Meta Performance Marketing Specialist — B2B Lead Generation

Committed Staff — Meta Performance Marketing Specialist — B2B Lead Generation Full-Time · 3+ Years Hands-On Meta Experience · B2B Lead Generation Required About the Role Your mission is to build a repeatable Meta lead-generation engine that produces qualified B2B sales opportunities — not simply cheap leads. You'll own Meta campaign strategy and execution — from creative testing and campaign structure through lead-form optimization, retargeting, attribution, and performance analysis. You'll work directly with our creative, marketing, and sales teams to understand which ads produce qualified discovery calls and ultimately closed customers, then systematically iterate and scale the winners. This is not a campaign-installer role. It's a growth role. The Bigger Picture Committed Staff is building toward a long-term goal of 50 new customer wins per month, and Meta is expected to become one of our primary scalable acquisition channels. You'll be the Meta performance brain working hand-in-hand with our creative and sales teams to build that engine. Our Funnel Ad Lead Discovery Call Qualified Opportunity Recruiting Close This is a considered-purchase B2B funnel — not e-commerce. We're not optimizing for a quick ROAS on a low-ticket product; we're optimizing for qualified conversations with businesses that hire, and for the closed customers that follow. What You'll Own Creative Strategy & Testing — a Core Responsibility Develop hooks, angles, offers, and creative testing hypotheses based on campaign performance. Partner with our Creative Director to produce a continuous pipeline of static, motion, founder-style, UGC, and video ads. Build structured creative test batches rather than randomly launching individual ads. Analyze which creative concepts Meta is allocating spend toward and determine which should be scaled, iterated, repaired, or stopped. Take winning concepts and develop multiple meaningful iterations rather than continually starting from zero. Understand that creative is the primary targeting mechanism in modern Meta advertising. Work with the creative team to launch approximately 5–10+ new creative executions every 1–2 weeks, increasing volume as budget and performance justify it. Campaign Architecture Design and manage prospecting, retargeting, and Advantage+ / broad campaign structures. Build stage-specific retargeting, each with its own messaging: engaged with ad/social but no form; submitted form but didn't book; booked but no-showed; discovery call completed but didn't close. Lead Forms & Landing Pages Test Meta Instant Forms against landing-page conversion flows, optimizing questions, friction, qualification criteria, and the booking flow to improve both conversion and lead quality. Diagnose drop-off between form completion and discovery-call booking. Lead Quality Analysis Analyze lead quality by creative angle, job category, company type, and stated hiring budget to identify creatives that attract high-value professional staffing opportunities versus low-margin commodity hiring inquiries. CRM Attribution Partner with Sales and Operations to ensure leads are tracked into our CRM through booking, qualification, and closed-won stages — so creative performance is evaluated on actual revenue outcomes, not just front-end metrics. Reporting & Optimization Maintain a simple weekly performance dashboard, make data-driven budget and structure decisions, document every test, and make sure leadership always knows what's working, what isn't, and what is being tested next. Our Scorecard We do not consider cheap leads a success if they don't become qualified sales opportunities. CTR and CPC are useful diagnostics — but the real scorecard runs all the way down the funnel: Spend CTR CPC Leads CPL Booked Discovery Calls Cost per Booked Call Show Rate Qualified Opportunities Cost per Qualified Opportunity Closed Customers CAC Gross Margin / LTV:CAC Requirements 3+ years of hands-on Meta Ads experience, with evidence of independently managing and improving lead-generation campaigns. Demonstrated experience running Meta B2B lead-generation campaigns — preferably for staffing, recruiting, professional services, SaaS, agencies, or other considered-purchase businesses. Experience optimizing not simply for form submissions, but for lead quality, booked calls, and sales outcomes. Proven creative strategy and structured testing experience — hooks, angles, hypotheses, and iteration on winners. Experience building prospecting and retargeting architectures, including Advantage+ / broad campaigns. Hands-on experience with Instant Forms and landing-page funnels, including diagnosing conversion and booking drop-off. Strong grasp of tracking and attribution: Meta Pixel, Conversions API, and CRM-based reporting through closed-won. Comfortable working with sales and creative teams, and communicating results clearly in writing. Nice-to-Have Experience with other paid platforms (Google Ads, LinkedIn Ads, TikTok Ads). Experience working with Freshsales or a comparable CRM. Familiarity with creative tools (Canva, Figma, CapCut) to give specific, actionable creative direction. Experience in staffing, recruiting, or professional-services marketing. Tools You'll Use Meta Ads Manager, Meta Pixel, Conversions API, Meta Instant Forms, Landing Pages, Freshsales (CRM), Reporting Dashboards Your First 90 Days — What Great Looks Like You understand our economics, ICP, and sales funnel. Meta campaign structure is clean and intentional. Prospecting and retargeting strategies are clearly separated. We have a repeatable creative testing cadence. Every creative has a documented angle, hook, and hypothesis. Creative performance is tied to qualified discovery calls and closed business, not just leads. We know which messages attract high-margin professional staffing opportunities. Winning creatives are continuously iterated. CPL, cost per qualified opportunity, and CAC are moving in the right direction. Management has a simple weekly performance dashboard and knows exactly what is being tested next. The Profile We're After This is you if you're a B2B Meta performance marketer who understands creative strategy, lead generation, funnels, attribution, and sales economics — and can work hand-in-hand with a creative leader to build the creative machine. This probably isn't you if you're a media buyer who waits for creative to be handed over, a designer who boosts posts, or an e-commerce specialist focused only on ROAS. Application & Interview Process Please include 2–3 Meta campaigns you've personally managed, and explain for each: Monthly spend CPL / CPA What creative testing system you used How you measured lead quality What you changed when performance declined How you scaled successful campaigns Finalists will complete a practical case: a Meta account that went from strong lead flow three weeks ago to weak lead flow today — and you'll walk us through exactly how you would diagnose it. No textbook answers; we want to see how you think.