Freelance Meta Ads Specialist

Freelance Performance Marketing Expert

Engagement Type:

• Freelance / Remote (Performance-Linked)

• Compensation: ₹25,000/month fixed OR 3.5% of total ad spend, whichever is

higher

• Brands:

1. Urbanroof – Home Care (Waterproofing, Repair, Repainting,

Maintenance)

2 Wise Square – Interior Advisory & Consultancy

1. Real Estate – Home Buying Consultancy (End-to-end property advisory)

ROLE OBJECTIVE:

To drive qualified lead generation and brand visibility across Meta, Google, and

YouTube through performance-driven ad campaigns. The role's success will be

measured on cost efficiency, lead quality, and conversion enablement across all 3

brands.

CORE RESPONSIBILITIES:

1. Strategy & Planning

• Develop monthly ad strategy plans aligned with each vertical's business

objectives.

• Define campaign goals, budgets, audience segmentation, funnel stages, and

creative direction.

• Plan media mix across Meta, Google Search, Display, and YouTube (awareness

• performance).

• Present monthly performance forecast & growth roadmap to management.

1. Campaign Setup & Execution

• Set up and manage campaigns on:

o Meta Ads Manager (Facebook, Instagram)

o Google Ads (Search, Display, Discovery, Performance Max)

o YouTube Ads (Skippable, Non-skippable, Bumper, Discovery)

• Create ad groups, keyword targeting, audience layers, exclusions, and bidding

strategies.

• Coordinate with the content & design team for creatives, ad copies, and

landing pages.

• Integrate UTM tracking, conversion tracking, and pixel / tag implementation.

1. Performance Tracking & Optimization

• Monitor daily campaign performance against key metrics:

CPL, CTR, CPC, CPM, ROAS, Conversion Rate, Ad Frequency.

• Continuously optimize campaigns for:

o Better cost per lead (CPL)

o Increased lead quality

o Reduced ad fatigue

• Conduct A/B testing for ad creatives, copy, and audience segments.

• Reallocate budgets dynamically to high-performing campaigns and channels.

1. Analytics & Reporting

• Maintain weekly performance dashboards and insights.

• Report campaign performance with detailed analysis:

o Ad spend vs. lead volume

o Cost per lead

o Conversion ratio (lead → customer)

o City-wise / Category-wise trends

• Suggest actionable insights for sales funnel improvement.

• Present monthly performance review with improvement roadmap.

1. Collaboration & Coordination

• Collaborate closely with:

o Content Strategist (for creative direction & hooks)

o Growth Associate / Sales team (for lead quality feedback)

o Marketing Head / Founder (for strategic decisions & budget allocation)

• Ensure real-time communication on campaign performance and leads volume.

1. Experimentation & Growth

• Test new campaign formats (Reels Ads, Discovery, PMax, Local campaigns, etc.)

• Introduce remarketing and lookalike audiences across platforms.

• Experiment with UGC content, influencer amplification, and video storytelling.

• Suggest landing page & funnel optimization to improve conversions.

1. Compliance & Quality

• Ensure all ad copies and creatives follow platform compliance guidelines.

• Avoid clickbait, misleading ads, or poor quality content that affects brand

reputation.

• Maintain consistent brand tonality across all campaigns.

REQUIRED SKILLS & EXPERIENCE

• 3+ years hands-on experience managing Meta & Google Ads.

• Strong command over Google Tag Manager, Pixel, GA4, UTM tracking.

• Experience in service-based or lead-gen campaigns (real estate / interiors /

home care preferred).

• Deep understanding of audience psychology, funnel design, and creative

storytelling.

• Analytical mindset with ability to interpret data and derive strategy.

• Freelance reliability and timely communication ethics

EXPECTED OUTCOMES (Within 3 Months)

Brand Outcome Goals

Urbanroof 3x qualified leads from current volume; 15% reduction in CPL

Wise Square Interiors

Minimum 30 high-intent leads/month via Meta & Google

combined

Real estate Yet to start