Performance Marketing Specialist for ACA Health Insurance Lead Generation — Meta + Google Ads

We are an independent U.S. health insurance agency looking for an experienced **Performance Marketing / Paid Media Specialist** to build and manage a digital lead-generation campaign for the **2027 ACA Open Enrollment season**. Our primary market is **Florida**, with **Texas** as a secondary market. We work with English-, Spanish-, and Portuguese-speaking consumers and have a particularly strong presence in the Hispanic and Brazilian communities. We are **not looking for a general social media manager**. We need someone who has real experience generating qualified U.S. leads through **Meta Ads and Google Ads**, and who understands how to build and optimize the entire lead funnel. ## Scope of Work The selected freelancer will be responsible for: * Developing the paid lead-generation strategy * Managing Meta Ads on Facebook and Instagram * Managing Google Ads / Google Search campaigns * Recommending how advertising budget should be divided between Meta and Google * Researching target audiences and keywords * Creating separate campaign strategies for English, Spanish, and Portuguese audiences * Helping develop ad copy and creative strategy * Building or optimizing landing pages and lead qualification forms * Setting up Meta Pixel, Google Tag Manager, GA4, and conversion tracking * Setting up retargeting when appropriate * A/B testing ads, audiences, keywords, landing pages, and offers * Monitoring cost per lead and cost per qualified lead * Optimizing campaigns throughout Open Enrollment * Providing clear reports with actionable recommendations * Working with our internal assistant, who will handle lead follow-up, qualification, appointment scheduling, and lead tracking ## Ideal Experience We prefer someone who has experience with: * U.S.-based lead generation * Health insurance * ACA / Marketplace insurance * Medicare * Healthcare * Financial services * Legal services * Other regulated U.S. industries Direct ACA or health insurance experience is strongly preferred, but not required if you have strong measurable results in another regulated lead-generation industry. ## Very Important We are looking for someone to manage campaigns in **accounts owned by us**. We are **not interested in purchasing shared leads, lists, or pre-generated leads**. All advertising accounts, pixels, tracking systems, landing pages, domains, creatives, data, and campaign assets must remain under our ownership and control. Advertising spend will be paid directly by us to Meta and Google and will be separate from your management fee. ## Our Internal Team We already have an assistant who can handle: * Contacting new leads * Basic qualification * Follow-up * Appointment scheduling * Updating the lead tracker / CRM * Providing feedback about lead quality We want the marketing specialist focused primarily on: **strategy, paid acquisition, tracking, testing, optimization, and improving lead quality.** ## When Applying, Please Answer These Questions 1. Have you personally managed U.S.-based lead-generation campaigns? Please describe one relevant campaign. 2. Have you worked specifically with ACA, health insurance, Medicare, healthcare, financial services, legal services, or another regulated industry? 3. What was the approximate monthly ad spend for one of your campaigns? 4. What cost per lead did you achieve? 5. If available, what was the cost per qualified lead, appointment, or customer? 6. What is your experience with both Meta Ads and Google Ads? 7. For a campaign like ours, would you begin with Meta, Google, or both? Why? 8. How do you determine whether poor results are coming from the ad, targeting, landing page, offer, or lead follow-up process? 9. What tools do you use for conversion tracking and attribution? 10. Have you managed multilingual campaigns in English, Spanish, or Portuguese? 11. Do you have experience with U.S. health insurance or ACA advertising compliance? Please explain specifically. 12. Can you provide one or two relevant case studies, screenshots, or examples showing actual results? Client-identifying information may be removed. 13. What would you charge for: * Initial setup * Ongoing monthly management 14. How much monthly ad spend would you recommend for an initial test focused mainly on Florida? 15. Are you comfortable working with our internal assistant so that lead-quality feedback can be used to improve the campaigns? ## Contract Structure We are initially looking for a **3-6 month engagement**, with the possibility of continuing through the full Open Enrollment season and beyond if results are strong. We are open to candidates worldwide. Please do not send a generic agency presentation. We are specifically interested in your **direct experience managing paid lead-generation campaigns and producing measurable results**.