Role Overview:

We are looking for a highly analytical and strategic Performance Marketing Specialist to manage and scale paid campaigns for a leading design college. The candidate must understand not only lead generation but enrollment economics, geographic optimization, and advanced bidding strategies

This role requires deep expertise in:

- Google Ads (Search, Performance Max, Display, YouTube)
- Meta Ads (Facebook & Instagram)
- Funnel tracking & offline conversion optimization
- Geographic campaign structuring
- Intent-layered keyword architecture
- Education industry performance dynamics

Core Responsibilities:

1. Campaign Architecture & Structuring

- Build geo-tiered campaign structures based on state-wise admission performance.
- Consolidate fragmented campaigns while preserving learning density.
- Create 3-layer intent segmentation:
- High Intent (Exact match)
- Mid Intent (Phrase match)
- Discovery (Controlled Broad)
- Prevent internal auction competition between campaigns and ad groups.
- Design negative keyword isolation matrix.

2. Advanced Google Ads Management

- Must have hands-on experience with:
- Search campaigns (exact/phrase/broad layering strategy)
- Performance Max control and restructuring
- Audience signals inside PMax
- Placement exclusions (apps, junk inventory)
- URL expansion control
- Brand exclusions
- Device bid adjustments
- Dayparting strategy

Candidate must understand:

- Match type hierarchy
- Smart bidding learning phases
- When to use Max Conversions vs Target CPA
- When to temporarily revert to manual CPC
- How to stabilize volatile campaigns

3. Geographic Optimization Expertise

- Design state-based campaign clusters
- Allocate budgets based on enrollment contribution
- Apply radius targeting around Tier-1 cities
- Fix Presence vs Presence or Interest issues
- Prevent small-town traffic leakage
- Use location bid adjustments strategically

4. Enrollment-Focused Optimization (Very Important)

- Lead Admission




- How to optimize for cost per admission, not just cost per lead
- How to structure campaigns based on enrollment probability
- Implement offline conversion tracking
- Upload GCLID-based conversion data
- Assign weighted values:

Lead

- Qualified Lead
- Campus Visit
- Admission
- Use value-based bidding

5. YouTube Strategy

- Build structured YouTube funnels (cold, warm, remarketing)
- Custom intent audience creation
- Student portfolio-based creative strategy
- View-to-lead tracking
- Placement optimization
- Frequency control
- Must understand YouTube’s role in education decision cycle.

6. Meta Ads Expertise

- Campaign segmentation by geography
- Funnel layering (TOF, MOF, BOF)
- Lookalike audiences from admissions
- City-level targeting refinement
- Creative testing framework
- Lead form vs website conversion optimization
Parent-targeted campaigns

7. Data & Analytics Skills

- GA4
- Conversion tracking setup
- Google Tag Manager
- UTM structuring
- Attribution modelling
- Cost per qualified lead analysis
- Device & time-based segmentation
- State-level performance analysis
- Weekly optimization reporting

Should be able to answer:

- Which state gives best admission ROI?
- Which device converts better?
- Which hour of day has highest CVR?
- Which keywords bring high-intent traffic?

8. Performance Reporting

- Weekly performance dashboards
- Admission-weighted performance reports
- Budget reallocation recommendations
- Identification of statistical losers
- Forecasting scalability

Required Skill Level

- Minimum 4–5 years’ experience in performance marketing
- Proven track record in education sector preferred
- Robust understanding of smart bidding mechanics
- Experience handling 5L–25L monthly ad budgets
- Comfortable restructuring poorly structured account

Not Looking For-

- Basic ad operators
- Only creative-focused marketers
- “Boost post” type Meta specialists

We need someone who understands auction behaviour, economic clustering, and value-based optimization.

📌 Senior Performance Marketing Specialist (Indore)
🏢 Artemisia College of Art & Design
📍 Indore