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Experience: 5-8+ years of hands-on experience in performance marketing, specialising in Google Ads (Search, Display, Video, You Tube, etc.), preferably in Ed Tech/consumer/subscription businesses Job Description: To lead and scale Bhanzu’s paid acquisition efforts via Google Ads, driving high-quality leads (or paid enrollments) at efficient cost, while continuously optimising campaigns, creatives, and funnels. You will own strategy, execution and measurement of growth via performance marketing channels, working cross-functionally with content, creative, analytics, product, and operations teams. Key Responsibilities: Define and own the Google Ads strategy (Search, Display, You Tube, Video), aligning with Bhanzu's growth/revenue / enrollment goals. Manage campaign setup, optimisation, and scaling: keyword research, audience targeting, bidding & budget management. Work with creative/content teams to develop ad copy, creative assets, landing pages, and experiments (A/B / multivariate testing) to improve conversion rates. Implement and monitor tracking & analytics: ensure proper attribution, conversion tracking, ROI/CAC/LTV metrics, analytics tools (Google Analytics, conversion pixels, etc.) are set up and accurate. Monitor performance on key metrics: Cost per Lead (CPL), Return on Ad Spend (ROAS), Cost per Acquisition (CPA), Quality Score, Click-Through Rate (CTR), etc. Use data to identify bottlenecks across the funnel, suggest improvements, test hypotheses, and iterate rapidly. Manage budgets: forecast, allocate, and reallocate between channels/campaigns based on performance & testing. Stay updated with industry trends, platform changes, Google Ads policies, bidding/automation tools, etc., to leverage new features & maintain competitiveness. Mentor / lead a small team or direct reports (if applicable), or guide more junior performance marketers. Collaborate closely with growth, product, creative & operations teams to ensure alignment from traffic acquisition to user onboarding & retention. Must-Have Skills & Qualifications: Deep expertise in Google Ads across formats: Search, Display, Video/You Tube. Strong understanding of paid acquisition metrics & ROAS, CPA, Lifetime Value (LTV), CAC. Proficiency in analytics tools, attribution, and tracking systems. Experience with A/B testing and conversion rate optimisation. Solid budget management skills; able to forecast, scale, and shift spend based on performance. Excellent data-driven mindset: ability to analyse large data sets, derive insights, and make recommendations. Good collaboration skills: working with creative, content, and product teams. Up-to-date with Google Ads best practices and policy changes. Strong communication skills (written & verbal). Good to have: Experience in Ed Tech, consumer, subscription models Experience working with automation tools, scripts (e.g. for bidding), or managing programmatic display/retargeting. Experience with international markets (US, UK, GCC, ANZ, etc.), especially since Bhanzu operates globally. Experience with other paid channels to complement Google Ads (Meta, You Tube outside the Google network, affiliate, etc.).
