Overview
We are looking for a results-driven Freelance Media Buyer to strategize, launch, manage, and optimize paid digital advertising campaigns across Meta (Facebook & Instagram) and Google Ads. The core business goal is to acquire high-quality leads/sales, lower customer acquisition costs (CAC), and maximize Return on Ad Spend (ROAS) across paid channels.

The media buyer will take ownership of campaign structures, audience segmentation, conversion tracking setup (Meta Pixel, Conversion API, Google Tag Manager), ongoing A/B testing, and budget management to deliver clear, data-driven revenue growth.

Scope of Work

Campaign Strategy & Setup: Design and execute end-to-end paid advertising campaigns on Meta Ads Manager and Google Ads aligned with target KPIs.
Audience Research & Segmentation: Define high-intent custom audiences, lookalikes, retargeting funnels, and interest-based segments.
Tracking & Conversion Infrastructure: Verify and optimize tracking pixels, Conversion API (CAPI), and event tracking for precise attribution.
Optimization & A/B Testing: Continuously test ad creatives, copy variants, landing page flows, and bidding strategies to reduce CPC and CPA.
Budget Management & Reporting: Manage and scale daily/monthly ad spend efficiently; provide weekly KPI dashboards covering CTR, CPC, CPL, CPA, and ROAS with actionable optimization notes.

Required Skills
Category: Digital Marketing

Search Engine Marketing (SEM) — Campaign Setup & Management
Social Media Marketing — Paid Social Media
Digital Marketing — Analytics & Tracking
Display Advertising — Retargeting
Search Engine Marketing (SEM) — Ad Review & Optimization

Nice to Have

Proven track record managing performance marketing budgets in e-commerce or B2B lead generation.
Hands-on experience with Google Analytics 4 (GA4) and Looker Studio dashboard creation.
Experience coordinating creative briefs with copywriters and video editors.

Deliverables

Fully configured and active ad campaigns on Meta and Google Ads.
Properly configured conversion tracking and event attribution.
Weekly and monthly performance reports with transparent KPI tracking and next-step recommendations.

Success Criteria

Positive ROAS achieved and maintained within target target benchmarks.
Zero tracking discrepancy or attribution drop-offs across advertising channels.
Continuous cost reduction in CPA/CPL through systematic weekly split testing.

Assumptions

Ad spend budget and access to Meta Business Manager and Google Ads accounts will be funded directly by the client.

Estimated Complexity: Medium
Suggested Project Category: Digital Marketing
Suggested Experience Level: Intermediate