Manila Recruitment

Paid Social Specialist, Meta Ads

Manila Recruitment

full-time

Posted on:

Location Type: Remote

Location: Philippines

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About the role

  • 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
  • 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
  • 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
  • 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

Requirements

  • 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.
  • 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.
Applicant Tracking System Keywords

Tip: use these terms in your resume and cover letter to boost ATS matches.

Hard Skills & Tools
Meta ad campaignslead generationaudience targetingA/B testingmultivariate testingbudget optimizationcampaign performance analysisdata analysisreportingconversion tracking
Soft Skills
clear communicationcollaborationproblem-solvingorganizational skillsattention to detail
Certifications
Meta Blueprint