Meta Ads Manager

Job Summary

We are looking for a skilled and performance-driven Meta Ads Manager to manage and optimize paid advertising campaigns across Facebook and Instagram.

The ideal candidate should have strong knowledge of Meta Ads Manager, lead generation campaigns, audience targeting, campaign optimization, tracking, and reporting. The primary goal of this role is to generate high-quality leads at an efficient cost and continuously improve campaign performance.

Key Responsibilities

• Plan, create, launch, and manage Facebook and Instagram advertising campaigns.
• Run lead generation campaigns for recruitment, job vacancies, and candidate acquisition.
• Create and manage Meta Lead Forms.
• Set up campaign objectives, budgets, audience targeting, placements, and bidding strategies.
• Research and build suitable audiences based on location, age, interests, behaviour, and job-related targeting.
• Create Custom Audiences, Lookalike Audiences, and Retargeting campaigns.
• Monitor campaign performance daily.
• Optimize campaigns to reduce Cost Per Lead (CPL) and improve lead quality.
• Pause or adjust underperforming advertisements and scale successful campaigns.
• Conduct A/B testing for creatives, headlines, ad copies, audiences, and lead forms.
• Work with the graphic designer and content team to develop effective advertising creatives.
• Write or coordinate high-converting ad copy, headlines, and call-to-action messages.
• Track campaign results including impressions, reach, clicks, CTR, CPC, leads, CPL, and conversions.
• Prepare daily, weekly, and monthly campaign performance reports.
• Monitor advertising budgets and ensure campaigns remain within approved spending limits.
• Manage multiple campaigns, ad sets, and advertisements simultaneously.
• Check and maintain Meta Pixel and conversion tracking.
• Assist with Meta Conversions API and website lead tracking when required.
• Ensure Meta leads are properly connected and synchronized with the company CRM.
• Track leads by campaign, ad set, advertisement, and lead source.
• Identify duplicate, spam, or low-quality leads and improve targeting accordingly.
• Coordinate with the recruitment and sales teams to understand lead quality and conversion performance.
• Follow Meta Advertising Standards and policies.
• Troubleshoot rejected ads, account restrictions, tracking issues, and campaign delivery problems.

Required Skills

• Strong knowledge of Meta Ads Manager
• Facebook Ads
• Instagram Ads
• Meta Lead Generation Campaigns
• Audience targeting
• Retargeting
• Custom Audiences
• Lookalike Audiences
• Campaign optimization
• Budget management
• A/B testing
• Meta Pixel
• Lead Form creation
• Conversion tracking
• Campaign reporting and analysis
• Basic knowledge of CRM lead management
• Good understanding of digital marketing metrics
• Important Metrics to Understand

The candidate should be comfortable monitoring and improving:

• Cost Per Lead (CPL)
• Cost Per Click (CPC)
• Click Through Rate (CTR)
• Cost Per Mille / 1,000 Impressions (CPM)
• Conversion Rate
• Reach
• Impressions
• Frequency
• Lead Quality
• Campaign Spend
• Cost Per Result
• Return on Advertising Spend where applicable
• Preferred Skills
• Experience with recruitment or manpower advertising
• Experience running job vacancy campaigns
• Meta Business Suite
• Meta Business Manager
• Facebook Pixel setup
• Conversions API
• Google Analytics
• WordPress
• Landing page optimization
• WhatsApp lead generation
• CRM integration
• Basic Canva or creative-design knowledge
• Excel / Google Sheets reporting
• Candidate Requirements
• Any Degree / Diploma in Marketing, Digital Marketing, Business, or related field preferred.
• Practical Meta Ads experience is more important than educational qualification.
• Minimum 1–3 years of Meta advertising experience preferred.
• Candidates with proven lead-generation results will be given preference.
• Strong analytical and problem-solving skills.
• Ability to manage advertising budgets responsibly.
• Good communication and reporting skills.
• Ability to work independently and meet campaign targets.
• Should be updated with changes in Meta advertising features and policies.
• Key Performance Indicators – KPIs
• Performance will be evaluated based on:
• Number of qualified leads generated
• Cost Per Lead
• Lead quality
• Campaign conversion rate
• Advertising budget utilization
• CTR and CPC improvement
• Reduction of irrelevant or spam leads
• Campaign optimization frequency
• Recruitment conversions from Meta leads
• Accuracy of campaign tracking and reporting
• Daily Responsibilities

The Meta Ads Manager should regularly:

• Check all active campaigns
• Review campaign spending
• Check new lead numbers
• Monitor CPL
• Review rejected or limited ads
• Check audience performance
• Identify high-performing creatives
• Optimize low-performing campaigns
• Verify CRM lead synchronization
• Share campaign performance updates with management

About Careers Planet

Careers Planet is an overseas recruitment and career support company helping candidates connect with suitable international employment opportunities.

The Meta Ads Manager will play an important role in generating qualified candidates through Facebook and Instagram advertising and working closely with our recruitment, CRM, content, and marketing teams.