Performance Marketing Expert (PPC) - B2B SaaS

Job Description:

Company: APPWRK IT Solutions Pvt. Ltd.

Position: Performance Marketing Expert / PPC Specialist

Experience: 3-6 Years

Employment Type: Full-Time

Primary Platforms: Google Ads & Meta Ads (Facebook & Instagram)

About the Role

We are looking for an experienced, results-driven Performance Marketing Expert who can take complete end-to-end ownership of paid advertising campaigns across Google Ads and Meta Ads.

The ideal candidate should be capable of independently planning, executing, managing, optimising and scaling campaigns with a strong focus on qualified lead generation, customer acquisition and measurable ROI.

This is a hands-on role requiring strong analytical skills, strategic thinking and practical campaign management experience. We need someone who understands the complete advertising funnel, from identifying the right audience to converting prospects into paying customers.

The selected candidate will manage paid advertising for four of our brands:

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

The candidate will be evaluated on the following metrics:

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

What We Are Looking For

We are specifically looking for a performance marketer who:

• 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.

Important: This is not a social media management, SEO or organic content marketing role. We are looking for a hands-on PPC specialist with proven experience in independently running, optimising and scaling paid advertising campaigns.

Application Requirements

Candidates should share:

• 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.

Candidates with demonstrable hands-on experience in B2B lead generation and SaaS performance marketing will be preferred.