PPC Specialist Jobs
What does a PPC Specialist do?
A PPC Specialist manages pay-per-click advertising campaigns across platforms such as Google Ads, Microsoft Ads, and paid social channels. Day-to-day work involves keyword research, writing ad copy, setting bids and budgets, building audience segments, and continuously analysing performance data to improve click-through rates, conversion rates, and return on ad spend. They run A/B tests on ads and landing pages, produce regular performance reports, and collaborate with SEO, content, and design teams to align paid and organic strategies.
Key responsibilities
- Research and select keywords, match types, and negative keyword lists
- Build and structure campaigns, ad groups, and ad copy in Google Ads and Microsoft Ads
- Set and adjust bids using manual and automated bidding strategies
- Monitor daily spend, pacing, and performance metrics (CTR, CPC, CPA, ROAS)
- Run A/B tests on ad creatives, extensions, and landing pages
- Produce regular performance reports and present findings to stakeholders
Skills & tools
Education & background
Bachelor's degree in marketing, business, or a related field, or equivalent demonstrated experience; Google Ads certification commonly expected.
Career path
Can progress to Senior PPC Specialist, Paid Media Manager, or Head of Performance Marketing, or specialise in paid social, programmatic, or e-commerce advertising.