Performance Marketing Manager

Job Summary:

We are looking for a Performance Marketing Manager to own, scale, and optimise paid acquisition across Google Ads and Meta Ads (Facebook & Instagram). The role demands a strong analytical mindset, hands-on execution, and the ability to drive high-quality leads generation for higher education programs (UG, PG, Distance Learning, and Online Degrees) at optimal CPL/ROAS.

Key Responsibilities:

Google Ads (Core Focus)

• Develop, manage, and optimize Google Ads campaigns for multiple universities and programs (e.g., NMIMS, Manipal, SMU, DY Patil, Bharati Vidyapeeth).
• Plan, execute, and scale campaigns across:
• Search
• Display
• YouTube
• Performance Max
• Conduct detailed Keyword research, match type strategy, and search intent mapping with competitor analysis, and audience targeting to generate qualified education leads.
• Ad copy creation & A/B testing (RSA optimisation)
• Landing page alignment for Quality Score improvement
• Conversion tracking via GA4, Google Tag Manager
• Optimise for CPL, CPA, ROAS
• Budget allocation & bid strategy optimisation
• Create, test, and refine ad copies, creatives, and landing pages for maximum CTR and conversion.
• Track, measure, and report campaign performance using Google Analytics, Tag Manager, and CRM integrations.
• Optimize campaigns to maintain a low CPL (Cost Per Lead) while improving lead quality and conversion rate.
• Collaborate with content, design, and admissions teams to align campaigns with program objectives and admission cycles.
• Stay updated with Google Ads algorithm changes, new features, and EdTech advertising trends.
• Manage and allocate monthly ad budgets efficiently across multiple campaigns and geographies.
• Ensure compliance with Google Ads policies and university marketing guidelines.

Meta Ads (Core Focus)

• Manage Facebook & Instagram campaigns:
• Lead Ads
• Conversion Ads
• Video & Reels campaigns
• Audience strategy:
• Cold, Lookalike, Retargeting
• Funnel-based campaign structuring
• Creative performance analysis (hooks, thumbnails, CTAs)
• Scaling campaigns without CPL spikes
• Pixel tracking & event optimisation

Analytics & Optimisation

• Daily, weekly, and monthly performance monitoring
• Deep-dive into metrics:
• CTR, CPC, CPL, CPA, ROAS
• Funnel optimisation (Ad → Landing Page → Lead)
• Attribution analysis and data-driven decision-making
• Prepare performance reports & insights for stakeholders

Required Skills

• Strong hands-on experience with Google Ads & Meta Ads
• Experience in lead-generation or performance-driven businesses
• Proficiency in GA4, GTM, Meta Pixel
• Understanding of landing page CRO
• Strong analytical & problem-solving skills
• Ability to manage large budgets efficiently

Good to Have

• Experience in EdTech or Education lead generation
• Knowledge of CRM integrations
• Experience with A/B testing tools
• Basic understanding of SEO & funnels

Qualifications:

• 2–5 years of hands-on experience managing Google Ads and Meta Ads
• Expertise in Search, Display, Discovery, YouTube, and Performance Max campaigns.
• Strong understanding of lead funnels, landing page optimization, and conversion tracking.
• Proficiency in Google Ads, Google Analytics (GA4), Tag Manager, Data Studio, and Excel.
• Experience working with CRM systems (LeadSquared, Zoho, HubSpot, etc.).
• Analytical mindset with strong reporting and data interpretation skills.
• Google Ads Certification (preferred).

Key KPIs

• Cost per Lead (CPL)
• Conversion Rate
• Lead Quality
• ROAS / CPA
• Scale with profitability
• ROI / ROAS on Ad Spend
• CTR and Quality Score Improvement

Preferred Experience:

• Previous experience generating leads for distance learning, online MBA, executive programs, or professional certifications.
• Familiarity with education-sector compliance and campaign approval workflows (UGC/AICTE-approved programs).
• Experience running remarketing and YouTube awareness campaigns for higher education brands.

Career Path:

High-performing individuals can grow into roles such as Performance Marketing Lead, Digital Marketing Manager, or Head of Paid Media, overseeing multi-channel campaigns across platforms.

Job Type: Full-time

Pay: ₹20,000.00 - ₹80,000.00 per month

Benefits:

• Internet reimbursement

Application Question(s):

• What is the monthly budget that you currently handle? (In INR)

Experience:

• Performance marketing: 1 year (Preferred)

Work Location: In person