REMOTE: Ad Operations Specialist (Meta Ads) #34985

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