ABOUT THE ROLE

We are looking for a strategic, data-driven Paid Media & Ads Specialist who understands B2B lead generation for premium services — not e-commerce or mass consumer products.

You will own all paid advertising across Meta (Facebook & Instagram), Google, and LinkedIn for our Canadian Operations and global clients. Campaigns target high-value founders and business owners in Canada investing $1,500 to $7,500+ per month.

This role requires full ownership: setting strategy, executing campaigns, managing budgets, briefing creatives, tracking performance, and reporting directly to the founder. No micromanagement; trust and results-driven.

Note: This role is not suitable for those who only run catalogue ads or boost posts without strategic funnel thinking.

KEY RESPONSIBILITIESStrategy & Planning

- Develop monthly paid media strategy aligned with company objectives, launches, and events
- Define audience targeting in Canada (founders, business owners, executives)
- Build full-funnel strategy:
- Awareness: Brand/founder authority positioning
- Consideration: Lead generation via offers/events/content
- Conversion: Retargeting warm traffic to book calls/apply
- Plan campaign calendar 4 weeks ahead
- Align paid media plan with organic content calendar

Campaign Execution

- Manage Meta ad campaigns (Facebook + Instagram) via Meta Ads Manager and Google Ads
- Manage LinkedIn ad campaigns via LinkedIn Campaign Manager
- Plan and optimize landing pages per campaign
- Write or brief ad copy (headlines, text, CTAs)
- Set campaign objectives per funnel stage (Lead Gen, Traffic, Conversions, Reach, Engagement)
- Install and maintain Meta Pixel and LinkedIn Insight Tag on web properties
- Set custom conversion events (form fills, calls booked, purchases)




- Build Custom Audiences from CRM lists and Lookalike Audiences for prospecting
- Ensure compliance with CASL (Canada's Anti-Spam Law) and platform policies

Budget Management

- Manage starting monthly budget with growth tied to performance
- Allocate budget by platform and campaign based on live data
- Flag underperforming or overspending campaigns immediately
- Submit budget reallocation recommendations with data support

Creative Briefing & Collaboration

- Write detailed creative briefs covering hook angle, format, tone, message, audience context, CTA
- Review all creatives before launch to ensure brand fit and quality
- Collaborate with Video Editor on video ad content
- Maintain a creative testing log with variants tested and outcomes

Performance Tracking & Reporting

- Deliver weekly performance reports every Monday covering spend, CPM, CTR, CPL, leads generated and quality
- Track full conversion path: ad click → landing page → form submit → CRM entry → booked call → client closed
- Monthly deep-dive report with analysis and strategy adjustments
- Use UTM parameters for clean attribution in Google Analytics and GHL
- Monitor competitor ads in Canadian consulting/advisory space monthly

Testing & Optimisation

- Run structured A/B tests on copy, creatives, CTAs, audiences, landing pages
- Document hypotheses, results, decisions in an optimisation log
- Kill underperforming ads quickly




- Primary metric: Cost Per Qualified Lead (CPQL) — improve monthly

CRM Integration

- Ensure paid leads flow correctly into CRM with accurate tagging
- Set up automated lead follow-up sequences in GHL triggered by ad forms
- Collaborate on refining lead qualification criteria

REQUIRED QUALIFICATIONS

- Bachelor’s degree in Marketing, Business or related field OR equivalent experience
- Minimum 2 years hands-on experience running paid ads with real B2B lead generation results (with data)
- Experience managing ad budgets ≥ ₹1 lakh/month (not just boosting posts)
- Proficiency in Meta Ads Manager (mandatory), Google Ads and LinkedIn Campaign Manager (mandatory)
- GHL (GoHighLevel) experience a solid advantage
- Experience with international clients (Canada, US, UK, Australia) preferred
- Google Analytics 4 knowledge (UTM setup and conversion tracking)
- Excellent written English skills without errors
- Strong analytical mindset; data-driven decision making
- Self-managed and deadline-oriented without daily supervision
- Proactive communication and problem reporting

PREFERRED / BONUS SKILLS

- Google Ads experience beyond basics
- Experience with premium services or consulting brands
- Familiarity with Zapier or automation tools
- Understanding of personal brand advertising strategies

WHAT DOES NOT FIT THIS ROLE

- Candidates with only e-commerce or D2C ad experience
- Candidates requiring daily task lists to function
- Candidates with vague or unverifiable results claims
- Candidates uncomfortable with 5:30 PM–1:30 AM IST working hours

Pay: ₹30,000.00 - ₹50,000.00 per month

Benefits:

- Paid sick time
- Paid time off
- Work from home

Work Location: Remote

📌 Digital Marketing Specialist (India)
🏢 Watts Group
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