# 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 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 solid 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 & Analytics The 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 tracking

Ability 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.

- Solid hands-on experience with Google Ads.
- Proven experience running lead-generation and conversion-focused campaigns.

Strong 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 For

We 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 Experience

Experience 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 Businesses

Agency experience and experience managing multiple advertising accounts simultaneously will be preferred.

## Key Performance Indicators – KPIs

Performance 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 Candidate

You will be a solid 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