Meta Ads Specialist

About the Organization

True Hope Foundation runs a crowdfunding platform that supports NGOs, patients, animal welfare, old age homes, blind children, disaster relief efforts, and other meaningful social initiatives across India. The team focuses on helping authentic causes raise money through digital outreach, storytelling, and performance-driven marketing.

Role Overview

The organization is seeking a performance-oriented Meta Ads Specialist who can independently manage Facebook and Instagram advertising campaigns and scale them to generate donations efficiently.

Key Responsibilities

• Build, launch, oversee, and improve Meta advertising campaigns across Facebook and Instagram.
• Run fundraising campaigns for causes such as medical treatment, animal welfare, old age homes, disaster relief, blind children, and similar social initiatives.
• Handle campaign configuration, including creative assets, ad copy, headlines, audience targeting, placements, budgets, and tracking setup.
• Review campaign results every day and optimize for stronger ROAS, lower CPA, better CTR, improved conversion rates, and higher donation volumes.
• Expand effective campaigns while keeping donation costs under control.
• Coordinate with the creative, content, and video teams to share performance insights and creative briefs.
• Experiment with different creatives, hooks, landing pages, audiences, and campaign structures to find the best-performing combinations.
• Set up and manage retargeting for website visitors, engaged users, video viewers, and previous donors.
• Measure performance through Meta Ads Manager, Pixel, Conversion API, UTM tracking, and analytics tools.
• Spot policy-related issues, rejected ads, and account restrictions, then work toward fast resolution.
• Share performance updates through daily, weekly, and monthly reports.
• Keep up with Meta advertising policies, algorithm updates, campaign formats, and industry best practices.
• Work with internal teams to ensure timely campaign launches for festivals, emergency situations, and urgent fundraising drives.

Required Skills and Experience

• Practical, hands-on experience with Meta Ads Manager.
• Solid understanding of Facebook Pixel, Conversion API, custom audiences, lookalike audiences, and retargeting.
• Background in lead generation, e-commerce, donation-focused, or conversion-based campaigns.
• Ability to interpret data and act quickly on optimization opportunities.
• Strong grasp of ad creative strategy, hooks, emotional storytelling, and donor behavior.
• Familiarity with A/B testing, budget scaling, campaign architecture, and audience segmentation.
• Capability to manage several campaigns and substantial ad budgets at the same time.
• Good communication skills and a structured approach to reporting.
• Basic familiarity with Google Analytics, landing page tracking, and UTM parameters is preferred.

Preferred Background

• Experience in NGO, crowdfunding, healthcare, social impact, or donation-driven marketing campaigns.
• Exposure to managing Meta campaigns with large budgets.
• Understanding of Meta policy requirements for fundraising, medical, animal welfare, and other social cause campaigns.
• Ability to work smoothly with video editors, graphic designers, copywriters, and campaign managers.

Qualifications

• Bachelor’s degree in Marketing, Business, Mass Communication, or a closely related subject.
• Meta Blueprint Certification will be considered an advantage.
• At least 2 years of hands-on experience managing Meta ad campaigns.

Performance Metrics

• Donation campaign return on ad spend.
• Cost for each donation.
• Daily donation volume.
• Success in scaling campaigns.
• Effectiveness of creative testing.
• Ad approval rate and policy compliance.
• Accuracy and usefulness of performance reports.