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.
