Performance Marketing Expert (PPC) - B2B SaaS

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About the Role

1. APPWRK IT Solutions – App Development & AI-Driven Digital Transformation in USA | APPWRK
2. IT services, software development and technology solutions. Focus on generating qualified B2B leads from international markets.
3. MonkeyMan Agency – Shopify Development Agency · Build & Scale | Monkeyman Agency
4. Shopify development, eCommerce design, CRO and store optimisation services. Focus on generating qualified enquiries from eCommerce businesses and Shopify store owners.
5. ClockDiary – Clockdiary - Free Time Tracking & Timesheet Software
6. SaaS-based time tracking, employee productivity monitoring, timesheet and project management software. Focus on free registrations, demo bookings, paid subscriptions and customer acquisition.
7. VoiceGun AI – https://voicegun.ai/
8. AI-powered voice technology solutions. Focus on product awareness, qualified leads, demo bookings and customer acquisition.

Key Responsibilities

1. End-to-End PPC Campaign Management

• Take complete ownership of paid advertising across Google Ads and Meta Ads for all four brands.
• Develop and execute performance marketing strategies aligned with each brand's business objectives.
• Independently handle campaign planning, setup, execution, monitoring, optimisation and scaling.
• Manage Google Search, Display, Performance Max, YouTube and remarketing campaigns wherever relevant.
• Execute Meta lead generation, conversion, awareness and retargeting campaigns.
• Conduct detailed keyword research, competitor analysis and audience segmentation.
• Plan and manage advertising budgets to maximise campaign performance and ROI.
• Identify new opportunities to improve reach, conversions and customer acquisition.

2. Lead Generation & Customer Acquisition

• Generate high-quality B2B leads for APPWRK IT Solutions and MonkeyMan Agency.
• Drive free sign-ups, demo bookings, paid subscriptions and customer acquisition for ClockDiary and VoiceGun AI.
• Develop targeted campaigns for international markets, primarily the US, UK and other relevant regions.
• Build effective advertising funnels covering awareness, consideration, conversion and remarketing.
• Optimise campaigns for qualified leads and actual business conversions rather than just clicks or impressions.
• Collaborate with the sales team to evaluate lead quality and improve targeting.
• Continuously work towards reducing Cost Per Lead (CPL) and Customer Acquisition Cost (CAC).

3. Campaign Tracking & Analytics

• Set up and manage Google Analytics 4 (GA4), Google Tag Manager (GTM), Meta Pixel and Conversions API.
• Implement accurate conversion tracking for form submissions, calls, demo bookings, registrations and purchases.
• Configure conversion events, custom audiences and remarketing segments.
• Monitor campaign performance using Google Ads, Meta Ads Manager, GA4 and Looker Studio.
• Identify and resolve tracking, attribution and reporting issues.
• Track user journeys and identify opportunities to improve conversion rates.
• Integrate advertising data with CRM systems wherever required to track lead quality and sales outcomes.

4. Campaign Optimisation & Scaling

• Continuously monitor and optimise campaign performance across all advertising accounts.
• Conduct A/B testing of ad copy, creatives, landing pages, audiences and bidding strategies.
• Analyse key metrics including CTR, CPC, CPL, CPA, CAC, ROAS and conversion rates.
• Identify underperforming campaigns and implement corrective actions.
• Scale successful campaigns while maintaining acquisition efficiency.
• Optimise bidding strategies, keyword targeting, negative keywords, placements and audience segments.
• Stay updated with the latest developments in Google Ads, Meta Ads and AI-powered advertising tools.

5. Ad Creatives & Landing Page Optimisation

• Develop compelling ad copy, messaging and creative strategies for different target audiences.
• Coordinate with designers and content teams to develop high-performing advertising creatives.
• Provide clear creative briefs based on campaign objectives and performance insights.
• Recommend landing page improvements to increase conversion rates.
• Test different messaging angles, offers, CTAs and creative formats.
• Ensure consistency between ad messaging, landing pages and overall brand positioning.

6. Reporting & Performance Accountability

• Monitor campaign spending, conversions and performance on a daily basis.
• Prepare weekly reports highlighting campaign results, lead quality, spending and optimisation activities.
• Conduct monthly performance reviews with actionable recommendations.
• Track performance against agreed KPIs and advertising budgets.
• Provide clear insights into what is working, what is underperforming and what needs improvement.
• Take complete accountability for campaign execution, budget utilisation and performance outcomes.

Required Skills & Experience

• 3–6 years of hands-on experience in performance marketing and PPC campaign management.
• Proven expertise in Google Ads and Meta Ads, including independently managing advertising accounts.
• Strong experience in B2B lead generation, preferably for IT services, digital agencies, software development companies or SaaS products.
• Demonstrated ability to generate qualified leads and improve customer acquisition efficiency.
• Experience managing advertising campaigns targeting international audiences, particularly the US and UK.
• Strong understanding of Google Search Ads, keyword research, bidding strategies, Quality Score and negative keyword management.
• Practical experience with Meta audience targeting, retargeting, lead forms and conversion campaigns.
• Proficiency in GA4, GTM, Meta Pixel, Conversions API and conversion tracking.
• Experience with campaign analytics, attribution and performance reporting.
• Strong understanding of landing page optimisation, conversion funnels and customer acquisition strategies.
• Ability to independently manage multiple brands, campaigns and advertising budgets.
• Excellent analytical, problem-solving and communication skills.

Preferred Qualifications

• Google Ads and Meta Blueprint certifications.
• Previous experience managing paid advertising for B2B service companies or SaaS businesses.
• Experience with SaaS subscription marketing, free trial acquisition and free-to-paid conversion optimisation.
• Familiarity with CRM integrations, offline conversion tracking and marketing automation.
• Experience using Google Looker Studio for reporting and dashboard creation.
• Understanding of lead scoring, MQLs, SQLs and sales pipeline attribution.
• Experience using AI tools for campaign research, creative development and performance optimisation.

Key Performance Indicators (KPIs)

1. Qualified Leads Generated: Volume and quality of leads generated for each brand.
2. Cost Per Qualified Lead: Ability to acquire relevant leads at an efficient cost.
3. Customer Acquisition Cost (CAC): Cost efficiency in converting prospects into paying customers.
4. Conversion Rates: Improvement in landing page conversions, demo bookings, registrations and paid subscriptions.
5. Return on Advertising Spend: Measurable business results generated against advertising expenditure.
6. Budget Management: Efficient allocation and utilisation of advertising budgets.
7. Campaign Optimisation: Consistent performance improvement through testing, analysis and optimisation.
8. Reporting & Ownership: Accurate reporting, proactive decision-making and accountability for campaign performance.

What We Are Looking For

• Has independently managed Google Ads and Meta Ads campaigns from start to finish.
• Can demonstrate actual campaign results, including budgets managed, leads generated, CPL and conversion performance.
• Understands the difference between generating leads and generating qualified leads that convert into business.
• Can manage advertising for multiple brands with different audiences and business objectives.
• Takes initiative and proactively identifies opportunities to improve campaign performance.
• Is comfortable working with international markets and B2B customer acquisition funnels.
• Has strong analytical skills and makes decisions based on campaign data.
• Can take complete ownership of advertising performance without constant supervision.

Application Requirements

• An updated CV highlighting relevant PPC experience.
• Details of Google Ads and Meta Ads campaigns managed independently.
• Approximate monthly advertising budgets handled.
• Examples of successful B2B lead generation or SaaS customer acquisition campaigns.
• Actual performance metrics such as CPL, CPA, CAC, conversion rates or ROAS.
• Relevant certifications, if available.