Paid Search Manager

• Own Google Ads acquisition strategy for a portfolio of challenger DTC brands
• Build and scale non-brand Search, Shopping, Performance Max and Demand Gen campaigns
• Assess brand demand, returning customers and attribution limits when interpreting results
• Use testing to evaluate incrementality
• Translate client growth goals into account plans, budget recommendations and prioritised tests
• Lead strategic client conversations about performance, growth opportunities and investment
• Own budget pacing and forecasting across accounts spending £15k to £150k per month
• Explain expected returns, risks and trade-offs behind recommendations
• Build joined-up growth plans with Growth Strategists across paid search, social spend, offer strategy and conversion strategy
• Connect search intent and product performance with creative, offer and landing page decisions
• Plan around promotions, stock availability, product margins and repeat purchase behaviour
• Stay hands-on with campaign builds, bidding, product feeds, testing and optimisation
• Maintain standards for account structure, measurement and reporting
• Provide weekly, monthly and quarterly client updates
• Review performance and resolve risks with the Head of Paid Search
• Contribute findings, team training and playbooks
• Help build scalable team systems and ways of working

Requirements

• Proven track record managing Google Ads for DTC e-commerce brands
• Hands-on experience with non-brand Search, Shopping and Performance Max
• Specific examples of non-brand and Performance Max strategies delivering incremental new customer growth
• Ability to explain hypotheses, changes, measurement methods and commercial results
• Experience managing budgets of £15k to £150k per month
• Experience leading client strategy and performance conversations
• Experience making budget recommendations and building client trust during growth and underperformance
• Strong understanding of DTC unit economics, including acquisition cost, product margins, average order value and repeat purchase behaviour
• CPG experience particularly relevant
• Proficiency with Google Ads, Google Merchant Center, GA4, Shopify reporting and attribution tools
• Understanding of the limitations of Google Ads, Google Merchant Center, GA4, Shopify reporting and attribution tools
• Experience working across paid social, creative and conversion teams
• Experience managing multiple accounts and organising priorities, delivery and communication
• Ability to assess Google as a new customer acquisition channel using new customer revenue, acquisition economics and incremental impact
• Ability to lead client conversations and perform detailed account work
• Full ownership of outcomes, including raising problems early, making recommendations and following through
• Low-ego approach and willingness to challenge assumptions constructively
• Genuine curiosity about DTC growth and ability to turn learning into better client decisions

Core Competencies

Demonstrates expertise in managing Google Ads campaigns for DTC e-commerce brands, with a strong focus on budget management, performance analysis, and strategic client engagement. Capable of translating growth goals into actionable plans while maintaining a hands-on approach to campaign optimization and team collaboration.

Highest-signal resume keywords

• Google Ads Management
• Performance Max Campaigns
• Budget Management (£15k to £150k)
• DTC Unit Economics
• Client Strategy Leadership

Hard Skills

• Google Ads
• Non-Brand Search
• Shopping Campaigns
• Performance Max
• Attribution Analysis
• Campaign Optimization
• Budget Recommendations
• Account Management
• Data Analysis
• Incrementality Testing

Soft Skills

• Client Communication
• Strategic Thinking
• Problem-Solving
• Collaboration
• Curiosity

Industry Keywords

• DTC Brands
• E-Commerce
• CPG Experience
• Acquisition Cost
• Product Margins
• Average Order Value
• Repeat Purchase Behaviour

Tools & Technologies

• Google Merchant Center
• GA4
• Shopify Reporting
• Attribution Tools