Performance Marketing Expert - Google Ads

Overview

We are seeking a highly experienced Performance Marketing Expert – Google Ads to own and drive paid acquisition and B2B lead generation initiatives end-to-end.

This is a hands-on, independent role for a performance marketing professional who can take ownership of a significant advertising budget, target, and account with minimal supervision.

The ideal candidate will have deep expertise in Google Ads, Search, Shopping, Display, Performance Max, YouTube, GA4, and Google Tag Manager (GTM), along with strong capabilities in conversion tracking, attribution, and campaign optimization.

The primary mandate is to generate a qualified pipeline from CTOs, CIOs, CDOs, VP Engineering, and other senior technology decision-makers at mid-market consumer companies, primarily in the US market.

The role will be measured on MQLs, SQLs, pipeline, and revenue impact, rather than clicks, impressions, or traffic alone.

We are looking for a self-driven performance marketer who treats paid media like a business,continuously identifies opportunities for optimization, and can independently diagnose and solve campaign, tracking, and performance challenges.

Job Description

Key Responsibilities:
1. B2B Lead Generation & Paid Media Strategy
● Own the end-to-end paid search strategy for generating qualified B2B pipeline.
● Develop campaigns targeting CTOs, CIOs, CDOs, VP Engineering, and other technical/executive decision-makers.
● Build audience, keyword, targeting, and messaging strategies aligned with technical executive personas.
● Structure paid campaigns around the complete funnel:
Awareness → MQL → SQL → Opportunity → Revenue.
● Develop targeting strategies using relevant:
○ Firmographic attributes
○ Job titles
○ Company size
○ Industry
○ Intent signals
○ Geographic targeting
● Continuously optimize targeting to improve lead quality and pipeline contribution, not simply lead volume.
● Work closely with Sales and RevOps teams to align on:
○ Lead scoring
○ MQL/SQL definitions
○ Lead quality
○ Sales hand-off criteria
● Partner with Content and ABM teams to align paid campaigns, landing pages, messaging, and named-account strategies.
● Identify new paid acquisition opportunities and continuously test new approaches.

2. Google Ads Management
● Plan, build, manage, and optimize Google Ads campaigns across:
○ Search
○ Shopping
○ Display
○ Performance Max
○ YouTube
● Own Google Ads account architecture, campaign structure, targeting, and budget allocation.
● Develop and manage comprehensive keyword strategies.
● Manage:
○ Match types
○ Negative keyword lists
○ Search terms
○ Quality Score
○ Ad relevance
○ Landing page relevance
● Develop and test multiple ad variations and messaging approaches.
● Manage advanced bidding strategies including:
○ Target CPA
○ Target ROAS
○ Maximize Conversions
○ Other relevant automated bidding strategies
● Monitor campaign and account health regularly.
● Analyze and troubleshoot changes in:
○ Spend
○ CPC
○ CTR
○ Conversion rate
○ CPA
○ Quality Score
○ Impression share
● Manage budget pacing and reallocation across campaigns based on performance.
● Conduct structured A/B testing across ad copy, targeting, landing pages, bidding strategies, and campaign structures.
● Stay updated on Google Ads policy changes, platform updates, new features, and betas and proactively implement relevant opportunities.

3. GA4 & Conversion Tracking
● Own and maintain Google Analytics 4 (GA4) configuration for paid media measurement.
● Configure and manage:
○ Events
○ Conversion events
○ Custom dimensions
○ Custom metrics
○ Audiences
○ Funnels
○ Exploration reports
● Implement and QA conversion tracking for:
○ Form submissions
○ Calls
○ Website conversions
○ E-commerce actions where applicable
○ Offline conversions
● Ensure accurate integration between Google Ads, GA4, GTM, and CRM systems.
● Analyze user journeys and conversion paths to identify performance opportunities.
● Troubleshoot discrepancies between Google Ads, GA4, GTM, and CRM data.
● Support attribution and measurement initiatives for multi-touch B2B sales journeys.
● Ensure paid media performance is measured against qualified business outcomes.

4. Google Tag Manager (GTM) & Tracking Infrastructure
● Independently configure and manage Google Tag Manager containers.
● Create and manage:
○ Tags
○ Triggers
○ Variables
○ Custom events
○ Conversion tracking
● Define and maintain website data layer requirements.
● Work with developers to implement and validate tracking requirements.
● Use custom JavaScript/data layer variables where required.
● QA tracking implementations before and after website releases.
● Identify and resolve tracking gaps, broken tags, duplicate events, and attribution discrepancies.
● Maintain clean and reliable tracking infrastructure across the marketing funnel.
● Ensure data consistency between GTM → GA4 → Google Ads → CRM.

5. Analytics, Attribution & Reporting
● Build and maintain performance dashboards using Looker Studio or similar reporting platforms.
● Connect and analyze Google Ads and GA4 data to provide a complete view of campaign performance.
● Track key metrics including:
○ MQLs
○ SQLs
○ MQL-to-SQL conversion
○ CPL
○ CPA
○ ROAS
○ Pipeline contribution
○ Revenue
● Implement appropriate UTM structures and campaign tracking standards.
● Analyze conversion paths and attribution across long, multi-touch B2B sales cycles.
● Identify discrepancies and data-quality issues across advertising, analytics, and CRM platforms.
● Translate complex campaign data into clear, actionable recommendations for business stakeholders.
● Provide regular performance reporting focused on business impact rather than vanity metrics.

6. Strategy, Optimization & Budget Management
● Translate business objectives into measurable paid media strategies.
● Develop campaign forecasts, budgets, and performance targets in collaboration with leadership.
● Monitor spend and optimize budget allocation based on lead quality and revenue potential.
● Identify underperforming campaigns, audiences, keywords, and creatives and take corrective action.
● Continuously test:
○ New keywords
○ Audiences
○ Ad messaging
○ Landing pages
○ Bidding strategies
○ Campaign structures
○ Conversion approaches
● Evaluate incrementality and attribution to understand the true contribution of paid search.
● Identify opportunities to scale campaigns while maintaining lead quality and commercial efficiency.
● Stay ahead of changes in paid search, measurement, privacy, and advertising technology.

7. Cross-Functional Collaboration
● Collaborate with Sales, RevOps, Content, Design, Web, ABM, and Marketing teams.
● Work with Sales to understand lead quality and improve campaign targeting.
● Partner with Content and Design teams on ad creative and landing page optimization.
● Work with Web/Engineering teams on tracking, data layer, and conversion implementation.
● Collaborate with RevOps to establish reliable lead attribution and closed-loop reporting.
● Present performance insights and recommendations 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 / Performance Marketing.
● Proven track record of independently managing and optimizing large and complex Google Ads accounts.
● Deep expertise in:
○ Google Search Ads
○ Shopping
○ Display
○ Performance Max
○ YouTube Ads
○ Keyword strategy
○ Bid management
○ Campaign architecture
○ Quality Score optimization
● Strong hands-on expertise with GA4, including event-based tracking, conversions, audiences, and reporting.
● Strong hands-on experience with Google Tag Manager, including tags, triggers, variables,data layers, and custom JavaScript variables.
● Strong understanding of conversion tracking and attribution.
● Experience connecting Google Ads, GA4, GTM, and CRM systems.
● Strong understanding of UTM structures, funnel tracking, and lead attribution.
● Comfortable with spreadsheet-level data analysis, including formulas, pivot tables, and performance modelling.
● Experience with Looker Studio or similar dashboarding tools.
● Strong analytical and problem-solving capabilities.
● Excellent written and verbal communication skills with the ability to translate data into actionable business recommendations.
● Proven experience with B2B lead generation, preferably targeting technical and executive personas.
● Experience with long, multi-touch B2B sales cycles and connecting paid media performance to MQL, SQL, pipeline, and revenue.
● Ability to independently own strategy, execution, optimization, reporting, and performance improvement.

Skills & Competencies
● Expert-level Google Ads / Paid Search expertise.
● Strong B2B demand-generation mindset.
● Advanced campaign architecture and optimization capabilities.
● Strong GA4 & GTM expertise.
● Strong conversion tracking and attribution knowledge.
● Data-driven decision-making and analytical skills.
● Strong understanding of lead-generation funnels and revenue attribution.
● Advanced keyword research and targeting capabilities.
● Strong experimentation and A/B testing mindset.
● Strong budget management and forecasting skills.
● Excellent troubleshooting and problem-solving capabilities.
● Ability to independently identify performance gaps and implement solutions.
● Strong communication and stakeholder management skills.
● Highly self-driven and comfortable operating with minimal supervision.
● Strong commercial mindset with a focus on pipeline and revenue rather than vanity metrics.
● Curious and proactive about emerging Google Ads, analytics, tracking, and performance marketing trends.

Nice to Have:
● Experience with Microsoft Ads (Bing), Meta Ads, or other paid media platforms.
● Experience with GTM Server-Side Tagging.
● Knowledge of Google Consent Mode and privacy-compliant tracking.
● Experience with HubSpot, Salesforce, Marketo, or similar CRM/marketing automation platforms.
● Basic SQL or scripting knowledge for reporting and data analysis.
● Experience with offline conversion imports and CRM-based conversion optimization.
● Experience with ABM-led paid acquisition campaigns.
● Experience running campaigns focused on the US market.
● Experience targeting enterprise technology decision-makers.

Key Performance Indicators (KPIs):
● MQLs: Qualified leads generated through Google Ads campaigns.
● SQLs: Sales-qualified leads generated through paid media.
● MQL-to-SQL Conversion: Quality and conversion efficiency of paid-generated leads.
● Pipeline Contribution: Revenue pipeline attributable to paid campaigns.
● Closed-Won Revenue: Revenue traceable to qualified leads generated through paid media.
● CPL / CPA: Cost efficiency tracked in the context of lead quality and revenue.
● ROAS: Return on advertising investment where applicable.
● Conversion Rate: Performance across key funnel stages.
● Tracking Accuracy: Reliability and consistency across GTM, GA4, Google Ads, and CRM.
● Budget Efficiency: Effective allocation and scaling of paid media investment.

Values:
● Get stuff done
● Move fast with purpose
● Win with ideas
● Sweat the details
● Deliver great customer experiences
● Make your teammate successful

Perks:
● Health Insurance
● Kwench Library (Klib)
● Employee Assistance Program (Free Counseling Service)
● Hybrid Work Model
● Flexi Reimbursement Basket
● Paid Time off
● Level up your skills with company-based sponsorship.
● Tech reimbursement

Skills & Requirements

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