Performance Marketing Specialist – Google Ads & Meta Ads

DepartmentMedia & Digital Marketing

LocationBangalore / Kerala

Reporting ToMedia & Marketing Head / General Manager – Media & Tech

Experience5+ Years

Job OverviewWe are looking for a results-driven Performance Marketing Specialist to plan, execute, manage, and optimize paid digital marketing campaigns across Google Ads, Meta Ads (Facebook & Instagram), and other relevant digital advertising platforms.

The role will be responsible for driving high-quality leads, showroom walk-ins, jewellery enquiries, scheme registrations, campaign conversions, app downloads, and online sales, while ensuring efficient utilization of the marketing budget.

The ideal candidate should have strong hands-on expertise in Google Ads, Meta Ads, conversion tracking, audience targeting, campaign analytics, remarketing, and performance optimization, with the ability to translate business objectives into measurable digital campaigns.

Key Responsibilities1.

Performance Marketing

Strategy

- Develop and execute performance marketing strategies aligned with business, sales, campaign, and showroom objectives.
- Plan digital campaigns for:
- Gold Jewellery
- Diamond Jewellery
- Wedding Jewellery
- Precious & • Platinum Jewellery

- Gold Purchase Schemes
- Festive Campaigns
- New Showroom Launches
- Offers & • Promotions

- App Downloads
- Customer Engagement & • Remarketing

- Define campaign objectives, target audiences, budgets, KPIs, and conversion goals.

2.

Google Ads

Management

- Plan, create, manage, and optimize:
- Google Search Ads
- Performance Max
- Display Ads
- YouTube Ads
- Shopping Ads, where applicable
- Remarketing Campaigns
- Conduct keyword research and identify high-intent search opportunities.
- Manage negative keywords, search terms, bidding strategies, ad schedules, locations, devices, and audience segments.
- Optimize campaigns based on CPC, CTR, CPA, Conversion Rate, ROAS and lead quality.

3.

Meta Ads

Management

- Plan and execute campaigns across Facebook and Instagram.
- Manage:
- Lead Generation Campaigns
- Website Conversion Campaigns
- WhatsApp Campaigns
- Engagement Campaigns
- Reach & • Awareness Campaigns

- App Promotion Campaigns
- Catalogue/Product Campaigns
- Remarketing Campaigns
- Develop audience strategies based on customer segments, interests, behaviours, lookalike audiences, website visitors, leads, and existing customers.
- Continuously optimize campaigns for lead quality, cost per lead, conversion rate and ROAS.

4. Lead Generation & • Conversion

- Drive qualified leads for:
- Showroom visits
- Jewellery enquiries
- Wedding jewellery enquiries




- Gold purchase schemes
- Offers and campaigns
- New showroom launches
- Exchange enquiries
- App downloads
- Work closely with CRM, Telecalling, Sales and Showroom teams to track lead quality and conversion.
- Analyze the complete journey from Ad → Lead → Contact → Appointment → Walk-in → Sale.
- Identify lead drop-offs and recommend improvements.

5.

Campaign

Optimization

- Monitor campaigns daily and take corrective actions based on performance.
- Optimize:
- Budget allocation
- Bidding strategies
- Keywords
- Audiences
- Creatives
- Ad copies
- Placements
- Landing pages
- Campaign structure
- Identify underperforming campaigns and reallocate budgets based on performance data.

6. A/B Testing

- Conduct continuous A/B testing of:
- Ad creatives
- Videos
- Headlines
- Primary text
- CTAs
- Audiences
- Landing pages
- Offers
- Campaign formats
- Maintain structured testing and document learnings for future campaigns.

7. Analytics &

• Tracking

- Set up and monitor conversion tracking using:
- Google Analytics 4
- Google Tag Manager
- Meta Pixel
- Meta Conversions API
- Google Ads Conversion Tracking
- Ensure accurate tracking of leads, calls, WhatsApp enquiries, website actions, app downloads and other defined conversions.
- Identify tracking issues and coordinate with the Technology/CRM team for resolution.

8. Reporting & • Performance Analysis

- Prepare daily/weekly/monthly performance reports.
- Track key metrics including:
- Impressions
- Reach
- CTR
- CPC
- CPM
- CPL
- CPA
- Conversion Rate
- ROAS
- Lead Quality
- Cost per Walk-in
- Cost per Customer
- Revenue Generated
- Provide actionable insights and recommendations to management.

9. Creative & • Content Coordination

- Work closely with the Creative, Design, Video, Content and Social Media teams to develop high-performing ad creatives.
- Provide explicit creative briefs based on campaign objectives.
- Identify which creative formats, jewellery categories, offers and messaging are generating better results.
- Ensure creative testing is continuously incorporated into paid campaigns.

10. Regional & • Local Marketing

- Execute location-based campaigns for Kerala and Karnataka, including individual showroom-level campaigns.




- Develop localized campaigns based on:
- City
- Pin code
- Customer profile
- Language
- Jewellery category
- Local events
- Festive periods
- Experience with Kannada, Malayalam, Tamil and Hindi market campaigns will be an advantage.

11. Competitor & • Market Analysis

- Monitor competitor digital advertising activities, offers, messaging and campaign trends.
- Conduct keyword and audience research.
- Identify emerging digital opportunities within the jewellery and retail sector.
- Stay updated with Google, Meta and other advertising platform changes.

Required Skills

- Strong hands-on experience in Google Ads and Meta Ads.
- Excellent knowledge of Google Search, Display, Performance Max and YouTube campaigns.
- Strong understanding of Meta campaign structures and optimization.
- Good knowledge of:
- Google Analytics 4
- Google Tag Manager
- Meta Pixel
- Conversion API
- Conversion tracking
- Strong analytical and numerical skills.
- Understanding of customer acquisition funnels and lead-generation strategies.
- Knowledge of keyword research and competitor analysis.
- Strong understanding of audience segmentation and remarketing.
- Ability to manage and optimize significant advertising budgets.
- Strong understanding of CPL, CPA, ROAS, CAC, CTR, CPC and conversion metrics.
- Robust Excel/Google Sheets and reporting skills.
- Ability to work with CRM and sales data to measure actual business conversions.

Preferred Qualifications

- 5+ years of experience in Performance Marketing / PPC / Digital Advertising.
- Google Ads Certification preferred.
- Meta Blueprint certification is an advantage.
- Experience managing high-budget digital campaigns.
- Experience in retail, jewellery, fashion, e-commerce or premium consumer brands preferred.
- Experience with showroom/store-level marketing is an advantage.
- Knowledge of landing-page optimization and CRO.
- Experience with WhatsApp lead-generation campaigns.
- Experience working with CRM and lead-management systems.
- Experience with app-install and app-retargeting campaigns.
- Proficiency in Kannada and Tamil preferred • Malayalam/Hindi is an advantage.

Key Performance Indicators (KPIs)The candidate will be evaluated based on measurable business outcomes, including:

- Qualified Leads Generated
- Cost Per Lead (CPL)
- Lead-to-Walk-in Conversion
- Cost Per Walk-in
- Walk-in-to-Sale Conversion
- Customer Acquisition Cost (CAC)
- Revenue Generated Through Paid Media
- ROAS
- Campaign Conversion Rate
- Google & Meta Account Efficiency
- Budget Utilization
- Campaign Testing & Optimization
- Quality and accuracy of performance reporting

📌 Sr. Performance Marketing Specialist (Kochi)
🏢 Regal Jewellers
📍 Kochi