Key Responsibilities and Required Skills for a Facebook Ads Media Buyer

🎯 Role Definition

As our Facebook Ads Media Buyer, you will be the engine of our paid social growth. You are a strategic thinker and a hands-on operator, responsible for the entire lifecycle of our Facebook and Instagram advertising campaigns. From in-depth audience research and creative strategy to rigorous A/B testing and performance analysis, your work will directly impact our customer acquisition efforts and bottom-line results. We're looking for someone who lives and breathes data, loves to test and learn, and has a proven track record of scaling campaigns profitably.

📈 Career Progression

Typical Career Path

Entry Point From:

Junior Media Buyer
Digital Marketing Coordinator
Social Media Manager

Advancement To:

Senior Facebook Ads Strategist
Paid Social Manager
Head of Growth / Head of Performance Marketing

Lateral Moves:

PPC Specialist (Google Ads)
Programmatic Media Buyer
Content Strategist

Core Responsibilities

Primary Functions

Develop, execute, and continuously optimize high-performance Facebook and Instagram advertising campaigns from conception to launch to meet key performance indicators (KPIs) like ROAS, CPA, and CPL.
Conduct comprehensive audience research and strategy, building and managing a portfolio of custom audiences, lookalike audiences, and interest/behavioral-based targeting segments.
Diligently manage and allocate significant daily, weekly, and monthly advertising budgets across multiple campaigns to maximize efficiency and scale profitable initiatives.
Perform daily analysis and monitoring of campaign performance data to identify trends, insights, and opportunities for immediate and long-term optimization.
Design, implement, and analyze a rigorous A/B and multivariate testing framework for ad creatives, copy, landing pages, audiences, and offers to drive continuous improvement.
Collaborate closely with the creative team to guide the development of compelling, platform-native ad assets (images, videos, carousels) that capture attention and drive action.
Write persuasive, direct-response ad copy that aligns with our brand voice, resonates with the target audience, and drives clicks and conversions.
Implement, verify, and troubleshoot the Facebook Pixel and Conversions API (CAPI) to ensure accurate event tracking, attribution, and data collection for optimization.
Develop and maintain detailed performance reports and dashboards that clearly communicate campaign results, key learnings, and strategic recommendations to stakeholders.
Stay at the forefront of the paid social landscape, keeping up with new Facebook/Instagram features, industry trends, and competitor strategies to maintain a competitive edge.
Strategically scale campaigns by methodically increasing budgets, expanding into new audience segments, and testing new placements while maintaining target efficiency metrics.
Manage a full-funnel advertising strategy that effectively moves users from initial awareness and engagement to consideration, conversion, and retention.
Analyze the end-to-end customer journey from ad impression to final conversion, identifying and addressing friction points to improve the overall conversion rate.
Provide accurate forecasting for key campaign metrics, including spend, revenue, conversions, and ROAS, based on historical data and strategic plans.
Proactively identify, diagnose, and resolve campaign-related issues, such as ad disapprovals, tracking discrepancies, or performance fluctuations.
Work with web developers and landing page specialists to ensure a seamless post-click experience that is optimized for mobile and designed for conversion.
Master and manage advanced platform features, including dynamic product ads (DPA), campaign budget optimization (CBO), and various bidding strategies to achieve specific goals.
Develop a deep understanding of our product/service's unique selling propositions and articulate them effectively within ad campaigns to drive customer acquisition.
Create and maintain a structured documentation of all tests, results, and learnings, building an internal knowledge base to inform future strategy.
Conduct regular audits of the ad account structure, naming conventions, and overall setup to ensure best practices are followed for clarity and scalability.
Ensure all campaigns and creatives are fully compliant with Facebook's advertising policies to minimize ad rejections and protect account health.
Liaise with Facebook representatives to troubleshoot complex platform issues, gain strategic insights, and explore beta testing opportunities.

Secondary Functions

Support marketing leadership with ad-hoc performance reports and deep-dive analysis into campaign trends and customer behavior.
Contribute to the broader digital marketing strategy by sharing insights and learnings from paid social channels.
Collaborate with other marketing channel owners (e.g., SEO, Email, Content) to ensure an integrated, cross-channel customer experience.
Participate in weekly and monthly performance reviews, presenting results, key findings, and strategic recommendations for future campaigns.

Required Skills & Competencies

Hard Skills (Technical)

Expert-level, hands-on proficiency with the entire Facebook Ads Manager platform, including campaign setup, ad set configuration, and reporting modules.
Strong technical experience with the Facebook Pixel and Conversions API (CAPI), including implementation, event setup, and troubleshooting.
Advanced skills in data analysis and manipulation using Microsoft Excel or Google Sheets (pivot tables, VLOOKUPs, charting).
High proficiency with web analytics platforms, particularly Google Analytics 4 (GA4), for analyzing post-click behavior and attribution.
Proven experience designing and executing structured A/B and multivariate tests for creative, copy, and landing pages.
Familiarity with building and interpreting reports in data visualization tools such as Google Data Studio, Looker, or Tableau.
Strong understanding of marketing funnels and the ability to build campaigns that align with different stages of the customer journey.

Soft Skills

Exceptional analytical and quantitative skills, with a data-driven mindset and the ability to derive actionable insights from complex data sets.
A strong creative eye and the ability to provide clear, constructive feedback to creative teams to generate high-performing ads.
Excellent written and verbal communication skills, capable of clearly articulating strategy, results, and recommendations to diverse audiences.
Meticulous attention to detail and outstanding organizational skills, with the ability to manage multiple campaigns and priorities simultaneously.
A proactive, curious, and adaptable mindset, demonstrating a passion for learning and the ability to thrive in the fast-paced, ever-changing digital advertising landscape.
Strong problem-solving abilities, with a knack for identifying issues and implementing effective solutions swiftly.

Education & Experience

Educational Background

Minimum Education:

Bachelor's Degree in a relevant field or equivalent practical, hands-on experience in digital marketing.

Preferred Education:

Bachelor’s or Master’s Degree in Marketing, Business, Statistics, or a related quantitative field.

Relevant Fields of Study:

Marketing & Advertising
Business Administration
Communications
Economics or Statistics

Experience Requirements

Typical Experience Range: 3-5 years of direct, hands-on experience managing and optimizing Facebook ad campaigns, either in-house or at an agency.

Preferred:

A proven track record of managing significant monthly ad spends (e.g., $50,000+) while consistently meeting or exceeding performance targets (ROAS, CPA).
Experience in a direct-to-consumer (DTC) e-commerce or lead generation environment is highly desirable.