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 report paid campaigns focused on lead generation, customer acquisition, CPL, CPA and ROAS.

You'll build campaign structures, conduct audience and keyword research, manage budgets, and collaborate with design and content teams to create high-converting creatives and offers. Strong analytical skills and ownership are essential.

Qualifications

• 2–5 years of relevant performance marketing experience.
• Demonstrable experience with Meta Ads and Google Ads campaigns.
• Google Ads certifications preferred; Meta Blueprint a plus.
• Portfolio or case studies showing paid media results.

Responsibilities

• Plan, launch, manage and scale Meta Ads and Google Ads campaigns.
• Drive website traffic, remarketing, and lead generation.
• Develop high-converting creatives, hooks, copy and offers.
• Conduct audience and keyword research; perform competitor analysis.
• Monitor CPL, CPA, CPC, CTR, ROAS and lead quality.
• Prepare regular performance reports with insights.
• Coordinate with design and content teams; manage multiple client accounts.
• A/B test creatives, audiences, landing pages, headlines and structure.
• Ensure accurate tracking with GA4, Meta Pixel, and UTMs.

Skills

Meta Ads Manager

Google Ads

Lead generation

Campaign optimization

Data analysis

A/B testing

Copywriting

Budget management

Communication

Tools

GA4

UTM Tracking

CRM integration

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.
• 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
  • Retargeting
• Continuously monitor and improve:
  • CPL
  • CPA
  • CPC
  • CTR
  • Conversion Rate
  • ROAS
  • 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 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.
• 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
• E-commerce
• Professional Services
• 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 Acquisition / CPA
• Conversion Rate
• ROAS / Revenue Generated
• Campaign Scalability
• 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.