About this role
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 generationFamiliarity 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 optimizationAbility to manage multiple campaigns across different accounts or brandsComfortable building reports and pulling insights from Ads Manager, Google Analytics, or similar toolsClear 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 verticalsExperience with programmatic platforms (The Trade Desk, DV360, or similar)Familiarity with server-side tagging conceptsExposure to app install or app event campaigns on MetaExperience with other paid social platforms (Google Ads, TikTok Ads, etc.)Experience in law firms, legal marketing agencies, or legal lead generationFamiliarity 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 campaignsExecute audience targeting strategies: custom audiences, lookalike audiences, interest/behavior-based targeting, and exclusion listsManage daily budgets, bid strategies, and pacing to meet cost-per-lead (CPL) and cost-per-acquisition (CPA) targetsConduct 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 funnelsSet up and manage UTM parameters, custom conversions, and standard/custom events in Meta Events ManagerTroubleshoot tracking discrepancies between Meta Ads Manager, Google Analytics, and CRM/intake systemsEnsure accurate attribution of leads from ad click through to case qualificationMonitor campaign performance and make real-time adjustments to improve delivery and efficiency
Reporting & Analysis
Produce weekly and monthly campaign performance reports with actionable insightsTrack and report on key metrics: CPL, CPA, CTR, conversion rate, ROAS, lead quality scoresIdentify trends, anomalies, and optimization opportunities from campaign dataProvide clear recommendations supported by data
Operational & Collaborative
Collaborate with creative teams on ad asset requirements, specs, and performance feedbackMaintain organized campaign naming conventions, folder structures, and documentationStay current on Meta platform changes, policy updates, and best practices
Location: Work from home
Employment: Full-time Employment
Client Direct Hiring
Nightshift