Performance Management Specialist

Canam Consultants; Chandigarh; On-site; INR 600,000 - 900,000; Full time

Job summary

Canam Consultants is seeking a data-driven Performance Marketing Specialist with hands-on expertise in Meta Ads and Google Ads to independently plan, launch, optimize, and scale campaigns with a strong emphasis on lead generation, customer acquisition, CPL, CPA and ROAS.

The role requires building campaign structures, conducting research, and working with creative teams to deliver high-converting ads and measurable business results across multiple client accounts.

Qualifications

• Hands-on experience with Meta Ads and Google Ads.
• Strong focus on lead generation and measuring ROAS.
• 2-5 years of relevant performance marketing experience.

Responsibilities

• Plan, launch, manage and scale Meta Ads and Google Ads campaigns.
• Conduct audience, keyword, and competitor research.
• Create campaign structures with ads, assets, and landing-page strategies.
• Monitor CPL, CPA, CPC, CTR, and ROAS; optimize accordingly.
• Collaborate with designers/content teams for high-converting creatives.
• Perform A/B testing of creatives, audiences, and landing pages.
• Prepare performance reports with actionable insights.
• Manage multiple client accounts and budgets.

Skills

Lead generation

Campaign optimization

Data analysis

Landing page optimization

Copywriting

Excel / Sheets

Budgeting

Ownership

Communication

Experience: 2-5 years

Tools

Meta Ads Manager

Google Ads

GA4 / Analytics

Job description

# 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.