The PPC Specialist is responsible for planning, executing, and optimizing pay-per-click advertising campaigns across search, display, and social networks to drive qualified traffic and conversions while managing budgets effectively. This role requires a data-driven mindset to continuously refine targeting, bidding strategies, and creative elements in order to meet or exceed performance goals.

Campaign performance is monitored and analyzed on a daily basis, with insights used to inform strategic adjustments and test new approaches. The PPC Specialist collaborates closely with creative, UX, and analytics teams to ensure that landing pages and ad assets are aligned with campaign objectives and deliver a seamless user experience.

In addition, the PPC Specialist stays up to date on platform updates, industry trends, and competitor activity to maintain a competitive edge. Regular reporting and clear communication of results and recommendations help guide broader marketing and business decisions.

Key Responsibilities:

• Develop and manage PPC campaigns in Google Ads, Microsoft Ads, and other relevant platforms
• Conduct comprehensive keyword research and organize ad groups to capture high-intent search queries
• Write, A/B test, and optimize ad copy, headlines, and ad extensions for improved Quality Score and engagement
• Implement and adjust bid strategies and budget allocations to achieve CPC, CPA, and ROAS targets
• Analyze performance metrics in Google Analytics, Ads dashboards, and BI tools to identify trends and opportunities
• Collaborate with design and landing-page teams to enhance user experience and maximize conversion rates
• Perform A/B and multivariate tests on ads, targeting parameters, and landing-page variants to drive continuous improvement
• Monitor industry best practices, emerging ad formats, and platform features to keep campaigns innovative and competitive

Success in this role is measured by improvements in click-through rate, cost-per-acquisition, conversion rate, and overall return on ad spend, as well as the ability to scale campaigns efficiently while maintaining forecast accuracy.