Paid Search Manager

We are seeking an experienced, analytical, and results-driven Paid Search Manager to oversee paid advertising performance across a portfolio of healthcare and dental practices. Responsibilities: • Manage external Pay-Per-Click agencies, providing strategic direction, campaign briefs, performance feedback, and accountability for agreed deliverables. • Establish and monitor agency KPIs, reporting schedules, performance benchmarks, and advertising budgets to ensure measurable return on investment. • Independently build, manage, and optimize Google Ads and Microsoft Ads campaigns, including bidding strategies, audience targeting, campaign structures, and budget allocation. • Implement local Pay-Per-Click strategies, including geo-targeting, location extensions, local intent keywords, and radius-based targeting across multiple practice locations. • Monitor campaign performance daily, identifying optimization opportunities, budget risks, and underperforming advertisements. • Develop and optimize ad copy, extensions, landing pages, and conversion strategies to improve campaign quality and lead generation. • Oversee lead tracking and attribution across website forms, phone calls, live chats, and CRM systems, ensuring accurate conversion measurement. • Collaborate with internal teams to optimize the patient enquiry journey, from initial advertisement engagement to booked appointments. • Monitor and report on key performance metrics, including Cost Per Lead (CPL), Cost Per Acquisition (CPA), Return on Ad Spend (ROAS), and conversion rates. • Prepare performance dashboards, campaign reports, budget analyses, and strategic recommendations for senior stakeholders. • Collaborate with SEO and Digital Marketing teams to align paid and organic search strategies. • Maintain accurate campaign documentation, change logs, agency performance records, and standard operating procedures. Requirements: • Bachelor's degree in Digital Marketing, Marketing, Business Administration, Communications, or a related field is preferred. • 3–5 years of hands-on Pay-Per-Click management experience, either in-house or within a digital marketing agency. • Proven experience managing external Pay-Per-Click agencies, establishing KPIs, monitoring deliverables, and driving performance improvements. • Strong practical experience with Google Ads campaign creation, optimization, bidding strategies, audience targeting, and budget management. • Demonstrated experience managing multi-account or multi-location paid search campaigns. • Strong understanding of local Pay-Per-Click strategies, including geographic targeting, local search intent, and location-based advertising. • Experience working in a regulated industry, with healthcare experience particularly valued. • Knowledge of lead management, conversion tracking, and attribution across forms, phone calls, and live chat. • Strong analytical and reporting skills using Google Ads, Google Analytics 4 (GA4), Looker Studio, or equivalent platforms. • Ability to monitor advertising expenditure, optimize budgets, and report on commercially relevant performance metrics. • Excellent written and verbal English communication skills, with the ability to collaborate remotely with UK-based stakeholders.