Google Ads Performance Specialist – GTM, GA4 & Lead GenerationJob 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 ResponsibilitiesGoogle Ads Campaign Management

- Plan and manage Google Search, Performance Max, Display, Demand Gen, YouTube, remarketing and call campaigns. - Structure campaigns based on objectives, location, service category, customer intent and value. - Conduct keyword research using Google Keyword Planner and professional 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. - WhatsApp, 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 JavaScript 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, WhatsApp 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 PageSpeed 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 chance 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 - PageSpeed Insights - Microsoft Excel or Google Sheets

Preferred Knowledge

- Google Ads Scripts and automated rules. - Google Ads Manager Accounts. - Google Ads API awareness. - BigQuery fundamentals. - Microsoft Clarity or Hotjar. - SEMrush, Ahrefs or similar tools. - Call-tracking platforms. - CRM systems. - Zapier, Make or Pabbly. - Basic HTML, CSS and JavaScript. - APIs, webhooks and JSON. - WordPress 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. - Valuable 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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