Meta Ads Specialist

Responsibilities

• Own Meta paid acquisition end to end: strategy, campaign structure, audiences, budgets, bidding, and daily optimisation.
• Run prospecting, retargeting and lookalike campaigns against a defined CPA and payback target, and report honestly on which of them actually incrementally works.
• Drive creative volume. Brief, test and iterate on a high cadence of static, video and UGC-style creative with design and the growth writer, and kill losers fast.
• Own the measurement plan: pixel and Conversions API implementation, event mapping, offline and server-side conversions, and deduplication against other channels.
• Configure tracking that survives a consent-first world. We sell consent management, so our own measurement setup has to be compliant and we have to be able to explain how.
• Work with the growth writer and design on landing pages, and treat post-click conversion rate as part of your job rather than someone else’s.
• Run structured incrementality and holdout tests rather than trusting platform-reported ROAS alone.
• Report weekly on spend, CPA, signup quality, free-to-paid conversion and contribution to MRR.
• Extend into adjacent paid social channels such as LinkedIn, Reddit or X where the audience justifies it.

Requirements

• 3+ years managing Meta Ads spend hands-on, with direct responsibility for a monthly budget you can quantify.
• Deep working knowledge of Meta Ads Manager: campaign structure, Advantage+ and manual setups, audience building, bid strategies and creative testing frameworks.
• Practical experience with Meta Pixel and Conversions API, including server-side setup and event quality troubleshooting.
• Strong creative judgement. You can look at a set of ads and predict which will work, and brief a designer so the next batch is better.
• Analytical fluency in GA4 and spreadsheets, with an understanding of attribution windows, view-through inflation and where platform numbers overstate reality.
• Experience optimising for a downstream event such as a paid conversion or qualified signup, not just a form fill.
• Clear reporting. You can explain to a non-marketer why a campaign is scaling or being switched off.

Good to Have

• Experience running paid social for B2B SaaS or a product-led, self-serve product.
• Google Ads, LinkedIn Ads or Reddit Ads experience alongside Meta.
• Familiarity with consent mode, privacy-safe measurement and modelled conversions.
• Comfort with basic video editing or AI creative tooling to prototype ad concepts without waiting on design.