Meta / Paid Social Specialist

Expatiate Communication•Pasadena, CA

5d•Onsite

About The Position

Own paid acquisition end-to-end, turning advertising spend into paying clients at an efficient and continuously improving customer acquisition cost. You’ll be accountable for driving revenue outcomes—not vanity metrics. We need a specialist to execute and optimize it — not to reinvent it.

Requirements

Meta Ads Manager — Expert Level: Strong command of campaign, ad set, and ad structure; Advantage+ campaigns; manual placements; audience development; and campaign optimization.
Conversions API (CAPI): Hands-on experience with server-side events, purchase optimization, Event Match Quality, and event deduplication. This is an essential requirement, not a nice-to-have.
Audience Strategy: Proven experience developing Custom and Lookalike Audiences, including building audiences from customer and purchase data.
Performance Optimization: Ability to analyze campaign performance and optimize toward a cost-per-customer acquisition goal, rather than focusing solely on cost-per-lead or other vanity metrics.
Lead Generation: Experience managing Meta Instant Form campaigns and implementing strategies to improve lead quality and conversion.
Pixel & Dataset Management: Hands-on experience with Meta Pixel/Dataset setup, tracking, diagnostics, and troubleshooting.

Nice To Haves

Experience marketing in education, healthcare, or other trust-sensitive or regulated industries.
Google Ads experience is a strong plus.
Experience marketing directly to parents, or within special education, disability services, or related family-focused services.
Meta Ads and CAPI experience remain the core requirements; Google Ads experience is an additional advantage, not a substitute.

Responsibilities

Build, launch, and manage Meta campaigns across California and other states as assigned.
Manage the account structure: state-level ad sets, lookalike and custom audiences, manual placements, budget pacing on ~$1,500+/mo spend (growing as performance proves out).
Optimize toward the purchase (paying-client) event via our Meta Conversions API (CAPI) / Stripe integration — we've built the purchase tracking; you use it to shift optimization from lead-volume to actual paying clients.
Booked consultations are measured, not optimized toward.
Build and maintain lookalike audiences seeded from paying customers as our buyer data grows.
Run disciplined creative testing (we supply the creative; you test, read results, and tell us what's winning).
Set up and manage re-targeting (site visitors, video viewers, checkout abandoners).
Report weekly on the metrics that matter: cost per booked consultation, cost per paying subscriber, and retention — not vanity CPL.
Flag and protect against wasted spend (bot traffic, low-intent placements, audience fatigue).
Perform other duties as assigned.