PPC & Paid Media Lead

An esteem client of Innoquest Consulting into B2B digital marketing and IT operation is seeking PPC & Paid Media Lead professional to be based in Pune.

Designation: PPC & Paid Media Lead

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 $50000 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.

Skills &Qualification:

• 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 $50000 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 QUALIFICATIONS:

• 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

Required Skills:

Paid media strategy Google Search Google Display Network YouTube Meta Ads Facebook Instagram LinkedIn Campaign Manager B2B marketing Campaign planning Campaign optimization Lead capture MQL conversion Pipeline contribution Budget management ROAS CPA CPL Keyword research Match type strategy Negative keyword management Audience targeting Demographic layering Custom intent audience In-market audience builds SaaS marketing Technology marketing Networking hardware marketing Professional services marketing Conversion tracking Google Tag Manager GA4 event mapping LinkedIn Insight Tag Meta Pixel Conversions API Offline conversion imports HubSpot CRM Salesforce CRM Attribution accuracy A/B testing Ad copy testing Creative format testing Landing page testing Bidding strategies testing Audience segment testing Remarketing Retargeting First-party audience data CRM-based custom audiences Lookalike modelling Campaign reporting GA4 reporting Looker Studio SEO collaboration Content collaboration Landing page messaging CRO improvements Google Ads scripts Automated bidding strategies tROAS tCPA Maximize Conversions Performance Max campaigns PPC team leadership PPC mentoring Campaign reviews Knowledge sharing Platform updates monitoring AI-powered campaign formats Bidding signals Audience deprecations Privacy-driven tracking Digital marketing agency experience Multi-account management Smart Bidding strategies Quality Score optimization Auction mechanics Meta Ads Manager Advantage audience types Creative testing frameworks Attribution window configuration LinkedIn Sponsored Content Message Ads Conversation Ads Audience filters GA4 Explorations Attribution model comparison Data-driven decision making Data analysis Report presentation English communication Google Ads certification SA360 DV360 CRM-integrated attribution Programmatic advertising concepts Audience data management platforms Contextual targeting Display trafficking workflows CRO principles Landing page audit Heatmap analysis Form optimization Google Ads scripts PPC automation platforms Optmyzr Adalysis

Employment Type : Full Time
Experience: years
Vacancy: 1