Performance Marketing Specialist – Google Ads & Meta Ads

Department

Media & Digital Marketing

Location

Bangalore / Kerala

Reporting To

Media & Marketing Head / General Manager – Media & Tech

Experience

5+ Years

Job Overview

We 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 Responsibilities 1. 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 transparent 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 .
- Strong 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