Job Description
The Performance-Based Social Media Lead Generation Specialist is a results-driven role focused on owning the end-to-end strategy and execution of paid social campaigns. The primary objective is to drive high-quality, sales-qualified leads (SQLs) while maintaining a strict focus on lead quality and cost efficiency This could be a remote working position if desired. Unlike traditional salaried roles, this position is compensated based on the volume of valid leads generated, requiring a professional with a deep "owner's mindset" toward campaign scaling and optimization A performance-based social media pro must be an expert in Meta and TikTok Ads Manager capable of managing the entire funnel from ad creative to landing page optimization ( Their primary focus is driving qualified leads while monitoring metrics like CPL and ROAS. Because they are paid per lead, they must possess strong analytical skills and a proactive, data-driven mindset to ensure the campaigns remain profitable and scalable. To succeed in a pay-per-lead model, the specialist must manage the full conversion funnel: Campaign Strategy & Execution: Lead the design, launch, and daily management of paid social campaigns across platforms such as Meta (Facebook/Instagram), TikTok, and LinkedIn Lead Quality & Funnel Optimization: Support strategic campaigns tied to a full-funnel approach (TOFU → MOFU → BOFU) to ensure leads are not just high in volume but also high in quality Creative & Copywriting: Develop compelling ad creative and high-converting copy tailored to specific audience pain points and buyer personas Landing Page Management: Build and optimize landing pages specifically designed for lead generation, ensuring high conversion rates and seamless tracking Continuous A/B Testing: Implement rigorous testing of ad creative, headlines, audience segments, and landing page elements to improve the Cost Per Lead (CPL) over time Data Analysis & Reporting: Monitor performance metrics daily, providing actionable insights on lead quality scores and attribution The ideal candidate must be an expert in the following technical areas: Platform Expertise: Deep proficiency in Meta Ads Manager, TikTok Ads Manager, and LinkedIn Campaign Manager Tracking & Attribution: Expert knowledge in setting up Facebook Pixels, conversion APIs, and tracking parameters (UTMs) to ensure every lead is accurately recorded Analytics Tools: Proficiency in Google Analytics 4 (GA4) and CRM platforms like HubSpot to track the lead journey from click to close ( AI & Automation: Ability to leverage AI tools (e.g., ChatGPT, Gamma, or platform-native AI) for creative ideation and performance optimization ( Compliance Knowledge: Understanding of platform-native advertising restrictions, particularly for regulated industries like healthcare or finance 4. Qualifications Experience: 1 + years of hands-on experience in paid social media, with a proven track record of managing significant ad spend and delivering measurable lead generation results Education: Bachelor’s degree in Marketing, Business, or a related field is preferred Certifications: Valid certifications in Meta Blueprint, Google Ads, or HubSpot Marketing are highly desirable Mindset: Highly analytical, proactive, and comfortable with a performance-based compensation structure where earnings are tied directly to output Success in this role will be measured by: Lead Volume: Total number of valid leads generated within a specific timeframe. Cost Per Lead (CPL): Maintaining lead costs within the agreed-upon threshold ( Lead Quality Score: The percentage of leads that meet the "Sales-Qualified" criteria Conversion Rate: The efficiency of landing pages and ad creative in turning traffic into leads Per Lead Commission: A fixed dollar amount paid for every "Qualified Lead" that meets the pre-defined criteria (e.g., verified email, phone number, and specific intent markers). Bonus Tiers: Additional incentives for exceeding monthly lead volume targets or maintaining a Lead Quality Score above a certain percentage.