Kapiva
Website:
kapiva.in
Job details:
About the Role
Kapiva Clinics is our fast-growing online Ayurvedic consultation business — connecting patients with
certified Ayurvedic doctors for personalised Dosha assessments, chronic condition management, and
curated product recommendations. We are looking for a hands-on Performance Marketing Associate to
own and scale paid media across Meta and Google Ads, with a sharp focus on driving consultation
bookings, reducing CPL, and maximising post-consultation purchase revenue. This is an execution-first
role where you will manage campaigns end-to-end, work closely with the clinical and creative teams,
and directly influence Kapiva Clinics' growth trajectory.
Key Responsibilities
Consultation Funnel — Lead Generation & Appointment Booking
• Plan and execute Meta and Google Ads campaigns with the primary objective of driving qualified
consultation bookings through kapiva.in/your-consultations/ and the Kapiva app
• Build audience strategies targeting health-condition-specific cohorts — e.g., users searching for
diabetes management, hormonal health, weight management, hair loss — using interest, intent,
and in-market signals
• Manage the full conversion funnel: awareness of Kapiva Clinics → consultation page visits →
appointment bookings → attended consultations, tracking drop-off at each stage
• Collaborate with the clinical team to understand top consultation categories (Sugar Management,
Women's Health, Energy, Heart Health) and map campaign messaging to patient pain points and
Ayurvedic solutions
• Run retargeting campaigns for users who visited consultation pages or viewed health content but
did not book, using custom audiences and pixel-based triggers
Meta Ads (Facebook & Instagram)
• Build and manage full-funnel Meta campaigns — from health-awareness video content at the top
of funnel to direct response consultation-booking creatives at conversion stage
• Develop audience segments using Custom Audiences (website visitors, app users, past patients),
Lookalikes, and health-interest targeting aligned to Kapiva Clinics' core conditions
• A/B test ad formats — Reels, Stories, Carousels — with creatives that highlight doctor credibility,
patient testimonials, Ayurvedic efficacy, and ease of online booking
• Monitor CPL (Cost per Lead / Consultation Booking), ROAS on post-consultation product upsells,
and CAC daily; take proactive bid and creative optimisation actions
• Coordinate with the creative team to brief health-condition-specific ad content (e.g., sugar
management campaigns featuring before/after patient journeys, hormonal health creatives for
women 25–40)
Google Ads
• Own Search campaigns targeting high-intent queries such as 'online ayurvedic doctor
consultation', 'ayurvedic treatment for diabetes', 'hair fall ayurvedic solution', and condition-
specific branded and non-branded terms
• Build and manage Performance Max campaigns to reach patients across Search, YouTube,
Display, and Discover with cohesive messaging around Kapiva Clinics' USP — certified doctors,
personalised care, and science-backed Ayurveda
• Conduct keyword research specific to health conditions Kapiva Clinics addresses; manage match
types and maintain robust negative keyword lists to filter out irrelevant health queries
• Write compelling RSA ad copy that emphasises trust signals — BAMS-qualified doctors,
personalised Dosha-based protocols, and tangible health outcomes — to drive clicks and qualified
bookings
• Manage Smart Bidding strategies (Target CPA for bookings, Target ROAS for product upsells)
and optimise based on conversion data from Google Tag Manager setup
• Analyse Search Term Reports and auction insights to identify emerging health-query opportunities
and reduce wasted spend on non-converting intent clusters
Post-Consultation Revenue & Upsell Campaigns
• Design and execute retargeting and upsell campaigns targeting patients who have completed
consultations but have not yet purchased the recommended product protocol
• Work with the clinical and content teams to develop ad creatives around recommended product
bundles (e.g., Sugar Management Kit, Women's Hormonal Health Bundle) for dynamic product
advertising
• Measure and optimise the consultation-to-purchase conversion rate as a key metric, working with
the product team to improve post-consultation email/ad touchpoints
• Track patient LTV (Lifetime Value) from consultation through subscription/repeat purchase and
feed insights back into audience and bidding strategy
Analytics & Reporting
• Build weekly and monthly dashboards tracking: consultation bookings, CPL, show rate, CPA,
post-consultation ROAS, and overall Kapiva Clinics paid media contribution to revenue
• Identify funnel bottlenecks — e.g., high CTR but low booking completion — and coordinate with
the product/tech team to improve landing page and booking flow conversion
• Maintain UTM hygiene across all Clinics campaigns to ensure accurate attribution in Google
Analytics 4 and internal dashboards
• Document learnings from A/B tests, audience experiments, and creative iterations to build a
replicable performance playbook for Kapiva Clinics
What We're Looking For
Must-Have Skills & Experience
• 1–3 years of hands-on experience managing Meta Ads and Google Ads campaigns with direct
ownership of budgets and performance targets
• Proven experience driving lead generation or appointment/booking funnels — healthcare,
healthtech, D2C wellness, or service-based businesses preferred
• Strong understanding of full-funnel campaign architecture: awareness → consideration →
conversion → retention
• Proficiency in Meta Ads Manager and Google Ads — from pixel setup to campaign build to
performance optimisation
• Comfortable with tracking setup: Meta Pixel, Google Tag Manager, UTM parameters, and GA4
event tracking
• Data-driven mindset: ability to interpret CPL, CPA, ROAS, LTV, and funnel conversion data to
make fast, confident decisions
Good to Have
• Prior experience in healthcare, Ayurveda, wellness, or health-tech marketing — understanding of
patient decision journeys is a strong plus
• Familiarity with appointment-booking or telemedicine platforms and the nuances of consent and
health-claim compliance in ads
• Exposure to CRM or marketing automation tools (e.g., WebEngage, MoEngage, Klaviyo) for post-
consultation nurture flows
• Knowledge of Google Ads health advertising policies and Meta's restrictions on health-related
claims
• Google Ads and/or Meta Blueprint certifications are a plus
Soft Skills
• Strong ownership mindset — you treat consultation growth metrics like a business, not just a task
list
• Analytical thinking with the ability to diagnose performance issues (e.g., rising CPL, drop in
booking rate) and act fast
• Clear communication to present campaign findings and recommendations to clinical and product
stakeholders
• Empathy for the patient journey — understanding that health decisions require trust, and that ad
messaging must reflect that
Click on Apply to know more.