About the PPC Specialist role
A PPC Specialist plans, launches, and optimizes paid advertising campaigns on platforms such as Google Ads, Microsoft Advertising, Meta, and LinkedIn. They manage budgets, research keywords and audiences, write and test ad copy, and tune bids and targeting so every dollar of spend works harder. Their scoreboard is fully measurable: cost per acquisition, return on ad spend, and the pipeline or revenue their campaigns generate.
The role rewards analytical discipline. A strong specialist builds clean account structures, runs deliberate experiments instead of random tweaks, and catches wasted spend early through search term and placement reviews. They also depend on solid measurement, so they work closely with marketing and web teams on conversion tracking, landing pages, and attribution to make sure every optimization decision rests on trustworthy data.
In your posting, name the platforms and monthly budget the specialist will manage, your primary goal such as lead generation or e-commerce sales, and the tools in your measurement stack. Candidates also want to know whether they will own strategy end to end or execute within an agency-style structure, and how much room they will have to test new channels.
PPC Specialist job description template
Job brief
We are looking for a PPC Specialist to own our paid acquisition campaigns across search and social platforms. You will manage budgets, structure accounts, research keywords and audiences, write and test ad creative, and optimize continuously toward our cost and revenue targets. You will also maintain accurate conversion tracking and report performance clearly to the wider team. To succeed in this role, you should combine platform expertise with genuine analytical rigor and a habit of testing rather than guessing.
Responsibilities
- Plan, launch, and manage paid campaigns across Google Ads, Meta, LinkedIn, and other relevant platforms
- Manage budgets and pacing, and allocate spend toward the best-performing campaigns
- Conduct keyword, audience, and competitor research to inform targeting and structure
- Write, test, and iterate ad copy and creative in collaboration with design
- Optimize bids, targeting, and account structure to hit CPA and ROAS goals
- Run structured A/B tests on ads, audiences, and landing pages
- Maintain conversion tracking with Google Tag Manager and analytics tools and validate data quality
- Review search terms and placements regularly to cut wasted spend
- Report performance, insights, and next steps to stakeholders in clear language
Requirements and skills
- Proven working experience as a PPC Specialist, Performance Marketer, or similar role
- Hands-on expertise with Google Ads, including search, display, and Performance Max campaigns
- Experience running paid social campaigns on platforms such as Meta or LinkedIn
- Strong grasp of metrics such as CPC, CPA, ROAS, and conversion rate, and how they interact
- Experience with Google Analytics and Google Tag Manager for tracking and analysis
- Solid spreadsheet skills for budget management and performance reporting
- Strong ad copywriting instincts and an eye for what makes creative perform
- Structured, experiment-driven approach to optimization
Nice to have
- Google Ads or Microsoft Advertising certifications
- Experience with B2B lead generation and longer sales cycles
- Familiarity with scripts or automation for campaign management
- Experience with landing page tools and conversion rate optimization
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