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Interim PPC Manager
The Role
We are a growing dental group with a large portfolio of practices across the UK. Paid search is a primary driver of new patient acquisition, and we are investing in stronger in-house oversight to sharpen performance, improve commercial accountability, and maximise returns from our agency partnerships.
We are seeking an experienced interim PPC Manager to take full ownership of our paid search activity, lead external agency relationships, and ensure rigorous, results-driven execution. This is a hands-on, commercially-minded role ideal for someone with deep experience in multi-account PPC at scale, a strong ability to drive agility and accountability in agency delivery, and the ability to deliver measurable impact from day one.
The role sits within the Digital Marketing team, reports to the Digital Marketing Team Lead, and is a 12-week fixed-term contract (inside IR35), with an opportunity for extension.
Key Responsibilities
Agency Leadership & Governance
- Serve as the primary day-to-day contact for all external PPC agencies, providing clear briefs, direction, and performance feedback.
- Define KPIs, reporting cadences, and performance benchmarks for each agency relationship.
- Hold agencies accountable for deliverables, challenge output quality, and escalate underperformance.
- Steward the PPC retainer scope, ensuring agency resources align with business priorities.
- Lead regular agency review meetings, presenting findings and recommendations to internal stakeholders.
Paid Search Strategy & Execution
- Develop and refine a multi-account, multi-location PPC strategy that aligns with business objectives.
- Oversee campaign structure, bidding strategies, budget allocation, and audience targeting across the entire account estate.
- Lead localised PPC activity, including:
- Geo-targeting
- Location extensions
- Local intent keyword optimisation
- Radius-based campaign management
- Ensure campaigns capture demand across all paid channels, including:
- Google Ads
- Microsoft Ads
- Display and social paid media formats (where applicable)
- Work collaboratively with the SEO team to:
- Avoid keyword cannibalisation
- Align paid and organic strategies
- Share audience and intent insights
Lead Management & Conversion Optimisation
- Build a deep understanding of the lead management ecosystem, including:
- Conversion from forms, phone inquiries, and chat
- Attribution tracking across all paid touchpoints
- Define and monitor conversion events at every stage of the patient enquiry journey:
- From initial ad click → scheduling a consultation
- Identify and act on opportunities to improve conversion rates through optimisation of:
- Landing pages
- Ad copy
- Audience targeting
- Collaborate with internal teams to ensure:
- Lead volumes match practice capacity
- CRM workflows are aligned
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Reporting, Data & Commercial Performance
- Own all PPC reporting, building and maintaining clear dashboards to showcase performance across the estate.
- Present regular updates to the Digital Marketing Team Lead and other key stakeholders, framing findings with actionable next steps.
- Translate PPC metrics into commercial terms, including:
- Cost per lead (aCPL)
- Cost per acquisition (aCPA)
- Return on ad spend (ROAS)
- Contribution to new patient targets
- Monitor budget pacing, identify waste, and propose dynamic reallocations to maximise efficiency.
- Stay proactive on platform changes (e.g., updates to Google Ads, Microsoft Ads, or algorithm shifts) and adjust strategies accordingly.
Paid Social & Meta Ads Management
(Hands-on leadership required—supporting a blend of agency collaboration and direct execution)
- Take direct ownership of Meta (Facebook & Instagram) paid social campaigns.
- Build, test, and optimise campaigns for prospecting and retargeting audiences, with a focus on driving patient enquiries and booked appointments.
- Develop and refine paid social creative by briefing, creating, and iterating advertising assets (in collaboration with the Practice Marketing Team), with an understanding of healthcare-specific engagement drivers.
- Seek opportunities to scale paid social activity across the practice portfolio:
- Work with stakeholders to surface demand
- Build clear testing roadmaps
- Advocate for strategic investments
- Ensure alignment between paid social and broader paid-media strategies, including matching audiences, messaging, and conversion tracking across channels.
Stakeholder & Project Management
- Manage multiple concurrent PPC workstreams across the practice portfolio, prioritising effectively amid competing demands.
- Take clear ownership of deliverables and follow through without needing close supervision.
- Communicate complex campaign data in easy-to-understand business terms that drive decisions.
- Collaborate seamlessly with the Digital Marketing team, contributing to shared goals and channel integration.
- Maintain transparent documentation, including project statuses and audit trails for all paid media activity.
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Essential Requirements
Experience & Technical Skills:
- 3–5 years of hands-on PPC management experience, either in-house or with agency-side expertise.
- Proven ability to manage multi-account PPC estates at scale.
- Strong experience in local PPC, including:
- Geo-targeting
- Local intent keywords
- Location-based ad structures
- Experience (ideally within) regulated industries, with healthcare sector experience particularly valuable.
- Solid knowledge of lead management, including multi-source attribution (forms, phone calls, chat).
- Commercially driven mindset: able to set, track, and report against KPIs and revenue-linked targets.
- Advanced reporting skills, including experience with:
- Google Ads Platform
- GA4
- Looker Studio (Data Studio) or equivalent dashboards.
- Ability to extract clear next-step recommendations from data—not just retroactive reporting.
- Strong track record of multitasking: ability to manage multiple projects and stakeholders simultaneously while maintaining clear deliverables accountability.
- Collaborative teamwork with an ability to work independently at pace when needed.
Desired Benefits & Experience
- Experience in dental, healthcare, or wider wellness sectors.
- Familiarity with healthcare-specific lead management/CRM systems (e.g., Dengro, Boxly or similar).
- Experience working within a group, franchise or multi-location business model.
- Hands-on Meta (Facebook & Instagram) Ads experience, covering:
- Campaign building
- Audience targeting
- Creative testing (beyond just agency oversight).
- Experience working alongside or briefing SEO teams to align paid and organic strategies.
- Comfortable presenting to senior leadership to discuss campaign strategy and performance.
- Capability to develop paid social creative assets, with a strong grasp of:
- Healthcare/context-specific format optimisation
- Copy principles that drive engagement and conversions.
Reference: IND003
Note: We are an equal opportunity employer, championing diversity, equity, and inclusion. We commit to providing opportunities regardless of race, religion, sex, age, disability, or other protected characteristic.
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