Must-Have Experience
The ideal candidate must have hands-on experience with:

Meta Ads Management
• Managing Facebook and Instagram campaigns from start to finish.
• Building, launching, optimizing, and reporting on Meta campaigns.
• Managing lead generation, traffic, awareness, retargeting, and conversion campaigns.
• Reviewing campaign performance and making optimization decisions.
• Tracking metrics such as cost per lead, CTR, CPM, frequency, conversion rate, lead quality, and budget pacing.
• Troubleshooting underperforming campaigns and recommending next steps.
• Taking over existing ad accounts and improving them without needing step-by-step direction.

Local Small Business Marketing
The candidate must understand local marketing for small businesses, especially businesses targeting customers within a 5 to 10-mile radius of their location.

They should know how to:
• Build hyperlocal campaigns using radius, ZIP code, town, neighborhood, or service area targeting.
• Manage small monthly ad budgets efficiently.
• Avoid wasted spend outside the real service area.
• Create local offers and messaging that drive calls, appointments, estimates, visits, and form submissions.
• Recognize when performance issues are caused by targeting, budget, creative, offer, landing page,
tracking, or follow-up.

Creative & Video Ad Production
This person must be strong in creative, especially video and ad content.

They should be able to create:
• Ad copy
• Hooks
• Headlines
• Captions
• Calls-to-action
• Short-form video ads
• Reels
• Creative variations for testing
• Promotional ad concepts
• UGC-style ad concepts
• Problem/solution video concepts
• Local service business ad creative

They should be comfortable using tools such as Canva, CapCut, Adobe Express, Descript, Veed, InVideo, Runway, or similar platforms.

AI-Enhanced Creative
The candidate should know how to use AI to improve ad creative, not just “play with prompts. They should be able to use tools such as ChatGPT, Nano Banana, Canva AI, CapCut AI, Runway, Adobe Firefly, Gemini, Claude, Perplexity, Descript, Veed, or similar tools to:

• Create ad concepts
• Write hooks and scripts
• Improve visual creative
• Develop creative variations
• Enhance client-provided photos/videos/content
• Create AI-assisted ad set variations for testing

Technical Troubleshooting
The candidate must have enough technical experience to troubleshoot the full lead-generation path from ad click to lead delivery.

They should be comfortable with:
• Meta Pixel
• Meta Conversions API
• Meta Events Manager
• Conversion tracking
• Lead forms
• Landing pages
• WordPress
• WordPress forms
• Thank-you pages
• Tracking scripts
• Google Tag Manager
• GA4 basics
• GoHighLevel or similar CRM platforms
• CRM lead delivery
• Lead source tracking
• Broken links, redirects, forms, and tracking issues

They do not need to be a developer, but they must be able to investigate issues independently, document
what they found, fix common problems, and escalate only when necessary.

GoHighLevel Experience Preferred
Experience with GoHighLevel is preferred.

The candidate should understand how paid ads connect to:
• Forms
• Landing pages
• Pipelines
• CRM lead capture
• Automated follow-up
• SMS/email workflows
• Appointment booking
• Lead tracking
• Reporting
• Follow-up visibility

Independence & Work Style
This person must be a self-starter.

Higher Images cannot micromanage this role. The candidate must be able to:
• Take over existing campaigns.
• Understand what is happening quickly.
• Manage up to 40–50 small-budget local campaigns.
• Troubleshoot issues independently.
• Bring recommendations to the team.
• Communicate clearly.
• Stay organized.
• Own the role from campaign setup through optimization and reporting.

We need someone who can say, “I understand what needs to happen, I know how to get it done, and I will
keep the team informed.”

Required Qualifications
• Hands-on Meta Ads Manager experience.
• Experience managing Facebook and Instagram campaigns from start to finish.
• Experience with local small business campaigns.
• Experience managing hyperlocal campaigns within a 5 to 10-mile radius.
• Experience managing multiple small-budget ad accounts.
• Ability to manage up to 40–50 client campaigns per month.
• Strong ad copywriting and creative skills.
• Strong short-form video creation/editing skills.
• AI-assisted creative production experience.
• Meta Pixel and Conversions API knowledge.
• WordPress troubleshooting experience related to landing pages, forms, tracking, and lead delivery.
• Technical troubleshooting ability.
• Strong reporting and communication skills.
• Ability to work independently without constant supervision.
• Portfolio or campaign examples required.

Preferred Qualifications
• Agency experience.
• GoHighLevel experience.
• Google Tag Manager experience.
• GA4 event tracking experience.
• Experience with WordPress form plugins such as Gravity Forms, WPForms, Contact Form 7, Elementor
Forms, or similar.
• Google Ads, TikTok Ads, or LinkedIn Ads experience.
• Experience with home services, wellness, medical, legal, construction, nonprofit, or local service clients.