Location: Delhi NCR – On-site

Employment Type: Full-time

Industry: Performance Marketing / Lead Generation / AdTech

Primary Market: United States

Key Verticals: Home Services, Insurance & Finance

About the Role

We are looking for an experienced Senior Media Buyer – US CPL / PPC (Inbound Calls) to own, optimize and scale performance marketing campaigns focused on generating high-intent, qualified leads and inbound calls for US advertisers.

This is a hands-on performance role for someone who understands that successful acquisition is not measured by CPL or cost-per-call alone.

The ideal candidate should understand the complete economics of a campaign — from media spend, CTR and conversion rate through lead/call quality, qualification, advertiser acceptance, payout, revenue and gross profit.

You will be responsible for taking campaigns from initial testing through optimization and ultimately to profitable scale, while working closely with our creative, technology, operations and revenue teams.

Key ResponsibilitiesCampaign Strategy & Execution

- Plan, launch, manage and scale paid acquisition campaigns targeting US consumers.
- Manage both CPL lead-generation and PPC/pay-per-call/inbound-call campaigns .
- Primarily manage campaigns across Meta/Facebook , with experience across Google, TikTok, Snapchat, Native or other paid channels considered an advantage.
- Develop campaign structures, targeting strategies, budgets and bidding approaches based on offer economics.
- Build structured testing frameworks for audiences, creatives, landing pages, funnels and call flows.
- Identify winning combinations and systematically scale profitable campaigns.
- Manage substantial advertising budgets while maintaining profitability and advertiser quality benchmarks.

US CPL / Lead Generation
- Manage CPL and CPA campaigns across verticals including:
- Home Services: Roofing, HVAC, Windows, Solar, Remodeling and related categories.
- Insurance: Auto, Home, Life, Health and related products.
- Finance: Debt, Loans, Credit and other financial-services products.
- Understand advertiser requirements including qualification criteria, geo targeting, lead caps, operating hours and acceptance parameters.
- Optimize campaigns beyond front-end CPL using advertiser feedback and downstream performance.
- Monitor lead rejection rates, qualification rates, conversion quality and advertiser acceptance.
- Maximize gross profit and sustainable campaign economics , rather than simply generating inexpensive leads.

PPC / Pay-Per-Call & Inbound Call Generation
- Plan, launch and scale campaigns designed to generate high-intent inbound consumer calls for US advertisers and buyers.
- Understand pay-per-call/PPC campaign economics including:
- Cost per call
- Qualified call rate
- Minimum call-duration requirements
- Billable vs. non-billable calls
- Buyer payout
- Revenue per call
- Conversion rates
- Gross profit and margin
- Optimize campaigns toward qualified and billable calls , rather than simply maximizing raw call volume.
- Understand buyer criteria including geo, operating hours, call caps, qualification questions and routing requirements.
- Analyze call disposition and buyer feedback to improve traffic quality.
- Work with operations and technical teams on call tracking, attribution, routing, IVR and related integrations.
- Optimize campaigns based on downstream call outcomes and advertiser/buyer feedback.

Optimization & Scaling
- Monitor campaign performance daily and make data-driven optimization decisions.




- Analyze CPM, CTR, CPC, CVR, CPL, CPA, cost per call, qualified-call rate, revenue, ROAS and gross profit.
- Identify performance deterioration quickly and diagnose issues across traffic, creative, funnel, call flow, tracking or offer economics.
- Scale winning campaigns while maintaining acceptable acquisition costs and quality.
- Manage budget allocation across campaigns based on profitability and available scaling opportunities.
- Develop strategies for both vertical and horizontal scaling.

Creative Strategy
- Work closely with scriptwriters, graphic designers and video editors to develop performance-oriented creatives.
- Develop creative approaches appropriate for both form-fill lead generation and call-driven acquisition .
- Analyze competitor advertising and market trends to identify new creative angles.
- Translate campaign data into actionable creative briefs.
- Continuously test hooks, messaging, formats, concepts and CTAs.
- Maintain a structured creative testing and iteration process rather than relying on isolated winning ads.

Funnel, Landing Page & Call-Flow Optimization
- Work with technology and web-development teams to develop and optimize lead-generation funnels.
- Recommend improvements to landing pages, pre-qualification flows, forms, click-to-call experiences and consumer journeys.
- Conduct A/B tests to improve conversion rates and lead/call quality.
- Understand the relationship between ad messaging, landing-page experience, qualification and advertiser requirements.
- Optimize the path from ad → landing page/pre-qualification → lead or call → advertiser/buyer .

Tracking & Attribution
- Have a working understanding of pixels, postbacks, CAPI/server-side tracking, UTMs and attribution.
- Understand call tracking and attribution requirements for inbound-call campaigns.
- Work with the AdOps/technical team to ensure campaigns are accurately tracked before launch.
- Understand tracking platforms such as Voluum, RedTrack or equivalent systems , along with relevant call-tracking platforms.
- Identify discrepancies between advertising platforms, internal trackers and advertiser reporting.

Compliance & Account Health
- Ensure campaigns comply with advertising-platform policies and applicable advertiser requirements.
- Understand the additional sensitivities associated with advertising financial services, insurance and other regulated verticals.
- Ensure messaging, qualification flows and call-generation practices remain compliant with applicable campaign requirements.
- Work with internal teams to maintain sustainable campaign operations and account health.
- Avoid misleading claims, deceptive creatives or other practices that could compromise advertiser relationships or platform integrity.

Reporting & Ownership
- Maintain accurate campaign-level reporting.
- Provide regular updates covering:
- Spend
- Leads / Calls
- CPL / Cost Per Call
- Qualified and billable call rates
- CPA
- Revenue
- Gross Profit
- Lead/call acceptance and rejection
- Scaling opportunities
- Key blockers
- Take end-to-end ownership of assigned campaign performance.




- Collaborate closely with Team Leads, Revenue, Creative, AdOps and Technology teams.

Qualifications
- 3–6+ years of hands-on performance marketing/media buying experience , with meaningful experience in US lead generation and/or inbound-call acquisition.
- Demonstrable experience managing US CPL, CPA and/or PPC/pay-per-call campaigns .
- Strong hands-on expertise with Meta Ads Manager .
- Proven ability to independently launch, optimize and scale campaigns.
- Experience in at least one of the following is strongly preferred:
- Home Services
- Insurance
- Finance
- Experience managing meaningful monthly advertising budgets.
- Strong understanding of campaign P&L; and the relationship between spend, CPL/cost per call, qualification, payout, revenue and gross profit .
- Understanding of inbound-call metrics including call duration, qualification rate, billable-call rate and buyer acceptance.
- Robust analytical and problem-solving abilities.
- Experience working with landing pages, funnels, lead forms and/or call-driven acquisition flows.
- Working knowledge of tracking and attribution platforms.
- Understanding of pixels, CAPI, postbacks and conversion tracking.
- Strong understanding of creative testing and performance-driven creative strategy.
- Ability to work in a fast-paced, target-driven environment where campaign performance is measured daily.
- Strong communication skills and the ability to work cross-functionally with creative, technical, operations and revenue teams.

Preferred Qualifications
- Experience generating US leads and/or inbound calls at significant scale.
- Direct experience with Pay-Per-Call / PPC campaigns .
- Experience working directly with advertisers, call buyers, affiliate networks or performance networks.
- Experience receiving and optimizing against advertiser-level downstream data and call dispositions.
- Experience with multiple traffic sources beyond Meta.
- Familiarity with Voluum, RedTrack or similar attribution platforms.
- Familiarity with call-tracking, routing and attribution technology.
- Experience with both lead-form and landing-page-based acquisition funnels.
- Demonstrated history of scaling profitable campaigns while maintaining advertiser quality benchmarks.

What We're Looking For We're particularly interested in media buyers who can demonstrate real campaign ownership .

During the interview process, candidates should be comfortable discussing previous campaigns, including:

- Vertical and offer type
- CPL or inbound-call model
- Traffic source
- Approximate monthly spend
- Lead/call volume
- CPL / Cost Per Call / CPA
- Qualification or billable-call criteria
- Advertiser/buyer payout
- Lead/call acceptance rates
- Approximate gross profit or contribution margin
- How the campaign was tested, optimized and subsequently scaled

Confidential advertiser information is not required . We care less about screenshots and more about whether you genuinely understand the economics and decision-making behind the campaigns you managed.

What You'll Get

You'll work within a performance marketing ecosystem supported by dedicated media buying, creative, technology, AdOps and revenue teams .

The infrastructure is designed to allow strong media buyers to move quickly — test intelligently, iterate creatives faster, solve technical bottlenecks and scale profitable opportunities.

If you understand US performance marketing and believe quality + profitability + scale should coexist, we'd like to hear from you.

📌 Senior Media Buyer – US CPL / PPC (Inbound Calls) – Performance Marketing (Delhi)
🏢 Somo Media
📍 Delhi