REMOTE: Ad Operations Specialist (Meta Ads) #34985

Company Profile: Our client is a U.S.-based group of affiliated companies operating at the intersection of legal technology and mass tort litigation. The organization includes a legal technology platform that automates medical record retrieval and case qualification for law firms, a Washington, D.C.–based mass tort litigation firm, and related holding entities. It is a lean, high-growth environment where each team member plays a significant and impactful role. Overall purpose and responsibilities of the role: The ideal candidate is a hands-on Meta Ads professional with experience managing end-to-end campaigns across Facebook and Instagram. They excel in campaign setup, audience targeting, budget management, optimization, tracking, and reporting, with a focus on driving qualified lead volume at target cost-per-acquisition. Strong skills in Meta Pixel, Conversions API, UTM parameters, and performance analysis are required. This role requires someone detail-oriented, adaptable, and able to collaborate with creative and campaign teams while working autonomously on day-to-day execution under the guidance of a campaign manager Must-have Skills / Qualification: 3 – 5 years Hands-on experience managing Meta (Facebook/Instagram) ad campaigns, ideally focused on lead generation Familiarity with tracking tools such as Meta Pixel, Conversions API (CAPI), and Google Tag Manager (GTM) Understanding of campaign structure, audience segmentation, bid strategies, and budget optimization Ability to manage multiple campaigns across different accounts or brands Comfortable building reports and pulling insights from Ads Manager, Google Analytics, or similar tools Clear written and verbal communication in English Nice-to-Have Qualifications Demonstrated experience with lead generation campaigns, ideally in legal, insurance, healthcare, or other high-intent verticals Experience with programmatic platforms (The Trade Desk, DV360, or similar) Familiarity with server-side tagging concepts Exposure to app install or app event campaigns on Meta Experience with other paid social platforms (Google Ads, TikTok Ads, etc.) Experience in law firms, legal marketing agencies, or legal lead generation Familiarity with CRM and intake systems (e.g., Salesforce, HubSpot, or legal-specific CRMs like Filevine, Litify) Meta Blueprint or similar certification Responsibilities: Build, launch, and manage Meta ad campaigns across Facebook and Instagram, including lead form ads, conversion campaigns, and traffic campaigns Execute audience targeting strategies: custom audiences, lookalike audiences, interest/behavior-based targeting, and exclusion lists Manage daily budgets, bid strategies, and pacing to meet cost-per-lead (CPL) and cost-per-acquisition (CPA) targets Conduct A/B and multivariate testing on creative, copy, audiences, and placements Tracking & Measurement Implement and maintain Meta Pixel, Conversions API (CAPI), and event tracking across landing pages and lead funnels Set up and manage UTM parameters, custom conversions, and standard/custom events in Meta Events Manager Troubleshoot tracking discrepancies between Meta Ads Manager, Google Analytics, and CRM/intake systems Ensure accurate attribution of leads from ad click through to case qualification Monitor campaign performance and make real-time adjustments to improve delivery and efficiency Reporting & Analysis Produce weekly and monthly campaign performance reports with actionable insights Track and report on key metrics: CPL, CPA, CTR, conversion rate, ROAS, lead quality scores Identify trends, anomalies, and optimization opportunities from campaign data Provide clear recommendations supported by data Operational & Collaborative Collaborate with creative teams on ad asset requirements, specs, and performance feedback Maintain organized campaign naming conventions, folder structures, and documentation Stay current on Meta platform changes, policy updates, and best practices Location: Work from home Employment: Full-time Employment Client Direct Hiring Nightshift