Social Media Advertising Specialist

DescriptionJoin a Firm Where Compassion Meets ResultsHeuser & Heuser, LLP is a family and Veteran-owned personal injury law firm serving Colorado Springs and the surrounding areas for over 35 years. We're seeking a dedicated Social Media Advertising Specialist to join our growing team. This role focused on driving high-quality leads through paid social media platforms. This role is analytics-first: campaign structure, targeting, tracking, and ROI optimization.Position OverviewThe Specialist will manage paid campaigns across Meta (FB/Instagram), LinkedIn, X, Nextdoor, and TikTok. The emphasis is on evaluating performance, refining audiences, ensuring airtight tracking, and reallocating budgets to maximize signed case volume.ResponsibilitiesTargeting & Audience Segmentation •Review geographic targeting with precision (Colorado-specific markets)•Build and optimize custom audiences (website visitors, video viewers, form leads)•Develop lookalike audiences that align with high-value case demographics•Continuously audit targeting to eliminate wasted spend and avoid irrelevant leadsAd Creative & Messaging •Audit ad and creative for image/video quality, copy strength, and emotional appeal•Ensure all ads align with the firm's brand voice and trust-driven positioning•Confirm creatives emphasize trust signals, social proof, and urgency for injured prospects•Recommend refinements to boost engagement and conversionConversion Tracking & Attribution •Confirm that Meta Pixel, Conversion API, and event tracking are fully installed and functional•Ensure high-value actions (consult requests, calls, signed case leads) are properly tracked•Identify and fix tracking gaps or mismatches in attribution windows•Validate reporting accuracy across all platformsPerformance Metrics & Benchmarks •Monitor CTR, CPM, CPC, CPL, and cost per signed case in real time•Benchmark performance against PI industry standards•Identify the strongest and weakest performers and adjust campaigns accordingly•Translate raw metrics into actionable recommendationsBudget Allocation & Scaling Opportunities •Review budget allocation across campaigns and ad sets•Reallocate spending to reduce cost per acquisition and increase signed case volume•Test and implement safe scaling strategies to avoid overspend or performance drops•Flag underperforming campaigns and propose shifts immediatelyMetrics for Success •Qualified leads flowing at volume, with CPL and CPA within benchmarks•Strong CTR and conversion rates across channels•Tracking integrity with no missed conversions•Clear weekly/monthly reporting with actionable next stepsQualifications•2+ years running paid social campaigns (Meta required; TikTok/LinkedIn/Nextdoor preferred)•Deep knowledge of targeting, segmentation, and lead-gen funnels•Proven track record in managing budgets and optimizing for ROI•Strong analytics and reporting skills•Familiarity with legal advertising compliance is a plus