Paid Social / Meta Ads Specialist

Experience Required: 3+ YearsLevel: Mid-LevelStandard Shift: 6:30 PM–3:30 AMAdjusted Onsite Shift: 6:30 PM–12:00 AM may be available based on company policy and operational requirements.About the RoleLaunchPad Innovations is looking for an experienced Paid Social / Meta Ads Specialist to take ownership of our paid social acquisition strategy, with a primary focus on Meta Ads across Facebook and Instagram.This is a hands-on, mid-level role for someone who enjoys managing the complete paid social funnel, from strategy and creative testing to landing page optimization, conversion tracking, campaign optimization, and reporting.Our customer acquisition focuses on product demos, free trials, qualified leads, and high-intent conversion events, rather than vanity traffic or engagement metrics.The ideal candidate is highly comfortable working independently, experimenting quickly, and using AI tools such as ChatGPT, Claude, Higgsfield, and other creative platforms to accelerate creative production, landing page iteration, and campaign testing.Key Responsibilities Own and execute Meta Ads strategy across Facebook and Instagram, from campaign planning through optimization and scaling. Build campaigns focused on lead generation, demo bookings, appointment signups, trial signups, and other high-intent conversion events. Develop audience strategies using interest targeting, lookalike audiences, retargeting, exclusions, and funnel-stage segmentation. Manage advertising budgets and pacing while aligning spend with lead quality and pipeline outcomes. Produce and test multiple variations of ad creatives, messaging, hooks, formats, offers, and copy. Use AI tools including ChatGPT, Claude, Higgsfield, and similar platforms to accelerate creative production and campaign experimentation. Collaborate with graphic designers and video editors when additional creative support is required. Build structured creative testing frameworks and apply campaign learnings to future iterations. Own or closely support landing pages for paid campaigns, including demo, trial, lead generation, and offer pages. Use AI-assisted workflows to improve landing page copy, structure, messaging, and conversion performance. Maintain strong message alignment across the ad, landing page, form, thank-you page, and booking flow. Implement and maintain Meta Pixel, Conversion API (CAPI), and conversion events for leads, demos, trials, and other key actions. Work with analytics and tracking systems to ensure reliable attribution and event quality. Monitor and optimize KPIs including CPA, CPL, cost per demo, trial start rate, conversion rate, and ROAS where applicable. Identify funnel drop-offs and recommend improvements across advertising, landing pages, forms, tracking, and conversion flows. Prepare clear performance reports explaining what is working, what is not, and what actions should be taken next. Collaborate with product, sales, customer success, and marketing teams to align campaigns with offers, audiences, lead quality, and demo capacity. Stay current with Meta Ads platform updates, paid social trends, creative trends, and new AI tools that improve testing speed and campaign performance. Requirements 3+ years of hands-on experience managing Meta Ads campaigns across Facebook and Instagram. Proven experience managing real advertising budgets and optimizing campaigns toward measurable conversion goals. Demonstrated success with lead generation, appointment booking, demo, signup, or trial-based funnels. Strong understanding of Meta campaign structures, audience targeting, retargeting, lookalike audiences, and exclusion strategies. Strong creative testing skills with the ability to develop ad concepts, write copy, brief visuals, and rapidly test multiple variations. Working knowledge of landing page optimization and conversion-focused copywriting. Solid understanding of Meta Pixel, Conversion API, conversion events, and attribution. Familiarity with Google Analytics, Google Tag Manager, or similar analytics and tracking platforms. Experience using AI tools for creative generation, copywriting, landing page development, research, or workflow acceleration. Strong analytical skills with the ability to translate campaign data into actionable decisions. Comfortable managing budgets, campaign pacing, optimization priorities, and reporting independently. Excellent written and verbal communication skills. Organized, proactive, and comfortable taking ownership of campaign performance. Preferred Skills Previous experience working with SaaS products, software companies, digital products, or technology companies. Strong understanding of B2B and/or high-intent lead generation funnels. Experience with demo-booking, appointment scheduling, or free-trial acquisition campaigns. Familiarity with CRM and marketing automation platforms such as HubSpot, GHL, or similar systems. Experience connecting paid advertising performance with CRM lead quality and sales pipeline outcomes. Ex