Ad Campaign Specialist

Overview

Punarjan Ayurveda Private Limited is seeking a skilled Ad Campaign Specialist based in Hyderabad, Andhra Pradesh. The ideal candidate will be responsible for planning, launching, and managing digital campaigns across Google and Meta platforms, ensuring optimal performance and budget utilization.

Key Responsibilities

• Strategize, implement, and oversee campaigns on Google Ads (including Search, Performance Max, Shopping, Display, YouTube, Demand Gen) and Meta Ads (Advantage+, retargeting, lookalike and interest-based audiences).
• Establish comprehensive account structures from the ground up, including ad groups, keyword themes, match types, negative keyword lists, and audience segmentation.
• Manage and optimize bidding strategies such as Target CPA, Target ROAS, Maximize Conversions, and Manual CPC, adapting as campaign needs shift.
• Develop compelling ad copy and creative briefs; conduct methodical A/B testing for audiences, creatives, and landing pages.
• Implement, debug, and maintain Google Tag Manager setups, including tags, triggers, variables, and data layer events.
• Configure GA4 properties including event setups, audiences, channel groupings, and link Google Ads.
• Set up and manage Meta Pixel and Conversions API with server-side events, event deduplication, domain verification, and Aggregated Event Measurement.
• Establish Google Ads conversion tracking, Enhanced Conversions, and import offline conversions from CRM systems.
• Maintain strict UTM parameter standards across campaigns and validate tracking accuracy using Tag Assistant, GA4 Debug View, and Meta Events Manager.
• Diagnose and explain data discrepancies between advertising platforms, GA4, and CRM data.
• Compose clear technical documentation for developer-level implementations.
• Own monthly budget planning and real-time spend pacing to ensure budget adherence, managing ₹30 lakh+ in monthly ad spend efficiently.
• Reallocate budgets dynamically across platforms, campaigns, and funnel stages based on performance data.
• Calculate key performance indicators such as CPC, CPM, CPA, CAC, ROAS, MER, CTR, CVR, AOV, LTV:CAC ratios, and break-even ROAS.
• Develop spend forecasting and scenario modeling to anticipate the impact of budget shifts on campaign outcomes.
• Monitor spend against plans and proactively identify risks of over- or underspending.
• Reconcile platform billing with finance and verify invoice accuracy.
• Create and manage Looker Studio dashboards integrating Google Ads, Meta, and GA4 data.
• Analyze funnel drop-offs, cohort behaviors, attribution paths, and channel effectiveness.
• Interpret various attribution models and their constraints.
• Present weekly and monthly performance reports to leadership, emphasizing insights and actionable recommendations.
• Collaborate with design, content, web, and sales teams to ensure campaign alignment with landing pages and lead management.
• Maintain documentation including account structures, tracking schemas, naming conventions, and change logs.

Essential Qualifications and Experience

• Minimum graduation degree.
• 3 to 5 years of substantive hands-on experience managing paid media on Google Ads and Meta platforms.
• Proven track record managing budgets exceeding ₹30 lakh monthly with responsibility for pacing and campaign efficiency.
• Demonstrable expertise implementing conversion tracking with GTM, GA4, Meta Pixel, and Conversions API.
• Strong understanding of performance metrics such as CAC, ROAS, and break-even ROAS, with proficiency in their calculation.
• Advanced skills in Excel or Google Sheets and experience building dashboards in Looker Studio.
• Experience designing and interpreting structured A/B tests.
• Ability to comprehensively analyze a campaign lifecycle from identification of challenges, setup, tracking, results, to key learnings.

Preferred Certifications and Knowledge

• Google Ads certifications (Search, Measurement, Video) and Meta Blueprint certification.
• Knowledge of server-side Google Tag Manager (sGTM).
• Familiarity with CRM platforms such as HubSpot, Salesforce, Zoho, LeadSquared.
• Experience with Conversion Rate Optimization tools like VWO, Hotjar, Microsoft Clarity, and Unbounce.