Meta Ads Specialist

About the role

Meta Ads Specialist

Department: Digital Marketing
Location: Manila
Employment Type: Full-time
Work Schedule: 5 days per week / 40 hours per week
Reports To: Digital Marketing Head

Job Summary

We are looking for a Meta Ads Specialist who can plan, launch, monitor, and optimize paid advertising campaigns across Facebook and Instagram. The role will focus on audience targeting, campaign performance, budget management, lead generation, testing, and data-driven optimization to help achieve the company's marketing objectives.

The ideal candidate understands how to turn advertising data into actionable strategies and continuously improve campaign performance.

Key Responsibilities

• Plan and manage paid advertising campaigns through Meta Ads Manager for Facebook and Instagram.
• Develop campaign strategies based on target audiences, business objectives, and expected results.
• Conduct audience research and develop appropriate targeting strategies for different campaigns.
• Set up and manage campaigns, ad sets, audiences, placements, budgets, and advertisements.
• Monitor campaign performance and make timely adjustments to improve results.
• Optimize campaigns based on key performance indicators such as CPC, CPM, CTR, CPL, CPA, conversion rate, and ROAS.
• Manage and allocate advertising budgets efficiently based on campaign performance.
• Conduct A/B testing of audiences, creatives, ad formats, messaging, and campaign strategies.
• Identify high-performing campaigns and opportunities for optimization or scaling.
• Monitor advertising trends, competitor activities, and changes within the Meta advertising platform.
• Coordinate with the content and creative team to develop ad materials, copy, visuals, and other campaign assets.
• Provide recommendations regarding creative direction, messaging, and audience targeting based on campaign data.
• Monitor lead quality and coordinate with the Sales or relevant departments to improve campaign outcomes.
• Assist in setting up and monitoring conversion tracking, pixels, events, and other relevant tracking tools.
• Prepare regular campaign performance reports and present key findings and recommendations to the Digital Marketing Head.
• Analyze campaign data and identify trends, issues, and opportunities for continuous improvement.
• Stay updated with Meta Ads policies, platform updates, advertising features, and digital marketing best practices.

Qualifications

• Bachelor's degree in Marketing, Advertising, Communications, Business, Digital Marketing, or a related field.
• Proven experience managing Meta Ads / Facebook Ads campaigns is highly preferred.
• Hands-on experience with Meta Ads Manager.
• Understanding of Facebook and Instagram advertising campaign structures, targeting, placements, and optimization.
• Knowledge of key paid advertising metrics such as CTR, CPC, CPM, CPL, CPA, conversion rate, and ROAS.
• Experience with campaign budgeting, performance monitoring, and optimization.
• Strong analytical and problem-solving skills with the ability to interpret advertising data.
• Familiarity with A/B testing and performance-based campaign optimization.
• Basic understanding of conversion tracking, Meta Pixel, Events Manager, Google Analytics, or similar tracking tools is an advantage.
• Good understanding of digital marketing principles and customer acquisition strategies.
• Strong written and verbal English communication skills.
• Highly organized, detail-oriented, proactive, and comfortable managing multiple campaigns and deadlines.

Preferred Skills

Candidates with experience in the following will have an advantage:

• Meta Ads Manager
• Facebook & Instagram advertising
• Lead generation campaigns
• Conversion campaigns
• Retargeting / remarketing
• Custom and Lookalike Audiences
• Meta Pixel and Events Manager
• A/B testing
• Campaign scaling
• Performance reporting
• Canva or basic creative tools
• Google Analytics / Google Tag Manager
• Landing page optimization

What We’re Looking For

We are looking for someone who is data-driven, results-oriented, and comfortable working directly with paid advertising campaigns. You should be able to identify what is working, understand why it is working, and make informed changes to improve campaign performance.