What does a PPC executive do?
A PPC executive manages pay-per-click advertising campaigns, usually across Google Ads, Bing, and social platforms. They focus on campaign set-up, keyword research, copywriting, optimisation, and reporting to help generate leads or sales within a set budget.
They work closely with performance marketing managers or digital leads to align strategy, and often test multiple creatives or formats to improve results. Analytical thinking, attention to detail, and platform fluency are key.
In smaller businesses, PPC executives may manage the full ad account. In agencies or larger teams, they focus on delivery and optimisation within a broader strategy.
Key responsibilities of a PPC executive.
The tasks handled by PPC executives tend to focus on campaign delivery and optimisation. These typically include:
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Building campaigns across Google Ads, Bing, and paid social platforms
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Conducting keyword research and managing negative keyword lists
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Writing compelling ad copy and testing headlines and CTAs
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Monitoring budgets, bids, and pacing across campaigns
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Tracking key metrics like CPC, CTR, Quality Score, and conversion rate
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Collaborating with designers on ad creatives and landing pages
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Managing account hygiene and platform audits
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Supporting remarketing strategies and feed-based ad formats
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Reporting on campaign performance and optimisation progress
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Staying updated on platform changes, trends, and betas
This role blends tactical execution with ongoing optimisation and analysis.
Skills and requirements for a PPC executive.
PPC executives support performance campaigns across paid search and paid social.
Employers typically look for:
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1–3 years of hands-on PPC experience in-house or agency-side
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Familiarity with Google Ads, Meta Ads, and campaign structures
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Understanding of campaign set-up, budget pacing, and bid strategies
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Ability to write and test ad copy and creatives
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Experience with keyword research and search term optimisation
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Basic knowledge of audience targeting, retargeting, and lookalikes
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Confident working with spreadsheets, reporting tools, and platforms
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Interest in performance trends and data analysis
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Comfortable working under pressure with changing budgets or briefs
Most PPC execs start from junior marketing or internship positions and develop their technical skills on the job. Certification in Google or Meta Ads is a plus.
Average salary for a PPC executive.
In the UK, the average salary for a PPC executive typically ranges from £28,000 to £38,000, depending on paid media channel experience and ROI track record.
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Mid-level PPC executives tend to earn between £28,000 and £33,000
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Senior PPC executives or those with Google Ads certification and ecomm experience often earn between £34,000 and £38,000
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Roles in performance-driven ecommerce or B2B SaaS can lead to higher offers and bonus potential
Top-paying opportunities are common in London, Manchester, and within specialist digital agencies.
Career progression for a PPC executive.
A PPC executive role provides a solid foundation in digital marketing, with a pathway into strategic or managerial roles across performance and paid media. A typical progression looks like:
Digital marketing assistant
Supports campaign setup, reporting, and ad copywriting. Assists with budgeting and tracking.
PPC executive
Manages paid search campaigns, optimises performance, and monitors spend and ROI.
PPC manager
Owns channel performance and budget. Leads testing, forecasting, and team mentoring.
Head of PPC / performance
Leads strategy, manages suppliers or internal teams, and aligns spend with revenue goals.
Director of performance marketing
Drives commercial strategy. Owns growth forecasting, platform diversification, and team development.
SEO and Content Executive
Senior SEO Consultant
Senior Paid Media Manager
Senior Paid Media Manager
salary guide
Our UK marketing salary guide.
If you're hiring a PPC executive, offering the right salary can make all the difference. These professionals are highly sought after, particularly those with experience in Google Ads, Meta, and paid social platforms.
Our 2025 UK marketing salary guide gives you up-to-date benchmarks for PPC executive roles across different industries and regions. Use it to ensure your offer reflects current market expectations.
FAQS
PPC executive FAQs.
They set up and manage ad campaigns across platforms like Google Ads and Microsoft Ads. Tasks include keyword research, ad copywriting, bid strategy adjustments, audience segmentation, and performance tracking — all with a focus on maximising ROI.
Yes — especially in smaller teams or agencies. While the core focus is search, many PPC executives also assist with Meta Ads, LinkedIn campaigns, or TikTok paid activity, depending on the client or business model.
While strategy is usually handled by a manager, PPC Executives often manage live budgets in the range of £1,000 to £20,000 per month per campaign, depending on account scale and seniority.
Success is judged by campaign-level performance: cost per conversion, ROAS, click-through rate, and quality score. Contribution to pipeline or revenue is also becoming a key performance indicator in many data-driven organisations.
Most move into PPC Manager or Paid Media Manager roles, then into cross-channel Performance Marketing or Digital Strategy leadership. Some also pivot into analytics or SEO where transferable skills apply.
