SEM / PPC Specialist

Role & responsibilities

• Plan, set up and manage performance marketing campaigns across Meta, Google, YouTube, LinkedIn, X and other relevant advertising platforms.
• Monitor campaigns regularly and optimize targeting, budgets, bidding, creatives, keywords and ad copies to improve campaign performance.
• Analyse campaign performance using metrics such as CPL, CPA, CPC, CTR, conversions and ROAS.
• Identify underperforming campaigns and take timely corrective actions to improve results.
• Set up and manage lead generation, website traffic, conversion and other performance-focused campaigns based on client objectives.
• Write clear, engaging and conversion-focused ad content and copy based on the campaign objective, target audience and brand requirements.
• Develop different ad copy and messaging variations for testing and optimization.
• Monitor campaign budgets, spending, campaign end dates and delivery to ensure campaigns run smoothly without unnecessary interruptions.
• Implement and verify conversion tracking using tools such as Meta Pixel, Google Analytics, Google Tag Manager and Google Ads Conversion Tracking.
• Handle WhatsApp API setup and integration for lead generation, communication and automated customer journeys.
• Create and manage WhatsApp automation flows and flow charts for lead capture, lead qualification, automated responses, follow-ups and lead routing.
• Create and understand marketing funnels and customer journey flow charts for campaigns and lead-generation activities.
• Conduct audience research, keyword research and competitor analysis to support campaign planning and content development.
• Prepare regular performance reports with key observations, insights and optimization recommendations.
• Maintain accurate campaign records, tracking sheets and performance data.
• Take complete ownership of assigned campaigns from planning and setup to monitoring, optimization and reporting.

Preferred candidate profile

• 24 years of hands-on experience in Digital Marketing / Performance Marketing.
• Strong practical experience in Meta Ads and Google Ads.
• Should have experience working with multiple digital advertising platforms such as Meta, Google, YouTube, LinkedIn, X and other relevant platforms.
• Good content writing and copywriting skills, with the ability to independently create effective and conversion-focused content for advertising campaigns.
• Should have independently created, managed and optimized lead generation and conversion campaigns.
• Good understanding of campaign optimization, audience targeting, keyword selection, bidding, budgeting and performance analysis.
• Good understanding of conversion tracking, analytics and marketing funnels.
• Working knowledge of WhatsApp API, WhatsApp automation and creating customer journey/automation flow charts.
• Ability to understand and create WhatsApp lead-generation and follow-up flows based on campaign objectives.
• Should be comfortable analysing campaign data and taking optimization decisions independently.
• Strong attention to detail, ownership and accountability are essential.
• Should be able to manage multiple campaigns and priorities without requiring constant supervision.
• Candidates with only theoretical knowledge or experience limited to social media posting/content creation will not be considered.