Company Description
PAB Learn, Lead & Grow Private Limited is a leading EdTech company specializing in executive education and professional development. The company offers a diverse range of programs, including Executive MBA, Online/Distance MBA, Online B.Com, BBA, Diploma, and Certification courses. Collaborating with India's top B-schools, PAB Learn ensures high-quality educational opportunities for working professionals and aspiring students. Committed to innovation and excellence, the company empowers individuals to advance in their careers.
Role Description
We are looking for a Meta & Google Ads Specialist with hands-on experience in the EdTech industry, especially in running lead generation campaigns for online degree programs.
This role requires someone who understands:
- High-competition EdTech advertising
- University branding & compliance guidelines
- Ad account safety, policy adherence, and suspension recovery
- Lead quality optimization (not just lead volume)
You will be responsible for planning, executing, optimizing, and safeguarding paid campaigns across Meta (Facebook & Instagram) and Google Ads platforms.
Key Responsibilities
1] Paid Advertising (Core Role)
- Plan, launch and manage lead generation campaigns on:
- Meta Ads (Facebook & Instagram)
- Google Ads (Search, Display, Performance Max if required)
- Work on campaigns related to:
- Online MBA, MCA, BBA, B.Com, M.Sc, M.A, and similar programs
- Optimize campaigns for quality leads, not just CPL
- Create and test multiple ad creatives, copies, audiences, and funnels
- Handle high-competition keywords and bidding strategies efficiently
2] EdTech & Policy Compliance
- Ensure ads follow: University advertising guidelines & Platform policies (Meta & Google)
- Handle situations like: Ad disapprovals, Account restrictions or suspensions & Competitor ad reporting or false flags
- Coordinate with internal teams to make quick changes to creatives, landing pages, or messaging when required
3] Audience, Keyword & Funnel Strategy
- Perform deep keyword research for Google Search campaigns
- Build and manage: Custom Audiences, Lookalike Audiences, Retargeting funnels
- Understand user intent for working professionals looking for online degrees
- Optimize landing page alignment with ad messaging to improve conversion rates
4] Tracking, Analytics & Tagging
- Set up and manage: Google Analytics (GA4), Google Tag Manager (GTM), Meta Pixel & Conversion API
- Track and analyze: Leads, Conversion events, Funnel drop-offs
- Ensure accurate tracking of: Form submissions, Thank-you page events & Lead quality indicators
- Share performance insights and optimization suggestions with the team
5] Optimization & Reporting
- Regularly monitor: CPL, CTR, Conversion Rate, Quality Score, ROAS (where applicable)
- Identify performance gaps and optimize campaigns accordingly
- Prepare clear performance reports with actionable insights
- Suggest new testing ideas based on data and trends
6] Collaboration & Growth
- Coordinate with: Counselling teams (to understand lead quality feedback) & Content and landing page teams
- Stay updated with:
- Meta & Google Ads policy changes
- EdTech advertising trends
- Contribute ideas for scaling campaigns safely and sustainably
Required Skills & Experience
- Proven experience in the EdTech industry
- Strong hands-on experience with:
- Meta Ads Manager
- Google Ads Manager
- Solid understanding of:
- Keywords & search intent
- Lead generation funnels
- Conversion tracking & analytics
- Experience handling policy-sensitive ad accounts
- Analytical mindset with data-driven decision-making
- Ability to work in a fast-paced, high-competition environment
Additional Advantage (Good to Have)
- Basic knowledge of:
- Graphic design (Canva or similar tools)
- Video editing for ad creatives
- Understanding of landing page optimization and CRO
