Google Campaign Manager

Company Description Basil is a global marketing communication agency that helps brands stay agile and connect with consumers in a fast-changing digital world. The team focuses on simple, contemporary communication that is prompt, flexible, cost-effective, and effective across markets and media. Basil works with diverse clients across FMCG, IT, services, hospitality, B2B, and niche sectors, supporting them in building strong, relevant brands. With a presence in the UK, Europe, India, and the USA, Basil engages in conversation, creation, connection, and collaboration to deliver 21st-century marketing solutions.

Job title: Google Campaign Manager

Department: Performance Marketing

Reports to: Head of Performance

Employment type: Full-time

Compensation: ₹10–12 LPA

Experience: 5 to 7 years

Location: Bangalore

Basil is a digital marketing and advertising agency that combines performance marketing, creative, technology and AI-led solutions to help businesses acquire customers and generate measurable growth.

Our performance team works closely with strategy, creative, analytics and client stakeholders to improve the commercial return from every marketing investment.

We are looking for a Google Ads specialist to own campaign strategy, execution, optimization, measurement and growth across Basil’s client portfolio.

The person should have deep expertise in Google Search and be comfortable managing Performance Max, Shopping, Demand Gen and YouTube activity where relevant. They should be able to connect campaign decisions with conversion tracking, CRM outcomes, lead quality, revenue and profitability.

This is not an SEO role or a broad digital-marketing generalist role. The candidate will be assessed primarily on their Google Ads and measurement expertise.

• Own the strategy, setup, execution and daily optimization of Google Ads campaigns across assigned client accounts.
• Translate revenue, lead-generation and customer-acquisition targets into budgets, forecasts, campaign structures and bidding strategies.
• Build and manage Search, Performance Max, Shopping, Demand Gen and YouTube campaigns based on the client’s business model.
• Conduct keyword research and create logically structured campaigns, ad groups and landing-page mappings.
• Analyse search terms regularly and maintain disciplined negative-keyword systems.
• Manage match types, keyword coverage, brand and non-brand structures, geographic targeting, schedules, devices and audience signals.
• Write, test and improve responsive search ads, headlines, descriptions, assets and extensions.
• Select and manage bidding strategies such as Maximize Conversions, target CPA, Maximize Conversion Value and target ROAS based on data maturity and business objectives.
• Monitor impression share, lost impression share, quality signals, CPC, conversion rate, CPA, ROAS and conversion value.
• Build, diagnose and optimize Performance Max campaigns without treating them as “set and forget.”
• For commerce accounts, manage Merchant Center health, product approvals, feed quality, product segmentation and Shopping performance.
• Work with client and internal teams to improve product titles, descriptions, identifiers, categorization and other feed inputs.
• Own campaign-side conversion measurement requirements across Google Ads, GA4 and Google Tag Manager.
• Partner with analytics or development teams to implement and quality-assure enhanced conversions, call tracking and offline lead or sales imports.
• Ensure campaign optimization is based on commercially meaningful conversions rather than low-value or duplicate actions.
• Analyse lead quality and downstream CRM outcomes, not simply form-submission volume.
• Design and manage experiments covering bidding, campaign structure, ads, landing pages and Performance Max configurations.
• Produce weekly and monthly reporting with clear diagnosis, business implications and next actions.
• Participate in client discussions and communicate complex platform topics in simple commercial language.
• Maintain MCC structure, account access, naming conventions, change logs, billing checks and campaign quality-control processes.
• Stay current with platform changes and assess whether new Google capabilities are appropriate for specific clients.

• 3–5 years of paid-search or performance-marketing experience, with at least 2–3 years spent substantially on Google Ads.
• Recent experience in which Google Ads represented the majority of the candidate’s hands-on responsibility.
• Strong expertise in Search campaign architecture, query analysis, keyword strategy, negative keywords, bidding and ad testing.
• Practical experience managing Performance Max campaigns and understanding their interaction with Search and Shopping activity.
• Experience managing meaningful budgets across multiple accounts or business units.
• Strong working knowledge of Google Ads Editor, Keyword Planner, GA4, Google Tag Manager and spreadsheet-based analysis.
• Ability to diagnose discrepancies between Google Ads, GA4, CRM and backend conversion data.
• Working understanding of conversion actions, primary and secondary goals, attribution, enhanced conversions and offline conversion imports.
• Evidence of improving CPA, CAC, CPL, ROAS, conversion value or qualified-lead volume.
• Ability to distinguish between campaign performance problems, landing-page problems, tracking problems and sales-funnel problems.
• Strong analytical and numerical ability.
• Experience managing multiple accounts and priorities without sacrificing account hygiene.
• Clear written, verbal and client-presentation skills.
• Strong attention to detail and ownership of results.

Google’s current measurement guidance connects GA4 key events with Google Ads conversions, while enhanced conversions use privacy-safe hashed first-party data to improve conversion measurement.  

• Agency experience across multiple client accounts.
• Experience across both lead-generation and e-commerce businesses.
• Google Ads Search and Google Ads Measurement certifications.
• Strong Merchant Center and product-feed experience.
• Experience importing qualified leads, opportunities or sales from a CRM.
• Experience with call-tracking platforms.
• Familiarity with Google Ads scripts, automated rules or bulk account-management workflows.
• Working knowledge of Looker Studio and dashboard design.
• Understanding of landing-page testing and conversion-rate optimization.
• Experience collaborating with analytics, development and sales teams.

Google’s Skillshop currently provides separate certification paths for Search, Measurement, Display, Video and Shopping, making Search plus Measurement the most relevant certification combination for this position.  

• Achievement of agreed CPA, CAC, CPL, ROAS, revenue and qualified-lead targets.
• Search-query quality and reduction in irrelevant expenditure.
• Improvement in conversion rate and conversion value.
• Accuracy of budget pacing and forecasting.
• Performance of Search, Performance Max and Shopping against clearly defined roles.
• Reliability of Google Ads, GA4 and CRM measurement.
• Quality and commercial relevance of experiments.
• Merchant Center and feed health for commerce accounts.
• Quality of insights communicated to clients.
• Account hygiene and absence of avoidable tracking or launch errors.
• Client satisfaction and account retention.

The successful candidate will have:

• Audited campaign structures, search terms, bidding, budgets, conversion actions and account settings.
• Identified wasted expenditure, measurement issues and growth opportunities.
• Established clear brand, non-brand, Performance Max and remarketing roles for each applicable account.
• Created an experiment and optimization roadmap.
• Improved reporting consistency between Google Ads, GA4 and client business data.
• Developed a credible plan for improving lead quality or commerce profitability.