Paid Social / Meta Ads Specialist

This position is listed on behalf of a partner company, who manages all applications and next steps. Our partner is looking for a Paid Social / Meta Ads Specialist based in Canada. This is a hands-on paid social role focused on driving measurable customer acquisition through Meta Ads across Facebook and Instagram. You will own campaigns across the full funnel, from audience strategy and creative testing to landing page optimization, conversion tracking, and performance reporting. The focus is on high-intent outcomes such as qualified leads, product demos, appointments, and free trials rather than vanity engagement metrics. You will combine analytical decision-making with rapid experimentation and increasingly sophisticated AI-assisted creative workflows. Working independently while collaborating with marketing, sales, product, customer success, designers, and video specialists, you will continuously improve campaign and funnel performance. This role is well suited to a mid-level specialist who enjoys ownership, experimentation, and translating performance data into tangible growth. Accountabilities: - Own and execute Meta Ads strategies across Facebook and Instagram, from campaign planning and launch through optimization and scaling. - Build and manage campaigns focused on lead generation, demo bookings, appointments, 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, pipeline contribution, and business outcomes. - Develop and test multiple creative concepts, messaging angles, hooks, formats, offers, and ad copy. - Use AI tools such as ChatGPT, Claude, Higgsfield, and similar platforms to accelerate creative production, research, copy development, and campaign experimentation. - Collaborate with graphic designers and video editors when additional creative production support is needed.

- Establish 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 consistent messaging across advertisements, landing pages, forms, thank-you pages, and booking flows. - Implement and maintain Meta Pixel, Conversion API, and conversion events for leads, demos, trials, and other key actions. - Work with analytics and tracking systems to maintain 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 results, opportunities, challenges, and recommended next actions. - Collaborate with Product, Sales, Customer Success, and Marketing teams to align campaigns with offers, audiences, lead quality, and sales capacity. - Stay current with Meta Ads updates, paid social trends, creative practices, and emerging AI tools that can 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 acquisition funnels. - Strong understanding of Meta campaign structures, audience targeting, retargeting, lookalike audiences, and exclusion strategies.