Senior Meta Ads Specialist - Lead Generation

Salary: £45,000–£50,000 per annum, depending on experience

Job type: Full-time, permanent

Location: Manchester

Working arrangement: Hybrid, with regular attendance at our Manchester office

About Wilmington Services

Wilmington Services is a fast-growing digital marketing agency specialising in helping UK trades and home-service businesses generate consistent, high-quality enquiries.

We work with hundreds of clients across sectors including roofing, landscaping, drainage, fencing, building, damp proofing, property maintenance and other local trades.

Our focus is not vanity metrics, followers or engagement for the sake of it. Our clients want genuine enquiries, booked appointments and profitable work.

We are now looking for an experienced Meta Ads specialist to take ownership of paid social campaigns across our growing client portfolio.

The role

This is a hands-on performance marketing role for someone who understands how to use Facebook and Instagram advertising to generate leads for local service businesses.

You will be responsible for creating, managing and improving Meta Ads campaigns across multiple client accounts. You will work closely with our account management, creative, website and sales teams to ensure campaigns produce measurable commercial results.

The successful candidate will understand that campaign performance is influenced by more than targeting alone. You must be able to identify whether an account is being limited by its creative, offer, landing page, tracking, budget, sales process or campaign structure.

This is not an organic social media, community management or content-posting position.

Key responsibilities

• Manage and optimise Meta Ads campaigns across a portfolio of UK trade and home-service clients.
• Build lead-generation strategies based on each client’s service, location, budget and commercial objectives.
• Create and manage campaigns using instant lead forms, landing pages, calls and other appropriate conversion routes.
• Audit existing Meta Ads accounts and identify opportunities to improve performance.
• Monitor lead volume, cost per lead, lead quality and wider commercial performance.
• Develop repeatable campaign frameworks across sectors such as roofing, landscaping, drainage and construction.
• Conduct structured creative, audience, offer and landing-page testing.
• Write or brief compelling advertising copy designed to generate enquiries.
• Work with designers and content creators to develop effective advertising assets.
• Ensure Meta Pixel, Conversion API and conversion events are correctly implemented.
• Diagnose tracking and attribution issues across Meta, websites and CRM systems.
• Produce clear performance reports and explain results to clients and internal teams.
• Communicate confidently with clients regarding budgets, expectations, performance and recommended actions.
• Identify when poor performance is being caused by slow lead response, poor sales handling or other issues outside the advertising account.
• Maintain organised records of campaign changes, tests and results.
• Keep up to date with developments across Meta Ads Manager, platform policies and lead-generation best practices.
• Contribute to the development of Wilmington Services’ paid-social systems, processes and service offering.

What we are looking for

• Strong professional experience managing Meta Ads campaigns.
• Demonstrable experience generating leads through Facebook and Instagram advertising.
• Experience working across multiple client accounts, ideally within an agency.
• A strong understanding of local service and lead-generation campaigns.
• Confidence managing meaningful advertising budgets.
• Excellent knowledge of Meta Ads Manager, Business Manager and Events Manager.
• Experience with Meta Pixel, Conversion API, custom conversions and event tracking.
• Strong analytical ability and confidence interpreting campaign data.
• The ability to distinguish between cheap leads and commercially valuable leads.
• Experience testing campaign structures, audiences, creatives, offers and landing pages.
• Strong written communication and advertising copywriting skills.
• Confidence speaking directly with clients and explaining campaign performance.
• Excellent organisational skills and the ability to manage multiple accounts simultaneously.
• A commercial mindset focused on enquiries, qualified leads and return on investment.
• The ability to work independently while collaborating effectively with the wider team.

Desirable experience

• Experie