Paid Search Manager, also known as PPC Manager and Paid Search Specialist
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The Role of the Paid Search Manager
A PPC Manager, also known as PPC Manager or Paid Search Specialist, is a key player in digital marketing, responsible for driving online traffic and revenue through strategic advertising campaigns. Using platforms like Google Ads, Microsoft Ads and social media ad tools, they create, manage and optimise pay-per-click (PPC) campaigns to achieve business goals. This role is essential for businesses seeking to increase visibility and conversions in a competitive online landscape.
What are the main objectives of a PPC Manager?
Objectives can vary depending on the company and its specific goals. However, here are 8 common objectives of a PPC Manager:
1. Campaign strategy and management
Develop and implement paid search strategies aligned with business goals. Plan, execute and optimise PPC campaigns across platforms like Google Ads, Bing Ads (Microsoft Ads) and social media. Perform keyword research to identify high-value and relevant terms.
2. Performance analysis and reporting
Monitor key performance indicators (KPIs) such as ROI, CTR, CPC and conversions. Produce detailed performance reports with actionable insights for stakeholders. Use tools like Google Analytics to track user behaviour and campaign effectiveness.
3. Budget management
Allocate and manage the paid search budget to maximise ROI. Forecast and track spend to ensure cost-efficiency and avoid overspending.
4. A/B testing and optimisation
Conduct A/B tests (showing two variations) on ad copy, landing pages, and targeting options. Optimise campaign components (e.g. bids, ads, and keywords) for better results.
5. Market and competitor analysis
Stay updated on industry trends and best practices in paid search. Conduct competitive analysis to identify gaps and opportunities.
6. Collaboration with teams
Work closely with content, design, and marketing teams to ensure cohesive campaigns. Align paid search strategies with SEO and broader marketing initiatives.
7. Compliance and policy adherence
Ensure compliance with advertising policies and legal regulations. Manage sensitive data securely in line with GDPR guidelines.
8. Innovation and growth
Identify and test new paid search opportunities, such as emerging platforms or ad formats. Explore automation tools and AI solutions to enhance campaign efficiency.
Hiring in 2025?
Discovering the ideal timing to hire can be a challenging task. This guide provides insights into the role, the optimal period to bring one on board depending on your business strategy and expansion plans, as well as the necessary resources you may require in preparing for the recruitment process.
These resources may include an executive search firm, a set of interview questions, and assessment ideas to aid in the selection process.
What is the expected salary of a PPC Manager?
In today’s market, a salary in the UK for a PPC Manager would be in the range of £40,000 – £65,000 per year depending on locations and size of the organisation.
There are some factors which may determine the level of salary including:
- The ambitions of the company. Do they have stretching objectives to meet and therefore they need a strong candidate to join?
- The size of company. What funding do they have to secure the best candidate?
- The location of the HQ. Most candidates see a higher salary when commuting to a main city like London or Manchester.
Paid Search Specialist job description
Company overview:
We are a rapidly growing tech company at the forefront of innovation in [industry/sector]. Our cutting-edge solutions have gained significant traction in the market, and we are scaling our operations to capitalise on our success. As we continue to expand, we are seeking a dynamic and experienced marketing leader to join our executive team and drive our marketing efforts to new heights.
Role overview:
We are seeking a highly motivated and data-driven Paid Search Manager to lead and optimise our pay-per-click (PPC) advertising efforts. You will be responsible for developing, managing and analysing paid search campaigns to drive traffic, increase conversions and maximise ROI. The ideal candidate will have a strong understanding of search engine marketing (SEM) and a passion for achieving measurable results.
Responsibilities:
Campaign Strategy and Execution: Develop and implement comprehensive paid search strategies aligned with business goals. Manage and optimise campaigns across platforms such as Google Ads, Bing Ads and social media channels. Conduct keyword research to identify and target high-performing search terms. Create and test compelling ad copy to improve click-through rates (CTR) and conversions.
Performance Monitoring and Reporting: Track and analyse campaign performance metrics, including impressions, clicks, conversions and ROI. Generate detailed reports with actionable insights for stakeholders. Use tools like Google Analytics and Google Tag Manager to evaluate campaign impact.
Budget Management: Plan, manage and optimise campaign budgets to ensure maximum efficiency. Monitor spend to prevent overspending while achieving performance targets.
A/B Testing and Optimisation: Conduct A/B tests on ad variations, landing pages, and targeting strategies. Continuously refine campaigns to improve performance and reduce cost-per-click (CPC).
Market and Competitor Research: Stay informed about industry trends, platform updates and competitor strategies. Identify new opportunities for growth and innovation in paid search marketing.
Collaboration: Work closely with internal teams, including SEO, content and design, to create cohesive campaigns. Liaise with external partners or agencies when required.
Qualifications:
While a degree in marketing, business, or a related field can be advantageous, it’s not always essential. Relevant certifications are highly valued, including:
- Google Ads Certification and proven experience managing paid search campaigns.
- Microsoft Advertising Certification.
- Strong analytical skills with proficiency in tools like Google Analytics, Tableau, SEMrush and Excel.
- Excellent understanding of PPC metrics, bidding strategies and ad formats.
- Experience in A/B testing and campaign optimisation.
- Strong attention to detail and ability to manage multiple campaigns simultaneously.
If you have experience with social media advertising platforms (e.g., Meta Ads, LinkedIn Ads), familiarity with automation tools such as Google Ads scripts or bid management software and knowledge of GDPR compliance and data security best practices, we would love to hear from you. Join our team and be a driving force behind our success as we revolutionise our sector.
Download full job description
Required skills of a PPC Manager
Successful Paid Search Managers are analytical, strategic and detail-oriented. Key skills include:
Data analysis: Interpreting campaign performance metrics and identifying trends.
Technical expertise: Proficiency in platforms like Google Ads, Bing Ads and social media ad tools.
Communication: Working effectively with teams to implement strategies.
Creativity: Developing engaging ad copy and innovative campaign ideas.
Time management: Handling multiple campaigns and deadlines simultaneously.
Education requirements of a Paid Search Manager
While a degree in marketing, business, or a related field can be advantageous, it’s not always essential. Relevant certifications are highly valued, including:
- Google Ads Certification.
- Microsoft Advertising Certification.
- Training in analytics tools like Google Analytics or Tableau.
Many Paid Search Specialists build expertise through hands-on experience and ongoing professional development.
Our digital recruitment agency approach
We operate with our core values at the centre of everything we do. We listen. We support. We’re ethical, always wanting the best for clients and candidates – we’ll never push you down a route that is not right for you or your business. That’s built our trusted reputation as a digital recruitment agency, and it’s why our customers come back to us time and time again.
Paid Search Manager FAQs
- Is it essential to have a degree to become a PPC Manager?
- No, but a degree in marketing, business or a related field can be beneficial. Certifications and experience often outweigh formal education.
- What platforms should PPC Managers be proficient in?
- Google Ads, Microsoft Ads, Facebook Ads and analytics tools like Google Analytics are crucial.
- How can I gain experience in paid search marketing?
- Internships, entry-level digital marketing roles, or freelancing are excellent ways to start. Certifications and hands-on training are also key.
- What industries hire Paid Search Managers?
- Paid Search Managers are in demand across e-commerce, retail, finance, travel, and technology sectors.
- What is the difference between Paid Search and SEO?
- Paid Search involves paying for ads to appear at the top of search results instantly. SEO (Search Engine Optimisation) focuses on improving organic rankings through content and technical optimisation over time. Paid search delivers immediate results but stops when the budget runs out, while SEO builds long-term visibility.
