Media Buyer for a U.S. Men's Mental Health / Relationships Coaching Brand

Paired is a global staffing and recruiting agency that pairs remote work with top-tier talent. We admire the importance of innovative social media strategies and are committed to connecting talented individuals with great companies that need their unique skills. Our mission is to provide great jobs to gifted people, regardless of location.

About the Client

Our client helps high-achieving men rebuild their lives from the inside out, marriage, family, identity, and purpose.

They have an established content engine and a large existing audience across social platforms, with hundreds of long-form videos and a deep library of short-form content, client testimonials, VSLs, and organic content continually being produced and tested. They’re looking for a Meta Media Buyer who can turn that creative engine into predictable, scalable customer acquisition.

About the Role

Paid acquisition is a major growth channel for our client, and we need a dedicated owner of our Meta advertising.

This is not a general digital marketing position, and it is not a role for someone who simply launches campaigns and checks Ads Manager once a day. You will own Meta campaign execution and optimization end to end: campaign structure,

budgets, testing, creative performance, audiences, tracking, lead quality, and scaling. You’ll work closely with our organic and creative teams. When content breaks out organically, you should know how to test it as paid creative. When an ad works, you should understand why it works and be able to tell the creative team what we need more of. Ultimately, your job is not to generate cheap clicks or leads. Your job is to help us acquire qualified prospects and customers at economics that allow us to scale.

Responsibilities

1. Meta Campaign Management

• Own day-to-day execution across Facebook and Instagram advertising through Meta Ads Manager.
• Build, launch, manage, and optimize campaigns across the customer acquisition funnel.
• Manage campaign structure, budgets, bidding, audiences, placements, optimization events, and spend allocation.
• Monitor account performance consistently and make informed adjustments rather than allowing declining campaigns to run unchecked.
• Maintain clean campaign structures and naming conventions so the account remains organized, understandable, and scalable.

2. Performance & Budget Optimization

• Own the numbers behind paid acquisition.
• Monitor and analyze the metrics that matter, including CPM, CTR, CPC, CPL, cost per booked call, CAC, conversion rates, lead quality, spend, and revenue performance.
• Understand where performance is breaking down. A rising CAC does not automatically mean the audience is the problem, and a low CPL does not automatically mean the campaign is successful.
• Follow the lead beyond Meta. Work with our sales team to understand whether campaigns are generating qualified applications, booked calls, show-ups, and customers — not simply form submissions.
• Identify where additional budget can be deployed profitably and where spend needs to be reduced or redirected.

3. Creative Testing & Analysis

• Develop and maintain a structured testing system for hooks, angles, messaging, formats, offers, CTAs, and creative concepts.
• Analyze creative performance and identify patterns across winning and losing ads.
• Be able to explain more than “this ad has the lowest CPL.” We want someone who can identify why an angle is resonating, which hooks are producing qualified prospects, what is losing effectiveness, and what should be created next.
• Give the creative team specific, actionable briefs and feedback based on performance data.
• Work closely with our Social Media Manager to identify organic winners that should be tested as paid creative, including reusing organic post IDs where appropriate to carry existing social proof.

4. Testing & Scaling

• Build a disciplined testing process rather than making random changes inside the ad account.
• Know how to determine whether a test has enough data to make a decision and distinguish meaningful performance changes from normal fluctuations.
• Identify winners, iterate on them, and scale them intelligently.
• Know when to increase spend, when to consolidate, when to introduce new creative, when to let a campaign stabilize, and when something genuinely needs intervention.
• Balance growth with efficiency. We don’t want someone afraid to spend money when the economics support scaling — or someone who increases budgets simply because Meta is reporting good numbers.

5. Tracking & Attribution

• Ensure Meta Pixel, Conversions API, conversion events, UTMs, landing-page tracking, and relevant CRM attribution are functioning correctly.
• Identify tracking discrepancies and work with the appropriate team members to resolve them.
• Understand the limitations of platform attribution and use available business data to develop a more complete picture of campaign performance.
• Paid acquisition doesn’t end when someone submits a lead form. You should be able to connect ad → lead → appointment → sales outcome → customer acquisition cost.

6. Reporting & Communication

• Own clear and consistent reporting on paid acquisition performance.
• Communicate what happened, why it happened, what was learned, and what you’re doing next.
• Report on spend, lead volume, CPL, qualified leads, booked calls, CAC, creative performance, testing results, and relevant funnel metrics.
• Flag meaningful performance changes quickly rather than waiting for someone else to notice them.

Requirements

• 3+ years of hands-on experience managing Meta Ads (Facebook and Instagram).
• Strong proficiency with Meta Ads Manager.
• Demonstrated experience managing and scaling meaningful paid advertising budgets.
• Strong understanding of direct-response and performance marketing.
• Experience with lead-generation and conversion-focused campaigns.
• Strong understanding of campaign structure, audiences, bidding, budgeting, optimization, and scaling.
• Strong creative analysis and ad-testing skills.
• Ability to interpret advertising and funnel data and translate it into specific actions.
• Understanding of Meta Pixel, Conversions API, conversion events, UTMs, and attribution.
• Ability to evaluate performance beyond platform metrics and connect advertising results to downstream sales outcomes.
• Strong written and verbal communication skills.
• Strong organizational skills and attention to detail.
• Ability to work independently, take ownership, and proactively identify and solve performance problems.

Nice to Have

• Experience with high-ticket coaching, education, personal development, mental health/fitness, or information-product businesses.
• Experience working with a setter/closer sales model and understanding what happens to paid leads after they enter a CRM.
• Experience with application, booked-call, VSL, or similar high-ticket acquisition funnels.
• Experience working with founder-led or personality-driven brands.
• Experience turning organic content into successful paid creative.
• Strong understanding of CRM attribution and the connection between ad-platform data and actual sales outcomes.

What We’d Like to See From Candidates

We’re much more interested in proof of work than media-buying buzzwords.

Be prepared to show accounts or case studies you’ve personally managed and explain your role in the results.

We want to understand the monthly Meta spend you’ve personally managed, the type of business and offer you advertised, your CPL/CAC or other relevant acquisition results, how you approached creative testing, what you successfully scaled, and an example of a campaign that stopped performing and how you diagnosed it.

You should be able to explain your decision-making, not simply show us a screenshot of a successful Ads Manager dashboard.

Out of Scope for This Role

This is specifically a Meta Media Buyer position.

You are not responsible for organic social media management, community management,

email/newsletter marketing, or managing Google, YouTube, TikTok, or other paid advertising platforms.

Our Social Media Manager owns organic social end to end and influences paid creative but does not run the ad accounts.