Job Type: Full-time

# Performance Marketing Specialist – Meta Ads & Google Ads*Position:* Performance Marketing Specialist*Experience:* 2–5 Years*Employment Type:* Full-Time*Department:* Digital Marketing / Performance Marketing## About the RoleWe are looking for a *data-driven Performance Marketing Specialist* with strong hands-on expertise in *Meta Ads and Google Ads. The ideal candidate should be capable of independently planning, launching, optimizing, scaling, and reporting paid advertising campaigns with a strong focus on **lead generation, customer acquisition, CPL, CPA and ROAS*.This is a hands-on role for someone who understands that performance marketing is not just about generating clicks or cheap leads—it is about generating *quality leads and measurable business results*.## Key Responsibilities* Plan, launch, manage and scale campaigns across *Meta Ads – Facebook & Instagram* and *Google Ads*.* Manage different campaign objectives including: * Lead Generation * Sales / Conversions * Website Traffic * Remarketing * Brand Awareness * WhatsApp Lead Generation* Build complete campaign structures including campaigns, ad sets/ad groups, audiences, keywords, creatives and landing-page strategies.* Conduct detailed *audience research, keyword research and competitor analysis*.* Manage Google Search, Performance Max, Display, YouTube and remarketing campaigns.* Build and optimize Meta campaigns using: * Broad targeting * Interest targeting * Custom Audiences * Lookalike Audiences * Retargeting* Continuously monitor and improve: * CPL * CPA * CPC * CTR * Conversion Rate * ROAS * Lead Quality * Cost per Qualified Lead* Identify underperforming campaigns and take corrective action quickly.* Scale winning campaigns without unnecessarily increasing acquisition costs.* Work closely with designers and content teams to develop *high-converting ad creatives, hooks, copy and offers*.* Conduct systematic *A/B testing* of creatives, audiences, landing pages, headlines,



offers and campaign structures.* Analyse lead quality beyond Meta/Google dashboard metrics and coordinate with sales teams to understand actual conversions.* Prepare daily, weekly and monthly campaign performance reports with actionable insights.* Manage multiple client accounts and advertising budgets simultaneously.## Tracking & AnalyticsThe candidate should have working knowledge of:* Meta Pixel* Meta Conversions API* Google Analytics 4 – GA4* Google Tag Manager – GTM* Google Ads Conversion Tracking* UTM Tracking* Meta Events Manager* Conversion attribution* Landing-page tracking* CRM / lead-source trackingAbility to diagnose tracking discrepancies between advertising platforms, websites and CRM systems will be highly preferred.## Required Skills* Strong hands-on experience with *Meta Ads Manager*.* Strong hands-on experience with *Google Ads*.* Proven experience running *lead-generation and conversion-focused campaigns*.* Robust understanding of campaign optimization and scaling.* Ability to analyse data and make decisions based on numbers rather than assumptions.* Understanding of customer funnels and landing-page conversion optimization.* Good understanding of copywriting, creative strategy and consumer psychology.* Strong Excel / Google Sheets reporting skills.* Ability to manage advertising budgets responsibly.* Strong communication and problem-solving abilities.## What We Are Looking ForWe are specifically looking for someone who can answer questions such as:* Why has CPL suddenly increased?* Why are we generating cheap leads but poor-quality leads?* Which campaign,



audience or creative should receive more budget?* When should a campaign be scaled?* When should an ad be stopped?* Is the problem with targeting, creative, offer, landing page or sales process?* Why are Google Ads generating clicks but not conversions?* Which keyword or search term is wasting the budget?* How can we improve lead-to-sale conversion instead of only reducing CPL?The candidate should be comfortable *owning campaign performance rather than simply operating Ads Manager*.## Preferred ExperienceExperience working with one or more of the following industries will be an advantage:* Education / Study Abroad* Real Estate* Healthcare* E-commerce* Professional Services* B2B Lead Generation* SaaS* Local BusinessesAgency experience and experience managing *multiple advertising accounts simultaneously* will be preferred.## Key Performance Indicators – KPIsPerformance will primarily be evaluated on:* Cost Per Lead / CPL* Cost Per Qualified Lead* Cost Per Acquisition / CPA* Lead Quality* Conversion Rate* ROAS / Revenue Generated* Campaign Scalability* Budget Utilisation* Reporting Accuracy* Testing and Optimisation Velocity## Qualifications* 2–5 years of relevant performance marketing experience.* Demonstrable experience managing Meta and Google advertising campaigns.* Google Ads certifications are preferred but not mandatory.* Meta Blueprint certification is an advantage.* Previous campaign results, case studies or portfolio will be highly preferred.## Ideal CandidateYou will be a strong fit if you are someone who:* Loves analysing campaign data.* Tests continuously instead of relying on assumptions.* Understands the difference between *cheap leads and profitable leads*.* Takes ownership of campaign outcomes.* Keeps up with changes in Meta and Google advertising platforms.* Can independently diagnose problems and suggest solutions.* Thinks about the client's *revenue and business growth*, not just advertising metrics.Apply on [email protected] or (phone hidden)

📌 Performance Management Specialist (Chandigarh)
🏢 Canam Consultants
📍 Chandigarh