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. /n 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 . /n 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 /n

- 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.

/n Google Tag Manager – Mandatory /n The candidate must independently implement and troubleshoot: /n /n

- 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.

/n /n The specialist must communicate technical tracking requirements clearly to MERN-stack, web and mobile developers. GA4 and Measurement /n /n

- 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.

/n Enhanced and Offline Conversion Tracking /n The candidate must understand how to connect advertising with qualified leads and sales. /n Required skills: /n /n

- 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.

/n Landing Page and Funnel Optimisation /n /n

- 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.

/n CRM and Lead-Quality Analysis /n /n

- 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.

/n Reporting /n /n

- 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.

/n Mandatory Tools /n /n

- 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

/n Preferred Knowledge /n /n

- 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.

/n Required Experience /n /n

- 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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- Robust analytical, numerical and problem-solving skills.

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- Advertising copywriting and creative-briefing ability.

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- Good communication and documentation skills.

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- Ability to collaborate with developers, designers, sales teams and management.

/n Performance Metrics /n The specialist will be evaluated on: /n /n

- 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.

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

Application

Requirements /n Applicants should provide: /n /n

- 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.

/n /n /n 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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