Meta Ads Media Buyer for E-Commerce Growth

Meta Ads Media Buyer for E-Commerce Growth

Job Title
Expert Meta Ads Media Buyer – Scale E-Commerce ROAS from 2.57x to 5.5x

Job Description

About Us

Geurwolkje is a fast-growing aromatherapy e-commerce brand selling premium essential oils and diffusers to consumers in the Netherlands and Belgium. We're scaling rapidly through Meta Ads Facebook & Instagram and need a talented media buyer to help us optimize our advertising efficiency to the next level.

Current Situation:

Monthly Ad Spend: €13,000
Current ROAS: 2.57x
Target ROAS Phase 1: 3.5x in 4 weeks
Target ROAS Phase 2: 5.5x in 8 weeks

The Challenge

We've identified three major bottlenecks in our account that need immediate optimization:

Hook Uniformity & Audience Fatigue
Many of our ads use the same messaging "RESET15", causing audience fatigue and lower CTR. We need someone who understands that the same video with 4 different psychological hooks Sleep, Stress Relief, Seasonal Reset, Social Proof can reach different audience segments and significantly reduce CPA.
Funnel Drop-Off in High-Traffic Campaigns
One campaign generates 1,120 Add to Carts but only 173 purchases 76% drop-off. This is a Value Optimization problem—we're attracting clickers, not buyers. We need someone who can diagnose and fix this.
Inefficient Retargeting
Our retargeting campaign has the worst ROAS 1.96x and highest CPA €23.82 of all campaigns. It should be our most profitable. We need strategic fixes: exclude recent buyers, strengthen the offer, and use better messaging.

What You'll Do

Daily Responsibilities:

Monitor KPIs ROAS, CPA, CTR, Frequency every morning
Pause underperforming ads CPA more €25 immediately
Scale winning campaigns by 20–30% weekly
Test and implement hook variations on existing UGC videos
Manage ad set optimization and bidding strategies
Adjust targeting and exclusions based on performance data

Weekly Responsibilities:

Analyze which hooks perform best and consolidate winners
Duplicate top-performing ads and test new messaging angles
Shift budget allocation toward high-ROAS campaigns
Send performance reports with insights and recommendations

Strategic Responsibilities:

Implement Value Optimization on funnel-problem campaigns
Consolidate overlapping ad sets to reduce CPM
Build and manage retargeting campaigns with proper exclusions
Scale the account from €13,000 to €19,500+ monthly spend while improving ROAS

Required Skills & Experience

Must-Have Non-Negotiable

2+ Years Meta Ads Management
Proven experience running Facebook & Instagram campaigns
Deep understanding of Conversions vs Value Optimization bidding strategies
Knowledge of frequency caps and audience fatigue prevention
E-Commerce Expertise
Experience managing ads for e-commerce businesses
Understanding of the full funnel: Awareness ? Consideration ? Conversion
Experience fixing Add to Cart ? Purchase drop-off issues
Data-Driven Decision Making
You make decisions based on data, not intuition
You can analyze and interpret ROAS, CPA, CTR, CPM, and frequency metrics
You set hard rules e.g. CPA more €25 = pause immediately and follow them consistently
Meta Ads Manager Proficiency
Comfortable navigating Meta Ads Manager
Can duplicate ad sets, adjust budgets, modify targeting
Understand Meta's learning phase and know when to leave settings alone
Hook & Creative Variation Understanding
You understand that the same video with different copy/hooks can reach different segments
You know how to A/B test messaging angles not just creatives
Experience with UGC campaigns is a plus

Nice-to-Have

Experience with aromatherapy, wellness, or beauty products
Familiarity with Dutch/Belgian markets
Google Analytics and UTM tracking knowledge
Experience with Shopify or similar e-commerce platforms

What Success Looks Like

Week 1–2 Target: 3.0x ROAS

Scale winning campaign by 20%
Implement Value Optimization on funnel-problem campaign
Launch 4 hook variations on Best UGC campaign
Fix retargeting exclusions and messaging

Week 3–4 Target: 3.5x ROAS

Pause all ads with CPA more €25
Consolidate top 2 performing hooks
Shift 50% of budget to winners
Achieve 3.5x ROAS target

Week 5–8 Target: 5.5x ROAS

Consolidate overlapping ad sets
Shift 70% of budget to highest-ROAS campaigns
Launch aggressive retargeting push
Scale account spend to €19,500+ while maintaining 5.5x ROAS

Key Performance Indicators KPIs You'll Track

What We're NOT Looking For

Tweak Junkies: We don't want someone who changes settings daily. Respect for Meta's learning phase is essential.
Creative Visionaries: We're not looking for someone to make videos or handle creative direction. That's our job.
Generalists: We need a specialist in Meta Ads, not someone who does a bit of everything.
Impatient People: This is a 4–8 week optimization journey. We need consistency and patience.

Metric Targets

Account ROAS more 3.0x ? Pause expensive ad sets
Campaign CPA less €18 ? Pause individual ads
Link CTR more 1.0% ? Refresh creative/hook
Frequency 7-day less 3.5x ? Expand audience or refresh
Spend pacing on budget ? Adjust daily budgets

How We'll Work Together

Full Access: You'll have complete access to the Meta Ads account
Weekly Reporting: Send brief performance reports every Friday with metrics, actions taken, and recommendations
Real-Time Communication: We're available for questions and strategic discussions
Data-Driven Decisions: All decisions are based on performance data, not opinions

Compensation & Project Details

Project Type: Ongoing with potential for long-term partnership
Duration: 4–8 weeks with possibility to extend
Commitment: 15–20 hours per week flexible scheduling
Budget: Your Budget Range negotiable based on experience
Payment Terms: Weekly or bi-weekly your preference

Application Requirements

To apply, please provide:

Your Upwork Profile with portfolio links
2–3 Case Studies of Meta Ads campaigns you've optimized include before/after metrics
Answers to These 4 Questions:
Describe a Meta Ads campaign where you reduced CPA by 20%+. What was the problem? What did you do? What was the result?
You have 5 UGC videos of aromatherapy diffusers. Design 4 different hooks/copy angles you'd test. Explain why each hook targets a different audience segment.
A campaign has 1,200 Add to Carts but only 180 purchases. What's the problem? How would you fix it? What bidding strategy would you use?
You're given 10 ads with their ROAS and CPA. Which would you pause? Which would you scale? Why?
Your Availability: When can you start? How many hours per week can you commit?

Why Work With Us?

Clear Goals: You know exactly what you need to achieve ROAS 3.5x ? 5.5x
Full Data Access: You get detailed weekly analytics and insights
Autonomy: You have complete control over the account and decision-making
Growth Opportunity: As ROAS improves, budget grows, and you scale the account
Long-Term Potential: Excellent opportunity for ongoing partnership with a growing brand

Questions?

Feel free to message me on Upwork. I'm happy to discuss the account details, your experience, and how we can work together to achieve these ambitious goals.

Let's grow Geurwolkje together!

Note: This is a performance-based role. Your success directly impacts our business growth, and we're committed to working with someone who is equally committed to excellence.