What does a head of PPC do?
A head of PPC leads all paid search activity across platforms like Google, Bing, and YouTube. They own strategy, budget, team performance, and platform partnerships. The role is focused on driving scalable, measurable growth through high-performing campaigns.
They manage campaign performance, oversee testing and optimisation, and liaise with stakeholders to align PPC with broader marketing and business goals.
In agencies, this role involves leading multiple account teams. In-house, it often means building out paid search functions, managing spend at scale, and aligning strategy with revenue goals.
Key responsibilities of a head of PPC.
Heads of PPC typically own all paid search strategy and delivery across the business. Common responsibilities include:
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Developing and owning the Google Ads and Bing strategy for lead gen or ecommerce
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Managing PPC budgets and aligning spend with business targets
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Overseeing campaign builds, optimisation, and bid management
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Leading a team of PPC specialists or agency partners
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Reviewing campaign structure, Quality Scores, and search query performance
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Collaborating with CRO and SEO teams to maximise page performance
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Creating reports on ROAS, impression share, and conversion trends
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Staying informed on Google algorithm updates and new ad formats
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Ensuring consistent campaign governance and budget control
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Advising senior leadership on paid media performance and recommendations
This role blends paid search expertise with leadership, strategy, and results accountability.
Skills and requirements for a head of PPC.
Heads of PPC lead paid search strategy and campaign performance at scale. Employers typically look for:
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6–10 years of experience in PPC, media buying, or performance marketing
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Strong experience managing Google Ads and Microsoft Ads accounts
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Proven results in scaling campaigns and improving efficiency
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Comfortable managing budgets, planning spend, and forecasting ROAS
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Experience leading PPC teams, agencies, or freelancers
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Confidence in reporting performance to marketing leadership
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Ability to own testing plans, creative briefs, and optimisation
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Expertise in tools like SA360, Looker Studio, and GA4
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Strong understanding of search trends, bidding strategies, and targeting
Most heads of PPC progress from manager or strategist roles and work closely with product and acquisition teams.
Average salary for a head of PPC.
In the UK, the average salary for a head of PPC typically ranges from £75,000 to £110,000, based on platform leadership, strategic execution, and team management.
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Mid-level professionals in this role tend to earn between £75,000 and £92,000
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Senior heads overseeing multiple paid channels and regional teams often earn between £93,000 and £110,000
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High-growth businesses may offer additional incentives tied to ROI and budget efficiency
This role commands higher pay in cities like London and Manchester, particularly in digital agencies, SaaS, and retail.
Career progression for a head of PPC.
A head of PPC leads the paid search strategy across an organisation or agency portfolio. This role can evolve into broader digital leadership or business development roles. A typical path includes:
PPC executive
Manages daily campaign tasks and reporting. Learns platform tools and ad optimisation.
PPC manager
Owns strategy for Google, Bing, or international platforms. Oversees spend and performance.
Head of PPC
Leads team, budget, and performance. Sets strategy and tests emerging platforms.
Director of paid media / digital
Owns growth through paid acquisition across multiple platforms. Collaborates at senior level.
Chief marketing officer (CMO)
Manages the wider marketing mix and defines overall acquisition strategy.
SEO Manager
Senior Paid Media Manager
Founding Growth and Paid Media Manager
SEO Manager
salary guide
Our UK marketing salary guide.
PPC leaders with hands-on and strategic experience are in high demand. If you're hiring a head of PPC, you'll need to offer a salary that reflects the value they bring to your digital performance. Benchmark compensation confidently with our 2025 UK marketing salary guide.
FAQS
Head of PPC FAQs.
They lead paid search strategy across platforms like Google Ads and Bing, manage large budgets, and ensure team execution is aligned to business goals. They define testing roadmaps, oversee automation, and often report on ROI to board-level stakeholders.
In smaller teams, yes. In larger setups, they shift to high-level strategy, performance forecasting, and agency/vendor management. However, staying current with platform changes is critical regardless of level.
They optimise for efficiency and scale. That includes improving cost per acquisition, identifying new keyword opportunities, shaping landing page testing strategy, and ensuring paid traffic converts to revenue or leads.
Large ecommerce firms, digital-first B2C brands, and performance-focused agencies are common employers. High-spend accounts or multi-brand portfolios usually justify a PPC leader at this level.
Strategic vision, experience leading teams, ability to interpret data at scale, and confidence presenting paid media impact to exec teams. Familiarity with bidding algorithms, attribution models, and automation tools is expected.
