Meta Campaign Manager

Company Description Basil is a global marketing communications company that helps brands stay agile and relevant in a rapidly changing digital world. The team focuses on simple, contemporary communication that drives real connection between brands and consumers across markets and media. Basil works with a wide range of clients, from FMCG and IT to services, hospitality, B2B, and niche sectors, across the UK, Europe, India, and the USA. The company values promptness, flexibility, cost-effectiveness, and collaboration, partnering with organizations that aim to build strong, future-ready brands. Joining Basil means contributing to creative, conversation-led work designed for 21st century marketing.

Job title: Meta Campaign Manager

Department: Performance Marketing

Reports to: Head of Performance

Employment type: Full-time

Compensation: ₹10–12 LPA

Experience: 5 to 7 years

Location: Bangalore 

We are looking for a Meta advertising specialist to own the strategy, execution, optimization and scaling of campaigns across Facebook and Instagram for Basil’s clients.

This is a hands-on media-buying role. The person should be able to take a business objective, translate it into a media plan, build the campaign architecture, define a creative-testing roadmap, maintain reliable measurement and communicate clear recommendations to clients.

This is not a social media management, organic content or community-management role. The candidate will be assessed primarily on their expertise in Meta Ads.

• Own the day-to-day strategy, setup, execution and optimization of Meta campaigns across assigned client accounts.
• Translate client revenue, lead-generation or customer-acquisition objectives into channel plans, budgets, forecasts and campaign structures.
• Build and manage campaigns for sales, lead generation, traffic, remarketing and other relevant business objectives.
• Work confidently with both Advantage+ and manually controlled campaign structures, understanding when automation should be used and when greater control is required.
• Develop full-funnel approaches covering prospecting, retargeting, customer exclusions and audience segmentation.
• Manage campaign budgets and pacing while working toward agreed CPA, CAC, CPL, ROAS, revenue or lead-quality targets.
• Build a structured creative-testing programme across concepts, hooks, offers, formats, messages, creators and audience stages.
• Convert campaign data into clear creative briefs for Basil’s creative and content teams.
• Analyse creative fatigue, frequency, delivery, auction costs and funnel conversion rates to identify performance issues.
• Scale winning campaigns systematically without compromising efficiency or measurement quality.
• Own the campaign-side requirements and quality assurance for Meta Pixel, Conversions API, events, attribution settings, UTMs and conversion values, in collaboration with analytics or development teams.
• Validate Meta-reported performance against GA4, CRM, e-commerce platform or client backend data rather than relying solely on platform attribution.
• Run structured A/B tests and document conclusions, next actions and reusable learnings.
• Prepare weekly and monthly reports that explain what happened, why it happened and what Basil should do next.
• Participate in client calls and communicate performance in clear commercial language.
• Monitor account health, billing, policy compliance, rejected ads and tracking issues.
• Maintain campaign documentation, naming conventions, change logs and quality-control checklists across accounts.

Meta officially supports structured A/B testing across creative, audience, placement and other campaign variables, so experimentation should be an explicit responsibility rather than an informal expectation.  

• 3–5 years of performance marketing experience, with at least 2–3 years spent substantially on Meta Ads.
• Recent work in which Meta represented the majority of the candidate’s hands-on campaign responsibility.
• Demonstrated ownership of meaningful media budgets across one or more client accounts.
• Strong understanding of Meta campaign architecture, optimization, bidding, budgeting, audiences, placements and attribution.
• Practical experience with Meta Ads Manager, Business Manager, Events Manager, Pixel and Conversions API diagnostics.
• Evidence of improving CPA, CAC, CPL, ROAS or revenue—not only generating impressions, clicks or leads.
• Experience developing and analysing creative tests, not merely uploading assets supplied by another team.
• Ability to identify whether a performance problem originates in media, creative, offer, audience, landing page, tracking or downstream sales conversion.
• Strong analytical skills and proficiency with spreadsheets.
• Experience handling multiple accounts, deadlines and stakeholders simultaneously.
• Clear written and verbal communication skills.
• Comfort presenting results and recommendations directly to clients.
• A strong sense of ownership and attention to operational detail.

• Agency experience managing multiple brands or business models.
• Experience across both lead-generation and e-commerce accounts.
• Meta Certified Media Buying Professional certification.
• Working knowledge of GA4, Looker Studio and CRM-based lead reporting.
• Experience with offline events, CRM integrations or server-side measurement.
• Understanding of landing-page conversion optimization.
• Experience working with design, video, copy and creator teams.

Meta certification should be treated as supporting evidence rather than a substitute for account-level results. Meta describes its Media Buying Professional certification around building, managing, measuring and optimizing campaigns.  

• Achievement of client CPA, CAC, CPL, ROAS, revenue and lead-quality goals.
• Accuracy of budget pacing and monthly forecasts.
• Number and quality of meaningful creative tests launched.
• Speed at which winning concepts are identified and scaled.
• Quality of campaign insights and recommendations.
• Reliability of conversion tracking and reporting.
• Account hygiene and absence of avoidable launch or tracking errors.
• Client confidence, responsiveness and account retention.
• Contribution of reusable learnings across Basil’s performance team.

The successful candidate will have:

• Audited all assigned Meta accounts, tracking setups and reporting sources.
• Identified immediate performance risks and quick-win opportunities.
• Established a documented campaign, audience and creative-testing roadmap.
• Improved budget pacing and reporting clarity.
• Built a regular feedback loop with Basil’s creative team.
• Developed a credible plan for scaling or restructuring each assigned account.