1. Campaign Planning & Strategy
- Plan and execute lead generation campaigns across Google Ads, Meta (FB/Instagram), YouTube, and LinkedIn
- Define target audience segments, campaign objectives, and budget allocation for each platform
- Conduct competitor research and market analysis before campaign launches
- Collaborate with the content/creative team to align ad messaging with campaign goals
- Build campaign calendars aligned with admission cycles, exam seasons, and key dates
2. Campaign Setup & Execution
- Create and manage campaigns end-to-end - Google, Meta & LinkedIn, YouTube
- Set up proper audience targeting - interest-based, lookalike, remarketing, and custom intent audiences
- Configure conversion tracking
- Build and A/B test multiple ad creatives, copies, and landing page variants
- Ensure proper budget pacing across campaigns daily and monthly
3. Optimization & Performance Management
- Monitor daily campaign performance - CTR, CPL, CPC, ROAS, Conversion Rate
- Optimize bids, audiences, placements, and creatives based on data insights
- Identify underperforming ads and pause/replace with better-performing variants
- Perform regular keyword research, add negative keywords to reduce wasteful spend
- Reduce Cost Per Lead (CPL) while improving lead quality and volume
4. Reporting & Analysis
- Prepare weekly and monthly performance reports with transparent insights and recommendations
- Track lead funnel metrics from ad click → form fill → qualified lead → enrolment
- Benchmark performance against industry standards and set improvement targets
5. Cross-functional Coordination
- Work closely with the design team to brief and review creatives for each platform
- Coordinate with the CRM/sales team to track lead quality and feedback loop
- Align with the content team for landing page copy and ad copy optimization
- Liaise with the centre promotion team to sync digital and offline lead gen efforts
6. Testing & Experimentation
- Run structured A/B tests on creatives