# 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, 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

* Robust hands-on experience with *Meta Ads Manager*. * Strong 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 robust 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.

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