Paid Social Associate

Purpose: Our in‑house marketing team powers nationwide client acquisition for a growing law firm. As Paid Social Associate, your #1 focus is launching, scaling, and optimizing Meta (Facebook/Instagram) campaigns that generate high‑quality leads for our legal teams. You’ll turn business goals into channel‑ready plans, build clean account structures, keep budgets on pace, and run disciplined experiments that cut CPL and raise signed‑case volume.

This is a full-time, remote position with an annual base salary of $70,000 to $85,000, depending on experience, plus a year-end discretionary bonus and benefits. 

Responsibilities:

• Strategic Planning: Translate case‑specific goals and CAC/CPL targets into Meta media plans—audience frameworks, creative testing matrices, flighting, and budgets aligned to intake capacity and firm objectives.
• Build & Launch: Stand up end‑to‑end campaigns in Meta Ads Manager (naming conventions, ABO/CBO, placements, Advantage+ as appropriate). Configure Instant Forms/Lead Ads and landing‑page flows (Unbounce or similar) with airtight UTM taxonomy.
• Tracking & Data: Implement and QA Meta Pixel + Conversions API (GTM or server‑side), set Aggregated Event Measurement, verify domains, and connect offline conversions to improve match rates and downstream optimization.
• Optimization & Testing: Monitor performance daily. Adjust bids/budgets, audiences, and creative based on statistically sound reads. Use Facebook Experiments for clean A/B tests with equal spend distribution. Build test roadmaps that prioritize the largest levers—offer, creative concept, audience, then format.
• Analytics & Reporting: Own channel dashboards and weekly reporting (GA4/Looker Studio/Sheets). Track funnel metrics from click → lead → qualified lead → signed retainer, and highlight insights the legal and intake teams can act on.
• Process & QA: Maintain SOPs, pre‑launch checklists, and naming/UTM standards. Document outcomes from each experiment so the team keeps compounding wins.

Qualifications:

• 2–3+ years hands‑on in Meta Ads Manager running performance/lead‑gen campaigns with measurable revenue or signed‑case impact.
• Proven ability to launch from scratch: Business Manager set‑up, pixel/CAPI, event mapping, domain verification, Instant Forms, and offline event flows.
• Data fluency: GA4 basics, UTM discipline, pivot tables, VLOOKUP/INDEX‑MATCH, and cohort thinking.
• Copy & creative sense: You know how to brief and iterate creatives that stop the scroll and match legal‑industry compliance needs.
• Communication & ownership: You can manage deadlines, move multiple launches in parallel, and present concise insights without fluff.

Plus Qualifications:

• Experience in legal, mass tort, consumer protection, or healthcare lead gen.
• Familiarity with Salesforce or similar CRM, Twilio for calls/SMS, and landing‑page platforms like Unbounce.
• Working knowledge of GTM and server‑side tagging concepts.
• Light design chops in Canva/Figma for quick ad iterations.
• Experience with other ad platforms: TikTok, Pinterest, X, Google Ads, Snapchat.