Meta Ads Specialist

Keka Technologies Private Limited; Kozhikode district; On-site; INR 1,200,000 - 2,200,000; Full time

Job summary

Keka Technologies Private Limited is seeking a Meta Ads Specialist to own paid social as a measurable acquisition engine. You will manage Facebook and Instagram campaigns end to end, from audience strategy and creative testing to attribution and payback.

You will own spend, report on CPA and signup quality, and drive creative testing with a focus on consent-safe measurement and post-click optimization across channels.

Qualifications

• 3+ years managing Meta Ads spend hands-on with a monthly budget you can quantify.
• Strong knowledge of Meta Ads Manager, Advantage+ and creative testing frameworks.
• Experience with Meta Pixel and Conversions API, including server-side setup.
• Analytical fluency in GA4 and spreadsheets with attribution window understanding.
• Experience optimizing for downstream conversions (paid signup or purchase).
• Clear reporting and ability to explain performance to non-marketers.

Responsibilities

• Own Meta paid acquisition end to end: strategy, campaign structure, audiences, budgets, bidding, daily optimization.
• Run prospecting, retargeting and lookalike campaigns against CPA/payback targets and report on effectiveness.
• Drive creative volume: brief, test and iterate on static, video and UGC with design and growth writer.
• Own measurement: pixel, Conversions API, event mapping, offline/server-side conversions, deduplication.
• Configure tracking for consent-first world and explain measurement approach.
• Collaborate on landing pages; optimize post-click conversion rate.
• Run incrementality and holdout tests; avoid relying solely on platform ROAS.
• Weekly reporting on spend, CPA, signup quality, conversion and MRR contribution.
• Explore adjacent paid social channels when justified (LinkedIn, Reddit, X).

Skills

Meta Ads

Meta Ads Manager

GA4

Conversions API

Creative testing

Attribution planning

Budget management

Reporting

Landing page optimization

Consent mode

Tools

Facebook Ads Manager

Conversions API

GA4

Job description

We are hiring a Meta Ads Specialist to own that channel properly: paid social as a measurable acquisition engine, not a brand-awareness line item.

You will run Facebook and Instagram campaigns end to end, from audience strategy and creative testing through to attribution and payback. You will own the spend and the number it produces.

RESPONSIBILITIES

• Own Meta paid acquisition end to end: strategy, campaign structure, audiences, budgets, bidding, and daily optimisation.
• Run prospecting, retargeting and lookalike campaigns against a defined CPA and payback target, and report honestly on which of them actually incrementally works.
• Drive creative volume. Brief, test and iterate on a high cadence of static, video and UGC-style creative with design and the growth writer, and kill losers fast.
• Own the measurement plan: pixel and Conversions API implementation, event mapping, offline and server-side conversions, and deduplication against other channels.
• Configure tracking that survives a consent-first world. We sell consent management, so our own measurement setup has to be compliant and we have to be able to explain how.
• Work with the growth writer and design on landing pages, and treat post-click conversion rate as part of your job rather than someone else’s.
• Run structured incrementality and holdout tests rather than trusting platform-reported ROAS alone.
• Report weekly on spend, CPA, signup quality, free-to-paid conversion and contribution to MRR.
• Extend into adjacent paid social channels such as LinkedIn, Reddit or X where the audience justifies it.

REQUIREMENTS

• 3+ years managing Meta Ads spend hands-on, with direct responsibility for a monthly budget you can quantify.
• Deep working knowledge of Meta Ads Manager: campaign structure, Advantage+ and manual setups, audience building, bid strategies and creative testing frameworks.
• Practical experience with Meta Pixel and Conversions API, including server-side setup and event quality troubleshooting.
• Strong creative judgement. You can look at a set of ads and predict which will work, and brief a designer so the next batch is better.
• Analytical fluency in GA4 and spreadsheets, with an understanding of attribution windows, view-through inflation and where platform numbers overstate reality.
• Experience optimising for a downstream event such as a paid conversion or qualified signup, not just a form fill.
• Clear reporting. You can explain to a non-marketer why a campaign is scaling or being switched off.

GOOD TO HAVE

• Experience running paid social for B2B SaaS or a product-led, self-serve product.
• Google Ads, LinkedIn Ads or Reddit Ads experience alongside Meta.
• Familiarity with consent mode, privacy-safe measurement and modelled conversions.
• Comfort with basic video editing or AI creative tooling to prototype ad concepts without waiting on design.