Performance Marketing in India 2026: Google Ads, Meta ROAS & Career Trajectory

### The Shift to Paid Media Science in India Traditional marketing has transitioned into performance media buying where every rupee spent must deliver measurable Customer Acquisition Cost (CAC) and Return on Ad Spend (ROAS). --- ### Modern Tech Stack & Protocols 1. **Google Ads & Performance Max (PMax)**: Structuring search themes, asset group weighting, negative keyword lists, and value-based bidding. 2. **Meta Ads Manager**: Advantage+ shopping campaigns, creative fatigue management, and broad targeting optimization. 3. **Attribution & Analytics**: Server-side Google Tag Manager (sGTM), Conversions API (CAPI), and GA4 multi-touch attribution.