Freelance Search PPC Specialist (Google & Microsoft Ads)

Job description: We’re looking for a freelance Search PPC specialist to take hands-on ownership of Google Ads and Microsoft Ads management for our B2B clients. This isn’t a set-and-forget role – you’ll be in the accounts daily, monitoring performance, managing search terms, and building the evidence base that drives smarter decisions.
You’ll work within a structured approval framework alongside our senior paid media lead, who handles strategic oversight, bid strategy decisions, and client reporting. Your role is execution and analysis – flagging anomalies, documenting recommendations, and keeping both platforms running cleanly and efficiently.
Microsoft Ads is not a secondary platform here. We treat it as a parallel workstream with its own opportunities, and we need someone who gives it genuine attention from day one.
Responsibilities:

Daily monitoring across Google and Microsoft Ads – spend, pacing, CTR, impression share, conversion volume, and ad disapprovals
Search term review and negative keyword management across both platforms, with documented recommendations submitted for approval before upload
Prepare bidding, budget, and pacing recommendations covering tCPA performance, impression share trends, and adjustment candidates
Support conversion tracking implementation and monitor against pre-change baselines during observation windows
Gather and compile data for weekly advertising trend reports covering both platforms
Maintain an optimisation action log – tracking baselines, 14/30-day checkpoints, and closed-won cross-references
Cross-reference platform data with CRM (Salesforce) outputs before any keyword pause or exclusion decisions
Flag anomalies and structural issues promptly, checking change logs before escalating
Work within a clear approval framework – you document, recommend, and flag; structural changes are approved before going live
Skills & experience:

Strong hands-on experience managing Google Ads search campaigns – keyword strategy, search term analysis, Quality Score optimisation, tCPA and Maximise Conversions bid strategies, and budget pacing
Genuine Microsoft Ads proficiency – not just mirrored Google campaigns, but an understanding of platform-specific dynamics including competition differences, quality score nuances, and cannibalisation patterns
Experience with conversion tracking setup, observation windows, and attribution monitoring
Comfortable working with CRM data (Salesforce preferred) as the authoritative revenue source alongside platform metrics
Analytical and methodical – you build an evidence base before making recommendations, not after
Strong documentation habits – you log what you find, what you recommend, and what changed
Confident working within structured approval processes without needing to go it alone
3+ years of hands-on Search PPC experience, ideally in a B2B or lead generation environment
Excellent attention to detail and a disciplined approach to account hygiene
Desirable:

Experience with HubSpot or similar marketing automation platforms
Familiarity with offline conversion imports and lead stage optimisation
Experience supporting account handovers or remediation projects
Understanding of B2B sales cycles and how they affect PPC attribution
Other details:

Freelance contract (rate based on experience)
Fully remote – we’re a distributed team across the UK and US, and this role works remotely by default
If you’re based near Reading, UK, there’s occasional opportunity to work in person with the team – but it’s not a requirement
We work primarily across UK and US Eastern time zones – some overlap with UK hours (GMT/BST) is helpful for async collaboration, but we’re flexible
Collaborative, structured team environment with clear escalation paths
Opportunity to work on B2B accounts where platform data connects to real pipeline outcomes