Performance Marketing (Freelancer)

Freelance Performance Marketing Expert

(Looking for 100% Freelancers)

Engagement Type:

Freelance / Remote (Performance-Linked)

Compensation: 25,000/month fixed OR 3.5% of total ad spend, whichever is

higher

Brands:

1. Urbanroof Home Care (Waterproofing, Repair, Repainting,

Maintenance)

2 Wise Square Interior Advisory & Consultancy

3. Real Estate Home Buying Consultancy (End-to-end property advisory)

ROLE OBJECTIVE:

To drive qualified lead generation and brand visibility across Meta, Google, and

YouTube through performance-driven ad campaigns. The role's success will be

measured on cost efficiency, lead quality, and conversion enablement across all 3

brands.

CORE RESPONSIBILITIES:

1. Strategy & Planning

Develop monthly ad strategy plans aligned with each vertical's business

objectives.

Define campaign goals, budgets, audience segmentation, funnel stages, and

creative direction.

Plan media mix across Meta, Google Search, Display, and YouTube (awareness

+ performance).

Present monthly performance forecast & growth roadmap to management.

Campaign Setup & Execution

Set up and manage campaigns on:

o Meta Ads Manager (Facebook, Instagram)

o Google Ads (Search, Display, Discovery, Performance Max)

o YouTube Ads (Skippable, Non-skippable, Bumper, Discovery)

Create ad groups, keyword targeting, audience layers, exclusions, and bidding

strategies.

Coordinate with the content & design team for creatives, ad copies, and

landing pages.

Integrate UTM tracking, conversion tracking, and pixel / tag implementation.

Performance Tracking & Optimization

Monitor daily campaign performance against key metrics:

CPL, CTR, CPC, CPM, ROAS, Conversion Rate, Ad Frequency.

Continuously optimize campaigns for:

o Better cost per lead (CPL)

o Increased lead quality

o Reduced ad fatigue

Conduct A/B testing for ad creatives, copy, and audience segments.

Reallocate budgets dynamically to high-performing campaigns and channels.

Analytics & Reporting

Maintain weekly performance dashboards and insights.

Report campaign performance with detailed analysis:

o Ad spend vs. lead volume

o Cost per lead

o Conversion ratio (lead customer)

o City-wise / Category-wise trends

Suggest actionable insights for sales funnel improvement.

Present monthly performance review with improvement roadmap.

Collaboration & Coordination

Collaborate closely with:

o Content Strategist (for creative direction & hooks)

o Growth Associate / Sales team (for lead quality feedback)

o Marketing Head / Founder (for strategic decisions & budget allocation)

Ensure real-time communication on campaign performance and leads volume.

Experimentation & Growth

Test new campaign formats (Reels Ads, Discovery, PMax, Local campaigns, etc.)

Introduce remarketing and lookalike audiences across platforms.

Experiment with UGC content, influencer amplification, and video storytelling.

Suggest landing page & funnel optimization to improve conversions.

Compliance & Quality

Ensure all ad copies and creatives follow platform compliance guidelines.

Avoid clickbait, misleading ads, or poor quality content that affects brand

reputation.

Maintain consistent brand tonality across all campaigns.

REQUIRED SKILLS & EXPERIENCE

3+ years hands-on experience managing Meta & Google Ads.

Strong command over Google Tag Manager, Pixel, GA4, UTM tracking.

Experience in service-based or lead-gen campaigns (real estate / interiors /

home care preferred).

Deep understanding of audience psychology, funnel design, and creative

storytelling.

Analytical mindset with ability to interpret data and derive strategy.

Freelance reliability and timely communication ethics

EXPECTED OUTCOMES (Within 3 Months)

• Brand Outcome Goals
• Urbanroof 3x qualified leads from current volume; 15% reduction in CPL
• Wise Square Interiors
• Minimum 30 high-intent leads/month via Meta & Google combined
• Real estate Yet to start