Job Description

Google Ads Performance Specialist – GTM, GA4 & Lead GenerationJob Overview n

We are looking for a technically strong Google Ads Performance Specialist who can independently plan, launch, track, optimise and scale lead-generation campaigns.

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The candidate must have advanced hands-on knowledge of Google Ads, Google Tag Manager, Google Analytics 4, enhanced conversions, offline conversion tracking and CRM attribution .

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This is not a reporting-only role. The specialist will be responsible for generating qualified leads, reducing wasted advertising expenditure and connecting campaigns with actual sales outcomes.

Key ResponsibilitiesGoogle Ads Campaign Management n

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- Plan and manage Google Search, Performance Max, Display, Demand Gen, YouTube, remarketing and call campaigns.
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- Structure campaigns based on objectives, location, service category, customer intent and value.
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- Conduct keyword research using Google Keyword Planner and professional research tools.
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- Manage broad, phrase and exact match keywords appropriately.
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- Analyse search-term reports and continuously update negative-keyword lists.
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- Build brand, non-brand, competitor, location and high-intent campaigns.
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- Write and test responsive search ads, headlines, descriptions, sitelinks, callouts and structured snippets.
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- Configure call, lead-form, image, location and other relevant assets.
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- Build remarketing, Customer Match and engaged-user audiences.
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- Configure Performance Max asset groups, search themes, audience signals, URL rules, exclusions and brand controls.
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- Prevent brand cannibalisation and irrelevant traffic across Search and Performance Max.
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- Manage locations, presence settings, devices, schedules, demographics and exclusions.
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- Use Manual CPC, Maximise Clicks, Maximise Conversions, Target CPA, Maximise Conversion Value and Target ROAS appropriately.
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- Monitor impression share, auction insights, quality score, ad rank and competitive position.
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- Control budgets, forecasts and daily pacing.
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- Conduct campaign experiments and A/B tests.
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- Document all major optimisations and account changes.
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Google Tag Manager – Mandatory n

The candidate must independently implement and troubleshoot:

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- Google Tag Manager web containers.
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- Google tag and Google Ads conversion tags.
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- Conversion Linker.
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- GA4 configuration and event tags.
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- Form-submission and successful lead tracking.
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- WhatsApp, telephone and CTA click tracking.
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- Thank-you page and single-page application tracking.
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- Click, scroll, timer, visibility and custom-event triggers.
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- Data Layer events and variables.
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- Custom JavaScript variables.
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- DOM, lookup-table and regex-table variables.
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- Cross-domain tracking.
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- GCLID, GBRAID and WBRAID capture.
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- Enhanced conversions.
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- Dynamic conversion values and transaction IDs.
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- Conversion deduplication.
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- GTM Preview and Tag Assistant debugging.
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- Consent Mode and cookie-consent integration.
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- Basic server-side tagging concepts.
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The specialist must communicate technical tracking requirements clearly to MERN-stack, web and mobile developers.

GA4 and Measurement n

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- Configure GA4 properties, data streams, events, key events, custom dimensions and metrics.
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- Link GA4 with Google Ads.
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- Configure Google Ads native conversions and GA4-imported conversions correctly.
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- Set primary and secondary conversion actions.
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- Create conversion-action groups and campaign-specific goals.
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- Configure attribution settings and conversion windows.
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- Troubleshoot missing, duplicated or inflated conversions.
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- Analyse acquisition, landing pages, funnels and conversion paths.
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- Build audiences, explorations and custom segments.
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- Configure internal and developer traffic filters.
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- Create UTM naming conventions.
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- Build automated Looker Studio dashboards.
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- Explain differences between Google Ads, GA4 and CRM conversion numbers.
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Enhanced and Offline Conversion Tracking n

The candidate must understand how to connect advertising with qualified leads and sales.

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Required skills:

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- Enhanced conversions for web and leads.
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- GCLID, GBRAID and WBRAID storage.
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- Offline conversion imports.
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- Google Ads Data Manager.
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- CRM-to-Google Ads conversion uploads.
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- Customer-data hashing and secure transmission.
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- Importing qualified lead, appointment, site visit, quotation, booking and sale stages.
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- Uploading conversion values.
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- Diagnosing low match rates and attribution gaps.
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- Tracking telephone, WhatsApp and offline sales.
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- Preventing duplicate online and offline conversions.
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- Lead scoring and value-based bidding.
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- Optimising for qualified leads and revenue—not only form submissions.
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Landing Page and Funnel Optimisation nn
- Audit landing pages for message match, loading speed, mobile usability and conversion friction.
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- Review forms, qualification questions, CTAs and trust signals.
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- Use PageSpeed Insights, GA4, Microsoft Clarity, Hotjar or similar tools.
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- Identify page drop-offs and form abandonment.
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- Recommend improvements to conversion rate and lead quality.
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- Coordinate with developers and designers.
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- Create campaign-specific landing-page recommendations.
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- Understand how the offer, creative, landing page and sales follow-up affect campaign performance.
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CRM and Lead-Quality Analysis nn
- Work with sales teams to classify leads as qualified, junk, follow-up, appointment, quotation, won or lost.
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- Measure cost per qualified lead, cost per opportunity and customer-acquisition cost.
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- Track campaign-to-revenue performance.
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- Identify keywords, advertisements, locations and audiences producing low-quality enquiries.
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- Integrate Google Ads with CRM platforms using native integrations, APIs, webhooks, Zapier, Make or Pabbly.
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- Analyse contact rate, response time, appointment rate, quotation rate and sales conversion.
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- Optimise campaigns using CRM and revenue data.
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Reporting nn
- Provide daily monitoring and weekly optimisation summaries.
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- Prepare monthly reports covering spend, conversions, qualified leads, CAC and attributable revenue.
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- Report total leads and qualified leads separately.
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- Analyse results by campaign, keyword, location,



device and audience.
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- Explain the cause of performance changes.
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- Provide specific recommended actions, owners and deadlines.
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- Maintain account naming conventions and UTM structures.
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- Produce realistic budget and lead forecasts without guaranteeing results.
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Mandatory Tools nn
- Google Ads
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- Google Ads Editor
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- Google Keyword Planner
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- Google Tag Manager
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- Google Analytics 4
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- Google Search Console
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- Looker Studio
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- Google Merchant Center
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- Google Business Profile
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- PageSpeed Insights
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- Microsoft Excel or Google Sheets
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Preferred Knowledge nn
- Google Ads Scripts and automated rules.
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- Google Ads Manager Accounts.
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- Google Ads API awareness.
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- BigQuery fundamentals.
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- Microsoft Clarity or Hotjar.
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- SEMrush, Ahrefs or similar tools.
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- Call-tracking platforms.
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- CRM systems.
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- Zapier, Make or Pabbly.
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- Basic HTML, CSS and JavaScript.
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- APIs, webhooks and JSON.
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- WordPress and landing-page builders.
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- Consent-management platforms.
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Required Experience nn
- Minimum 2–4 years of hands-on Google Ads experience.
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- Demonstrable lead-generation campaign experience.
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- Experience with high-ticket services is preferred.
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- Interior design, architecture, construction, real estate, education, healthcare or professional-services experience is an advantage.
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- Ability to implement GTM and GA4 without depending entirely on developers.
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- Strong knowledge of enhanced and offline conversions.
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- Ability to manage multiple accounts through Google Ads Manager.
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- Strong analytical, numerical and problem-solving skills.
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- Advertising copywriting and creative-briefing ability.
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- Valuable communication and documentation skills.
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- Ability to collaborate with developers, designers, sales teams and management.
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Performance Metrics n

The specialist will be evaluated on:

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- Cost per qualified lead.
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- Customer-acquisition cost.
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- Qualified-lead percentage.
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- Appointment or site-visit rate.
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- Quotation and sales conversion rates.
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- Conversion-tracking accuracy.
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- Advertising spend versus attributable revenue.
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- Reduction in wasted expenditure.
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- Landing-page conversion rate.
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- Campaign profitability.
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- Quality and usefulness of reporting.
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CTR, CPC, impressions and total lead count will be treated as supporting metrics—not final success metrics.

Application Requirements n

Applicants should provide:

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- Total Google Ads experience.
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- Approximate monthly advertising spend managed.
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- Industries and campaign types managed.
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- Examples of Search and Performance Max campaigns.
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- Details of an independent GTM implementation.
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- GA4 and conversion-tracking experience.
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- Experience with enhanced and offline conversions.
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- An example of reducing wasted advertising expenditure.
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- An example of improving qualified-lead volume or cost.
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- Anonymised reports or dashboard screenshots.
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- Google Ads certifications, if available.
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Shortlisted candidates may be asked to complete a practical account audit covering campaign structure, keywords, search terms, negative keywords, Performance Max, GTM, GA4, enhanced conversions, offline attribution, budget allocation, landing pages and a 30-day optimisation plan.

📌 Google ads specialist (Chennai)
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