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Key Responsibilities and Required Skills for Facebook Ads Manager

💰 $65,000 - $95,000

MarketingDigital MarketingSocial Media MarketingAdvertisingPaid Social

🎯 Role Definition

We are on the hunt for a results-oriented Facebook Ads Manager to take full ownership of our paid social strategy on Meta's platforms (Facebook, Instagram, Messenger). The ideal candidate is a strategic thinker with a hands-on approach, capable of managing campaigns from ideation to execution and analysis. You will be responsible for managing significant ad budgets, driving measurable growth, and continuously testing and learning to keep our campaigns ahead of the curve. If you are passionate about data, creativity, and turning clicks into customers, this is the role for you.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Digital Marketing Coordinator
  • Paid Social Specialist
  • Social Media Coordinator
  • Marketing Assistant

Advancement To:

  • Senior Paid Social Manager
  • Head of Paid Acquisition
  • Digital Marketing Manager
  • Growth Marketing Manager

Lateral Moves:

  • PPC Manager (Google Ads)
  • SEO Manager
  • Content Strategist
  • Marketing Analytics Manager

Core Responsibilities

Primary Functions

  • Develop, launch, and manage comprehensive paid social campaigns across Facebook and Instagram to achieve core business objectives such as lead generation, e-commerce sales, and brand awareness.
  • Conduct in-depth audience research and define targeting strategies using demographic, interest-based, behavioral, custom, and lookalike audiences to reach high-intent users.
  • Manage and optimize substantial campaign budgets, ensuring efficient daily and monthly spend allocation to maximize Return on Ad Spend (ROAS) and minimize Cost Per Acquisition (CPA).
  • Perform continuous A/B and multivariate testing on ad creatives, copy, headlines, calls-to-action, and landing pages to identify winning combinations and scale successful approaches.
  • Monitor and analyze campaign performance metrics on a daily basis, identifying key trends, insights, and opportunities for optimization to drive continuous improvement.
  • Collaborate closely with the creative team and copywriters to brainstorm and produce compelling, platform-native ad assets (images, videos, carousels, stories) that drive engagement and conversions.
  • Implement, verify, and maintain flawless tracking mechanisms, including the Facebook Pixel and Conversions API (CAPI), to ensure accurate event tracking and data attribution.
  • Build and maintain a structured campaign testing roadmap, systematically experimenting with new strategies, audiences, creatives, and platform features.
  • Generate and present detailed, insightful performance reports for key stakeholders, translating complex data into actionable recommendations and strategic business insights.
  • Stay at the forefront of the paid social landscape, keeping up-to-date with algorithm changes, new ad formats, and emerging best practices within the Meta Ads ecosystem.
  • Scale campaigns effectively by strategically increasing budgets on winning ad sets and expanding into new audiences without compromising performance efficiency.
  • Manage the full campaign lifecycle, from initial strategy and setup to ongoing optimization, detailed analysis, and post-campaign reporting.
  • Conduct thorough competitive analysis to benchmark performance, monitor competitor ad strategies, and identify untapped opportunities within the market.
  • Optimize campaign bidding strategies (e.g., cost cap, bid cap, lowest cost, value optimization) to align with specific goals like lead volume, conversion value, or traffic.
  • Develop and execute robust retargeting strategies to nurture leads and re-engage past website visitors, cart abandoners, and existing customers.
  • Ensure all advertising campaigns are fully compliant with Facebook's advertising policies to prevent ad disapprovals and maintain a healthy account status.
  • Manage product catalog feeds for dynamic product ads (DPA), ensuring accuracy, proper setup, and optimization for e-commerce objectives.
  • Work with the web development team to advise on landing page design and user experience to improve conversion rates from paid social traffic.
  • Forecast campaign performance, budget requirements, and key performance indicators (KPIs) to inform broader marketing and business planning.
  • Utilize first-party data from our CRM to create powerful, high-value custom audiences for precise targeting and personalized messaging.
  • Test and integrate new Meta Ad features and placements, such as Advantage+ campaigns, Reels ads, and Shop integrations, to maintain a competitive edge.

Secondary Functions

  • Support the broader marketing team by providing insights on audience behavior and creative performance that can inform organic social and content strategy.
  • Contribute to the development of an integrated marketing strategy by aligning paid social efforts with email, SEO, and content marketing campaigns.
  • Collaborate with the analytics team to refine attribution models and better understand the role of Facebook Ads in the overall customer journey.
  • Participate in weekly marketing meetings, presenting campaign results and contributing to strategic discussions and planning sessions.

Required Skills & Competencies

Hard Skills (Technical)

  • Deep, hands-on expertise with the Facebook Ads Manager platform and Meta Business Suite.
  • Proven experience with A/B and multivariate testing methodologies for creative, copy, and audience.
  • Strong understanding and practical application of the Facebook Pixel and Conversions API (CAPI) for event tracking and attribution.
  • Advanced knowledge of audience segmentation, including custom audiences, lookalike audiences, and detailed targeting.
  • Expertise in analyzing campaign data to optimize for key metrics like ROAS, CPA, CTR, and CVR.
  • Proficient in budget management and bid strategy optimization across multiple campaigns.
  • Experience with Google Analytics for analyzing paid social traffic and its impact on website behavior.
  • Strong spreadsheet skills (Google Sheets, Microsoft Excel) for data manipulation, pivot tables, and reporting.
  • Familiarity with creative best practices for various ad formats (Image, Video, Carousel, Stories, Reels).
  • Experience with dynamic product ads (DPA) and catalog management.
  • Ability to create and present clear, insightful performance reports.

Soft Skills

  • Strong Analytical and Problem-Solving Skills
  • Excellent Communication and Presentation Abilities
  • High Level of Attention to Detail
  • Strategic and Critical Thinking
  • Adaptability and Eagerness to Learn
  • Collaborative Team Player
  • Proactive and Self-Motivated
  • Creative Mindset

Education & Experience

Educational Background

Minimum Education:

  • Bachelor's Degree or equivalent practical experience in a related field.

Preferred Education:

  • Bachelor's Degree in Marketing, Business, Advertising, Communications, or a quantitative field.

Relevant Fields of Study:

  • Marketing & Advertising
  • Business Administration
  • Communications
  • Statistics or Economics

Experience Requirements

Typical Experience Range:

  • 3-5+ years of direct, hands-on experience managing Facebook Ad campaigns.

Preferred:

  • Demonstrable experience managing significant monthly ad spends (e.g., >$50k/month) with a proven track record of achieving positive ROAS and scaling campaigns. Experience in an e-commerce or lead generation environment is highly desirable.
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