Senior Performance Marketing Specialist

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:

• 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 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.

Work Location: Indore

Job Perks

Commision per confirm addimission from the lead will be given addition to you salary