# 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 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
- Whats App 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, You Tube 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.
- Robust 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
- B2 B Lead Generation
- Saa S
- 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 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.

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