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
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Job brief
We are hiring a PPC Specialist to make our paid spend work harder. You will plan and launch campaigns, research keywords and audiences, write and test the ads, tune bids and targeting, and keep a close eye on where the money is going that should not be.
This suits somebody structured who runs deliberate experiments rather than constant small adjustments, and who cares enough about measurement to fix the tracking before optimizing against it.
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
- Has run paid campaigns professionally, in performance marketing or a similar role
- Hands-on across Google Ads, including search, display, and automated campaign types
- Has run paid social on the platforms that matter for this audience
- Understands how the core metrics interact rather than reporting them separately
- Comfortable with analytics and tag management for tracking and analysis
- Solid with spreadsheets for budget management and reporting
- Writes ad copy well and has judgment about what creative will perform
- Optimizes through structured experiments rather than intuition
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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