The Role
Manage and optimize top-of-funnel PPC and paid social campaigns across Google and Meta to generate qualified residential solar leads. Responsibilities include campaign setup, audience targeting, keyword research, ad copy and creative testing, budget allocation, bid management, conversion tracking, funnel optimization, KPI reporting, competitor monitoring, and improving ROI and CPA. Collaborate with marketing, content, design, pre-sales, and field sales teams.
Summary Generated by Built In
About SolarSquare:
At SolarSquare we are building the Home-Energy brand of future India. We help homes switch to rooftop solar and move away from traditional coal electricity. We are a full-stack D2C residential solar brand - designing, installing, maintaining (after-sales) and financing solar systems for home-owners across India.
In 3 years we have scaled to become the leading residential solar brand in India. We are obsessed with quality, customer service and innovating to make it simple for homes to switch to solar. We are looking for leaders to join us in this mission.
Know us a bit better through these links:
Techcrunch SolarSquare article
Elevation - Podcast with SolarSquare Founders
Startup by IIT Grads Helps Indian Homes Run on Zero Electricity, Earns Rs 200 Crore in Revenues
The Climate Conversations ft Solar Square
Elevation Capital - SolarSquare
Who We’re Looking For
The Sr. Associate (Performance Marketing) will be responsible for all top-of-the-funnel initiatives
aimed at lead generation through digital mediums. The ideal candidate should be highly skilled
in managing and optimizing campaigns on Google Ads and Meta platforms (Facebook and
Instagram). As the Performance Marketing Lead for our residential and housing society
business, this position is responsible for increasing inbound lead acquisitions through effective
and efficient digital campaigns and driving brand awareness. Strong bias to action with deep
performance marketing experience in B2C space will be critical to success in this role. We are
looking for you to develop, implement, track and optimize our digital marketing campaigns
across google and meta channels.
You’ll be taking the lead, so we’d love if you have the following skills/traits:
• 3+ years of digital marketing experience preferably in B2C product or
financial/investment services industry
• Strong analytical skills with the ability to analyze raw data, draw conclusions and develop
actionable recommendations, data-driven insights to optimize results
• Proven digital and performance marketing skills - experience with paid channels such as
Google, Facebook, A/B testing, Analytics, Marketing Automation etc.
• Strong verbal and written communication skills
• Google Ads and Facebook certifications are a plus
• Entrepreneurial mindset and high ownership with bias towards execution combining
planning with action to achieve set goals
• Humble, open to feedback and collaborative
What You’ll Do
In typical startup fashion, you’ll be wearing many different hats and learning a lot along the way.
Here are some things that we’d want you to help lead and execute:
1. Be accountable for all PPC campaigns (search, display, YouTube & P-Max, Meta ads)
• Hands-on experience with Google Adwords (search, Shopping, Perf Max & YT)
and Meta marketing
• Develop, implement, and manage paid search and paid social campaigns to
generate high-quality leads
• Set up, manage, and optimize Meta ads (Facebook and Instagram) including
campaign objectives, audience targeting, and ad creatives
• Conduct keyword research, ad copy creation, and A/B testing for Google Ads
(Search, Display, Video, Shopping)
• Expertise in Meta (Facebook and Instagram) advertising, including:
• Facebook Ads Manager
• Instagram Ads
• Audience Insights and Custom Audiences
• Retargeting and Lookalike Audiences
• Dynamic Ads
• Video Ads
• Strong understanding of all Google Ads formats, including:
• Search Ads
• Display Ads
• Video Ads (YouTube)
• Shopping Ads
• App Campaigns
• Experience with conversion tracking, pixel setup, and event tracking
2. Reviewing end-to-end PPC strategy and execution on Google and Meta
• Strategizing, creating, and managing campaigns across various digital channels
• Optimizing campaigns based on data-driven insights and quantitative analysis to ensure
high ROI
• Establishing relevant KPIs and targets, and use dashboards for performance tracking and
optimization purposes
• Driving improvements in ROI and cost per acquisition (CPA) across all channels
• Extensive experience in running tests & experiments, bidding strategies and attribution
tools
3. Keep track of and optimize the entire funnel (from impressions to conversions) for all
Ads
• Leveraging A/B tests, conversion rate optimization (CRO), and other optimization
techniques to improve Ad effectiveness
4. Budget planning and implementation schedules to achieve revenue goals
• Manage budget allocations, bid strategies, and optimize for ROI
• Utilizing marketing budgets and allocating resources to achieve business goals in the
most efficient manner
5. Data collection and analysis
• Identify trends and insights to optimize spend and maximize ROI, Identifying
performance issues using analytics platforms to ensure effective campaigns
• Measure and provide internal reports on the performance of all digital marketing
campaigns by assessing against goals (ROI and KPIs)
• Establish data collection mechanisms + processes, allowing quick feedback loops for
various teams - lead qualification, pre-sales and field sales team
• Measure and improve website traffic and web conversion
• Monitor competitor activity and keep an eye out for trends
6. A little bit of everything
• Design and develop different messaging strategies for key stakeholders
• Identify and evaluate new digital technologies and web analytics tools
• Work closely with the wider marketing team to optimize audience and communication
strategies
• Collaborate with the content and design teams to create compelling ad creatives and
landing page
Skills Required
- 3+ years of digital marketing experience, preferably in B2C products or financial or investment services
- Experience managing performance marketing campaigns on Google Ads and Meta platforms
- Strong analytical skills, including analyzing raw data and developing actionable recommendations
- Experience with paid channels, A/B testing, analytics, and marketing automation
- Strong verbal and written communication skills
- Hands-on experience with Google Ads formats including Search, Display, Video, Shopping, Performance Max, YouTube, and App Campaigns
- Experience with Meta advertising, audience targeting, custom and lookalike audiences, retargeting, dynamic ads, and video ads
- Experience with conversion tracking, pixel setup, and event tracking
- Experience with bidding strategies, attribution tools, conversion rate optimization, and marketing experiments
- Google Ads and Facebook certifications
- Entrepreneurial mindset, high ownership, execution bias, openness to feedback, and collaborative attitude
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The Company
What We Do
SolarSquare is India's most trusted and fastest growing residential solar company. We bring trust, transparency, financing and best-in-class after sales service to every home owner looking to go solar. Our aim is to become India's #1 rooftop solar brand and empower 100k homes to go solar by 2024.
