Google Ads Performance Specialist – GTM, GA4 & Lead Generation Job Overview

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

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.

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 Responsibilities Google Ads Campaign Management

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

Google Tag Manager – Mandatory

The candidate must independently implement and troubleshoot:

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

The specialist must communicate technical tracking requirements clearly to MERN-stack, web and mobile developers.

GA4 and Measurement

- Configure GA4 properties, data streams, events, key events, custom dimensions and metrics.
- Link GA4 with Google Ads.




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

Enhanced and Offline Conversion Tracking

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

Required skills:

- Enhanced conversions for web and leads.
- GCLID, GBRAID and WBRAID storage.
- Offline conversion imports.
- Google Ads Data Manager.
- CRM-to-Google Ads conversion uploads.
- Customer-data hashing and secure transmission.
- Importing qualified lead, appointment, site visit, quotation, booking and sale stages.
- Uploading conversion values.
- Diagnosing low match rates and attribution gaps.
- Tracking telephone, Whats App and offline sales.
- Preventing duplicate online and offline conversions.
- Lead scoring and value-based bidding.
- Optimising for qualified leads and revenue—not only form submissions.

Landing Page and Funnel Optimisation

- Audit landing pages for message match, loading speed, mobile usability and conversion friction.
- Review forms, qualification questions, CTAs and trust signals.
- Use Page Speed Insights, GA4, Microsoft Clarity, Hotjar or similar tools.
- Identify page drop-offs and form abandonment.
- Recommend improvements to conversion rate and lead quality.
- Coordinate with developers and designers.
- Create campaign-specific landing-page recommendations.
- Understand how the offer, creative, landing page and sales follow-up affect campaign performance.

CRM and Lead-Quality Analysis

- Work with sales teams to classify leads as qualified, junk, follow-up, appointment, quotation, won or lost.
- Measure cost per qualified lead, cost per opportunity and customer-acquisition cost.
- Track campaign-to-revenue performance.
- Identify keywords, advertisements, locations and audiences producing low-quality enquiries.
- Integrate Google Ads with CRM platforms using native integrations, APIs, webhooks, Zapier, Make or Pabbly.
- Analyse contact rate, response time, appointment rate, quotation rate and sales conversion.
- Optimise campaigns using CRM and revenue data.

Reporting

- Provide daily monitoring and weekly optimisation summaries.
- Prepare monthly reports covering spend, conversions, qualified leads, CAC and attributable revenue.
- Report total leads and qualified leads separately.




- Analyse results by campaign, keyword, location, device and audience.
- Explain the cause of performance changes.
- Provide specific recommended actions, owners and deadlines.
- Maintain account naming conventions and UTM structures.
- Produce realistic budget and lead forecasts without guaranteeing results.

Mandatory Tools

- Google Ads
- Google Ads Editor
- Google Keyword Planner
- Google Tag Manager
- Google Analytics 4
- Google Search Console
- Looker Studio
- Google Merchant Center
- Google Business Profile
- Page Speed Insights
- Microsoft Excel or Google Sheets

Preferred Knowledge

- Google Ads Scripts and automated rules.
- Google Ads Manager Accounts.
- Google Ads API awareness.
- Big Query fundamentals.
- Microsoft Clarity or Hotjar.
- SEMrush, Ahrefs or similar tools.
- Call-tracking platforms.
- CRM systems.
- Zapier, Make or Pabbly.
- Basic HTML, CSS and Java Script.
- APIs, webhooks and JSON.
- Word Press and landing-page builders.
- Consent-management platforms.

Required Experience

- Minimum 2–4 years of hands-on Google Ads experience.
- Demonstrable lead-generation campaign experience.
- Experience with high-ticket services is preferred.
- Interior design, architecture, construction, real estate, education, healthcare or professional-services experience is an advantage.
- Ability to implement GTM and GA4 without depending entirely on developers.
- Strong knowledge of enhanced and offline conversions.
- Ability to manage multiple accounts through Google Ads Manager.
- Strong analytical, numerical and problem-solving skills.
- Advertising copywriting and creative-briefing ability.
- Good communication and documentation skills.
- Ability to collaborate with developers, designers, sales teams and management.

Performance Metrics

The specialist will be evaluated on:

- Cost per qualified lead.
- Customer-acquisition cost.
- Qualified-lead percentage.
- Appointment or site-visit rate.
- Quotation and sales conversion rates.
- Conversion-tracking accuracy.
- Advertising spend versus attributable revenue.
- Reduction in wasted expenditure.
- Landing-page conversion rate.
- Campaign profitability.
- Quality and usefulness of reporting.

CTR, CPC, impressions and total lead count will be treated as supporting metrics—not final success metrics.

Application Requirements

Applicants should provide:

- Total Google Ads experience.
- Approximate monthly advertising spend managed.
- Industries and campaign types managed.
- Examples of Search and Performance Max campaigns.
- Details of an independent GTM implementation.
- GA4 and conversion-tracking experience.
- Experience with enhanced and offline conversions.
- An example of reducing wasted advertising expenditure.
- An example of improving qualified-lead volume or cost.
- Anonymised reports or dashboard screenshots.
- Google Ads certifications, if available.

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.

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