Google ads specialist

BUILD MY BUSINESS · India

We are looking for a technically strong Google Ads Performance Specialist who can independently plan, launch, track, optimise and scale lead-generation campaigns.

The candidate must have advanced hands-on knowledge of Google Ads, Google Tag Manager, Google Analytics 4, enhanced conversions, offline conversion tracking and CRM attribution .

This is not a reporting-only role. The specialist will be responsible for generating qualified leads, reducing wasted advertising expenditure and connecting campaigns with actual sales outcomes.

• Plan and manage Google Search, Performance Max, Display, Demand Gen, YouTube, remarketing and call campaigns.
• Structure campaigns based on objectives, location, service category, customer intent and value.
• Conduct keyword research using Google Keyword Planner and professional research tools.
• Manage broad, phrase and exact match keywords appropriately.
• Analyse search-term reports and continuously update negative-keyword lists.
• Build brand, non-brand, competitor, location and high-intent campaigns.
• Write and test responsive search ads, headlines, descriptions, sitelinks, callouts and structured snippets.
• Configure call, lead-form, image, location and other relevant assets.
• Build remarketing, Customer Match and engaged-user audiences.
• Configure Performance Max asset groups, search themes, audience signals, URL rules, exclusions and brand controls.
• Prevent brand cannibalisation and irrelevant traffic across Search and Performance Max.
• Manage locations, presence settings, devices, schedules, demographics and exclusions.
• Use Manual CPC, Maximise Clicks, Maximise Conversions, Target CPA, Maximise Conversion Value and Target ROAS appropriately.
• Monitor impression share, auction insights, quality score, ad rank and competitive position.
• Control budgets, forecasts and daily pacing.
• Conduct campaign experiments and A/B tests.
• Document all major optimisations and account changes.

The candidate must independently implement and troubleshoot:

• Google Tag Manager web containers.
• Google tag and Google Ads conversion tags.
• Conversion Linker.
• GA4 configuration and event tags.
• Form-submission and successful lead tracking.
• WhatsApp, telephone and CTA click tracking.
• Thank-you page and single-page application tracking.
• Click, scroll, timer, visibility and custom-event triggers.
• Data Layer events and variables.
• Custom JavaScript variables.
• DOM, lookup-table and regex-table variables.
• Cross-domain tracking.
• GCLID, GBRAID and WBRAID capture.
• Enhanced conversions.
• Dynamic conversion values and transaction IDs.
• Conversion deduplication.
• GTM Preview and Tag Assistant debugging.
• Consent Mode and cookie-consent integration.
• Basic server-side tagging concepts.

The specialist must communicate technical tracking requirements clearly to MERN-stack, web and mobile developers.

• Configure GA4 properties, data streams, events, key events, custom dimensions and metrics.
• Link GA4 with Google Ads.
• Configure Google Ads native conversions and GA4-imported conversions correctly.
• Set primary and secondary conversion actions.
• Create conversion-action groups and campaign-specific goals.
• Configure attribution settings and conversion windows.
• Troubleshoot missing, duplicated or inflated conversions.
• Analyse acquisition, landing pages, funnels and conversion paths.
• Build audiences, explorations and custom segments.
• Configure internal and developer traffic filters.
• Create UTM naming conventions.
• Build automated Looker Studio dashboards.
• Explain differences between Google Ads, GA4 and CRM conversion numbers.

The candidate must understand how to connect advertising with qualified leads and sales.

Required skills:

• Enhanced conversions for web and leads.
• GCLID, GBRAID and WBRAID storage.
• Offline conversion imports.
• Google Ads Data Manager.
• CRM-to-Google Ads conversion uploads.
• Customer-data hashing and secure transmission.
• Importing qualified lead, appointment, site visit, quotation, booking and sale stages.
• Uploading conversion values.
• Diagnosing low match rates and attribution gaps.
• Tracking telephone, WhatsApp and offline sales.
• Preventing duplicate online and offline conversions.
• Lead scoring and value-based bidding.
• Optimising for qualified leads and revenue—not only form submissions.

• Audit landing pages for message match, loading speed, mobile usability and conversion friction.
• Review forms, qualification questions, CTAs and trust signals.
• Use PageSpeed Insights, GA4, Microsoft Clarity, Hotjar or similar tools.
• Identify page drop-offs and form abandonment.
• Recommend improvements to conversion rate and lead quality.
• Coordinate with developers and designers.
• Create campaign-specific landing-page recommendations.
• Understand how the offer, creative, landing page and sales follow-up affect campaign performance.

• Work with sales teams to classify leads as qualified, junk, follow-up, appointment, quotation, won or lost.
• Measure cost per qualified lead, cost per opportunity and customer-acquisition cost.
• Track campaign-to-revenue performance.
• Identify keywords, advertisements, locations and audiences producing low-quality enquiries.
• Integrate Google Ads with CRM platforms using native integrations, APIs, webhooks, Zapier, Make or Pabbly.
• Analyse contact rate, response time, appointment rate, quotation rate and sales conversion.
• Optimise campaigns using CRM and revenue data.

• Provide daily monitoring and weekly optimisation summaries.
• Prepare monthly reports covering spend, conversions, qualified leads, CAC and attributable revenue.
• Report total leads and qualified leads separately.
• Analyse results by campaign, keyword, location, device and audience.
• Explain the cause of performance changes.
• Provide specific recommended actions, owners and deadlines.
• Maintain account naming conventions and UTM structures.
• Produce realistic budget and lead forecasts without guaranteeing results.

• Google Ads
• Google Ads Editor
• Google Keyword Planner
• Google Tag Manager
• Google Analytics 4
• Google Search Console
• Looker Studio
• Google Merchant Center
• Google Business Profile
• PageSpeed Insights
• Microsoft Excel or Google Sheets

• Google Ads Scripts and automated rules.
• Google Ads Manager Accounts.
• Google Ads API awareness.
• BigQuery fundamentals.
• Microsoft Clarity or Hotjar.
• SEMrush, Ahrefs or similar tools.
• Call-tracking platforms.
• CRM systems.
• Zapier, Make or Pabbly.
• Basic HTML, CSS and JavaScript.
• APIs, webhooks and JSON.
• WordPress and landing-page builders.
• Consent-management platforms.

• Minimum 2–4 years of hands-on Google Ads experience.
• Demonstrable lead-generation campaign experience.
• Experience with high-ticket services is preferred.
• Interior design, architecture, construction, real estate, education, healthcare or professional-services experience is an advantage.
• Ability to implement GTM and GA4 without depending entirely on developers.
• Strong knowledge of enhanced and offline conversions.
• Ability to manage multiple accounts through Google Ads Manager.
• Strong analytical, numerical and problem-solving skills.
• Advertising copywriting and creative-briefing ability.
• Good communication and documentation skills.
• Ability to collaborate with developers, designers, sales teams and management.

The specialist will be evaluated on:

• Cost per qualified lead.
• Customer-acquisition cost.
• Qualified-lead percentage.
• Appointment or site-visit rate.
• Quotation and sales conversion rates.
• Conversion-tracking accuracy.
• Advertising spend versus attributable revenue.
• Reduction in wasted expenditure.
• Landing-page conversion rate.
• Campaign profitability.
• Quality and usefulness of reporting.

CTR, CPC, impressions and total lead count will be treated as supporting metrics—not final success metrics.

Applicants should provide:

• Total Google Ads experience.
• Approximate monthly advertising spend managed.
• Industries and campaign types managed.
• Examples of Search and Performance Max campaigns.
• Details of an independent GTM implementation.
• GA4 and conversion-tracking experience.
• Experience with enhanced and offline conversions.
• An example of reducing wasted advertising expenditure.
• An example of improving qualified-lead volume or cost.
• Anonymised reports or dashboard screenshots.
• Google Ads certifications, if available.

Shortlisted candidates may be asked to complete a practical account audit covering campaign structure, keywords, search terms, negative keywords, Performance Max, GTM, GA4, enhanced conversions, offline attribution, budget allocation, landing pages and a 30-day optimisation plan.