Job Overview

We are looking for an experienced and result-driven Digital Performance Marketing Specialist to lead direct lead generation efforts across our campuses. In this role, you will be responsible for building, executing, and optimizing paid ad campaigns (Google & Meta), managing Google Business Profiles (GMB), and executing local off-page SEO strategies to drive high-intent student leads at an optimal Cost Per Lead (CPL).

Key Responsibilities & What You'll Do

1. Google Ads Management (Primary Lead Driver)

- Plan, execute, and optimize location-targeted Search Campaigns focused on campus radius and nearby catchment areas.
- Develop and implement keyword strategies centered on:
- Course + career intent keywords
- Location-specific intent keywords
- Certification & placement-driven queries
- Structure ad groups logically by course category (Data Science, AI, Analytics, Finance, Cybersecurity, Management, etc.).
- Conduct continuous keyword pruning and implement negative keyword lists to minimize budget waste.
- Set up and maintain accurate lead tracking via website form submissions and click-to-call functionality.
- Implement custom URL parameters (UTMs) for end-to-end lead source attribution.
- Execute CPL-based bid optimization strategies to maintain high cost efficiency.
- Provide actionable landing page relevance and user experience recommendations.
- Ensure a consistent flow of high-intent inbound leads at a controlled CPL.

2. Meta Ads Management (Facebook & Instagram)

- Create and manage Lead Generation Ads using native Meta Lead Forms.
- Build and optimize hyper-targeted retargeting campaigns for:
- Website visitors
- Previous leads
- Video/engagement audiences (tied to lead conversion)
- Develop and test Lookalike (LAL) audiences based on historically converted leads.
- Craft compelling ad creative messaging aligned with:
- Career growth outcomes
- Placement success stories
- Course ROI and core value propositions
- Implement precise target demographic criteria:
- Age: 21–32 years
- Location: Geo-targeted to campus catchment areas




- Tailored messaging for prospective students vs. parents
- Generate incremental, qualified leads at an optimized CPL to support search campaigns.

3. Google Business Profile (GMB) & Local SEO

- Perform complete GMB audits and drive ongoing optimization.
- Set up correct primary/secondary business categories and write keyword-optimized business descriptions.
- Configure services and course listings with precision.
- Create and publish weekly GMB posts (offers, admission updates, events, course launches).
- Regularly upload high-quality, location-specific images and videos.
- Seed and proactively manage the Q&A; section.
- Monitor reviews, execute response strategies, and build structured processes for natural review acquisition.
- Verify and maintain strict NAP (Name, Address, Phone) consistency across all online channels.
- Maximize local search visibility for "near me" queries, calls, direction requests, and walk-ins.

4. Off-Page SEO & Local Authority Building

- Build and clean up local citations across top education and business directories.
- Ensure NAP listings consistency across Google ecosystem, Maps platforms, and education portals.
- Acquire high-quality, location-specific backlinks using ethical, white-hat methods.
- Monitor spam listings and execute competitor suppression strategies where appropriate.
- Strengthen campus-level local domain authority to lower paid media dependency over time.

5. Performance Tracking, Reporting & Strategy

- Prepare and present detailed weekly performance reports, tracking:
- Total leads generated and channel breakup (Google Ads, Meta Ads, GMB)
- Cost Per Lead (CPL) trends vs. previous weeks
- Specific optimization actions implemented
- Deliver monthly strategic insights,



including:
- Estimated lead volume projections
- CPL benchmarks and campaign roadmaps
- Budget scaling logic backed by performance data
- Local SEO and GMB health progress snapshots
- Collaborate closely with Academic Counsellors to evaluate lead quality and real-time conversion feedback.
- Align marketing efforts with local campus management, HR teams, and ongoing admission cycles.
- Stay updated on education trends, job market demand, and competitor ad strategies.

Requirements & Qualifications (Who Should Apply)

- Experience: 2–3 years of proven experience in digital performance marketing with a direct focus on lead generation in the EdTech, Education, or Training sector.
- Track Record: Demonstrated ability to manage Google Ads and Meta Ads budgets while achieving significant CPL improvements.
- Local SEO Mastery: Hands-on expertise in Google Business Profile (GMB) optimization and local SEO link-building strategies.
- Technical Skills: Deep proficiency in Google Ads Manager, Facebook Ads Manager, Google Analytics (GA4), and UTM tracking frameworks.
- Analytical Mindset: Strong quantitative skills with comfort working in a fast-paced, target-driven performance environment.
- Content & Copywriting: Strong ad copywriting and reporting communication skills.
- Portfolio/Case Studies: Candidates with proven EdTech performance case studies are strongly preferred.

Why Join Boston Institute of Analytics (BIA)?

- Global Brand: Work with a fast-growing global brand in analytics and technology education.
- Direct Impact: See direct impact on campus revenue and growth through measurable performance marketing.
- Full Ownership: Gain hands-on exposure to end-to-end performance marketing across Google, Meta, GMB, and Local SEO.
- Growth Culture: Performance-driven workplace with transparent KPIs, growth incentives, and professional development support.

Pay: ₹20,000.00 - ₹30,000.00 per month

Benefits

- Internet reimbursement
- Paid sick time
- Paid time off

Work Location: In person

📌 Social Media Manager (Jaipur)
🏢 Boston Institute of Analytics
📍 Jaipur