The Digital Ads Expert is responsible for owning the full paid media function end-to-end, including strategy, execution, optimization, tracking, and platform administration.

This is not a basic media buyer role. The position requires deep expertise in Meta Business Manager, regulated advertising environments, full-funnel marketing, and technical tracking infrastructure.

The role also includes handling platform-level issues (account restrictions, support escalations) and ensuring consistent performance across multiple channels.

Key Responsibilities

Paid Advertising Strategy & Campaign Management

• Develop and execute paid media strategies aligned with lead generation goals
• Manage campaigns across Meta, Google, YouTube, TikTok, and other platforms
• Conduct A/B testing across creatives, audiences, and funnels
• Scale high-performing campaigns and reduce wasted spend
• Ensure compliance with regulated advertising policies

Audience Research & Targeting

• Build and manage custom and lookalike audiences
• Segment audiences (intended parents, surrogate applicants, LGBTQ+ families)
• Conduct competitive and keyword research
• Align targeting strategies with full customer journey
• Creative Direction & Collaboration
• Lead development of ad creatives (video, static, copy)
• Brief designers and content teams
• Ensure messaging is compliant and emotionally sensitive
• Continuously test new creative strategies

Funnel Management & Conversion Optimization

• Evaluate and improve landing pages and lead forms
• Build and optimize full-funnel journeys
• Implement retargeting and nurturing sequences
• Recommend CRO improvements (UX, messaging, CTAs)
• Analytics, Tracking & Reporting
• Set up and maintain tracking (Meta Pixel, GTM, GA4, UTMs, CRM integrations)
• Monitor key KPIs (CPL, conversion rate, ROAS)
• Deliver weekly and monthly performance reports with insights
• Audit and fix tracking issues proactively
• Platform Administration & Troubleshooting
• Manage Meta Business Manager (accounts, permissions, assets)
• Resolve account restrictions and platform issues
• Handle Meta Support escalations and case management
• Document incidents and solutions

Collaboration & Communication

• Work closely with client leadership and marketing team
• Participate in weekly strategy and performance calls
• Maintain proactive communication and timely responses
• Align with stakeholders on campaign decisions

Qualifications

Required

• 3+ years of experience managing paid ads (Meta + Google required)
• Strong experience in lead generation campaigns
• Expertise in GA4, GTM, Meta Pixel, and CRM integrations
• Experience with Meta Business Manager administration
• Proven experience handling platform issues and escalations
• Strong analytical and problem-solving skills
• Excellent English communication skills
• Ability to manage multiple campaigns independently

Preferred

• Experience in regulated industries (health, medical, fertility, legal)
• Familiarity with Meta Special Ad Categories
• Experience with emotionally sensitive or relationship-driven brands
• LGBTQ+ inclusive marketing experience

Typical Work Day

• Monitor campaign performance and optimize campaigns
• Review and adjust targeting and budgets
• Analyze data and identify improvement opportunities
• Coordinate creative updates with team
• Resolve platform issues and tracking errors
• Communicate updates with client and team

Typical Workweek

• Manage multiple campaigns across platforms
• Execute testing and optimization strategies
• Deliver performance reports and insights
• Align with team on strategy and improvements
• Monitor funnel performance and conversions
• Performance Evaluation

Performance is measured based on:

• Growth in qualified leads
• Cost per qualified lead reduction
• Conversion rate improvements
• ROAS performance
• Accuracy of tracking systems
• Consistency of reporting
• Creative testing and optimization cadence
• Responsiveness to platform issues

Work Environment

• Fully remote role
• High-performance and data-driven environment
• Requires autonomy and strategic thinking
• Regular communication with client team

Software & Tools

• Meta Ads Manager & Business Manager
• Google Ads, YouTube Ads, TikTok Ads Manager
• Google Analytics 4 (GA4)
• Google Tag Manager (GTM)
• CRM systems (HubSpot, GoHighLevel, etc.)
• Slack, Zoom, Asana / ClickUp

About the Client

U.S.-based organization operating in the surrogacy and family-building space, serving intended parents and surrogate applicants in a highly regulated and relationship-driven industry.

The company relies heavily on paid media as a primary growth channel, requiring precise targeting, compliant messaging, and high-performing funnel systems to generate qualified leads while navigating platform restrictions.