Social Ads Consultant

About UsWe are a global learning platform on a mission to motivate every learner by empowering every educator. From K–12 classrooms and universities to corporate training settings, our platform is trusted in over 150+ countries by 75 million monthly active users. In the U.S., 90% of schools use Wayground to engage students and transform learning through technology. Wayground is a high-growth, profitable SaaS company backed by leading investors including Tiger Global, GSV, and Nexus Venture Partners.If you're excited about education and international SaaS and want to build towards a mission that you can be proud of, then Wayground is the right place for you.

About the role

Wayground is looking for a hands-on freelance consultant to run ad campaigns for us over a focused 2-month engagement.

You'll take full day-to-day ownership of our Meta and TikTok ad accounts — launching, monitoring, and optimizing campaigns. By the end of the contract, we should have well-performing campaigns and a much clearer internal understanding of how we got those results.

This is a great fit for someone who enjoys being in the weeds of campaign management, is naturally organized, and likes explaining their thinking out loud rather than working in a black box.

What you'll own

Defining, together with us in week 1, the KPIs and benchmarks this engagement will be measured against (e.g., CPA, ROAS, CTR, conversion rate) so success is concrete, not vague.

End-to-end management of paid campaigns on Meta Ads Manager and TikTok Ads Manager, within an agreed budget — from full-funnel campaign setup (awareness through conversion) to daily execution.

Daily monitoring of campaign performance — spend, CPM/CPC/CPA, CTR, conversion rate, ROAS — and making timely calls on what to pause, scale, or adjust.

Full-funnel campaign execution: including audience targeting, segmentation, creative A/B testing and rotation, and pixel/conversion tracking setup.

Keeping a clear, up-to-date log of what's live, what's changed, what's been tested, and why — so decisions are traceable and nothing lives only in your head.

Turning performance data into clear “what's working / what's not and why” insights and narratives, not just reporting numbers — this team is non-expert, so translating data into plain-language takeaways matters.

Daily and Weekly (at minimum) reporting and readouts to the marketing team, plus ad hoc updates when something meaningfully changes.

Actively narrating your process to the team members — explaining the reasoning behind decisions, not just executing them

Staying current on platform policy, algorithm, and format changes (Meta and TikTok both shift often) and flagging what's relevant to us.

Flagging risks early: budget pacing issues, policy/compliance concerns, platform changes, or underperformance trends.

What we're looking for

~2–3 years of hands-on experience running paid campaigns on Meta and TikTok Ads (agency, freelance, or in-house), with real budget accountability.

A track record of taking a campaign from setup through optimization and being able to point to what you changed and why it worked (or didn't).

Comfort with both platforms' native ad managers, pixel/event tracking basics, and reading performance data without hand-holding.

Strong organizational habits — you naturally keep clean records of tests, changes, and results rather than relying on memory or scattered notes.

Good instincts for creative: you can tell when an ad is fatiguing or underperforming and have a point of view on what to try next.

Clear communicator who's comfortable working closely with, and explaining decisions to the team, not just solo execution.

Self-directed and reliable with a 2-month, deadline-bound engagement — comfortable owning outcomes without heavy oversight.

Tools & platforms you'll use

Meta Ads Manager (Facebook/Instagram) and TikTok Ads Manager.

GA4 or similar for tracking downstream conversion behavior, plus pixel/event/conversion tracking setup.

Spreadsheets/dashboards for reporting (Google Sheets/Excel, Looker Studio, or similar) — we're flexible on the exact tool, but expect it to be clean and shareable.

Nice to have

Experience running paid social for an ed-tech, SaaS, or consumer app product.

Exposure to creative production or working closely with design/video teams to brief new ad assets.

Meta Blueprint or TikTok Ads certification.

What success looks like at the end of 2 months

Campaigns on both platforms are set up cleanly, actively optimized, and hitting agreed performance benchmarks (to be set together in week 1).

A simple, living system for daily/weekly tracking — what's running, what's been tested, what worked — that the team can pick up and continue.

A short handover summary: what's working, what to keep doing, what to avoid, and recommended next steps.