About the Role

The Senior Manager – Paid Ads & Performance Marketing will be responsible for planning, executing, optimizing and scaling paid acquisition across Google, Meta, YouTube and other relevant paid channels .

The ideal candidate should be highly data-driven and understand how paid marketing impacts leads, qualified leads, customer acquisition, revenue and profitability .

You should be capable of independently managing campaigns, budgets, tracking, creative testing and funnel optimization with minimal day-to-day supervision.

Key ResponsibilitiesPaid Advertising & Media Buying

Own the overall paid acquisition strategy across Google, Meta, YouTube and other relevant platforms.
Plan, launch, manage and optimize paid advertising campaigns.
Manage and allocate advertising budgets based on campaign performance and business priorities.
Scale high-performing campaigns while maintaining healthy CAC, CPL, CPA and ROAS.
Identify new audiences, campaigns, platforms and growth opportunities.
Develop monthly and quarterly media plans and performance forecasts.

Google Ads

Manage Google Search, Performance Max, Display and YouTube campaigns.
Conduct keyword research and manage match types, negative keywords, bidding and audience targeting.
Optimize campaigns based on leads, qualified leads, revenue and business outcomes.
Analyze search terms, audience performance, conversion data and campaign economics.
Scale successful campaigns and restructure underperforming campaigns.

Meta Ads

Manage Facebook and Instagram campaigns across prospecting, retargeting and remarketing.
Develop audience strategies including custom, lookalike and retargeting audiences.
Test different creatives, hooks, messaging, offers and audience segments.
Analyze creative and campaign-level performance.
Scale winning campaigns while maintaining lead quality and acquisition efficiency.

Lead Generation & Funnel Optimization

Optimize campaigns for quality leads, not just lead volume .
Work closely with the sales and CRM teams to understand lead quality and conversion.
Track the funnel from Ad → Lead → Qualified Lead → Appointment → Sale/Revenue .
Identify and address bottlenecks in the acquisition and conversion funnel.
Analyze performance by campaign, keyword, audience, geography and creative.
Develop strategies to improve lead-to-sale conversion and reduce CAC.

Tracking & Analytics

Own paid media tracking and attribution.
Ensure accurate implementation of GA4, Google Tag Manager, Google Ads Conversion Tracking and Meta Pixel .
Monitor tracking across advertising platforms, website, landing pages and CRM.
Identify discrepancies between platform-reported conversions and actual business results.
Maintain accurate UTM and campaign tracking structures.
Build and maintain performance dashboards and reports.

Creative Strategy & CRO

Work closely with designers, video editors and content teams to develop performance-focused creatives.
Identify high-performing hooks, messaging, offers and creative concepts.
Establish structured creative testing frameworks.
Analyze creative fatigue and recommend new concepts.
Work with the website team to improve landing pages and conversion rates.
Recommend A/B tests for landing pages, forms, CTAs and offers.

Reporting & Performance Analysis

Monitor daily, weekly and monthly campaign performance.
Track key metrics including:
- Spend
- Leads
- Qualified Leads
- CPL
- CPA
- CAC
- ROAS
- Conversion Rate
- Lead-to-Sale Conversion
- Revenue
Provide actionable insights and recommendations to management.
Forecast performance and recommend future advertising investments.
Clearly communicate what is working, what is not working and what needs to change.

Key Performance Metrics

Success in this role will be measured through:

Qualified lead generation
Revenue generated through paid marketing
CAC / CPA
CPL
ROAS
Lead-to-sale conversion
Conversion rate
Advertising spend scale
New customer acquisition
Campaign profitability
Tracking and attribution accuracy

Required Skills

Must Have:

Google Ads
Google Search Ads
Google Performance Max
YouTube Ads
Meta Ads
Facebook & Instagram Ads
Google Analytics 4 (GA4)
Google Tag Manager (GTM)
Google Ads Conversion Tracking
Meta Pixel
Audience Targeting
Remarketing / Retargeting
Lead Generation
Budget Management
Campaign Optimization
Performance Analytics
Attribution
UTM Tracking
Conversion Rate Optimization
Data Analysis
Reporting & Dashboarding

Good to Have:

Meta Conversions API
Looker Studio
CRM / Marketing Automation
LeadSquared or similar CRM
WhatsApp-led conversion funnels
Landing Page Optimization
A/B Testing
Call Tracking
Offline Conversion Tracking
Shopify / E-commerce experience
Advanced attribution tools

Required Experience

4–7 years of hands-on experience in Performance Marketing / Paid Advertising.
Proven experience independently managing Google Ads and Meta Ads.
Experience managing significant monthly advertising budgets.
Proven track record of scaling paid campaigns.
Strong understanding of CAC, CPL, CPA, ROAS and marketing economics.
Experience with lead generation and full-funnel performance marketing.
Strong knowledge of GA4, GTM and conversion tracking.
Strong analytical and data interpretation skills.
Experience working with creative, sales, CRM and website teams.

Preferred Experience

Experience with any of the following will be an advantage:

D2C / E-commerce
Healthcare
Aesthetics / Beauty
High-growth businesses
Lead-generation businesses
High-consideration products or services
Multi-location businesses

Ideal Candidate

We are looking for someone who thinks like a Growth Owner , not simply an Ads Manager.

You should be able to independently determine:

Which campaigns should be scaled or reduced.
Where the next advertising investment should go.
Why CAC, CPL, CPA or ROAS is changing.
Which channels and campaigns are actually driving revenue.
Which audiences and geographies are performing best.
Whether the problem is the ad, audience, offer, landing page or sales funnel.
Which creatives should be tested or replaced.
How budgets should be reallocated across platforms.
How paid acquisition can be scaled without compromising lead quality.

What Success Looks Like

You will be expected to take ownership of the paid acquisition function with minimal day-to-day supervision .

Your responsibility will go beyond running campaigns. You will own the complete paid growth cycle:

Strategy → Media Buying → Campaign Management → Tracking → Optimization → Creative Testing → Lead Quality → Conversion → Revenue

We are looking for someone who can turn advertising spend into predictable and scalable business growth .

Application Requirements

Candidates should mention the following in their resume/application:

Total years of performance marketing experience.
Google Ads and Meta Ads experience.
Brands / companies worked with.
Approximate monthly advertising budget managed.
Platforms and campaign types personally managed.
Examples of campaigns/accounts successfully scaled.
Lead or revenue growth achieved.
CPL / CAC / CPA improvements.
ROAS improvements.
Advertising spend scaled.
Specific responsibilities personally owned.

We are looking for demonstrated performance and business results, not simply Google or Meta certifications.

Senior Manager - Paid Ads & Performance Marketing

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