Social Media Ad Specialist

Requirements

• Proven track record managing profitable Meta (Facebook/Instagram) ad campaigns. (Experience in insurance, finance, mortgage, or senior niches is a major advantage). Excellent written English skills with a grasp of direct-response copywriting. Data-driven mindset: Able to measure, track, and report on key metrics (CPL, CTR, ROI). High autonomy: You are expected to bring ideas to the table, not just wait for daily tasks.

• Paid Performance Marketing (Meta Ads) Lead Generation Architecture: Proficient in setting up Facebook Lead Forms that capture high-intent data while minimizing form-friction for seniors. Targeting & Retargeting: Mastery of custom audience creation, lookalike modeling, and setting up behavioral retargeting funnels (e.g., reaching users who clicked an ad but didn't fill out the form). Ad Account Hygiene: Deep understanding of the Meta Pixel, Conversions API setup, and compliance protocols to prevent ad account bans (especially strict in financial services).
• Direct-Response Copywriting & Asset Creation Senior-Centric Copywriting: Ability to write clear, legible, empathetic, and jargon-free copy that resonates with the 50–85 age demographic without using aggressive scare tactics. Graphic Design Basics: Proficiency in using tools like Canva to build high-contrast, easy-to-read static image ads and simple video templates optimized for mobile feeds.
• Analytics & Data Attribution Cost-per-Lead Tracking: Competency tracking critical key performance indicators (KPIs) including Cost-Per-Lead (CPL), Click-Through Rate (CTR), and conversion rates. Tool Fluency: Practical exposure to data infrastructure tools like Google Analytics 4 (GA4), Google Search Console, and basic Customer Relationship Management (CRM) automation like Zapier to instantly route leads to your phone or email.
• Soft Skills & Behavioral Attributes Proactive Strategy: They must identify high-performing trends in your data and recommend changes, rather than waiting for you to tell them exactly what to write or build. Empathetic Mindset: A clear understanding of the emotional triggers associated with end-of-life planning and final expense products. Meticulous Organization: Able to cleanly document ad spend, log A/B test results chronologically, and maintain clear task structures in management software like Asana or Trello.