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What does a PPC Manager do?

PPC stands for Pay-Per-Click. A PPC manager is a digital marketing specialist responsible for managing and optimising paid advertising campaigns across Google Ads, Bing Ads, social media platforms, and other digital ad networks. The primary objective of PPC managers is to maximise return on ad spend (ROAS), increase conversions, and drive targeted traffic to a company’s website through paid advertising channels.

PPC managers handle campaign strategy, keyword research, ad copywriting, bid management, A/B testing, and performance analysis. They continuously monitor key performance indicators (KPIs) such as click-through rate (CTR), cost-per-click (CPC), and conversion rate to fine-tune campaigns for optimal efficiency.

Note that a PPC manager differs from an SEO specialist, as PPC focuses on paid traffic, while SEO emphasises organic rankings. Both roles work together to create a comprehensive digital marketing strategy that maximises visibility and business growth. Similarly, a digital marketing manager oversees all digital marketing activities, including PPC, SEO, social media, and content marketing, while a PPC manager focuses explicitly on pay-per-click advertising.

Job Description: Template

We’re seeking a data-driven PPC manager to join our team at [Company X].

In this role, you will lead and optimise our pay-per-click (PPC) advertising campaigns. You will develop, execute, and analyse PPC strategies to maximise ROI, drive traffic, and increase conversions across multiple platforms.

The ideal candidate has a strong analytical mindset, deep knowledge of Google Ads, Bing Ads, and paid social media advertising, and a proven track record of managing high-performance PPC campaigns. If you're passionate about data-driven marketing, digital strategy, and performance marketing, we’d love to hear from you!

We offer an attractive remuneration package with a collaborative work environment, professional growth opportunities, and employee benefits like health insurance, flexible work arrangements, and continuous learning programs.

Objectives of the role:

  • Planning, executing, and managing PPC campaigns across Google Ads, Bing Ads, Facebook, LinkedIn, and other platforms.
  • Conducting keyword research, audience targeting, and bid strategy optimisation to increase ad performance.
  • Monitoring and analysing PPC campaigns and key performance metrics (CTR, CPC, CPA, ROAS, Quality Score, etc.).
  • Creating compelling ad copies, A/B test creatives, and landing pages to improve conversion rates.
  • Optimising campaign budgets to ensure efficient ad spend and ROI maximisation.
  • Tracking competitor PPC strategies and identifying growth opportunities.
  • Collaborating with SEO, content, and design teams to align PPC efforts with overall digital marketing strategy.
  • Implementing tracking tools (Google Analytics, Google Tag Manager, UTM parameters, etc.) to measure performance accurately.
  • Generating and presenting detailed reports on campaign effectiveness and key insights to stakeholders.

Your tasks:

  • Manage search, display, remarketing, video, and shopping ad campaigns effectively.
  • Optimise ad campaigns to improve quality scores and reduce cost-per-conversion.
  • Identify negative keywords and refine targeting to improve ad relevance.
  • Ensure PPC campaigns comply with Google Ads policies and platform guidelines.
  • Use Google Analytics, heatmaps, and attribution modelling to track user behaviour.
  • Implement conversion tracking and audience segmentation for better targeting.
  • Test and refine bidding strategies (manual, automated, target CPA, ROAS, etc.).
  • Coordinate with developers to ensure proper tracking and retargeting pixel implementation.
  • Continuously improve Quality Scores and Ad Rank through structured campaigns.
  • Stay updated with Google Ads policy changes, new ad formats, and emerging trends.

Required skills and qualifications

  • Bachelor's degree in Marketing, Business Administration, Advertising, or a related field.
  • 3-5 years of experience in PPC management, digital advertising, search engine marketing (SEM), performance marketing, or a similar field.
  • Strong expertise in Google Ads, Bing Ads, Facebook Ads, and LinkedIn Ads.
  • Proficiency in Google Analytics, Google Tag Manager, and data visualisation tools.
  • Hands-on experience with A/B testing, conversion optimisation, retargeting strategies, and attribution modelling.
  • Knowledge of SEO principles and how pay-per-click integrates with organic search.
  • Knowledge of ad extensions, audience segmentation, and dynamic ads.
  • Familiarity with landing page builders like Unbounce, Instapage, or Elementor.
  • Basic understanding of HTML, JavaScript, and tracking pixels.
  • Strong analytical skills with the ability to interpret campaign performance data.
  • Experience managing large budgets with a data-driven approach to ad spend optimisation.
  • Understanding of keyword research, selection, and ad copywriting.
  • Analytical mindset and experience with analytics tools like Google Analytics.
  • Attention to detail with strong problem-solving skills.
  • Solid communication skills for reporting campaign performance.
  • Ability to work independently and collaborate with cross-functional teams.

Preferred skills and qualifications

  • Google Ads Certification or Meta (Facebook) Blueprint Certification.
  • Experience with eCommerce PPC (Google Shopping, Amazon Ads).
  • Knowledge of programmatic advertising and AI-driven bidding strategies.
  • Familiarity with third-party PPC management tools (SEMrush, SpyFu, WordStream).
  • Knowledge of automation tools like Google Ads Scripts and bid management platforms.
  • Understanding of multi-channel marketing strategies.
  • Experience in B2B, SaaS, or lead generation PPC campaigns.
  • Proficiency in Microsoft Excel or Google Sheets for data analysis.