PPC & Paid Media Lead

Job Title: PPC & Paid Media Lead

Company: Tru Performance (truperformance.us)

Location: Kharadi (Work From Office)

Shift: 3:00 PM – 12:00 AM

Job Description

Tru Performance is a B2B digital marketing and performance agency serving enterprise clients across the US, UAE, and EMEA — including technology, SaaS, networking, and professional services brands. We are looking for a senior PPC & Paid Media Lead who can take full ownership of paid media strategy and execution across a high-value, multi-client portfolio.

This is a hands-on leadership role. You will plan, launch, and optimize campaigns across Google Search, Display, YouTube, Meta, and LinkedIn — while owning the performance numbers, the client relationship on paid, and the development of junior team members. Our clients operate in long-cycle B2B environments where lead quality, pipeline attribution, and cost-per-MQL matter far more than impressions and clicks. You should be comfortable speaking that language.

Key Responsibilities:

• Own end-to-end paid media strategy and execution across Google Search, Google Display Network, YouTube, Meta Ads (Facebook and Instagram), and LinkedIn Campaign Manager for a portfolio of B2B enterprise clients across the US, UAE, and EMEA markets
• Plan, build, launch, and continuously optimize campaigns across all stages of the B2B funnel — from top-of-funnel awareness and demand generation through to bottom-of-funnel lead capture, MQL conversion, and pipeline contribution — with a clear understanding of how paid channels interact with longer sales cycles
• Manage and allocate monthly ad budgets of $50,000 and above across accounts, applying sound budget pacing, bid strategy selection, and spend efficiency principles to consistently deliver against ROAS, CPA, and CPL targets
• Lead keyword research, match type strategy, negative keyword management, audience targeting, demographic layering, and custom intent and in-market audience builds tailored to B2B buyer personas in SaaS, technology, networking hardware, and professional services verticals
• Set up and manage conversion tracking end-to-end — including Google Tag Manager implementation, GA4 event mapping, LinkedIn Insight Tag, Meta Pixel and Conversions API, and offline conversion imports from CRM systems such as HubSpot and Salesforce — ensuring attribution is accurate across all paid touchpoints
• Conduct rigorous A/B testing across ad copy, creative formats, landing page variants, bidding strategies, and audience segments; document test results and apply learnings systematically across accounts to drive continuous improvement
• Build and manage remarketing and retargeting programs across Google Display, YouTube, Meta, and LinkedIn — using first-party audience data, CRM-based custom audiences, and lookalike modelling to re-engage high-intent prospects throughout the B2B consideration cycle
• Develop and maintain campaign reporting in GA4 and Looker Studio, delivering performance narratives that connect paid media spend to pipeline metrics rather than surface-level engagement data — and present findings in regular client reporting and quarterly strategy reviews
• Collaborate closely with the SEO and content teams to align paid and organic strategies, coordinate landing page messaging and CRO improvements, and ensure paid campaigns are supported by relevant, conversion-optimized destination pages
• Identify and implement automation opportunities using Google Ads scripts, automated bidding strategies (tROAS, tCPA, Maximize Conversions), Performance Max campaign builds, and third-party tools where appropriate — balancing automation with manual oversight for budget-critical accounts
• Lead, mentor, and review the work of PPC Analysts and Specialists on the team — conducting regular campaign reviews, providing structured feedback, and building internal PPC capability through knowledge-sharing and process documentation
• Stay ahead of platform changes across Google Ads, Meta, and LinkedIn — including AI-powered campaign formats, new bidding signals, audience deprecations, and privacy-driven tracking shifts — and proactively advise clients on what these changes mean for their paid strategy.

Eligibility Criteria:

• 5–8 years of hands-on paid media experience, with a strong preference for candidates from a digital marketing agency background managing multiple B2B client accounts simultaneously
• Demonstrated experience managing monthly ad budgets of $50,000 or more — with a proven track record of delivering against ROAS, CPA, CPL, and pipeline contribution targets, not just spend efficiency
• Expert-level proficiency in Google Ads across all campaign types: Search, Display, Shopping, Video (YouTube), Performance Max, and Demand Gen — with deep knowledge of Smart Bidding strategies, Quality Score optimization, and auction mechanics
• Hands-on proficiency in Meta Ads Manager — including campaign structure best practices, Advantage+ audience and campaign types, creative testing frameworks, Conversions API setup, and attribution window configuration for B2B lead gen
• Solid experience with LinkedIn Campaign Manager — including Sponsored Content, Message Ads, and Conversation Ads; audience builds using job title, seniority, company size, and industry filters relevant to US and EMEA enterprise buyers
• Advanced command of Google Analytics 4 — including event-based tracking, GA4 Explorations, attribution model comparison, and connecting paid campaign data to pipeline and revenue metrics in client reports
• Proficiency in Google Tag Manager for conversion tracking setup, audience pixel implementation, and dataLayer-based event configuration across Google, Meta, and LinkedIn platforms
• Experience building Looker Studio dashboards that present paid media performance in business terms — connecting CPL, MQL volume, pipeline-attributed spend, and channel mix efficiency for executive-level client reporting
• Solid understanding of B2B marketing dynamics — including longer sales cycles, multi-stakeholder buying committees, intent signals, and how paid channels contribute to pipeline across awareness, consideration, and decision stages
• Strong analytical skills and a data-driven approach to decision-making; comfortable working with large datasets, identifying performance trends, and turning observations into actionable account optimizations
• Excellent written and verbal communication skills in English — able to present performance data, strategic recommendations, and budget decisions clearly to US and EMEA-based client stakeholders.

Preferred Qualification:

• Google Ads certification across one or more specialisms: Search, Display, Video, Shopping, or Performance Max
• Experience with SA360 (Search Ads 360) or DV360 (Display & Video 360) for enterprise-scale campaign management and cross-channel reporting is an added advantage
• Familiarity with CRM-integrated attribution — specifically aligning Google Ads and Meta paid data with HubSpot or Salesforce pipeline stages to report on organic-attributed MQLs and revenue
• Exposure to programmatic advertising concepts, including audience data management platforms, contextual targeting, and display trafficking workflows is a plus
• Experience running paid campaigns targeting US, UAE, and EMEA enterprise audiences — with awareness of regional platform behaviour differences, budget seasonality, and market-specific messaging considerations
• Familiarity with CRO principles and tools — including landing page audit frameworks, heatmap analysis, form optimization, and how paid traffic quality and landing page experience interact to drive or suppress conversion rates
• Basic proficiency in Google Ads scripts or experience working with third-party PPC automation platforms such as Optmyzr, Adalysis, or similar