JOB DESCRIPTION

Job Title

Specialist - PPC

Date

05-Feb-2026

Function

JD written by

Head

Reporting To

PPC Manager/Head

JD Approved by

Brand

Work Location

Hyderabad

About GUS Education India (GEI)

- GUS Education India (GEI) is the education arm of Global University Systems, a leading European Education conglomerate. Established in 2017, GEI boasts a portfolio of over 35 Institutions and collaborates with prestigious universities and institutions worldwide, offering educational services that enhance their operations and impact.

Nature of The Job A PPC (Pay-Per-Click) Specialist plays a crucial role in driving targeted traffic to a website through paid advertising channels like Google Ads, Meta Ads, and other platforms. Their responsibilities include creating and managing ad campaigns, optimizing budgets and bids, conducting keyword research, writing compelling ad copy, monitoring performance metrics, and implementing strategies to maximize ROI while minimizing ad spend inefficiencies.

Job Purpose

· By managing and optimizing paid advertising campaigns, a PPC Specialist aims to drive highly targeted traffic to the website through platforms like Google Ads and Meta Ads.

· A PPC Specialist ensures that ad campaigns are cost-effective, relevant, and aligned with business goals, while continuously analyzing performance data to improve click-through rates, conversions, and overall return on investment.

Organizational Structure

PPC Specialist

Head

Associate Director

Key Responsibilities

- Create, manage, and optimize paid advertising campaigns across platforms such as Google Ads, Meta Ads, and LinkedIn Ads.
- Conduct in-depth keyword research to identify high-performing, cost-effective keywords and apply them to campaigns for optimal targeting.
- Write compelling ad copy and design effective ad creatives to improve click-through rates and user engagement.
- Monitor daily performance metrics such as CTR, CPC, Quality Score, conversion rates, and ROAS to identify optimization opportunities.
- Utilize tools like Google Ads, Meta Business Suite, and Microsoft Ads to manage campaigns and automate routine tasks.
- Perform A/B testing on ad creatives, landing pages, and audience segments to enhance campaign effectiveness.




- Collaborate with the design and content teams to ensure landing pages are optimized for conversion and aligned with ad messaging.
- Prepare weekly and monthly performance reports to evaluate success, track KPIs, and provide actionable insights to stakeholders.
- Coordinate with the analytics team to implement proper tracking through Google Tag Manager, Google Analytics, and conversion pixels.
- Continuously explore new trends, beta features, and updates in paid media platforms to stay ahead of the competition and recommend innovations.

Key Result Areas (KRAs)

Key Performance Indicators (KPIs)

Campaign Setup and Management

• Number of campaigns launched per month• Ad quality scores maintained above benchmark

Keyword Research and Targeting

• Number of high-performing keywords identified• CTR and conversion rate from targeted keywords

Budget Management and Bid Optimization

• Cost per acquisition (CPA) efficiency• Budget utilization effectiveness

Ad Copy and Creative Performance

• A/B tests conducted and learnings applied• Improvement in CTR and conversion rate

Performance Monitoring and Optimization

• Frequency of campaign optimizations• Improvement in ROAS and overall campaign performance

Competitor and Market Analysis

• Insights shared from competitor ad analysis• Implementation of strategies based on findings

Analytics and Reporting

• Timeliness and accuracy of weekly/monthly reports• Insights generated from data

Coordination with Internal Stakeholders

• Timely execution of tasks with design/content teams• Feedback from internal stakeholders

Keeping Up with Platform Updates & Trends

• Number of new strategies/tools adopted• Participation in trainings, beta programs, or workshops

Desired Profile

Qualification

- Graduate-level or equivalent

Skills

- Proficiency with platforms like Google Ads, Meta Ads, LinkedIn Ads, and Microsoft Ads
- Experience with keyword research tools such as Google Keyword Planner, SpyFu, Semrush




- Strong understanding of CPC, CPA, ROAS, Quality Score, and conversion tracking
- Hands-on with tools like Google Analytics, GTM, Google Data Studio, Looker Studio
- Capable of writing ad copies aligned with brand tone and user intent
- Ability to manage and optimize campaigns across search, display, video, and social channels
- Knowledge of retargeting, custom audiences, and funnel strategies
- Familiar with tracking implementation, using UTM parameters and conversion tags/pixels
- Skilled in Excel or Google Sheets for budget planning and data analysis
- Ability to collaborate with design/content/development teams effectively
- Robust analytical thinking and data-driven decision making
- Excellent written and verbal communication skills in English

Relevant Experience

- 5 years of work experience.
- Proficiency in Microsoft Office, particularly Excel for data analysis and reporting.
- Good written and verbal communication skills in English.

GUS Values

- GEI is an equal opportunity employer and encourages applicants from diverse backgrounds to apply.
- There is an expectation that employees will maintain the values of the Group and will comply with the code of conduct as well as equality, diversity, health, and safety policies of the company.

Benefits

- At GUS Education India, GEI we truly believe that diverse culture, backgrounds, and experiences drive innovation.
- This role is a full-time position with a competitive salary and benefits package.
- The company offers comprehensive medical insurance to its employees, which includes hospitalization, accidental insurance, term insurance and Gratuity, which is over and above the compensation.
- To make the daily commute easier, safer, and less stressful, the company provides cab facilities to its employees to and from the workplace within 30 kilometers radius.
- The company acknowledges the importance of mental and physical well-being and the need for rest and relaxation. Workdays are Monday to Friday and a comprehensive leave package for employee well-being is offered, which includes 5 days of medical leave, 5 days of casual leave, 24 days of earned leave, 1 day of Happiness Leave, apart from 10 days of statutory leave, totaling to 45 days’ time off in a year.

📌 Specialist - PPC (Hyderabad)
🏢 GEI
📍 Hyderabad