PPC Specialist

The PPC Specialist is a hands-on, expert role responsible for the planning, creation, management, and intensive optimization of pay-per-click (PPC) campaigns, with a strong emphasis on the Google Ads ecosystem . This role ensures the advertising budget is invested efficiently to maximize conversions, improve Quality Scores, and achieve specific ROI targets. The ideal candidate has 2-3 years of proven, dedicated experience in paid search, is highly analytical, and possesses deep technical skills in campaign execution and web analytics integration.

• Develop strategic PPC plans based on performance goals, target audience analysis, and market insights.
• PPC Account Ownership (2-3 Years): Proven experience in owning, managing, and scaling multiple Google Ads accounts (Search, Display, and Video campaigns) to meet diverse business objectives (Lead Gen, eCommerce, etc.).
• Conduct in-depth keyword research, competitive analysis, and negative keyword management for large-scale accounts to ensure high efficiency and low CPCs.
• Collaborate with Marketing and Account Management teams to align campaign tactics with overall business strategy.

• Manage and execute campaigns across platforms such as:
• Google Ads (Search, Display, YouTube) – Primary focus
• Meta Ads (Facebook/Instagram) – Secondary exposure
• Structural Excellence: Direct experience with developing and implementing advanced Google Ads account structures (e.g., tightly-themed ad groups) to maximize relevance and Quality Scores.
• Execute rigorous A/B testing on ad copy (RSAs/ETAs), bidding strategies, and landing page effectiveness.
• Bid Strategy Mastery: Proven track record of managing and optimizing Smart Bidding strategies (e.g., Target CPA, Maximize Conversions) and manual bidding tactics to drive maximum ROI.
• Expertise in deploying and analyzing all relevant Ad Extensions to improve ad quality and screen presence.
• Hands-on experience with Google Tag Manager (GTM) to accurately deploy and manage conversion tags, remarketing pixels, and custom scripts for PPC campaigns.

• Monitor daily campaign performance, identifying trends and implementing immediate, granular optimization tactics to improve efficiency.
• Adjust budgets, bids, and targeting dynamically to achieve KPIs such as improving ROAS or decreasing CPA .
• Troubleshoot tracking issues, pixel validation, and conversion attribution models within the PPC platforms.
• Solid, practical experience in leveraging Google Analytics 4 (GA4) data to assess PPC performance beyond the click, including analyzing user behavior, event tracking, and conversion paths for optimization insights.

• Prepare comprehensive performance reports detailing campaign results, key insights, and actionable recommendations for future strategy.
• Clearly communicate PPC results, campaign health, and technical recommendations to internal stakeholders.

• Bachelor’s degree in Marketing, Advertising, or a related quantitative field.
• Proven, hands-on experience of 2–3 years as a dedicated PPC Specialist or Paid Search Analyst.
• Deep, technical proficiency in the Google Ads platform and the overall paid search ecosystem.
• Expert-level understanding of web analytics tools, specifically Google Analytics 4 (GA4) and Google Tag Manager (GTM) .
• Experience with tracking, attribution models, and advanced conversion optimization techniques.
• Strong analytical mindset with excellent problem-solving skills and a focus on quantifiable results.
• Ability to manage significant advertising budgets and complex campaign portfolios simultaneously.

• Experience with advanced Display and Video advertising through Google Ads (GDN, YouTube).
• Knowledge of SEO/SEM best practices and how they inform paid search strategies.
• Familiarity with marketing automation or CRM tools.

• Data-Driven Mindset (Obsession with metrics and results)
• Detail-Oriented and highly organized in account structure
• Strong problem-solving skills and intellectual curiosity
• Self-starter with the ability to take ownership of performance
• Creative thinker in developing ad copy and testing hypotheses