Lead Generation Specialist

Role Overview

We are looking for a data-driven Performance Marketing Specialist with 2+ years of hands-on experience in managing end-to-end paid ad campaigns across Meta (Facebook & Instagram) and Google Ads

(Search/Display/YouTube networks). Your primary focus will be generating high-intent, verified leads for students seeking admission consulting in MBA, PGDM, Engineering, Medical, and higher education

programs.

Key Responsibilities

• Campaign Setup & Management: Design, build, and optimize high-converting Lead Generation campaigns on Meta Ads Manager (Instant Forms & Landing Page leads) and Google Ads (Search, Performance Max, Display).
• Targeting & Audience Research: Build detailed audience personas based on student demographics, entrance exam search intent (e.g., CAT, CMAT, SNAP, NEET, JEE), and geographical locations.
• A/B Testing & Creative Iteration: Plan and execute regular A/B tests for ad copy, headlines, ad creative formats (carousels, video reels, statics), and lead forms to improve Click-Through Rates (CTR) and lower Cost Per Lead (CPL).
• Funnel & Quality Tracking: Work closely with the counselling team to review lead feedback (lead qualification rate, contactable rate) and adjust targeting parameters to weed out junk leads.
• Daily Monitoring & Optimization: Monitor daily ad spend, impressions, CPC, CPL, and ROAS. Adjust bids, negative keyword lists, and targeting settings in real-time.
• Reporting: Prepare weekly performance reports detailing ad spend, total leads generated, cost-per- lead, and conversion trends across platforms.

Required Qualifications & Skills

• Experience: 2+ years of hands-on experience running Google Ads and Meta Ads specifically for lead generation (EdTech, Education Consultancy, or Real Estate agency background preferred).
• Technical Skills: Strong working knowledge of Meta Pixel, Conversions API, Google Tag Manager (GTM), Google Analytics 4 (GA4), and basic conversion tracking set-ups.
• Copywriting & Creatives: Strong copywriting skills for ad creatives, headlines, and call-to-actions targeted at students and parents.
• CRM Integration: Familiarity with Lead Ads integration into CRM tools (e.g., LeadSquared, Merrito, Salesforce, Zoho, or HubSpot).
• Analytics: Analytical mindset with proficiency in MS Excel / Google Sheets for performance tracking and reporting.