PPC Specialist Job Description
Hire a PPC Specialist to plan, run and optimise paid search and social campaigns. This role focuses on driving qualified traffic, improving conversion rates and maximising return on ad spend across platforms such as Google Ads and key social networks.
What does a PPC Specialist professional do?
A PPC Specialist manages paid search and paid social campaigns, performs keyword and audience research, sets up tracking and optimises bids, ads and landing pages to meet agreed KPIs.
PPC Specialist job description template
Use this employer-ready example as a starting point, then replace the placeholders and adjust the content so it accurately reflects your vacancy.
PPC Specialist
About the role
[Company name] is looking for a PPC Specialist to join our marketing team in [Location]. You will own planning, implementation and optimisation of paid search and paid social campaigns across Google Ads, Microsoft Advertising and social platforms. Day-to-day responsibilities include keyword and audience research, creative testing, bid management, conversion tracking and performance reporting against targets such as CPA, ROAS and lead volume. Salary: [salary or range]. To apply, send your CV and a short note about relevant campaign experience to [application email/link].
Key responsibilities
- Plan, set up and manage PPC campaigns across Google Ads, Microsoft Advertising and major social ad networks.
- Perform keyword, audience and competitor research to shape targeting and bidding strategies.
- Write and test ad copy and creative variants; implement A/B tests and analyse results.
- Set up and validate conversion tracking using tag management and analytics tools.
- Optimise bids, budgets and targeting to meet KPIs such as CPA, ROAS and conversion volume.
- Produce regular performance reports, translate data into clear recommendations and present findings to stakeholders.
- Work with UX/design and content teams to improve landing page conversion rates.
- Monitor industry and platform changes and adapt strategies accordingly.
Essential skills and experience
- Proven experience running paid search or paid social campaigns in a commercial environment.
- Hands-on experience with Google Ads and at least one other major platform (e.g. Microsoft Ads or Facebook/Meta Ads).
- Strong numeracy and experience analysing campaign performance to optimise for KPIs.
- Practical knowledge of conversion tracking and analytics (e.g. Google Analytics / GA4) and tag managers.
- Ability to write clear ad copy and set up structured tests.
- Right to work in the UK and availability to work the hours required for the role.
Desirable
- Experience in an agency or in-house performance marketing team managing medium–large budgets.
- Familiarity with bidding automation tools, scripts or programmatic platforms.
- Google Ads certification or equivalent platform qualifications.
- Experience with landing page optimisation and basic CRO principles.
- Advanced Excel/Google Sheets skills for data analysis and reporting.
What we offer
- [Competitive salary — enter amount or range]
- [Pension contributions or workplace pension scheme]
- [Flexible working / hybrid working options]
- [Annual leave entitlement — enter days]
- [Professional development budget / training days]
- [Private healthcare / wellness benefits — optional placeholder]
How to apply
Apply with your CV and any additional information requested. Make the interview process, closing date and any assessment stages clear where known.
Use this as a starting point rather than a final advert. The strongest version will reflect the real role, salary, location, systems, responsibilities, benefits and working arrangements.
What is a PPC Specialist role?
A PPC Specialist designs and manages paid digital advertising campaigns to attract targeted visitors and drive measurable outcomes, such as sales, leads or sign-ups. They combine keyword and audience research with creative testing, bid management and conversion tracking to continually improve campaign performance. PPC Specialists typically work with analytics and tag-management tools and coordinate with content, design and product teams to optimise the end-to-end user journey.
Core focus
Maximising performance of paid search and paid social campaigns to meet KPIs such as CPA and ROAS.
Key platforms
Google Ads, Microsoft Advertising, Meta (Facebook/Instagram) and other paid social channels.
Typical contract
Permanent full-time or part-time; freelance/contract roles are common for short-term projects.
Where they work
In-house marketing teams, digital agencies, ecommerce businesses and larger enterprises with performance marketing teams.
Typical PPC Specialist responsibilities
Responsibilities should reflect the real scope of the vacancy rather than every task someone in this profession might ever complete.
Plan, set up
Plan, set up and manage PPC campaigns across Google Ads, Microsoft Advertising and major social ad networks.
Perform keyword
Perform keyword, audience and competitor research to shape targeting and bidding strategies.
Write
Write and test ad copy and creative variants; implement A/B tests and analyse results.
Set up
Set up and validate conversion tracking using tag management and analytics tools.
Optimise bids
Optimise bids, budgets and targeting to meet KPIs such as CPA, ROAS and conversion volume.
Produce regular performance reports
Produce regular performance reports, translate data into clear recommendations and present findings to stakeholders.
Work with UX/design
Work with UX/design and content teams to improve landing page conversion rates.
Monitor industry
Monitor industry and platform changes and adapt strategies accordingly.
PPC Specialist skills and experience to look for
Keep the essential list focused on what the person really needs to perform the role. Move useful-but-trainable experience into desirable criteria.
Usually worth prioritising
- Proven experience running paid search or paid social campaigns in a commercial environment.
- Hands-on experience with Google Ads and at least one other major platform (e.g. Microsoft Ads or Facebook/Meta Ads).
- Strong numeracy and experience analysing campaign performance to optimise for KPIs.
- Practical knowledge of conversion tracking and analytics (e.g. Google Analytics / GA4) and tag managers.
- Ability to write clear ad copy and set up structured tests.
- Right to work in the UK and availability to work the hours required for the role.
Useful where relevant
- Experience in an agency or in-house performance marketing team managing medium–large budgets.
- Familiarity with bidding automation tools, scripts or programmatic platforms.
- Google Ads certification or equivalent platform qualifications.
- Experience with landing page optimisation and basic CRO principles.
- Advanced Excel/Google Sheets skills for data analysis and reporting.
See our guide to what to include in a job advert before publishing.
How to write a PPC Specialist job advert
Small role-specific details can make the advert much easier for suitable candidates to assess.
Be explicit about KPIs and scope
State the primary KPIs (e.g. CPA, ROAS, lead volume), monthly budgets the role will handle and whether media strategy is included.
List the platforms and tools
Name the ad networks and analytics/tagging tools candidates will use — this helps target applicants with the right platform experience.
Clarify seniority and autonomy
Indicate whether the role is hands-on execution, strategic oversight, or a mix — and whether there is line management responsibility.
Mention test tasks in the hiring process
If you plan to include a paid or take-home campaign task, say so and outline its focus (reporting, optimisation, or ad creative).
PPC Specialist salary considerations
Pay for PPC Specialists varies by experience, location, campaign budgets and employer type. Instead of a single market figure, think about how the following factors will affect the offer for this role.
depending on experience
- Use a genuine range
- Separate variable pay
- Avoid “competitive” alone
- Match salary to seniority
What PPC Specialist candidates will want to know
Practical details can influence whether a suitable candidate applies, even when the title and salary are attractive.
What budgets will I be responsible for?
Candidates want to know approximate monthly spend levels and whether they're expected to manage multiple accounts or a single brand budget.
Which platforms and tools will I use?
Clarify the ad networks, analytics and tag-management tools (for example GA4, Tag Manager, bidding platforms) that are part of the daily workflow.
Who will I report to and who will I work with?
State the line manager, whether the role sits inside a wider marketing team and the extent of collaboration with design, content or product teams.
What are the working pattern and flexibility?
Detail office hours, hybrid or remote options and any required in-office days for meetings or campaign launches.
Will there be a practical test during hiring?
Explain whether you use a skills test or take-home task and what it will assess (e.g. campaign optimisation, reporting or ad copy).
Where to post a PPC Specialist job
This role suits both broad UK job boards and specialist marketing channels. Use general job sites and LinkedIn for reach, plus digital-marketing job boards, PPC/SEM communities and marketing groups to target experienced candidates. If hiring for a specific platform (for example ecommerce or B2B), promote the vacancy through sector networks and relevant industry forums to reach candidates with the right domain expertise.
Related marketing / digital advertising job descriptions
Recruiting for a slightly different role? These templates may be a closer fit.
PPC Specialist job description FAQs
Should I make Google Ads certification mandatory?
Google Ads certification demonstrates platform knowledge but is not always necessary. Many strong candidates have equivalent hands-on experience. Consider listing it as desirable unless your role requires certified technical expertise.
How should I assess practical skills during recruitment?
Use a short practical task that reflects real duties — for example, a brief audit of a sample account, a short optimisation plan or a reporting exercise. Keep any take-home tests time-limited and relevant to the role level.
Is experience with GA4 essential?
GA4 is increasingly common and useful for tracking and reporting; require familiarity for mid-to-senior roles, but consider training for more junior hires if they have strong PPC fundamentals.
Agency or in-house: which is easier to recruit for?
Agency roles often attract candidates used to faster-paced multi-client work, while in-house roles appeal to those who prefer deeper product knowledge. Specify the environment and typical workload to attract the right pool.
Ready to hire a PPC Specialist?
Customise this template with your company details, role-specific KPIs and benefits, then advertise through a mix of general and specialist channels to reach qualified PPC candidates.
