Performance Marketing Associate - Kapiva Clinic

About the Role

Kapiva Clinics is our fast-growing online Ayurvedic consultation business — connecting patients with

certified Ayurvedic doctors for personalised Dosha assessments, chronic condition management, and

curated product recommendations. We are looking for a hands-on Performance Marketing Associate to

own and scale paid media across Meta and Google Ads, with a sharp focus on driving consultation

bookings, reducing CPL, and maximising post-consultation purchase revenue. This is an execution-first

role where you will manage campaigns end-to-end, work closely with the clinical and creative teams,

and directly influence Kapiva Clinics' growth trajectory.

Key Responsibilities

Consultation Funnel — Lead Generation & Appointment Booking

• Plan and execute Meta and Google Ads campaigns with the primary objective of driving qualified

consultation bookings through kapiva.in/your-consultations/ and the Kapiva app

• Build audience strategies targeting health-condition-specific cohorts — e.g., users searching for

diabetes management, hormonal health, weight management, hair loss — using interest, intent,

and in-market signals

• Manage the full conversion funnel: awareness of Kapiva Clinics → consultation page visits →

appointment bookings → attended consultations, tracking drop-off at each stage

• Collaborate with the clinical team to understand top consultation categories (Sugar Management,

Women's Health, Energy, Heart Health) and map campaign messaging to patient pain points and

Ayurvedic solutions

• Run retargeting campaigns for users who visited consultation pages or viewed health content but

did not book, using custom audiences and pixel-based triggers

Meta Ads (Facebook & Instagram)

• Build and manage full-funnel Meta campaigns — from health-awareness video content at the top

of funnel to direct response consultation-booking creatives at conversion stage

• Develop audience segments using Custom Audiences (website visitors, app users, past patients),

Lookalikes, and health-interest targeting aligned to Kapiva Clinics' core conditions

• A/B test ad formats — Reels, Stories, Carousels — with creatives that highlight doctor credibility,

patient testimonials, Ayurvedic efficacy, and ease of online booking

• Monitor CPL (Cost per Lead / Consultation Booking), ROAS on post-consultation product upsells,

and CAC daily; take proactive bid and creative optimisation actions

• Coordinate with the creative team to brief health-condition-specific ad content (e.g., sugar

management campaigns featuring before/after patient journeys, hormonal health creatives for

women 25–40)

Google Ads

• Own Search campaigns targeting high-intent queries such as 'online ayurvedic doctor

consultation', 'ayurvedic treatment for diabetes', 'hair fall ayurvedic solution', and condition-

specific branded and non-branded terms

• Build and manage Performance Max campaigns to reach patients across Search, YouTube,

Display, and Discover with cohesive messaging around Kapiva Clinics' USP — certified doctors,

personalised care, and science-backed Ayurveda

• Conduct keyword research specific to health conditions Kapiva Clinics addresses; manage match

types and maintain robust negative keyword lists to filter out irrelevant health queries

• Write compelling RSA ad copy that emphasises trust signals — BAMS-qualified doctors,

personalised Dosha-based protocols, and tangible health outcomes — to drive clicks and qualified

bookings

• Manage Smart Bidding strategies (Target CPA for bookings, Target ROAS for product upsells)

and optimise based on conversion data from Google Tag Manager setup

• Analyse Search Term Reports and auction insights to identify emerging health-query opportunities

and reduce wasted spend on non-converting intent clusters

Post-Consultation Revenue & Upsell Campaigns

• Design and execute retargeting and upsell campaigns targeting patients who have completed

consultations but have not yet purchased the recommended product protocol

• Work with the clinical and content teams to develop ad creatives around recommended product

bundles (e.g., Sugar Management Kit, Women's Hormonal Health Bundle) for dynamic product

advertising

• Measure and optimise the consultation-to-purchase conversion rate as a key metric, working with

the product team to improve post-consultation email/ad touchpoints

• Track patient LTV (Lifetime Value) from consultation through subscription/repeat purchase and

feed insights back into audience and bidding strategy

Analytics & Reporting

• Build weekly and monthly dashboards tracking: consultation bookings, CPL, show rate, CPA,

post-consultation ROAS, and overall Kapiva Clinics paid media contribution to revenue

• Identify funnel bottlenecks — e.g., high CTR but low booking completion — and coordinate with

the product/tech team to improve landing page and booking flow conversion

• Maintain UTM hygiene across all Clinics campaigns to ensure accurate attribution in Google

Analytics 4 and internal dashboards

• Document learnings from A/B tests, audience experiments, and creative iterations to build a

replicable performance playbook for Kapiva Clinics

What We're Looking For

Must-Have Skills & Experience

• 1–3 years of hands-on experience managing Meta Ads and Google Ads campaigns with direct

ownership of budgets and performance targets

• Proven experience driving lead generation or appointment/booking funnels — healthcare,

healthtech, D2C wellness, or service-based businesses preferred

• Strong understanding of full-funnel campaign architecture: awareness → consideration →

conversion → retention

• Proficiency in Meta Ads Manager and Google Ads — from pixel setup to campaign build to

performance optimisation

• Comfortable with tracking setup: Meta Pixel, Google Tag Manager, UTM parameters, and GA4

event tracking

• Data-driven mindset: ability to interpret CPL, CPA, ROAS, LTV, and funnel conversion data to

make fast, confident decisions

Good to Have

• Prior experience in healthcare, Ayurveda, wellness, or health-tech marketing — understanding of

patient decision journeys is a strong plus

• Familiarity with appointment-booking or telemedicine platforms and the nuances of consent and

health-claim compliance in ads

• Exposure to CRM or marketing automation tools (e.g., WebEngage, MoEngage, Klaviyo) for post-

consultation nurture flows

• Knowledge of Google Ads health advertising policies and Meta's restrictions on health-related

claims

• Google Ads and/or Meta Blueprint certifications are a plus

Soft Skills

• Strong ownership mindset — you treat consultation growth metrics like a business, not just a task

list

• Analytical thinking with the ability to diagnose performance issues (e.g., rising CPL, drop in

booking rate) and act fast

• Clear communication to present campaign findings and recommendations to clinical and product

stakeholders

• Empathy for the patient journey — understanding that health decisions require trust, and that ad

messaging must reflect that