Performance Marketing Manager – Google Ads / PPC

Accounting People is a dynamic and growing UK accountancy firm providing a wide range of services including accountancy, tax, bookkeeping, payroll, VAT, audit, and business compliance. Serving businesses, company directors, contractors, sole traders, and individuals across London and the wider UK, the firm prides itself on delivering a modern, personal, and proactive service. We are seeking an experienced Performance Marketing Manager / Google Ads Specialist to lead our paid acquisition strategy, focusing primarily on Google Ads to generate high-quality enquiries from UK businesses. This role is centered on Google Ads performance and lead generation rather than general social media or content marketing.

Key Responsibilities
- Plan, manage, and optimise Google Ads campaigns aimed at generating qualified leads.
- Oversee Google Search campaigns, remarketing, and Performance Max campaigns where appropriate.
- Conduct in-depth keyword research, competitor analysis, and search intent evaluation.
- Develop campaign and ad-group structures tailored to accounting services and target audiences.
- Write and test compelling ad copy to maximise conversion rates.
- Manage negative keywords and search terms to minimise wasted ad spend.
- Handle bidding strategies, budgets, and ongoing campaign optimisation.
- Monitor key metrics such as cost per lead, conversion rate, qualified lead rate, and customer acquisition performance.
- Focus on commercial outcomes, improving campaigns based on lead quality rather than vanity metrics.
- Set up and audit conversion tracking using Google Ads, Google Analytics 4, and Google Tag Manager.
- Accurately track form submissions, calls, and other critical conversion actions.
- Work towards integrating advertising performance with CRM systems to assess lead quality.
- Identify opportunities to leverage offline conversion data for better Google Ads optimisation.
- Review and recommend improvements for landing pages to enhance conversion rates.
- Conduct A/B testing across ads, landing pages, offers, and calls to action.
- Produce clear, actionable performance reports for non-marketing colleagues and senior management.
- Manage advertising budgets responsibly and identify scalable, profitable campaigns.
- Stay updated on Google Ads platform changes, automation, bidding, and measurement techniques.

Required Qualifications
- Minimum of 3 years hands-on experience managing Google Ads/PPC campaigns.
- Proven track record of running and scaling Google Ads campaigns for UK businesses.
- Strong expertise in Google Search campaigns, keyword strategy, search intent, match types, negative keywords, and search-term optimisation.
- Solid understanding of conversion tracking and practical experience with Google Analytics 4 and Google Tag Manager.
- Ability to analyse cost per lead, conversion rates, lead quality, and overall acquisition performance.
- Experience managing significant advertising budgets.
- Strong analytical skills with the ability to interpret data and make informed decisions.
- Excellent communication skills to explain campaign performance clearly to non-marketing stakeholders and senior management.
- Commercial mindset focused on generating customers and revenue, not just clicks and impressions.

Preferred Qualifications and Benefits
- Experience marketing to accountancy firms, financial services, or other UK professional services sectors is highly desirable.
- Knowledge of landing page conversion optimisation techniques.
- Familiarity with call tracking, CRM integration, and offline conversion tracking.
- Experience with Microsoft Ads and Meta Ads for lead generation.
- Proficiency in Looker Studio or similar reporting platforms.
- Experience collaborating closely with SEO, content, and website teams.

Success in this role is measured by generating more qualified enquiries, improving lead quality, reducing wasted ad spend, lowering cost per qualified lead, and achieving clearer attribution of leads and customers to marketing activities. Ultimately, the goal is to drive more profitable customer acquisition for Accounting People.

Candidates must provide a portfolio demonstrating their personal management of Google Ads campaigns. Applications should include case studies detailing the type of business, UK targeting, monthly ad spend, campaign objectives, cost per lead, performance improvements, specific changes implemented, and commercial outcomes. Anonymised client data is acceptable. We value insight into your strategic thinking and actual results over polished dashboards without context.

This role requires a commercially minded, analytical professional who is proactive in questioning campaign effectiveness and continuously seeking improvements. You should be comfortable taking ownership of performance and challenging existing campaigns to enhance results.

The position is based on-site, with a monthly salary range of Rs100,000 to Rs150,000. Applicants should submit their CV along with examples of their Google Ads work, including a brief description of their best UK lead-generation campaign, advertising spend, cost per lead, results, and personal contributions to campaign success.