Performance Marketing Specialist

Crysta IVF; New Delhi; On-site; INR 900,000 - 1,300,000; Full time

Job summary

Crysta IVF is seeking a hands-on Performance Marketing Specialist to own and optimize paid campaigns across Google Ads and Meta Ads. The role focuses on driving high-quality leads, patient inquiries and business growth for a multi-location IVF network in India.

You will conduct keyword research, set bidding strategies and monitor conversions with GTM and GA4, while coordinating with creative and content teams to maximize campaign impact.

Qualifications

• 3–5+ years of hands-on experience in Performance Marketing.
• Strong practical experience managing Google Ads independently.
• Good working knowledge of Meta Ads and paid media optimization.
• Experience with GTM, GA4 and conversion tracking.
• Strong understanding of keyword research, bidding strategies and campaign structuring.
• Ability to analyze data and make performance-driven decisions.
• Experience in lead-generation campaigns is essential.
• Healthcare, IVF, marketing agency or multi-location business experience will be an added advantage.

Responsibilities

• Plan, execute and manage end-to-end Google Ads and Meta Ads campaigns.
• Independently manage Google Search, Display, Performance Max and other formats.
• Conduct keyword research, search intent analysis and competitor research.
• Develop and implement bidding strategies, audience targeting and budget allocation.
• Monitor CAC, CPL, CPC, CTR, ROAS and conversions.
• Improve lead quality, appointment generation and overall performance.
• Set up and monitor conversion tracking using GTM and GA4.
• Conduct A/B testing of ad copies, creatives, landing pages and strategies.
• Analyze campaign data, identify gaps and optimize.
• Coordinate with creative/content teams to improve effectiveness.
• Stay updated with Google Ads, Meta Ads and AI-driven tools.

Skills

Google Ads

Meta Ads

Data analysis

Lead generation

Tools

GA4

Google Tag Manager

Job description

Crysta IVF is a growing fertility and healthcare brand focused on making quality fertility care accessible through its network of fertility centres. We are looking for a performance-driven marketing professional to join our in-house marketing team.

About the Role

We are looking for a hands-on Performance Marketing Specialist with strong expertise in Google Ads and Meta Ads. The candidate will be responsible for managing and optimizing paid campaigns, with primary ownership of Google Ads, to drive quality leads, patient inquiries and business growth across multiple locations.

Key Responsibilities

• Plan, execute and manage end-to-end Google Ads and Meta Ads campaigns.
• Independently manage Google Search, Display, Performance Max and other relevant campaign formats.
• Conduct keyword research, search intent analysis and competitor research, particularly in the healthcare and IVF space.
• Develop and implement bidding strategies, audience targeting and budget allocation.
• Monitor and optimize CAC, CPL, CPC, CTR, ROAS and conversion rates.
• Focus on improving lead quality, appointment generation and overall campaign performance.
• Set up and monitor conversion tracking using Google Tag Manager (GTM) and Google Analytics 4 (GA4).
• Conduct A/B testing of ad copies, creatives, landing pages and campaign strategies.
• Analyze campaign data, identify performance gaps and implement optimization strategies.
• Coordinate with creative, content and internal teams to improve campaign effectiveness.
• Stay updated with Google Ads, Meta Ads and emerging AI-driven marketing tools.

Requirements

• 3–5+ years of hands-on experience in Performance Marketing.
• Strong practical experience managing Google Ads independently.
• Good working knowledge of Meta Ads and paid media optimization.
• Experience with GTM, GA4 and conversion tracking.
• Strong understanding of keyword research, bidding strategies and campaign structuring.
• Ability to analyze data and make performance-driven decisions.
• Experience in lead-generation campaigns is essential.
• Healthcare, IVF, marketing agency or multi-location business experience will be an added advantage.

What We Are Looking For

Someone who can independently own paid campaigns, manage budgets, take data-driven decisions and drive measurable business outcomes.