Paid Media & Creative Specialist

Paid Media & Creative Specialist (Contract)
Location: 100% Remote

Position Type: 1099 Contractor
Compensation: $35 per hour, paid biweekly

Reports to: Marketing Manager

Expected Workload: Approximately 4–5 completed videos per week

VA Claims Insider is seeking a U.S.-based Paid Media & Creative Specialist to manage and optimize paid advertising for VA Claims Insider.

This is a hands-on, part-time role responsible for planning, building, launching, managing, and improving paid campaigns across Meta, Google, YouTube, and other approved channels. The contractor will also support ad copywriting, creative concepts, hooks, offers, and campaign messaging for U.S. audiences.

Because this role is limited to approximately 10 hours per week, the specialist must be highly organized, able to prioritize the highest-impact work, and comfortable managing campaigns independently.

Success will be measured by lead quality, booked appointments, customer acquisition cost, revenue, and return on advertising spend—not only clicks or platform-reported leads.

What You’ll Do:

Paid Advertising Management

• Plan, build, launch, manage, and optimize paid advertising campaigns for VA Claims Insider.

• Set up and manage campaigns directly within Meta Ads Manager and Business Manager.

• Manage campaigns across Facebook, Instagram, Google Search, YouTube, display, retargeting, and other approved channels.

• Build campaign structures, audiences, ad sets, placements, budgets, bidding strategies, tracking parameters, and conversion events.

• Manage prospecting, retargeting, custom-audience, lookalike-audience, lead-generation, and conversion campaigns.

• Monitor campaign delivery, spend, lead volume, lead quality, booked appointments, and revenue performance.

• Scale successful campaigns and pause, revise, or replace underperforming campaigns.

• Troubleshoot rejected ads, tracking issues, account restrictions, delivery problems, and other platform concerns.

• Prioritize the highest-impact campaigns and optimizations within the available weekly hours.

Ad Copy and Creative Development

• Write and refine ad headlines, primary text, descriptions, calls to action, hooks, scripts, and promotional messaging.

• Develop creative concepts and testing angles based on audience pain points, motivations, objections, and offers.

• Create clear creative briefs for designers, video editors, writers, and other team members.

• Review ads before launch for accuracy, brand consistency, platform compliance, and audience fit.

• Recommend new image, video, testimonial, educational, and direct-response creative concepts.

• Work with internal creative resources to produce assets needed for campaign launches.

• Make minor copy or creative adjustments directly when appropriate.

Campaign Testing and Optimization

• Maintain a focused testing plan across:

  • Audiences

  • Offers

  • Ad copy

  • Creative concepts

  • Headlines

  • Calls to action

  • Landing pages

  • Lead forms

  • Placements

  • Campaign objectives

• Analyze performance by platform, audience, campaign, creative, placement, geography, device, and funnel stage.

• Identify opportunities to reduce acquisition costs while improving lead quality and conversion rates.

• Document test results and apply findings to future campaigns.

• Coordinate with marketing, web, CRM, sales, and operations teams to improve the lead-generation funnel.

Analytics and Reporting

• Monitor and report on key performance indicators, including:

  • Impressions and reach

  • Click-through rate

  • Cost per click

  • Video views

  • Landing-page visits

  • Leads

  • Cost per lead

  • Qualified leads

  • Booked appointments

  • Cost per booked appointment

  • Customer acquisition cost

  • Revenue

  • Return on ad spend

• Connect advertising results to CRM, appointment, sales, and revenue outcomes when data is available.

• Provide concise weekly reporting with performance insights, concerns, tests, and recommended next actions.

• Identify discrepancies between advertising platforms, website analytics, CRM data, call tracking, and revenue reporting.

• Maintain proper use of pixels, conversion events, tracking links, UTMs, offline conversions, and attribution tools where available.

Budget Management

• Manage and monitor approved VACI advertising budgets.

• Track budget pacing to prevent unplanned overspending or under-delivery.

• Recommend budget reallocations based on performance, lead quality, and business priorities.

• Provide reasonable forecasts for spend, lead volume, booked appointments, and acquisition costs.

• Clearly communicate when budget, tracking, creative, or funnel limitations are affecting performance.

Cross-Functional Collaboration

• Work closely with VACI marketing leadership.

• Coordinate with content, design, video, web development, CRM, sales, technology, and operations teams.

• Communicate campaign needs, deadlines, creative requirements, and technical dependencies.

• Identify and help resolve issues affecting campaign launches or lead conversion.

• Participate in scheduled marketing meetings and campaign reviews as needed.

• Maintain organized records of campaigns, creative assets, budgets, tests, and results.

Qualifications:

• At least three years of hands-on paid media, performance marketing, or digital advertising experience.

• Direct experience building and managing campaigns within Meta Ads Manager and Business Manager.

• Experience managing Google Ads, YouTube Ads, paid search, or related acquisition channels.

• Strong U.S.-market ad copywriting skills.

• Ability to develop persuasive hooks, offers, calls to action, and creative concepts.

• Proven experience managing lead-generation or direct-response campaigns.

• Strong understanding of audience targeting, campaign structure, bidding, attribution, and conversion tracking.

• Experience evaluating performance beyond platform-reported leads, including qualified leads, appointments, customers, and revenue.

• Strong analytical, organizational, and communication skills.

• Ability to work independently and prioritize effectively within approximately 10 hours per week.

• U.S.-based and available for reasonable overlap with U.S. business hours.

• Reliable computer, secure internet connection, and professional remote work environment.

Preferred Qualifications:

• Experience managing advertising for veteran services, healthcare, legal services, education, financial services, or another regulated industry.

• Experience with lead-generation and appointment-booking funnels.

• Familiarity with GoHighLevel, Salesforce, Google Analytics 4, Google Tag Manager, Looker Studio, and call-tracking tools.

• Experience with Meta Conversions API, offline conversions, and enhanced conversions.

• Familiarity with landing-page optimization and direct-response marketing.

• Experience providing creative direction to designers and video editors.

• Familiarity with advertising policies related to healthcare, personal attributes, veterans, disability claims, or sensitive topics.

VA Claims Insider is an Equal Opportunity Employer and does not discriminate on the basis of race, color, religion, sex, national origin, age, marital status, disability or any other basis prohibited by law