Digital Marketing Specialist

JOB DESCRIPTION

Digital Marketing Specialist (Performance Marketing)

1) Role Objective

a) To generate high-quality leads daily through digital channels (primarily Google Ads)

b) To optimize cost per lead (CPL) and improve lead quality

c) To support the company's goal of building a predictable lead generation engine

2) Key Responsibilities

a) Performance Marketing (Core Responsibility)

• Plan, execute, and manage Google Search Ads campaigns
• Optimize keywords, bids, and targeting
• Continuously reduce CPL while maintaining lead quality

b) Campaign Optimization

• Monitor campaign performance daily
• Improve CTR, conversion rate, and ROI
• Conduct A/B testing on ads and landing pages

c) Keyword & Audience Strategy

• Identify high-intent keywords (GST, ITR, compliance services)
• Manage negative keywords to reduce junk leads
• Optimize location and audience targeting

d) Landing Page Coordination

• Work with internal team to improve conversion pages
• Suggest improvements in CTA, content, and structure
• Ensure ad-to-landing-page alignment

e) Data & Reporting

• Track leads, CPL, conversion rates
• Provide daily and weekly performance reports
• Analyze funnel performance (click → lead → sale)

f) Budget Management

• Allocate and monitor ad budgets efficiently
• Ensure optimal spend across channels
• Avoid budget leakage

3) Key Performance Indicators (KPIs)

a) Leads generated per day

b) Cost per lead (CPL)

c) Lead quality (conversion rate by sales team)

d) Return on ad spend (ROAS)

e) Campaign optimization improvements

4) Required Skills

a) Strong hands-on experience in Google Ads (Search mandatory)

b) Understanding of lead generation funnels

c) Ability to analyze data and optimize campaigns

d) Knowledge of keywords, bidding strategies, and targeting

e) Basic understanding of landing page conversion

5) Experience Required

a) 2–5 years in performance marketing

b) Proven experience in lead generation campaigns

c) Experience in service-based industries preferred

6) Tools & Platforms

a) Google Ads

b) Google Analytics

c) CRM tools (basic understanding)

d) Excel / Google Sheets

7) Compensation

a) Fixed Salary: ₹6L – ₹12L per annum (₹50K – ₹1L/month)

b) Performance Incentives (based on lead targets and CPL efficiency)

8) What Success Looks Like

a) Consistent 80–120 leads/day generation

b) Controlled CPL within target range

c) High-quality leads improving sales conversion

d) Continuous improvement in campaign performance

9) What We Are NOT Looking For

a) Only social media/content marketers

b) Theory-based digital marketers without execution

c) Candidates without hands-on Google Ads experience

10) Why This Role Matters

a) This role directly impacts daily revenue generation

b) This is not a support role — it is a core business driver

c) Performance will be measured on results, not activity