Job Role: Performance Marketing Manager / Paid Media Manager

Campaign Management

- Plan, launch, and manage campaigns across Google Ads including Search, Performance Max, Shopping, Display, YouTube, and Demand Gen.
- Manage Meta Ads campaigns including Advantage+, retargeting, lookalike, and interest-based audiences.
- Build account structures from scratch, including:

- Ad groups

- Keyword themes

- Match types

- Negative keyword lists

- Audience segmentation
- Manage bidding strategies such as Target CPA, Target ROAS, Maximize Conversions, and Manual CPC.
- Identify when to switch between bidding strategies based on campaign performance.
- Write effective ad copy and brief creative teams for campaign assets.
- Conduct structured A/B testing across audiences, creatives, and landing pages.

Tracking & Implementation

- Implement and troubleshoot Google Tag Manager (GTM) containers, including tags, triggers, variables, and data layer events.
- Configure GA4 events, key events, audiences, channel groupings, and Google Ads linking.
- Set up Meta Pixel and Conversions API (CAPI), including server-side events, event deduplication, domain verification, and Aggregated Event Measurement.
- Configure Google Ads conversion tracking and Enhanced Conversions.
- Manage offline conversion imports from CRM systems.
- Maintain consistent UTM naming conventions across campaigns.
- Validate tracking using Tag Assistant, GA4 Debug View, and Meta Events Manager.
- Diagnose discrepancies between advertising platforms, GA4, and CRM data.
- Explain differences in reported numbers and attribution.
- Prepare clear technical requirements for developers for code-level implementations.





Budget & Spend Management

- Plan monthly budgets and manage daily campaign pacing.
- Independently manage and optimize ₹30 Lakh+ monthly ad spend across multiple platforms.
- Scale budgets up or down without significantly impacting campaign performance.
- Allocate and reallocate budgets across platforms, campaigns, and funnel stages based on performance.
- Calculate and monitor key performance metrics, including:

- CPC

- CPM

- CPA / CAC

- ROAS

- Blended ROAS

- MER

- CTR

- CVR

- AOV

- LTV:CAC
- Break-even ROAS
- Prepare spend forecasts and scenario models.
- Analyze the potential impact of increased spending on CPA and conversion performance.
- Monitor spend-versus-plan variance and proactively identify overspending or underspending risks.
- Reconcile platform billing with the Finance team and validate invoices.

Data Analysis & Reporting

- Build and maintain Looker Studio dashboards connected to Google Ads, Meta Ads, and GA4.
- Analyze funnel drop-offs, cohort behavior, attribution paths, and channel contribution.
- Interpret attribution models such as:
- Last-click
- Data-driven
- View-through
- Understand the limitations of different attribution models.
- Prepare weekly and monthly performance reviews for the Digital Head.




- Provide actionable insights and recommendations rather than reporting numbers alone.

Collaboration

- Work closely with design, content, web, and sales teams to align campaigns with landing pages and lead-handling processes.
- Maintain regular feedback loops with Sales teams regarding lead quality.

- Maintain updated documentation covering

- Account structure

- Tracking maps

- Naming conventions

- Change logs

Required Skills & Experience

- Graduation in any relevant discipline.
- 3–5 years of hands-on paid media experience across both Google Ads and Meta Ads.
- Proven experience independently managing ₹30 Lakh+ monthly advertising budgets.
- Robust experience with budget pacing and campaign efficiency at scale.
- Hands-on experience implementing conversion tracking through GTM, GA4, Meta Pixel, and CAPI.
- Strong understanding of performance marketing metrics and calculations.
- Advanced knowledge of Excel / Google Sheets.
- Strong Looker Studio dashboard-building skills.
- Experience conducting structured A/B tests and accurately interpreting results.
- Ability to explain previous campaigns end-to-end, including problem identification, campaign structure, tracking, results, and learnings.

Good To Have – Certifications & Knowledge

- Google Ads certifications in Search, Measurement, and Video.
- Meta Blueprint certification.
- Knowledge of Server-Side GTM (sGTM).

- CRM experience with

- HubSpot

- Salesforce

- Zoho

- LeadSquared
- Knowledge of CRO tools such as:

- VWO

- Hotjar

- Microsoft Clarity

- Unbounce

📌 Ad Campaign Specialist (Hyderabad)
🏢 JobTrade
📍 Hyderabad