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Senior Performance Marketing Specialist (Google Ads, YouTube & Meta)
Education Sector Experience Preferred- Immediate Joiner
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:
Google Ads (Search, Performance Max, Display, YouTube)
Meta Ads (Facebook & Instagram)
Funnel tracking & offline conversion optimization
Geographic campaign structuring
Intent-layered keyword architecture
Education industry performance dynamics
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
Must be able to:
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)
The candidate must understand:
Lead ≠ Admission
How to optimize for cost per admission, not just cost per lead
How to structure campaigns based on enrollment probability
Must be able to:
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 YouTubes 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
Must be comfortable with:
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 4–5 years experience in performance marketing
Proven track record in education sector preferred
Strong understanding of smart bidding mechanics
Experience handling ₹5L–₹25L 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 candidate can share their resume at 9343980673 or mail us at [Confidential Information]
Job ID: 146803345
