Ad Campaign Specialist

Plan, launch and manage campaigns across Google Ads (Search, Performance Max, Shopping, Display, YouTube, Demand Gen) and Meta Ads (Advantage+, retargeting, look alike and interest audiences)

Build account structures from scratch ad groups, keyword themes, match types, negative keyword lists, audience segmentation

Manage bidding strategies (Target CPA, Target ROAS, Maximize Conversions, Manual CPC) and know when to switch between them

Write ad copy and brief creatives; run structured A/B tests on audiences, creatives and landing pages.

Tracking & Implementation:

Implement and debug Google Tag Manager containers tags, triggers, variables, data Layer events

Configure GA4: event setup, key events, audiences, channel groupings, Google Ads linking

Set up Meta Pixel and Conversions API (CAPI) including server-side events, event deduplication, domain verification and Aggregated Event Measurement

Configure Google Ads conversion tracking, Enhanced Conversions and offline conversion imports from CRM

Maintain consistent UTM naming conventions across all campaigns

Validate tracking using Tag Assistant, GA4 Debug View and Meta Events Manager

Diagnose discrepancies between ad platforms, GA4 and the CRM, and explain why the numbers differ

Write clear technical requirements for developers on code-level implementation

Budget & Spend Management:

Own monthly budget planning and daily pacing so spend lands on target

Manage and pace 30 Lakh+ in monthly ad spend across platforms without manual overspend, and scale budgets up or down at short notice without destabilising campaign performance

Allocate and reallocate budget across platforms, campaigns and funnel stages based on performance

Calculate and track CPC, CPM, CPA/CAC, ROAS, blended ROAS, MER, CTR, CVR, AOV, LTV: CAC and break-even ROAS

Build spends forecasts and scenario models (e.g. impact on CPA if spend increases 30% at current conversion rate)

Track spend vs. plan variance and flag overspend or underspend risks proactively

Reconcile platform billing with finance and validate invoices

Data Analysis & Reporting:

Build and maintain Looker Studio dashboards connected to Google Ads, Meta and GA4

Analyse funnel drop-offs, cohort behaviour, attribution paths and channel contribution

Interpret attribution models (last-click, data-driven, view-through) and their limitations

Deliver weekly and monthly performance reviews to the Digital Head with insights and recommended actions, not just numbers

Collaboration

Work with design, content, web and sales teams to align campaigns with landing pages and lead handling

Maintain feedback loops with sales on lead quality

Keep documentation current: account structure, tracking map, naming conventions, change log

Required Skills & Experience:

Must have graduation 3–5 years hands-on paid media experience on both Google Ads Meta Ads

Proven experience independently managing monthly ad budgets of 30 Lakh+, with accountability for pacing and efficiency at that scale

Independently implemented conversion tracking via GTM, GA4, Meta Pixel and CAPI

Strong command of performance metrics and the math behind them (CAC, ROAS, break-even ROAS)

Advanced Excel/Google Sheets and Looker Studio dashboard building

Experience running structured A/B tests and reading results correctly

Able to walk through a past campaign end-to-end: problem structure tracking result learning

Good to Have Certification/knowledge:

Google Ads certifications (Search, Measurement, Video) and Meta Blueprint

Server-side GTM (sGTM)

CRM familiarity (HubSpot, Salesforce, Zoho, LeadSquared)

CRO tools (VWO, Hotjar, Microsoft Clarity, Unbounce)