Creative Strategist & Copywriter - Meta Lead Generation

Gravitate Digital | Full-time | Remote | Approximately $60,000 USD annually, depending on experience

You own one performance metric: cost per qualified lead (CPQL). For each account, that's ad spend divided by the number of leads that meet that client's qualification criteria. Every offer, script, and image ad you test should help you answer one question: how can we bring in qualified leads at a lower cost?

Our Client Success team knows what each client sells, which inquiries turn into business, and what customers ask before they book. Today, that team also does much of the creative work. We're hiring you to take that work off their plate across our entire book of business. Client Success talks to clients. You work directly with Client Success, our media buyers, and our editors. You won't be on client calls or messaging clients.

What you'll own

• Creative strategy and offer testing. Get the account context from Client Success, decide which offers and angles to test, and set priorities across accounts. A pest control company filling its schedule and a personal injury firm seeking consultations need different messages. It's your job to work out what each ad should say and why.

• Hands-on copywriting and scripting. Write the hooks, headlines, primary text, calls to action, and video scripts for Facebook and Instagram. Send scripts and filming notes to Client Success to share with clients. Brief our video editors and review the cuts.

• Static image ads. Choose the visual, write the on-image copy, and design the finished ad so someone scrolling on a phone can understand the offer at a glance.

• The next round of creative. Work with media buyers on spend and Client Success on which leads qualified. If two HVAC ads each spend $600 and one brings in 12 qualified leads while the other brings in six, the first wins: $50 per qualified lead versus $100, even if the second generated more form fills. Use that result to plan the next test.

The pace and the opportunity

Expect to write hundreds of ads a month across the portfolio. Our current estimate is 500 or more; the mix of new concepts and variations will depend on what each account needs. That's the writing workload; you'll also own strategy, testing, and static design. You'll need a way to batch work, keep each account's offers and voice straight, check accuracy, and flag competing priorities before deadlines slip. Client Success should be able to hand you the context and trust you to carry the work through without having to write the brief or chase the next ad.

This is an early seat on our creative team. You'll get to shape how we plan, produce, and test ads while doing the work yourself. As you show you can deliver at this scale, there's room to help hire and lead the creatives who come after you.

What to send

We need someone who has personally written ads for lead generation campaigns that ran. Paid Meta experience for local service businesses, especially home services, is the closest fit. Strong lead-gen work from other industries or platforms counts too.

1. Send two ads you personally wrote. For each, show the actual copy, tell us who it was for and what action you wanted, and identify what you wrote or designed. For one, explain how the team defined a qualified lead and what you learned about CPQL. If you didn't have access to qualification data, say so and tell us what you would have asked for. Redacted examples are welcome.

1. Tell us about your busiest month: how many accounts you supported, how many ads you personally wrote, how many were new concepts versus variations, and how you kept quality up. An honest estimate is fine.

1. If you have a static image ad you designed, include it and tell us why you chose that visual and headline.