Paid Social Media Specialist

Job Summary

We are looking for an experienced Paid Social Media Marketing Specialist to develop, manage, and scale our paid social advertising campaigns.

The primary objective of this role is to generate qualified leads, customers, and revenue, not simply impressions, clicks, followers, or social media engagement.

You will be responsible for developing campaign strategy, identifying target audiences, creating advertising concepts and offers, launching campaigns, analyzing performance, and continuously optimizing campaigns to improve lead quality and customer acquisition costs.

This is a hands-on performance marketing position. The successful candidate should be highly experienced in personally building and managing paid advertising campaigns, particularly across Meta platforms, and should have a demonstrated record of generating measurable business results.

Key Responsibilities

• Develop and execute the companys paid social media advertising strategy.
• Build, launch, manage, and optimize campaigns across Facebook and Instagram.
• Manage campaigns on LinkedIn, YouTube, and other relevant platforms when appropriate.
• Conduct customer and audience research to identify high-potential target segments.
• Develop advertising hooks, offers, messaging, and campaign concepts.
• Create structured testing programs for audiences, creatives, copy, headlines, offers, landing pages, and calls to action.
• Work with designers, video editors, and copywriters to develop high-performing advertising creatives.
• Develop creative briefs and advertising copy for new campaigns.
• Build and optimize prospecting, retargeting, and remarketing campaigns.
• Monitor campaign performance regularly and make data-driven optimization decisions.
• Manage advertising budgets and allocate spending toward the highest-performing campaigns.
• Monitor and improve cost per lead, cost per qualified lead, customer acquisition cost, conversion rates, and return on advertising spend.
• Analyze lead quality and optimize campaigns based on actual sales outcomes rather than lead volume alone.
• Work closely with sales teams to understand which campaigns and audiences are generating qualified opportunities and customers.
• Work with web and marketing teams to improve landing-page conversion rates.
• Ensure accurate advertising tracking, attribution, pixels, conversion APIs, UTMs, and CRM tracking.
• Identify underperforming campaigns quickly and develop new strategies, creatives, audiences, or offers to improve results.
• Prepare regular performance reports covering advertising spend, leads, qualified leads, customers, CAC, revenue, and ROAS.

Qualifications & Requirements

• Min 2+ years of hands-on paid social media advertising or performance marketing experience.
• Strong experience managing Facebook and Instagram advertising campaigns through Meta Ads Manager.
• Proven experience generating qualified leads and customers through paid social advertising.
• Experience personally managing meaningful advertising budgets.
• Strong understanding of campaign structure, audience targeting, retargeting, creative testing, and campaign optimization.
• Strong understanding of CPL, CPA, CAC, CTR, CPC, CPM, conversion rate, ROAS, and customer lifetime value.
• Experience with advertising tracking, attribution, pixels, conversion APIs, and analytics.
• Strong analytical skills and ability to make campaign decisions based on performance data.
• Experience developing advertising hooks, offers, messaging, and creative testing strategies.
• Good understanding of landing-page conversion optimization.
• Ability to evaluate lead quality and optimize campaigns based on lead-to-customer conversion.
• Experience with B2B lead generation is strongly preferred.
• Experience marketing professional services, accounting, construction, SaaS, business services, or similar industries would be an advantage.
• Experience with LinkedIn Ads and YouTube Ads would be preferred.
• Excellent verbal and written communication skills.
• Strong organizational and time management skills.
• Ability to independently manage campaigns and take ownership of results.
• Reliable high-speed internet connection and a dedicated quiet workspace area.