Paid Search Lead
Job Title: Paid Search Lead (B2B technology)
Reporting to: Head of Digital Marketing Location: Brighton
Role Overview
We are looking for a strategic and highly analytical Paid Search Lead to take ownership of our PPC function. Currently managed by our Head of Digital and a Digital Marketing Executive, our paid media activity has reached a point of complexity where we need a dedicated expert to lead the charge. Managed Hosting is an incredibly competitive space with high-intent audiences and high-value contracts. We need an expert who moves beyond "clicks and conversions" to focus on Pipeline Impact.
Reporting to the Head of Digital Marketing and supported by a Digital Marketing Executive, you will be responsible for managing substantial budgets to capture high-value B2B leads. Your success won't be measured by ROAS, but by your ability to drive Marketing Qualified Leads (MQLs) and Sales Qualified Opportunities that convert into long-term revenue.
Key Responsibilities
- B2B Strategy & Execution: Lead the end-to-end strategy for Google Ads and Microsoft Advertising, specifically targeting high-value enterprise and mid-market decision-makers.
- Lead Quality Optimization: Work closely with the Sales/SDR team to create a feedback loop. Use offline conversion tracking to optimize campaigns toward "Closed-Won" revenue rather than just form fills.
- High-Intent Targeting: Navigate the high-CPC landscape of Managed Hosting by identifying niche, high-intent keywords and implementing sophisticated negative keyword strategies to minimize waste.
- Full-Funnel Integration: Collaborate with the Head of Digital to align PPC with ABM (Account-Based Marketing) efforts and LinkedIn targeting.
- Landing Page Strategy: Partner with our internal team to build and test high-converting, technical landing pages that speak to CTOs, IT Managers, and Infrastructure Leads.
- CRM & Tracking: Ensure seamless tracking from ad click to CRM. Own the data integrity of our lead-gen attribution.
- Mentorship: Act as the technical lead for our Digital Marketing Executive, providing guidance on campaign builds and best practices.
Requirements
- Experience: 5+ years in Paid Search, with a heavy focus on B2B Lead Generation. Proven track record of managing high-spend accounts (£50k+ monthly minimum). Experience in high-value tech, SaaS, or infrastructure is a significant advantage.
- B2B Technical Skills: Deep knowledge of Google Ads, Microsoft Ads, and LinkedIn Campaign Manager. Proficiency in GTM (Google Tag Manager) for complex lead-form tracking.
- Pipeline Focus: Proven ability to manage accounts based on CPL (Cost-per-Lead) and Lead-to-Opportunity conversion rates.
- Analytical Mindset: Expert-level ability to analyze CRM data to see which keywords/campaigns are driving actual revenue, not just "junk" leads.
- Technical Literacy: Ability to understand and communicate the value of managed hosting, cloud infrastructure, and complex IT solutions within ad copy.
Key Performance Indicators (KPIs)
- Volume of MQLs: Driving a consistent flow of high-intent leads.
- CPL & Cost-per-Opportunity: Maintaining efficiency in a high-CPC environment.
- Lead-to-Sales Conversion Rate: Improving the "quality" of traffic so that Sales can close more deals.
- Search Lost IS (Budget/Rank): Ensuring we are dominant on the most valuable technical keywords.
What Success Looks Like in the First 90 Days
- Month 1: Complete a full audit of current accounts and identify "quick wins" for immediate optimization.
- Month 2: Establish a structured testing framework and take over primary management from the Head of Digital.
- Month 3: Present a 6-month scaling strategy and begin upskilling the Digital Marketing Executive on advanced PPC tactics.