PPC / Performance Specialist

Role Overview

The PPC / Performance Specialist is a mid to senior level individual contributor responsible for creating, managing, optimising, and scaling paid search campaigns across multiple Shopify-based D2C brands. Everything you run directly supports revenue, margin, and customer acquisition across the group.

You will own full-funnel paid search marketing across both Google Ads and Microsoft Advertising (Bing) — including Search, Shopping, Performance Max, Display / Audience, and video (YouTube) — tailoring strategy to each brand’s audience, region, and objectives.

We are seeking someone with at least 5 years’ hands-on experience running performance-driven campaigns for D2C e-commerce brands in the UK, USA, Canada, or Australia. Experience across both platforms is important; strong Google Ads candidates with a proven willingness to build and own Microsoft Advertising will also be considered.

This role reports to the Senior Media Buyer and works cross-functionally with brand, creative, and analytics teams. You will be a data-led strategist and an execution expert in equal measure — comfortable owning budgets, testing relentlessly, and reporting clearly on what is working and why.

How We Work

Paid search at Koin runs on a fast, data-led cadence, and you should expect to operate inside it from day one:

1. Plan → Build. You scope each brand’s paid search strategy — budgets, target ROAS/CPA, and campaign structure — then build and launch campaigns across Google and Microsoft.
2. Measure → Optimise. You monitor performance daily against ROAS, CPA, CTR, and acquisition cost, making structured optimisations to bidding, budgets, keywords, and creative.
3. Test → Scale. You run a continuous testing programme across ad copy, audiences, and landing pages, then scale what wins and cut what doesn’t.

You will work in weekly planning cycles with the Senior Media Buyer, report on performance regularly, and have a high degree of autonomy with direct access to senior leadership.

Key Responsibilities

Strategy & Execution

• Own the end-to-end paid search strategy across Google Ads and Microsoft Advertising (Bing) for multiple D2C brands across different verticals and regions
• Plan, build, and manage Search, Shopping, Performance Max, Display / Audience, and video (YouTube) campaigns tailored to each brand’s audience and objectives on both platforms
• Use Microsoft Advertising’s import and native tools to adapt — not simply mirror — Google campaigns into Bing, capturing incremental, often lower-cost search demand
• Identify and target high-value customer segments using structured, data-informed approaches

Optimisation & Reporting

• Monitor, analyse, and optimise campaign performance daily across both platforms, with a focus on ROAS, CPA, CTR, and customer acquisition cost
• Continuously test ad copy, keywords, bidding strategies, and landing pages to improve campaign efficiency
• Implement advanced strategies including audience segmentation, RLSA, and predictive / automated bidding across Google and Microsoft
• Create and deliver weekly and monthly reporting dashboards that combine performance across both platforms

Analytics & Budget Management

• Use Google Analytics (GA4), Google Merchant Centre, Microsoft Merchant Centre, and Shopify data to evaluate user behaviour and feed insights into campaign decisions
• Ensure accurate conversion tracking across both platforms (Google tags / GA4 and Microsoft UET tags)
• Forecast, allocate, and manage monthly budgets across multiple accounts, platforms, and regions — including the split of spend between Google and Microsoft

Cross-Functional Collaboration

• Work closely with creative and product teams to ensure ad assets align with campaign goals
• Provide strategic input on landing page requirements and conversion rate improvements, in collaboration with CRO and UX teams
• Communicate performance, impact, and learnings through regular reporting to leadership

Trend Monitoring & Innovation

• Stay up to date with platform updates, new features, and industry trends across both Google and Microsoft, advising the team on best practices and growth opportunities
• Explore and implement automation, scripts, and AI tools to streamline account management and reporting

Requirements

Strategy & Execution

• Own the end-to-end paid search strategy across Google Ads and Microsoft Advertising (Bing) for multiple D2C brands across different verticals and regions
• Plan, build, and manage Search, Shopping, Performance Max, Display / Audience, and video (YouTube) campaigns tailored to each brand’s audience and objectives on both platforms
• Use Microsoft Advertising’s import and native tools to adapt — not simply mirror — Google campaigns into Bing, capturing incremental, often lower-cost search demand
• Identify and target high-value customer segments using structured, data-informed approaches

Optimisation & Reporting

• Monitor, analyse, and optimise campaign performance daily across both platforms, with a focus on ROAS, CPA, CTR, and customer acquisition cost
• Continuously test ad copy, keywords, bidding strategies, and landing pages to improve campaign efficiency
• Implement advanced strategies including audience segmentation, RLSA, and predictive / automated bidding across Google and Microsoft
• Create and deliver weekly and monthly reporting dashboards that combine performance across both platforms

Analytics & Budget Management

• Use Google Analytics (GA4), Google Merchant Centre, Microsoft Merchant Centre, and Shopify data to evaluate user behaviour and feed insights into campaign decisions
• Ensure accurate conversion tracking across both platforms (Google tags / GA4 and Microsoft UET tags)
• Forecast, allocate, and manage monthly budgets across multiple accounts, platforms, and regions — including the split of spend between Google and Microsoft

Cross-Functional Collaboration

• Work closely with creative and product teams to ensure ad assets align with campaign goals
• Provide strategic input on landing page requirements and conversion rate improvements, in collaboration with CRO and UX teams
• Communicate performance, impact, and learnings through regular reporting to leadership

Trend Monitoring & Innovation

• Stay up to date with platform updates, new features, and industry trends across both Google and Microsoft, advising the team on best practices and growth opportunities
• Explore and implement automation, scripts, and AI tools to streamline account management and reporting

Desirable (But Not Essential)

• Google Ads Certification and/or Microsoft Advertising Certification
• Experience running paid search for multi-brand or multi-region businesses
• Hands-on Shopify experience and understanding of e-commerce operations (order management, inventory, customer lifecycle)
• Experience with product feed management and optimisation for Shopping campaigns
• Familiarity with additional paid channels (e.g. Meta, paid social) and how they interact with paid search
• Experience using AI tools to automate reporting, analysis, or account management
• Experience working in or with D2C or multi-brand retail businesses