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Job Title
Senior Performance Marketing Specialist (Google Ads, YouTube & Meta)
Education Sector Experience referred
Role Overview:
We are looking for a highly analytical and strategic Performance Marketing Specialist to manage and scale paid campaigns for a leading design college.
The candidate must understand not only lead generation but enrollment economics, geographic optimization, and advanced bidding strategies.
This role requires deep expertise in:
Core Responsibilities
1. Campaign Architecture & Structuring
- Build geo-tiered campaign structures based on state-wise admission performance.
- Consolidate fragmented campaigns while preserving learning density.
- Create 3-layer intent segmentation:
- High Intent (Exact match)
- Mid Intent (Phrase match)
- Discovery (Controlled Broad)
- Prevent internal auction competition between campaigns and ad groups.
- Design negative keyword isolation matrix.
2. Advanced Google Ads Management
-Must have hands-on experience with:
-Search campaigns (exact/phrase/broad layering strategy)
-Performance Max control and restructuring
-Audience signals inside PMax
-Placement exclusions (apps, junk inventory)
-URL expansion control
-Brand exclusions
-Device bid adjustments
-Dayparting strategy
Candidate must understand:
-Match type hierarchy
-Smart bidding learning phases
-When to use Max Conversions vs Target CPA
-When to temporarily revert to manual CPC
-How to stabilize volatile campaigns
3. Geographic Optimization Expertise
-Design state-based campaign clusters
-Allocate budgets based on enrollment contribution
-Apply radius targeting around Tier-1 cities
-Fix Presence vs Presence or Interest issues
-Prevent small-town traffic leakage
-Use location bid adjustments strategically
4. Enrollment-Focused Optimization (Very Important)
-Lead Admission
-How to optimize for cost per admission, not just cost per lead
-How to structure campaigns based on enrollment probability
-Implement offline conversion tracking
-Upload GCLID-based conversion data
-Assign weighted values:
Lead
-Qualified Lead
-Campus Visit
-Admission
-Use value-based bidding
5. YouTube Strategy
-Build structured YouTube funnels (cold, warm, remarketing)
-Custom intent audience creation
-Student portfolio-based creative strategy
-View-to-lead tracking
-Placement optimization
-Frequency control
-Must understand YouTube's role in education decision cycle.
6. Meta Ads Expertise
-Campaign segmentation by geography
-Funnel layering (TOF, MOF, BOF)
-Lookalike audiences from admissions
-City-level targeting refinement
-Creative testing framework
-Lead form vs website conversion optimization
-Parent-targeted campaigns
7. Data & Analytics Skills
-GA4
-Conversion tracking setup
-Google Tag Manager
-UTM structuring
-Attribution modeling
-Cost per qualified lead analysis
-Device & time-based segmentation
-State-level performance analysis
-Weekly optimization reporting
Should be able to answer:
-Which state gives best admission ROI
-Which device converts better
-Which hour of day has highest CVR
-Which keywords bring high-intent traffic
8. Performance Reporting
-Weekly performance dashboards
-Admission-weighted performance reports
-Budget reallocation recommendations
-Identification of statistical losers
-Forecasting scalability
Required Skill Level
-Minimum 45 years experience in performance marketing
-Proven track record in education sector preferred
-Strong understanding of smart bidding mechanics
-Experience handling 5L25L monthly ad budgets
-Comfortable restructuring poorly structured account
Not Looking For
-Basic ad operators
-Only creative-focused marketers
-Boost post type Meta specialists
We need someone who understands auction behavior, economic clustering, and value-based optimization.
Interested and Qualified candidates can apply also can also drop a mail with resume to [Confidential Information]
Job ID: 142099489
