Performance Marketing Lead

Performance Marketing Specialist Google Ads & Meta Ads

We are looking for a Performance Marketing Specialist who can independently plan, launch, optimize, and scale paid campaigns across Google Ads and Meta Ads.

The role is performance-driven. You will be responsible for generating qualified leads, controlling acquisition costs, improving conversion rates, and turning advertising budgets into measurable revenue.

Key Responsibilities

• Plan and execute paid campaigns across:

• Google Search Ads

• Google Display Ads

• Performance Max

• YouTube Ads

• Meta Facebook & Instagram Ads

• Retargeting campaigns

• Conduct:

• Keyword research

• Competitor analysis

• Audience research

• Customer persona research

• Search intent analysis

• Build complete advertising funnels from:
  Ad Landing Page Lead Follow-up Conversion

• Create campaign structures based on:

• Geography

• Audience

• Service

• Search intent

• Funnel stage

• Manage daily campaign optimization, including:

• Budget allocation

• Bid strategy

• Negative keywords

• Search terms

• Audience exclusions

• Creative testing

• Placement optimization

• Develop and test:

• Ad copy

• Hooks

• Headlines

• Offers

• CTAs

• Creative concepts

• Landing-page messaging

• Set up and manage:

• Google Tag Manager

• GA4

• Google Ads Conversion Tracking

• Meta Pixel

• Meta Conversion API

• UTM tracking

• Work closely with designers, content creators, developers and sales teams.

• Analyse lead quality instead of focusing only on CPL.

• Identify which campaigns are generating:

• Qualified leads

• Sales opportunities

• Revenue

• Wasted spend

• Prepare weekly and monthly performance reports.

Core KPIs

You will primarily be measured on:

• Cost Per Lead
• Cost Per Qualified Lead
• Customer Acquisition Cost
• Conversion Rate
• ROAS
• CTR
• CPC
• Lead-to-Sale Ratio
• Landing Page Conversion Rate
• Revenue Generated
• Advertising Spend Efficiency

Google Ads Skills Required

Strong practical understanding of:

• Search campaigns
• Performance Max
• Display
• YouTube advertising
• Keyword Match Types
• Negative Keywords
• Search Term Analysis
• Quality Score
• Ad Rank
• Smart Bidding
• Conversion Tracking
• Remarketing
• Competitor campaigns
• Location targeting
• Lead-generation campaigns

Meta Ads Skills Required

Strong practical experience with:

• Meta Ads Manager
• Lead Generation campaigns
• Website Conversion campaigns
• Custom Audiences
• Lookalike Audiences
• Retargeting
• Advantage+ campaigns
• Creative testing
• Audience testing
• Pixel tracking
• Conversion API
• Campaign scaling
• Lead quality optimization

Analytical Skills

The candidate must be comfortable analysing data and answering questions such as:

• Why did CPL increase?
• Which campaign is producing the best-quality leads?
• Which keywords are wasting money?
• Which ad creative should receive more budget?
• Where are users dropping from the funnel?
• Should we increase, reduce or redistribute the advertising budget?
• Is the problem coming from the ad, audience, offer, landing page or sales process?

Preferred Experience

• 2–5 years of hands-on performance marketing experience
• Proven experience managing Google and Meta advertising accounts
• Experience working with lead-generation businesses preferred
• Agency experience will be an advantage
• Experience handling international markets such as USA, UK, Canada, UAE or Australia will be preferred

Tools

Candidates should be comfortable using:

• Google Ads
• Meta Ads Manager
• Google Analytics 4
• Google Tag Manager
• Google Search Console
• Looker Studio
• Google Keyword Planner
• Meta Events Manager
• Excel / Google Sheets

Knowledge of CRM platforms, heatmaps and marketing automation tools will be an advantage.

What We Are Looking For

We want someone who thinks beyond:

“Campaign is running.”

You should think:

“Is this campaign generating profitable customers?”

The right candidate understands that performance marketing is a combination of:

Traffic + Creative + Offer + Landing Page + Tracking + Sales Funnel + Data

Interview Requirement

Candidates should be prepared to demonstrate:

1. A Google Ads account/campaign they have managed.
2. A Meta Ads campaign they have managed.
3. Their optimization process for a campaign with high CPL.
4. Their strategy for scaling a profitable campaign.
5. How they track a lead from advertisement to final sale.

Practical Assignment

You may be asked to create a mini performance strategy covering:

• Target audience
• Google campaign structure
• Meta campaign structure
• Keyword strategy
• Creative concepts
• Landing-page recommendations
• Proposed budget allocation
• Expected KPIs
• 30-day optimization plan

Important: We are looking for someone who can own performance, not simply operate an Ads Manager.