About the Role
We are looking for a data-driven PPC Specialist to own and scale paid acquisition efforts across Google, Meta, LinkedIn, Bing, and retargeting channels. This role is central to driving qualified trial sign-ups, demo requests, and enrollments for our cloud-based eLearning platform. You'll manage full-funnel campaigns — from top-of-funnel awareness to bottom-of-funnel conversion and retargeting — and work closely with content, design, product marketing, and sales to hit pipeline and revenue targets.
This is a great fit for someone who enjoys owning budgets end-to-end, testing constantly, and translating campaign data into clear business insights.
Key Responsibilities
Campaign Strategy & Execution
- Plan, launch, and manage paid campaigns across Google Ads (Search, Display, Performance Max, YouTube), Meta Ads (Facebook/Instagram), LinkedIn Ads, Bing Ads, and retargeting/remarketing platforms.
- Develop full-funnel campaign structures aligned to the buyer journey (awareness, consideration, conversion, retention).
- Own keyword research, audience segmentation, targeting strategy, and bid management across platforms.
Budget & Performance Management
- Manage monthly ad spend across channels, ensuring efficient allocation based on performance and ROAS/CPA targets.
- Monitor campaigns daily, optimizing bids, budgets, and targeting to hit KPIs (CPL, CPA, ROAS, CTR, conversion rate).
- Forecast spend and performance, flagging risks or opportunities to leadership.
Creative & Landing Page Collaboration
- Partner with design and content teams to brief and test ad creative (copy, images, video) across platforms.
- Work with web/CRO teams to optimize landing pages for conversion, including A/B testing headlines, CTAs, and page layouts.
- Ensure message match between ad creative and landing page experience.
Analytics & Reporting
- Build and maintain performance dashboards (Google Looker Studio, GA4, or similar) tracking channel-level and campaign-level metrics.
- Conduct regular performance reviews, providing actionable insights and recommendations to stakeholders.
- Analyze attribution data across the funnel to understand true channel contribution to pipeline and revenue.
Testing & Optimization
- Run structured A/B and multivariate tests on ad copy, creative, audiences, bidding strategies, and landing pages.
- Stay current on platform updates (e.g., Google's automated bidding changes, Meta's Advantage+ campaigns) and pilot new features/formats.
- Continuously refine audience targeting using first-party data, lookalikes, and retargeting pools.
Cross-Functional Collaboration
- Work with the SEO team to ensure paid and organic strategies are complementary rather than competitive (e.g., avoiding cannibalization, aligning on landing pages).
- Coordinate with sales/RevOps to ensure proper lead tracking, MQL definitions, and CRM handoff (e.g., Salesforce, HubSpot).
- Support product marketing with campaigns for new course launches, certifications, or platform features.
Required Qualifications
- 2–5 years of hands-on experience managing paid campaigns across Google Ads, Meta Ads, and LinkedIn Ads (Bing and retargeting platform experience a plus).
- Proven track record of managing meaningful monthly ad budgets and hitting CPA/ROAS targets.
- Strong working knowledge of GA4, Google Tag Manager, and conversion tracking/pixel setup.
- Experience with Looker Studio, Excel/Google Sheets, or similar tools for reporting and analysis.
- Solid understanding of the B2B or B2C SaaS/subscription buyer funnel (eLearning, EdTech, or SaaS experience strongly preferred).
- Familiarity with CRM and marketing automation tools (HubSpot, Salesforce, Marketo, or similar).
- Strong analytical skills — comfortable interpreting data and translating it into optimization decisions.
- Excellent written communication skills for ad copywriting and stakeholder reporting.
Preferred Qualifications
- Google Ads and/or Meta Blueprint certification.
- Experience with retargeting/programmatic platforms (e.g., AdRoll, Criteo, The Trade Desk).
- Familiarity with server-side tracking or first-party data strategies (in light of iOS/cookie deprecation changes).
- Experience running paid campaigns for course launches, webinars, or certification products.
- Basic understanding of SEO principles to support cross-channel alignment.
What Success Looks Like (First 6 Months)
- Fully audited and optimized existing campaigns across all platforms within the first 30–60 days.
- Established consistent reporting cadence with clear KPI ownership.
- Delivered measurable improvement in CPA/ROAS through testing and optimization.
- Built strong working relationships with design, content, SEO, and sales/RevOps teams.
Compensation & Benefits
- Competitive base salary
- Remote-first with flexible working hours
Pay: ₹400,000.00 - ₹500,000.00 per year
Benefits:
Work Location: Remote
