What is a Senior PPC Specialist?
A Senior PPC Specialist is a paid search expert who structures, manages, and optimises campaigns across Google Ads, Microsoft Ads, and YouTube. They use GA4, Tag Manager, Looker Studio, automation tools, and advanced bidding strategies to scale spend profitably while maintaining strong CPA, ROAS, and revenue performance.
Key Takeaways
Builds scalable PPC architectures across search and shopping
Balances automation with manual control for precision
Optimises bidding, tracking, and creative testing
Links campaign performance directly to business outcomes
Our Clients
FAQ
What does a Senior PPC Specialist actually do?
They manage end-to-end paid search performance: campaign structure, keyword strategy, bid management, conversion tracking, creative testing, budget allocation, and performance reporting tied to revenue, CPA, and ROAS.
What’s the difference between a PPC Manager and a Senior PPC Specialist?
A PPC Manager often supervises channels and teams. A Senior PPC Specialist is a hands-on expert focused on technical optimisation, scaling, and performance improvements across PPC platforms.
Should a Senior PPC Specialist handle both strategy and execution?
Yes. Top performers do both, setting the strategy, managing campaigns daily, and adjusting based on performance insights and platform changes.
How has automation changed this role?
Automation handles bidding and some optimisation, but Senior PPC Specialists guide it. They decide when to override, when to trust machine learning, and how to feed algorithms with strong data and structure.
Role Requirements for an Senior PPC Specialist:
Hard Skills
Advanced campaign structuring
Conversion tracking setup
Automated + manual bidding
Query + creative testing
Strategic Capabilities
Performance Max expertise
Predictive analytics use
CRM integration fluency
Automation scripting
Soft Skills
Clear reporting
Commercial reasoning
Stakeholder communication
Problem diagnosis
Key Insights for Hiring the Perfect Senior PPC Specialist
PPC is now automation-heavy; human insight is essential to guide algorithmic decisions.
Strong account structure remains a competitive advantage.
Testing frameworks for headlines, CTAs, and visuals drive CTR and conversions.
Attribution complexity requires GA4 literacy and CRM integration skills.
Continuous optimisation directly impacts profitability and scalability.
Salary Insights for Senior PPC Specialist
Typical Salary Benchmarks
| Region | Typical Salary Range | Top-Tier Roles |
|---|---|---|
| United States | $85,000 – $130,000 | $140,000 – $160,000+ |
| United Kingdom | £45,000 – £70,000 | £75,000 – £90,000+ |
| Australia | AU$90,000 – AU$125,000 | AU$130,000 – AU$150,000+ |
Bonuses typically align with revenue growth, ROAS targets, and account expansion metrics.
Key Salary Factors
Breadth of platform experience
Size of budgets historically managed
Automation + PMax fluency
Attribution and tracking expertise
Vertical experience (SaaS, eCommerce, B2B)
Recommendation
Top-tier candidates expect ownership, clear KPI frameworks, and performance bonuses tied to ROAS or CPA reduction. Provide autonomy and hybrid flexibility to secure senior talent.
Factors Influencing a Senior PPC Specialist Salary
Level of Experience
Geographic Location and Market
Company Size and Industry
Prioritise candidates who have scaled spend profitably, not just maintained accounts.
Validate ability to connect PPC metrics to commercial outcomes.
Check understanding of GA4, Tag Manager, and CRM integrations.
Look for structured testing methodologies, not guesswork.
How Long Does It Take to Hire a Senior PPC Specialist?
Hiring typically takes 4–6 weeks, depending on assessment depth and candidate availability.
SEO for Hire’s sourcing and evaluation process reduces this timeline to under 30 days, identifying specialists with AI optimisation, attribution depth, and enterprise forecasting skills.
How To Hire a Senior PPC Specialist (Step-by-Step)
Define KPIs and platform scope
Clarify whether you need Google-only expertise or multi-platform capabilities. Set targets around CPA, ROAS, lead quality, and pipeline impact.Source proven PPC operators
Look for candidates experienced in scaling six-figure monthly budgets and navigating complex account structures.Run a scenario-based assessment
Provide a performance problem or restructure exercise to test diagnostic capability and optimisation logic.Interview for strategic depth and communication
Explore how they balance automation vs. manual control and how they present insights to leadership or clients.Onboard with a structured 30/60/90 plan
Include audits, tracking validation, account restructuring milestones, and testing cadences.
Ready to Hire a Senior PPC Specialist?
Partner with SEO for Hire to recruit a Senior PPC Specialist who drives profitable performance through structured strategy, disciplined optimisation, and commercial insight.
