Meta Ads Specialist for B2B Campaign Setup
Budget / Salary£10–20
TypeFreelance project
LocationRemote
Posted2 hours ago
TITLE:
Meta Ads Expert Needed – One-Off Setup for UK B2B Campaigns
JOB DESCRIPTION:
We are a UK business launching two Meta advertising campaigns aimed specifically at UK SME business owners and senior decision-makers.
We already have our website, landing pages, offer and advertising creative.
We are NOT looking for an agency, content creator or ongoing social media manager.
We need an experienced Meta Ads specialist to work within our existing Meta Business/Ads account and correctly configure everything ready for us to run and manage the advertising ourselves.
THE TWO CAMPAIGNS
CAMPAIGN 1 – DIRECT PURCHASE
Initial advertising budget: £200
Advert concept:
“The Responsible Business Solution in a Box”
The advert will take prospects directly to our £59.99 per month Accredited membership purchase journey.
The objective is a COMPLETED PURCHASE.
We are not interested in optimising this campaign for traffic, engagement, video views or likes. We ultimately want Meta learning from actual customers and purchases.
CAMPAIGN 2 – £5 ASSESSMENT
Initial advertising budget: £200
This campaign will promote our £5 Responsible Business Assessment.
The £5 assessment is our lower-cost customer acquisition funnel.
Once somebody purchases/completes the assessment, they enter our existing email and sales follow-up process.
Again, the important conversion is the completed £5 transaction, rather than simply generating website clicks.
OUR TARGET MARKET – VERY IMPORTANT
This is B2B ONLY.
We do NOT want a broad UK consumer audience or people who simply have a general interest in entrepreneurship.
We want to reach genuine UK SME owners and senior business decision-makers.
The core audience includes:
• Business Owners
• Founders
• Co-Founders
• Managing Directors
• Company Directors
• CEOs
• Proprietors
• Partners
• Owner-Managers
We particularly want established UK SMEs rather than people simply interested in starting a business.
Typical company size:
Approximately 5–250 employees.
Primary sectors include:
• Construction
• Manufacturing
• Logistics and Transport
• Professional Services
• Accountancy
• Fitness and Leisure
• Childcare
• Other established UK SMEs
Our proposition is particularly relevant to SMEs that increasingly need to demonstrate:
• Responsible business practices
• CSR
• ESG
• Social impact
• Sustainability
• Business policies
• Evidence and reporting
• Accreditation
• Supplier compliance
• Procurement requirements
GEOGRAPHY:
United Kingdom only.
IMPORTANT – TARGETING EXPERTISE
We want somebody who genuinely understands the current Meta advertising platform and the limitations of B2B targeting on Meta.
We do NOT simply want somebody to select a few generic “business owner” interests and launch the campaigns.
We want you to determine the best current approach for reaching our target market using the targeting options genuinely available within Meta.
This may include, where appropriate:
• Detailed targeting
• Relevant job titles/signals
• Advantage+ Audience
• Custom Audiences
• Website audiences
• Engagement audiences
• Lookalike Audiences once sufficient data exists
• Retargeting
• Appropriate exclusions
You should be able to explain why you have chosen the targeting structure you recommend.
WHAT WE NEED YOU TO DO
1. Review our existing Meta Business Portfolio and Ad Account.
2. Check that the correct Facebook Page and Instagram account are connected.
3. Check our Meta Pixel/Dataset setup and configure it correctly if required.
4. Check that website events are firing and being received correctly by Meta.
5. Configure conversion tracking for the two important transactions:
• £5 Assessment purchase/completion
• £59.99 Accredited membership purchase
6. Ensure Meta can distinguish between the two conversion journeys.
7. Configure two separate advertising campaigns:
Campaign A:
£59.99 direct membership purchase.
Campaign B:
£5 Responsible Business Assessment.
8. Use the appropriate Sales/conversion campaign objective rather than simply optimising for traffic or engagement.
9. Build the initial cold B2B audience(s) to reach our target market.
10. Create appropriate Custom Audiences.
11. Create website visitor audiences for retargeting.
12. Create audiences for people who visit the relevant pages but do not complete a purchase.
13. Create appropriate engagement audiences where useful.
14. Set up appropriate exclusions, including excluding existing purchasers from acquisition advertising where relevant.
15. Set things up so that future Lookalike Audiences can be created from actual purchasers once sufficient conversion data has been collected.
16. Configure the campaigns so that we can clearly measure:
• Advertising spend
• Landing page visits
• Purchases
• Cost per purchase
• Conversion rate
• Purchase value
• ROAS where appropriate
17. Check attribution and conversion tracking so we can identify which campaign generated each transaction.
18. Check for any obvious technical problems with our Meta advertising account before launch.
19. Make sure ALL campaigns, audiences, Pixel/Dataset, data and advertising assets remain owned by OUR Meta Business account.
20. Give us a short handover/explanation of what you have set up so that we can manage the campaigns ourselves afterwards.
ACCESS AND OWNERSHIP
You will be given appropriate access to our existing Meta Business account.
We will NOT provide our personal Facebook username or password.
You must work within our account and must not create or retain ownership of our advertising assets.
Once the setup and handover are complete, we must be able to remove your access without affecting the campaigns, audiences, Pixel/Dataset or tracking.
WHAT WE DO NOT NEED
We do NOT require:
• Ongoing monthly advertising management
• Social media management
• Social media posting
• Graphic design
• Video production
• Website development
• A new website
• A complete rewrite of our proposition
• An agency retainer
This is initially a ONE-OFF technical Meta Ads setup and campaign configuration project.
We will provide the creative, advertising copy, website URLs and necessary access.
INITIAL TEST BUDGET
The initial media spend will be:
£200 – Direct £59.99 membership campaign
£200 – £5 Assessment campaign
Total initial Meta advertising test budget: £400.
This £400 is the advertising budget and is separate from the freelancer's fee.
WHEN APPLYING, PLEASE ANSWER ALL OF THE FOLLOWING:
1. What experience do you have running UK B2B Meta advertising campaigns?
2. Have you specifically targeted SME owners, Managing Directors, Founders or other senior business decision-makers?
3. How would you approach targeting UK SME owners and senior decision-makers using Meta's CURRENT targeting capabilities?
4. How would you avoid our adverts being wasted on people who have a general interest in “business” but are not actually SME owners or decision-makers?
5. What experience do you have setting up Meta Pixel/Dataset and purchase/conversion events?
6. How would you track the £5 purchase separately from the £59.99 membership purchase?
7. How would you structure the initial cold audience and subsequent retargeting audiences?
8. Are you comfortable working entirely within OUR existing Meta Business account without taking ownership of any assets?
9. Are you happy for this to be a one-off setup with no requirement for ongoing monthly management?
10. What is your FIXED PRICE to complete everything above?
PLEASE NOTE:
Generic applications will not be considered.
Please specifically explain how you would approach the B2B audience targeting for this project.
We are looking for someone who knows Meta Ads technically and can get the foundations right, rather than somebody simply offering general social media marketing.
Meta Ads Expert Needed – One-Off Setup for UK B2B Campaigns
JOB DESCRIPTION:
We are a UK business launching two Meta advertising campaigns aimed specifically at UK SME business owners and senior decision-makers.
We already have our website, landing pages, offer and advertising creative.
We are NOT looking for an agency, content creator or ongoing social media manager.
We need an experienced Meta Ads specialist to work within our existing Meta Business/Ads account and correctly configure everything ready for us to run and manage the advertising ourselves.
THE TWO CAMPAIGNS
CAMPAIGN 1 – DIRECT PURCHASE
Initial advertising budget: £200
Advert concept:
“The Responsible Business Solution in a Box”
The advert will take prospects directly to our £59.99 per month Accredited membership purchase journey.
The objective is a COMPLETED PURCHASE.
We are not interested in optimising this campaign for traffic, engagement, video views or likes. We ultimately want Meta learning from actual customers and purchases.
CAMPAIGN 2 – £5 ASSESSMENT
Initial advertising budget: £200
This campaign will promote our £5 Responsible Business Assessment.
The £5 assessment is our lower-cost customer acquisition funnel.
Once somebody purchases/completes the assessment, they enter our existing email and sales follow-up process.
Again, the important conversion is the completed £5 transaction, rather than simply generating website clicks.
OUR TARGET MARKET – VERY IMPORTANT
This is B2B ONLY.
We do NOT want a broad UK consumer audience or people who simply have a general interest in entrepreneurship.
We want to reach genuine UK SME owners and senior business decision-makers.
The core audience includes:
• Business Owners
• Founders
• Co-Founders
• Managing Directors
• Company Directors
• CEOs
• Proprietors
• Partners
• Owner-Managers
We particularly want established UK SMEs rather than people simply interested in starting a business.
Typical company size:
Approximately 5–250 employees.
Primary sectors include:
• Construction
• Manufacturing
• Logistics and Transport
• Professional Services
• Accountancy
• Fitness and Leisure
• Childcare
• Other established UK SMEs
Our proposition is particularly relevant to SMEs that increasingly need to demonstrate:
• Responsible business practices
• CSR
• ESG
• Social impact
• Sustainability
• Business policies
• Evidence and reporting
• Accreditation
• Supplier compliance
• Procurement requirements
GEOGRAPHY:
United Kingdom only.
IMPORTANT – TARGETING EXPERTISE
We want somebody who genuinely understands the current Meta advertising platform and the limitations of B2B targeting on Meta.
We do NOT simply want somebody to select a few generic “business owner” interests and launch the campaigns.
We want you to determine the best current approach for reaching our target market using the targeting options genuinely available within Meta.
This may include, where appropriate:
• Detailed targeting
• Relevant job titles/signals
• Advantage+ Audience
• Custom Audiences
• Website audiences
• Engagement audiences
• Lookalike Audiences once sufficient data exists
• Retargeting
• Appropriate exclusions
You should be able to explain why you have chosen the targeting structure you recommend.
WHAT WE NEED YOU TO DO
1. Review our existing Meta Business Portfolio and Ad Account.
2. Check that the correct Facebook Page and Instagram account are connected.
3. Check our Meta Pixel/Dataset setup and configure it correctly if required.
4. Check that website events are firing and being received correctly by Meta.
5. Configure conversion tracking for the two important transactions:
• £5 Assessment purchase/completion
• £59.99 Accredited membership purchase
6. Ensure Meta can distinguish between the two conversion journeys.
7. Configure two separate advertising campaigns:
Campaign A:
£59.99 direct membership purchase.
Campaign B:
£5 Responsible Business Assessment.
8. Use the appropriate Sales/conversion campaign objective rather than simply optimising for traffic or engagement.
9. Build the initial cold B2B audience(s) to reach our target market.
10. Create appropriate Custom Audiences.
11. Create website visitor audiences for retargeting.
12. Create audiences for people who visit the relevant pages but do not complete a purchase.
13. Create appropriate engagement audiences where useful.
14. Set up appropriate exclusions, including excluding existing purchasers from acquisition advertising where relevant.
15. Set things up so that future Lookalike Audiences can be created from actual purchasers once sufficient conversion data has been collected.
16. Configure the campaigns so that we can clearly measure:
• Advertising spend
• Landing page visits
• Purchases
• Cost per purchase
• Conversion rate
• Purchase value
• ROAS where appropriate
17. Check attribution and conversion tracking so we can identify which campaign generated each transaction.
18. Check for any obvious technical problems with our Meta advertising account before launch.
19. Make sure ALL campaigns, audiences, Pixel/Dataset, data and advertising assets remain owned by OUR Meta Business account.
20. Give us a short handover/explanation of what you have set up so that we can manage the campaigns ourselves afterwards.
ACCESS AND OWNERSHIP
You will be given appropriate access to our existing Meta Business account.
We will NOT provide our personal Facebook username or password.
You must work within our account and must not create or retain ownership of our advertising assets.
Once the setup and handover are complete, we must be able to remove your access without affecting the campaigns, audiences, Pixel/Dataset or tracking.
WHAT WE DO NOT NEED
We do NOT require:
• Ongoing monthly advertising management
• Social media management
• Social media posting
• Graphic design
• Video production
• Website development
• A new website
• A complete rewrite of our proposition
• An agency retainer
This is initially a ONE-OFF technical Meta Ads setup and campaign configuration project.
We will provide the creative, advertising copy, website URLs and necessary access.
INITIAL TEST BUDGET
The initial media spend will be:
£200 – Direct £59.99 membership campaign
£200 – £5 Assessment campaign
Total initial Meta advertising test budget: £400.
This £400 is the advertising budget and is separate from the freelancer's fee.
WHEN APPLYING, PLEASE ANSWER ALL OF THE FOLLOWING:
1. What experience do you have running UK B2B Meta advertising campaigns?
2. Have you specifically targeted SME owners, Managing Directors, Founders or other senior business decision-makers?
3. How would you approach targeting UK SME owners and senior decision-makers using Meta's CURRENT targeting capabilities?
4. How would you avoid our adverts being wasted on people who have a general interest in “business” but are not actually SME owners or decision-makers?
5. What experience do you have setting up Meta Pixel/Dataset and purchase/conversion events?
6. How would you track the £5 purchase separately from the £59.99 membership purchase?
7. How would you structure the initial cold audience and subsequent retargeting audiences?
8. Are you comfortable working entirely within OUR existing Meta Business account without taking ownership of any assets?
9. Are you happy for this to be a one-off setup with no requirement for ongoing monthly management?
10. What is your FIXED PRICE to complete everything above?
PLEASE NOTE:
Generic applications will not be considered.
Please specifically explain how you would approach the B2B audience targeting for this project.
We are looking for someone who knows Meta Ads technically and can get the foundations right, rather than somebody simply offering general social media marketing.
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