Lead Generation Specialist (Performance Marketing)

Edvia.ai; Mohali; On-site; INR 900,000 - 1,500,000; Full time

Job summary

Edvia.ai in Mohali is seeking a Lead Generation Specialist (Performance Marketing) to manage and optimise lead generation campaigns across Meta (Facebook & Instagram) and Google Ads for two products: Delta and Edvia. The role emphasizes campaign optimization, budget management, lead quality improvement, and performance reporting.

The ideal candidate will drive measurable business outcomes through data-driven decision-making, maintain target CPL and CAC, and collaborate with Sales and Admissions

Qualifications

• 5+ years of hands-on experience managing Meta (Facebook & Instagram) and Google Ads campaigns focused on lead generation.
• Strong expertise in campaign optimization, bid strategies, audience segmentation, and conversion tracking.
• Excellent knowledge of Google Ads Manager, Meta Business Suite, Google Analytics (GA4), Google Tag Manager, and Meta Pixel.
• Strong understanding of lead funnels, attribution models, and customer acquisition strategies.
• Experience in budget planning, spend optimization, and reducing Cost Per Lead (CPL).
• Advanced proficiency in Microsoft Excel or Google Sheets for reporting and data analysis.
• Ability to interpret campaign data and translate it into actionable business insights.
• Experience in landing page optimisation, remarketing, and retargeting campaigns.
• Strong analytical, problem-solving, and communication skills.
• Experience in the Overseas Education or EdTech industry will be an added advantage.

Responsibilities

• Plan, execute, monitor, and optimise lead generation campaigns across Meta (Facebook & Instagram) and Google Ads.
• Continuously optimise campaigns to improve lead quality, conversion rates, and overall campaign performance.
• Manage campaign budgets efficiently to maximize ROI while maintaining target CPL and CAC.
• Conduct audience research, keyword research, competitor analysis, and campaign planning.
• Perform A/B testing of creatives, ad copies, landing pages, CTAs, and audience segments to improve campaign performance.
• Monitor campaign performance daily and take proactive actions to improve results.
• Track the complete lead funnel from Lead Signup Application Submission, ensuring quality lead generation.
• Generate daily, weekly, and monthly campaign performance reports with actionable insights.
• Present campaign performance and recommendations to management using data-backed analysis.
• Collaborate with the Sales and Admissions teams to improve lead quality and conversion.
• Stay updated with the latest digital marketing trends, Meta and Google Ads platform updates, and industry best practices.
• Conduct website behaviour analysis using Microsoft Clarity and other analytics tools to identify user pain points, drop-off points, rage clicks, dead clicks, and scroll behaviour.
• Perform heatmap, session recording, and user journey analysis to understand visitor interactions and recommend improvements to landing pages and lead funnels.
• Identify opportunities to improve landing page conversion rates through data-driven observations and UX recommendations.
• Work closely with the design, development, and content teams to implement landing page optimization based on user behaviour insights.
• Prepare periodic observation reports highlighting user behaviour trends, conversion bottlenecks, and recommended optimization actions.

Skills

Lead generation

Meta Ads

Google Ads

Campaign optimization

Budget management

Performance reporting

Data analysis

A/B testing

Landing page optimization

Excel/Sheets

Communication

Overseas Education/EdTech

Tools

Google Ads Manager

Meta Business Suite

GA4

Google Tag Manager

Meta Pixel

Job description

Job Title: Lead Generation Specialist (Performance Marketing)
Location: Mohali
Experience: 5+ Years
Grade: 3
Department: Digital Marketing
Industry: Overseas Education
Work Schedule: Monday to Saturday

Job Summary

We are looking for a highly analytical and results-driven Lead Generation Specialist to manage and optimise lead generation campaigns across Meta (Facebook & Instagram) and Google Ads for our 2 products: Delta and Edvia. The ideal candidate should have strong expertise in campaign optimization, budget management, lead quality improvement, and performance reporting. This role requires someone who can drive measurable business outcomes through data-driven decision-making while ensuring optimal cost per lead and maximum return on ad spend.

Key Responsibilities

• Plan, execute, monitor, and optimise lead generation campaigns across Meta (Facebook & Instagram) and Google Ads.
• Continuously optimise campaigns to improve lead quality, conversion rates, and overall campaign performance.
• Manage campaign budgets efficiently to maximize ROI while maintaining target CPL and CAC.
• Conduct audience research, keyword research, competitor analysis, and campaign planning.
• Perform A/B testing of creatives, ad copies, landing pages, CTAs, and audience segments to improve campaign performance.
• Monitor campaign performance daily and take proactive actions to improve results.
• Track the complete lead funnel from Lead Signup Application Submission, ensuring quality lead generation.
• Generate daily, weekly, and monthly campaign performance reports with actionable insights.
• Present campaign performance and recommendations to management using data-backed analysis.
• Collaborate with the Sales and Admissions teams to improve lead quality and conversion.
• Stay updated with the latest digital marketing trends, Meta and Google Ads platform updates, and industry best practices.
• Conduct website behaviour analysis using Microsoft Clarity and other analytics tools to identify user pain points, drop-off points, rage clicks, dead clicks, and scroll behaviour.
• Perform heatmap, session recording, and user journey analysis to understand visitor interactions and recommend improvements to landing pages and lead funnels.
• Identify opportunities to improve landing page conversion rates through data-driven observations and UX recommendations.
• Work closely with the design, development, and content teams to implement landing page optimization based on user behaviour insights.
• Prepare periodic observation reports highlighting user behaviour trends, conversion bottlenecks, and recommended optimization actions.

Performance Reporting & Analytics

The Lead Generation Specialist will be responsible for maintaining and presenting detailed campaign-wise performance reports covering:

• Target Leads
• Actual Leads
• Achievement (%)
• Campaign Status
• Total Campaign Spend
• Cost Per Lead (CPL)
• Number of Signups
• Applications Submitted
• Lead-to-Signup Conversion Rate
• Signup-to-Application Conversion Rate
• Month-on-Month (MoM) Lead Growth (%)
• Month-on-Month (MoM) Spend Growth (%)
• Return on Ad Spend (ROAS), where applicable
• Campaign-wise insights, optimization actions taken, and next-step recommendations
• Heatmap Analysis Summary
• User Behaviour Observations

Required Skills & Qualifications

• 5+ years of hands-on experience managing Meta (Facebook & Instagram) and Google Ads campaigns focused on lead generation.
• Strong expertise in campaign optimization, bid strategies, audience segmentation, and conversion tracking.
• Excellent knowledge of Google Ads Manager, Meta Business Suite, Google Analytics (GA4), Google Tag Manager, and Meta Pixel.
• Strong understanding of lead funnels, attribution models, and customer acquisition strategies.
• Experience in budget planning, spend optimization, and reducing Cost Per Lead (CPL).
• Advanced proficiency in Microsoft Excel or Google Sheets for reporting and data analysis.
• Ability to interpret campaign data and translate it into actionable business insights.
• Experience in landing page optimisation, remarketing, and retargeting campaigns.
• Strong analytical, problem-solving, and communication skills.
• Experience in the Overseas Education or EdTech industry will be an added advantage.