Own the budget. Build the pipeline. Prove the channel.

Be the person who turns ThunderClap's paid media into a real, profitable pipeline engine - starting with Google Ads and building toward a full multi-channel paid system.

? Location: Remote | Engagement: Freelance | Reports to: Kiran, Head of Growth

Why this role exists

Paid media is our next growth channel, and it's one we don't have in-house expertise in yet. We're starting with a freelance consultant.

Google Ads is the first channel to crack, with a real budget behind it - roughly ₹4-5 lakh a month to start. As it proves out, we'll expand to LinkedIn Ads, Meta, and YouTube. Because paid media is high-leverage but also a real cost center, we need someone who owns it end-to-end - not someone who just runs campaigns and reports impressions.

We're India-first right now, expanding to the US fast. We're a small, ambitious team and we move quickly. You'll need to be comfortable operating in a startup environment.

Responsibilities

1. Build & Run Paid Search — Google Ads First

- Build, launch, and manage Google Ads from scratch - beginning with Search
- India-first, then expand to the US as performance proves out
- Bring your own frameworks and processes for setup, optimization, and damage control - we need to build this from scratch

2. Multi-Channel Expansion

- As Google Ads matures, take ownership of LinkedIn Ads, Meta, maybe Reddit, Youtube. As and when we want to experiment
- Know which channel serves which funnel stage - awareness, consideration, acquisition, retention — and allocate budget accordingly
- Bring a full-funnel paid media methodology, not just platform-level execution

3. Structured Experimentation

- Run structured A/B tests on creatives, ad copy, audiences, landing pages, and bid strategies
- Treat experimentation as a system - not guesswork
- Kill losing campaigns fast, scale winners, and document what you learned

4. Tracking, Attribution & Reporting

- Own tracking end-to-end — GA4, Google Ads conversions, GTM, and pipeline conversion import




- Set up and QA your own conversion and pipeline tracking
- Think in multi-touch attribution, not last-click. Connect spend to MQLs, SQLs, and revenue
- Report weekly with a clear "what I changed and why" and a damage-control plan whenever campaigns underperform
- North star metric is qualified pipeline - not clicks, not impressions or just leads

5. Creative & Landing Page Instinct

- Know what ad copy and creative formats drive B2B pipeline at each funnel stage
- Brief the design team effectively or contribute to copy directly
- Flag landing page issues limiting conversion and work with the dev team to fix them

6. AI & Automation

- Use AI tools to speed up reporting, creative testing, and campaign management
- Build automations where possible to reduce manual work and improve turnaround speed

7. Collaboration

- Work with the SEO, content, and design teams to align paid efforts with the broader marketing strategy
- Operate within a small team - self-sufficient, no hand-holding needed, proactive with updates

The Outcome That Matters Qualified pipeline is the north star. If we spend ₹4-5 lakh in a month, how much qualified pipeline did that generate? MQLs, SQLs, meetings booked, and revenue influenced are what we track. CPC, CPA, and ROAS are inputs, not the finish line.

What We're Looking For

Must-haves

- 5+ years of performance marketing experience across Google Ads, Meta, LinkedIn Ads, YouTube, and Microsoft Ads - B2B SaaS specifically
- A track record of pipeline and revenue results you can walk through with real numbers
- Has built a paid channel from zero before, not just inherited and managed an existing account




- Full-funnel channel methodology, knows which channel serves which stage and how to allocate budget across them
- Experience running paid media in both India and the US markets
- Brings their own frameworks, dashboards, and processes from day one
- Sets up and owns conversion, attribution, and pipeline tracking independently
- Comfortable working with limited, experimental budgets - can deliver results at smaller scale and grow spend only as performance justifies it

Weighted heavily

- Clear pipeline-per-spend thinking - connects ad spend to revenue, not just platform metrics
- Multi-touch attribution thinking - not just last-click
- Structured experimentation - testing is a system, not a feeling
- Has killed their own losing campaigns rather than letting them ride
- CRO and landing page instinct
- Uses AI tools actively in their workflow to improve speed and output

Tie-breakers

- Depth in the US market
- Familiarity with our space - B2B SaaS, marketing, branding, websites
- Marketing mix modeling or marginal ROI thinking across channels
- ABM or intent-based targeting experience

What Won't Work Here
- Reporting clicks and impressions instead of pipeline
- Needing large budgets to deliver results
- Going dark and needing to be chased
- No B2B SaaS track record
- Blaming the algorithm when something underperforms
- Waiting to be told what to test or optimize next
- Single-platform thinking — Google only, Meta only, etc.
- Flaky operators who log in for a couple of hours and coast.

Character Traits We're Optimizing For
- High ownership
- treats the budget and outcomes as their own

- Adaptable 0 comfortable in a startup setting where things are not always perfectly set up
- Results-obsessed 0 driven by pipeline and revenue, not vanity metrics
- Proactive

- keeps us informed without needing to be chased

- Experimental

- has a system for testing and learning, not guessing

- Self-sufficient

- brings their own tools, frameworks, and ways of working

📌 Performance Marketing ConsultantB SaaS) (India)
🏢 ThunderClap - B2B Website u0026 Branding Agency
📍 India