headlines, calls to action, and creative concepts * Create clear briefs for designers and video editors * Review creative performance and identify what should be tested next * Develop prospecting, retargeting, and donor acquisition campaigns * Build and manage custom audiences, lookalike audiences, exclusions, and retargeting audiences * Determine when client lists, donor lists, website audiences, engagement audiences, or CRM data are needed for the ads * Set up and troubleshoot Meta Pixel events, custom conversions, and Conversions API tracking * Verify event quality, attribution, and conversion accuracy * Set up UTM parameters and maintain consistent campaign naming * Review landing pages and recommend changes that improve conversion rates * Test audiences, messaging, creative formats, campaign structures, placements, offers, and landing pages * Identify performance problems and present specific solutions * Monitor lead and donor quality, not only the number of conversions * Report on CPL, CPA, ROAS, ROI, donation revenue, and other relevant results --- Google Ads and Google Ad Grants Responsibilities --- For candidates who manage Google Ads and Google Ad Grants: * Audit existing Google Ads and Ad Grants accounts * Build and manage search campaigns that support the nonprofit’s mission and goals * Maintain compliance with current Google Ad Grants policies * Conduct keyword and search-intent research * Build structured campaigns and relevant ad groups * Write search ad copy that matches the keyword, landing page, and conversion goal * Manage negative keywords and search terms * Improve click-through rates and conversion rates * Select and manage appropriate bidding strategies * Track donations, forms, calls, registrations, downloads, and other meaningful actions * Diagnose tracking, policy, traffic-quality, and account-structure problems * Recommend landing pages or website changes needed to improve performance * Explain when the grant account should be supported by a separate paid Google Ads account --- Tracking and Analytics Requirements --- You must have strong experience with: * Google Analytics 4 * Google Tag Manager * Google Ads conversion tracking * Meta Events Manager * Meta Pixel * Meta custom conversions * Meta Conversions API * UTM tracking * Cross-domain tracking * Donation-platform tracking * Form and thank-you-page tracking * Call tracking * CRM and offline conversion tracking * Attribution and conversion windows * Event testing and troubleshooting * Duplicate event prevention * Reporting dashboards You must be able to determine which conversions should be primary, which should be secondary, and which actions should not be counted as meaningful campaign results. --- Experience Required --- * At least five years of hands-on paid media experience preferred * Proven experience running Meta Ads for nonprofits * Strong nonprofit ad copywriting and creative strategy experience * Experience managing conversion-focused campaigns * Experience with donor acquisition, fundraising, lead generation, or mission-based campaigns * Ability to provide case studies with clear performance metrics * Ability to explain what you personally handled in each case study * Strong understanding of tracking, attribution, and conversion setup * Ability to work independently without constant direction * Ability to identify what information, assets, lists, tracking, or landing pages are needed before launching * Strong written communication and organized account management Google Ad Grants experience is strongly preferred. --- What Success Looks Like --- The right person will not wait for us to tell them every step. You should be able to review a nonprofit’s goals, audience, account, creative, website, and tracking setup and tell us: * What is working * What is not working * What needs to be fixed * What data or assets are missing * What should be tested * How results should be measured * What should happen next We need someone who thinks strategically, takes ownership, communicates clearly, and focuses on conversions that create real value for the nonprofit. --- How to Apply --- Please include the following in your proposal: 1. Confirm whether you work independently or as part of an agency or team. 2. Confirm that you will personally perform all campaign work. 3. State how many years of experience you have with Meta Ads. 4. State how many years of experience you have with Google Ads. 5. State how many years of experience you have with Google Ad Grants. 6. State how many years you have worked with nonprofit organizations. 7. Share at least two nonprofit advertising case studies. 8. Include the campaign objective, monthly budget, campaign length, your responsibilities, and measurable results for each case study. 9. Share examples of nonprofit ad copy or creative concepts you developed. 10. Describe your experience with GA4, Google Tag Manager, Meta Pixel, custom conversions, and Conversions API. 11. Explain how you track donations and recurring donors back to the original advertising source. Please do not apply if you are an agency, intend to subcontract the work, or cannot provide direct nonprofit advertising experience.