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 Role
We are looking for a *data-driven Performance Marketing Specialist* with solid 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, landi