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