Performance Management Specialist

Canam Consultants · India

# Performance Marketing Specialist – Meta Ads & Google Ads

*Position:* Performance Marketing Specialist

*Experience:* 2–5 Years

*Employment Type:* Full-Time

*Department:* Digital Marketing / Performance Marketing

## About the Role

We are looking for a *data-driven Performance Marketing Specialist* with strong hands-on expertise in *Meta Ads and Google Ads. The ideal candidate should be capable of independently planning, launching, optimizing, scaling, and reporting paid advertising campaigns with a strong focus on **lead generation, customer acquisition, CPL, CPA and ROAS*.

This is a hands-on role for someone who understands that performance marketing is not just about generating clicks or cheap leads—it is about generating *quality leads and measurable business results*.

## Key Responsibilities

* Plan, launch, manage and scale campaigns across *Meta Ads – Facebook & Instagram* and *Google Ads*.

* Manage different campaign objectives including:

* Lead Generation

* Sales / Conversions

* Website Traffic

* Remarketing

* Brand Awareness

* WhatsApp Lead Generation

* Build complete campaign structures including campaigns, ad sets/ad groups, audiences, keywords, creatives and landing-page strategies.

* Conduct detailed *audience research, keyword research and competitor analysis*.

* Manage Google Search, Performance Max, Display, YouTube and remarketing campaigns.

* Build and optimize Meta campaigns using:

* Broad targeting

* Interest targeting

* Custom Audiences

* Lookalike Audiences

* Retargeting

* Continuously monitor and improve:

* CPL

* CPA

* CPC

* CTR

* Conversion Rate

* ROAS

* Lead Quality

* Cost per Qualified Lead

* Identify underperforming campaigns and take corrective action quickly.

* Scale winning campaigns without unnecessarily increasing acquisition costs.

* Work closely with designers and content teams to develop *high-converting ad creatives, hooks, copy and offers*.

* Conduct systematic *A/B testing* of creatives, audiences, landing pages, headlines, offers and campaign structures.

* Analyse lead quality beyond Meta/Google dashboard metrics and coordinate with sales teams to understand actual conversions.

* Prepare daily, weekly and monthly campaign performance reports with actionable insights.

* Manage multiple client accounts and advertising budgets simultaneously.

## Tracking & Analytics

The candidate should have working knowledge of:

* Meta Pixel

* Meta Conversions API

* Google Analytics 4 – GA4

* Google Tag Manager – GTM

* Google Ads Conversion Tracking

* UTM Tracking

* Meta Events Manager

* Conversion attribution

* Landing-page tracking

* CRM / lead-source tracking

Ability to diagnose tracking discrepancies between advertising platforms, websites and CRM systems will be highly preferred.

## Required Skills

* Strong hands-on experience with *Meta Ads Manager*.

* Strong hands-on experience with *Google Ads*.

* Proven experience running *lead-generation and conversion-focused campaigns*.

* Strong understanding of campaign optimization and scaling.

* Ability to analyse data and make decisions based on numbers rather than assumptions.

* Understanding of customer funnels and landing-page conversion optimization.

* Good understanding of copywriting, creative strategy and consumer psychology.

* Strong Excel / Google Sheets reporting skills.

* Ability to manage advertising budgets responsibly.

* Strong communication and problem-solving abilities.

## What We Are Looking For

We are specifically looking for someone who can answer questions such as:

* Why has CPL suddenly increased?

* Why are we generating cheap leads but poor-quality leads?

* Which campaign, audience or creative should receive more budget?

* When should a campaign be scaled?

* When should an ad be stopped?

* Is the problem with targeting, creative, offer, landing page or sales process?

* Why are Google Ads generating clicks but not conversions?

* Which keyword or search term is wasting the budget?

* How can we improve lead-to-sale conversion instead of only reducing CPL?

The candidate should be comfortable *owning campaign performance rather than simply operating Ads Manager*.

## Preferred Experience

Experience working with one or more of the following industries will be an advantage:

* Education / Study Abroad

* Real Estate

* Healthcare

* E-commerce

* Professional Services

* B2B Lead Generation

* SaaS

* Local Businesses

Agency experience and experience managing *multiple advertising accounts simultaneously* will be preferred.

## Key Performance Indicators – KPIs

Performance will primarily be evaluated on:

* Cost Per Lead / CPL

* Cost Per Qualified Lead

* Cost Per Acquisition / CPA

* Lead Quality

* Conversion Rate

* ROAS / Revenue Generated

* Campaign Scalability

* Budget Utilisation

* Reporting Accuracy

* Testing and Optimisation Velocity

## Qualifications

* 2–5 years of relevant performance marketing experience.

* Demonstrable experience managing Meta and Google advertising campaigns.

* Google Ads certifications are preferred but not mandatory.

* Meta Blueprint certification is an advantage.

* Previous campaign results, case studies or portfolio will be highly preferred.

## Ideal Candidate

You will be a strong fit if you are someone who:

* Loves analysing campaign data.

* Tests continuously instead of relying on assumptions.

* Understands the difference between *cheap leads and profitable leads*.

* Takes ownership of campaign outcomes.

* Keeps up with changes in Meta and Google advertising platforms.

* Can independently diagnose problems and suggest solutions.

* Thinks about the client's *revenue and business growth*, not just advertising metrics.

Apply on support5.hr@canamgroup.com or 9875998544