Digital Marketing & Travel Search Specialist

We are looking for an experienced Digital Marketing & Travel Search Specialist to take responsibility for growing our visibility, traffic, bookings and revenue across Google, Bing/Microsoft, AI search, social media and other travel platforms.

This is a hands-on role for someone who understands that successful digital marketing is about much more than posting on social media. You will need to be able to identify and solve technical SEO, URL, sitemap, indexing and structured-data problems, while also building and managing effective paid advertising campaigns targeting people actively looking for travel experiences.

What you will be responsible forTechnical SEO & Google Visibility

You must have strong practical experience with technical SEO and be comfortable diagnosing and fixing issues that prevent a website from ranking properly.

You will be responsible for:

- Auditing website URLs, URL structures, redirects, canonical URLs and broken links.
- Identifying and resolving sitemap problems.
- Ensuring important pages are correctly indexed by Google and other search engines.
- Diagnosing Google Search Console indexing and crawling issues.
- Improving site architecture and internal linking.
- Working with developers to resolve technical SEO issues.
- Implementing and checking structured data/schema markup.
- Optimising pages so they can appear in traditional Google search as well as AI-powered search and answer engines.
- Identifying opportunities to increase visibility in Google Search, Google AI experiences and other emerging AI search platforms.
- Monitoring rankings, organic traffic, conversions and revenue.
- Understanding how travel-related searches translate into commercial opportunities.

Google Things to do & Travel Advertising A particularly key part of this role is Google Things to do.

You should have direct experience with, or a strong working knowledge of:

- Google Things to do.
- Google Things to do Action Centre.
- Things to do feeds and product/activity data.
- Connecting and maintaining activity/product information.
- Diagnosing feed and product eligibility issues.
- Understanding how activities and attractions can appear in Google's travel ecosystem.
- Google Things to do advertising and how paid placement works.
- Optimising products, descriptions, pricing, availability and other information to maximise visibility and conversions.
- Understanding the relationship between organic Things to do visibility and paid Things to do advertising.
- Measuring bookings and revenue generated from Google travel products.

You should be able to explain how a travel company can advertise on Google Things to do, what is required to become eligible, how the feed/action-centre process works, and how campaigns should be structured and optimised.

Google, Microsoft/Bing & Paid Search

You will manage and optimise paid search campaigns across platforms including:

- Google Ads.
- Microsoft Advertising / Bing Ads.
- Search advertising.
- Shopping/travel-related advertising where appropriate.
- Remarketing and retargeting.
- Performance Max and other relevant Google campaign types.
- Audience targeting.
- Conversion tracking and attribution.
- Campaign testing and optimisation.

We want someone who understands intent, not simply someone who knows how to spend an advertising budget.

For example, you should be able to identify people who have demonstrated an interest in travelling to a particular destination, looking for particular attractions,



activities or experiences, and develop campaigns designed to convert that intent into bookings.

Social Media Advertising & Travel Audiences

You will also be responsible for paid social advertising, particularly on platforms such as:

- Facebook / Instagram.
- TikTok.
- YouTube.
- Other relevant social platforms.

A major requirement is the ability to build high-intent travel audiences.

We are particularly interested in someone who understands how to reach people who have recently demonstrated travel intent through searches, website visits, engagement or other measurable signals.

You should understand

- Retargeting.
- Website visitor audiences.
- Customer lists and lookalike audiences.
- Search-intent-based audience strategies where platform policies and available targeting allow.
- Travel and destination audiences.
- Cross-platform campaign strategies.
- Conversion APIs and tracking.
- Pixel/tag implementation.
- Attribution.
- Audience segmentation.
- Dynamic creative and campaign testing.

For example, if someone has been researching a destination, attraction, tour or activity, we want to understand what advertising opportunities exist to reach that potential customer later on social media or other advertising platforms.

You must understand the difference between simply targeting people based on broad interests such as "travel" and developing campaigns around genuine purchase intent and measurable behavioural signals.

Travel Analytics & Attribution

You must be comfortable working with data and understanding the complete customer journey from:

Search → Website → Product/Activity → Advertising → Booking → Revenue

Experience with travel analytics is highly desirable.

You should have experience with:

- Google Analytics 4.
- Google Search Console.
- Google Tag Manager.
- Conversion tracking.
- UTM tracking.
- Google Ads conversion tracking.
- Microsoft Advertising tracking.
- Meta Pixel / Conversions API or equivalent.
- Attribution.
- E-commerce or booking analytics.
- Revenue and ROAS analysis.
- Funnel analysis.
- Reporting and dashboard creation.

The successful candidate should be able to tell us which channels and campaigns are actually generating bookings and revenue, rather than simply reporting clicks, impressions and followers.

AI Search & Future Search Visibility

Search is changing rapidly.

We want someone who understands how businesses can increase their visibility beyond traditional ten-blue-link Google results.

You should have an interest in and practical understanding of:

- Google AI search experiences.
- AI answer engines.
- Generative search.
- Entity optimisation.
- Structured data.
- Crawlability and machine-readable content.
- Brand/entity authority.
- Content designed to answer real customer questions.
- How AI systems discover, interpret and reference businesses and their products.

You do not need to claim that you can "guarantee ranking in AI", but you should understand the technical and content factors that can improve the likelihood that our company, products and destinations are discovered and referenced by AI-powered search systems.





What we are looking for The ideal candidate will have:

- Proven experience in digital marketing.
- Strong technical SEO knowledge.
- Demonstrable experience with Google Search Console.
- Experience solving URL, sitemap, indexing and crawling problems.
- Experience with Google Ads.
- Experience with Microsoft Advertising/Bing.
- Experience with social media advertising.
- Experience in travel, tourism, attractions, tours, activities, hospitality or a related industry.
- Experience with Google Things to do or Google's travel ecosystem.
- Experience with Google Things to do Action Centre is strongly preferred.
- Experience with travel analytics and booking/conversion tracking.
- Strong knowledge of Google Analytics 4 and Google Tag Manager.
- Strong analytical and problem-solving skills.
- Experience managing advertising budgets and optimising campaigns based on revenue/ROAS.
- The ability to work with developers on technical website issues.
- The ability to work independently and identify opportunities rather than simply waiting for instructions.

A key requirement

Please do not apply if your experience is primarily creating social-media posts or managing basic Facebook/Instagram campaigns.

We are looking for a specialist who can understand the entire digital acquisition ecosystem, including technical SEO, search engines, AI search, Google Things to do, paid search, social advertising, travel audiences, analytics and conversion optimisation.

You should be able to look at a website and answer questions such as:

- Why isn't this URL ranking?
- Why isn't Google indexing this page?
- Is our sitemap working correctly?
- Are our canonical URLs correct?
- Are our products being correctly understood by Google?
- Why aren't our activities appearing in Google Things to do?
- How can we advertise our activities through Google Things to do?
- Which searches indicate someone is likely to purchase a travel experience?
- How can we reach those potential customers through Google, Microsoft and social platforms?
- Which campaigns are producing actual bookings?
- Where are we losing customers in the booking funnel?
- How can we increase organic and paid visibility in traditional search and AI-powered search?

What you should include in your application

Please provide

- Examples of travel/tourism websites or businesses you have marketed.
- Examples of technical SEO problems you have personally diagnosed and fixed.
- Your experience with Google Things to do and/or Things to do Action Centre.
- Examples of Google Ads campaigns you have managed.
- Your experience with Microsoft/Bing advertising.
- Your experience with Meta, Instagram, TikTok, YouTube or other social advertising.
- Examples of travel-intent audience campaigns you have created.
- Your experience with GA4, Google Tag Manager and conversion tracking.
- Examples of measurable results — ideally bookings, revenue, CPA, ROAS and organic growth, rather than just impressions or follower numbers.
- Any experience you have with AI search optimisation or getting businesses/products surfaced in AI-powered search.

We are particularly interested in candidates who can demonstrate measurable results and explain exactly what they did to achieve them. :::

This version deliberately positions the role as a technical performance marketing travel-search specialist, which should help filter out applicants who are primarily social-media managers.

Pay: ₹10,000.00 - ₹42,000.00 per month

Work Location: In person

📌 Digital Marketing Specialist – SEO, Google Ads & Travel (Kolkata)
🏢 Finn McCools tours
📍 Kolkata