Performance Marketing Expert - Google Ads

Role : Performance Marketing Expert – Google Ads
Experience: 8+ Years
Location : Pune (Hybrid)
Notice Period : Immediate Joiners
We are looking for a highly experienced Performance Marketing Expert – Google Ads to own and drive paid acquisition, performance marketing, and B2B lead generation initiatives end-to-end.
This is a hands-on, ownership-driven role for a performance marketing professional who can independently manage significant advertising budgets, optimize complex Google Ads accounts, and drive measurable business outcomes with minimal supervision. The ideal candidate will combine deep expertise in Google Ads, GA4, Google Tag Manager (GTM), conversion tracking, and attribution with a strong B2B demand-generation mindset. The primary objective is to generate a qualified sales pipeline by targeting senior technology decision-makers at mid-market consumer companies, primarily in the US market.
Key Responsibilities
1. B2B Lead Generation & Paid Media Strategy
Own the end-to-end paid acquisition strategy focused on generating qualified B2B leads and sales pipeline.
Develop campaigns targeting CTOs, CIOs, CDOs, VP Engineering, and other senior technology decision-makers.
Build audience, keyword, messaging, and targeting strategies aligned with executive and technical buyer personas.
Structure campaigns across the complete funnel: Awareness → Marketing Qualified Lead (MQL) → Sales Qualified Lead (SQL) → Opportunity → Revenue.
Develop targeting strategies using company size, industry, firmographic attributes, job titles, geographic locations, and intent signals.
Optimize targeting to improve lead quality, MQL-to-SQL conversion, and pipeline contribution.
Collaborate with Sales and RevOps teams to align lead scoring, qualification criteria, and sales handoff processes.
Partner with Content and ABM teams to align campaigns with landing pages, messaging, and named-account strategies.
Identify new paid acquisition opportunities and continuously experiment with strategies to improve results.
2. Google Ads Campaign Management
Plan, build, manage, and optimize Google Ads campaigns across:
Search Ads
Shopping Ads
Display Ads
Performance Max
YouTube Ads
Own account architecture, campaign structure, targeting, keyword strategy, and budget allocation.
Conduct keyword research and manage match types, negative keywords, search terms, Quality Score, ad relevance, and landing page relevance.
Develop and test multiple ad copies, creative variations, and messaging approaches.
Implement appropriate bidding strategies, including Target CPA, Target ROAS, and Maximize Conversions.
Monitor campaign performance metrics, including spend, CPC, CTR, conversion rate, CPA, Quality Score, and impression share.
Manage budget pacing and reallocate spend based on campaign performance, lead quality, and revenue potential.
Conduct structured A/B testing across ad copy, targeting, landing pages, bidding strategies, and campaign structures.
Identify and troubleshoot performance fluctuations and implement corrective actions.
Stay updated on Google Ads platform changes, policies, features, and optimization opportunities.
3. Google Analytics 4 (GA4) & Conversion Tracking
Own and maintain GA4 configuration for paid media measurement and performance analysis.
Configure and manage events, conversion events, custom dimensions, custom metrics, audiences, funnels, and exploration reports.
Implement and validate conversion tracking for form submissions, calls, website conversions, and offline conversions.
Integrate Google Ads, GA4, GTM, and CRM systems to maintain reliable campaign measurement.
Analyze user journeys, conversion paths, and funnel performance to identify opportunities for improvement.
Troubleshoot discrepancies between Google Ads, GA4, GTM, and CRM reporting.
Support attribution and measurement across long, multi-touch B2B sales cycles.
Ensure campaign optimization is based on meaningful business outcomes rather than vanity metrics.
4. Google Tag Manager (GTM) & Tracking Infrastructure
Independently configure and manage Google Tag Manager containers.
Create, manage, and troubleshoot tags, triggers, variables, custom events, and conversion tracking.
Define and maintain website data layer requirements.
Work with developers and engineering teams to implement and validate tracking requirements.
Use custom JavaScript and data layer variables where required.
Perform tracking quality assurance before and after website releases.
Identify and resolve broken tags, duplicate events, missing conversions, tracking gaps, and attribution discrepancies.
Maintain consistent and reliable tracking across the marketing funnel.
Ensure data consistency across GTM → GA4 → Google Ads → CRM.
5. Analytics, Attribution & Performance Reporting
Build and maintain dashboards using Looker Studio or similar reporting platforms.
Integrate and analyze Google Ads and GA4 data to understand campaign effectiveness.
Track and report key metrics, including:
Marketing Qualified Leads (MQLs)
Sales Qualified Leads (SQLs)
MQL-to-SQL conversion rate
Cost Per Lead (CPL)
Cost Per Acquisition (CPA)
Return on Ad Spend (ROAS)
Sales pipeline contribution
Closed-won revenue
Implement consistent UTM tracking structures and campaign naming conventions.
Analyze multi-touch conversion journeys and attribution across longer B2B sales cycles.
Identify data-quality issues and reporting discrepancies across advertising, analytics, and CRM platforms.
Translate complex performance data into clear, actionable business recommendations.
Present regular performance reports focused on lead quality, pipeline growth, revenue impact, and advertising efficiency.
6. Strategy, Optimization & Budget Management
Translate business objectives into measurable paid media strategies, campaign forecasts, and performance targets.
Independently manage advertising budgets and optimize spend allocation across campaigns.
Identify underperforming keywords, audiences, campaigns, landing pages, and creatives.
Continuously test new keywords, audience segments, messaging, landing pages, bidding strategies, and campaign structures.
Evaluate attribution and incrementality to understand the actual contribution of paid media.
Identify opportunities to scale campaigns while maintaining lead quality and commercial efficiency.
Monitor campaign trends, diagnose performance issues, and implement timely corrective actions.
Proactively identify opportunities to improve conversion rates, reduce acquisition costs, and increase pipeline contribution.
7. Cross-Functional Collaboration
Collaborate with Sales, RevOps, Content, Design, Web, Engineering, ABM, and Marketing teams.
Work with Sales to evaluate lead quality and refine targeting strategies.
Partner with Content and Design teams to improve ad creatives, messaging, and landing page performance.
Coordinate with Web and Engineering teams on tracking implementation, data layers, and conversion measurement.
Work with RevOps to establish reliable lead attribution and closed-loop reporting.
Present campaign insights, optimization recommendations, and performance updates to leadership and business stakeholders.
Qualifications & Experience
Bachelor's degree in Marketing, Business, Communications, Technology, or a related field.
8+ years of hands-on experience in Google Ads, Paid Search, or Performance Marketing.
Proven experience independently managing and optimizing large or complex Google Ads accounts.
Strong expertise in Google Search, Shopping, Display, Performance Max, and YouTube Ads.
Hands-on experience with campaign architecture, keyword strategy, bidding, budget management, and Quality Score optimization.
Strong practical knowledge of GA4, including event-based tracking, conversion configuration, audiences, and reporting.
Hands-on expertise in GTM, including tags, triggers, variables, data layers, and custom JavaScript variables.
Strong understanding of conversion tracking, attribution modelling, UTM structures, and funnel analytics.
Experience integrating Google Ads, GA4, GTM, and CRM platforms.
Experience with Looker Studio or similar reporting and dashboarding tools.
Strong spreadsheet skills, including formulas, pivot tables, data analysis, and performance modelling.
Proven experience in B2B lead generation or demand generation, preferably targeting technical and executive-level decision-makers.
Understanding of long, multi-touch B2B sales cycles and the relationship between paid media, MQLs, SQLs, pipeline, and revenue.
Excellent analytical, troubleshooting, communication, and stakeholder management skills.
Ability to independently own campaign strategy, execution, optimization, reporting, and continuous improvement with minimal supervision.
Mandatory Skills
Google Ads / Paid Search / Performance Marketing
B2B Lead Generation / Demand Generation
Google Search Ads and campaign optimization
Google Analytics 4 (GA4)
Google Tag Manager (GTM)
Conversion

Work arrangement
Hybrid