Social Ads Consultant

Wayground is looking for a hands-on freelance consultant to run ad campaigns for us over a focused 2-month engagement.

You'll take full day-to-day ownership of our Meta and TikTok ad accounts — launching, monitoring, and optimizing campaigns. By the end of the contract, we should have well-performing campaigns and a much clearer internal understanding of how we got those results.

This is a great fit for someone who enjoys being in the weeds of campaign management, is naturally organized, and likes explaining their thinking out loud rather than working in a black box.

• Defining, together with us in week 1, the KPIs and benchmarks this engagement will be measured against (e.g., CPA, ROAS, CTR, conversion rate) so success is concrete, not vague.

• End-to-end management of paid campaigns on Meta Ads Manager and TikTok Ads Manager, within an agreed budget — from full-funnel campaign setup (awareness through conversion) to daily execution.

• Daily monitoring of campaign performance — spend, CPM/CPC/CPA, CTR, conversion rate, ROAS — and making timely calls on what to pause, scale, or adjust.

• Full-funnel campaign execution: including audience targeting, segmentation, creative A/B testing and rotation, and pixel/conversion tracking setup.

• Keeping a clear, up-to-date log of what's live, what's changed, what's been tested, and why — so decisions are traceable and nothing lives only in your head.

• Turning performance data into clear “what's working / what's not and why” insights and narratives, not just reporting numbers — this team is non-expert, so translating data into plain-language takeaways matters.

• Daily and Weekly (at minimum) reporting and readouts to the marketing team, plus ad hoc updates when something meaningfully changes.

• Actively narrating your process to the team members — explaining the reasoning behind decisions, not just executing them

• Staying current on platform policy, algorithm, and format changes (Meta and TikTok both shift often) and flagging what's relevant to us.

• Flagging risks early: budget pacing issues, policy/compliance concerns, platform changes, or underperformance trends.
  
  

• ~2–3 years of hands-on experience running paid campaigns on Meta and TikTok Ads (agency, freelance, or in-house), with real budget accountability.

• A track record of taking a campaign from setup through optimization and being able to point to what you changed and why it worked (or didn't).

• Comfort with both platforms' native ad managers, pixel/event tracking basics, and reading performance data without hand-holding.

• Strong organizational habits — you naturally keep clean records of tests, changes, and results rather than relying on memory or scattered notes.

• Good instincts for creative: you can tell when an ad is fatiguing or underperforming and have a point of view on what to try next.

• Clear communicator who's comfortable working closely with, and explaining decisions to the team, not just solo execution.

• Self-directed and reliable with a 2-month, deadline-bound engagement — comfortable owning outcomes without heavy oversight.
  
  

• Meta Ads Manager (Facebook/Instagram) and TikTok Ads Manager.

• GA4 or similar for tracking downstream conversion behavior, plus pixel/event/conversion tracking setup.

• Spreadsheets/dashboards for reporting (Google Sheets/Excel, Looker Studio, or similar) — we're flexible on the exact tool, but expect it to be clean and shareable.
  
  

• Experience running paid social for an ed-tech, SaaS, or consumer app product.

• Exposure to creative production or working closely with design/video teams to brief new ad assets.

• Meta Blueprint or TikTok Ads certification.
  
  

• Campaigns on both platforms are set up cleanly, actively optimized, and hitting agreed performance benchmarks (to be set together in week 1).

• A simple, living system for daily/weekly tracking — what's running, what's been tested, what worked — that the team can pick up and continue.

• A short handover summary: what's working, what to keep doing, what to avoid, and recommended next steps.