Paid Ads Manager

Our client is a rapidly expanding technology-driven indoor soccer facility chain with numerous locations across North America. Founded by a former professional and international player, the company offers three main product lines: youth and adult soccer classes, a unique proprietary one-on-one training system with no direct competitors, and a fast-growing adult pickup format. With strong on-site conversion rates already established, the primary goal is to increase the volume of qualified leads through paid media channels. To achieve this, they are bringing paid acquisition in-house and seeking a Paid Media Specialist to manage Meta as the primary channel, support Google as a secondary channel, and enhance the quality and speed of creative output. This is a part-time, 30-hour per week remote role with meaningful overlap during US Central time hours.

Key Responsibilities:
- Manage day-to-day Meta campaign operations, including campaign structure, audience testing, budget pacing, bidding strategies, and daily optimizations.
- Rebuild and organize the existing ad account by retiring inactive assets and establishing clear naming conventions and structural standards.
- Maintain a continuous creative testing cadence to prevent ad fatigue and stale assets.
- Brief, direct, and evaluate creative assets across static images, video, and user-generated content (UGC), collaborating closely with the in-house social and video teams.
- Develop creative concepts highlighting the founder’s story, proprietary training technology, measurable improvements, and the adult pickup product.
- Write and refine ad copy and hooks tailored to distinct audiences, including soccer-savvy parents and adult recreational players.
- Design and test lead magnet offers such as free one-on-one sessions or trial classes, along with corresponding messaging.
- Oversee Google Ads campaigns across Search, Performance Max, and YouTube as a secondary channel.
- Adjust budget allocation between Meta and Google based on cost per qualified lead rather than historical splits.
- Review and provide actionable conversion feedback on dedicated landing pages in collaboration with the internal web team.
- Build scalable campaign structures to support growth across multiple facilities and new market launches.
- Monitor campaign performance daily and implement changes in real time rather than waiting for scheduled reviews.
- Report on cost per lead, lead quality, and cost per acquisition segmented by location and product line.
- Collaborate with the email and lifecycle marketing manager to ensure seamless lead handoff and nurturing.
- Document testing outcomes, insights, and learnings to continuously improve account performance.
- Ensure a smooth transition from the current outside agency with no interruption to live advertising.

Required Qualifications:
- Minimum of 4 years of hands-on experience managing paid media campaigns directly within Meta Ads Manager.
- Proven success running lead generation campaigns, with a focus on qualified leads rather than traffic or brand awareness.
- Strong ability to diagnose and reverse rising cost per lead through adjustments in audience targeting, campaign structure, and creative.
- Experience briefing, directing, and evaluating creative assets including video and UGC-style content.
- Consistent track record of launching new creative on a regular testing cadence rather than relying on evergreen assets.
- Working knowledge of Google Ads (Search, Performance Max, YouTube) sufficient to manage and optimize secondary channels.
- Expertise in account hygiene including naming conventions, campaign structure, archiving dormant assets, and clean reporting.
- Experience managing multi-location or local advertising with geo-targeted structures and budget allocation.
- Ability to provide specific, practical feedback on landing page conversion improvements.
- Familiarity with conversion tracking and measurement tools such as Meta pixel, Conversions API, GA4, UTM discipline, and lead-stage reporting.
- Ability to interpret performance metrics focused on cost per qualified lead and downstream conversions rather than just CTR and CPM.
- Strong written and verbal communication skills with real-time responsiveness.
- Capability to independently develop a testing roadmap where no existing playbook is available.
- Comfort using AI creative tools while exercising judgment to reject unrealistic outputs.
- C2 or native-level English proficiency.
- Availability for meaningful daily overlap with US Central time zone.

Preferred Qualifications and Benefits:
- Experience marketing to parents of youth athletes or within youth sports, fitness, gyms, studios, or membership-based businesses.
- Personal familiarity with soccer or other participation sports to credibly engage knowledgeable audiences.
- Experience marketing to dual buyer personas within the same account (e.g., parents purchasing for children and adults purchasing for themselves).
- Background working with franchise or multi-unit brands, including new market launches.
- Ability to script or storyboard short-form video and write briefs for UGC creators.
- Familiarity with Webflow and dedicated campaign landing pages.
- Experience building campaigns centered on founder-led brand storytelling.
- Knowledge of free trial and first-session lead magnets and their follow-up sequences.
- Experience with AI creative tools such as Higgsfield, Runway, or Midjourney.
- Proven ability to take over accounts from outside agencies and rebuild them.
- Combination of agency experience and in-house ownership mentality.

This role offers the opportunity to own and shape paid media strategy for a fast-growing brand with a unique product offering and a passionate founder story. The position is remote and part-time, ideal for a self-driven specialist eager to make a measurable impact.