Search Marketing Manager

About Us - INA4 is part of a wider group of digital marketing agencies that operate nationwide and internationally. We're a full-service digital marketing organisation with over two decades of experience helping UK businesses grow online. We work with ambitious clients across paid media, SEO, web development, and social — and we're expanding our team to keep pace with demand. We're a tech-forward agency. We embrace AI and emerging tools not as buzzwords, but as genuine ways to work smarter and deliver better results for clients. If you get excited about what new technology can do, you'll fit right in.

The Role

We're looking for a talented, performance-driven Paid Search Specialist to join our growing digital team. In this key role you'll plan, build, and optimise paid search campaigns across Google and Microsoft Ads — making a measurable impact on lead generation, revenue, and ROI for a portfolio of ambitious client accounts. Paid search is the core of this role. You'll own campaign strategy and day-to-day execution, working closely with clients and the wider team to hit targets and find new opportunities for growth. A solid understanding of SEO is also important — not to execute it, but to use that knowledge to inform smarter paid search strategy and ensure organic and paid activity work in tandem. There's real scope here to champion best practice across the agency, embrace new tools and automation, and shape how we approach paid media as a team.

Responsibilities include:

Paid Search (Primary Focus) Plan, build, and manage paid search campaigns across Google Ads and Microsoft Ads for a portfolio of client accounts Conduct thorough keyword research, audience targeting, and competitor analysis to inform campaign strategy Write compelling ad copy and test variations to improve click-through rates and conversion performance Manage budgets effectively — ensuring spend is allocated efficiently and targets are consistently met Set up, monitor, and optimise bidding strategies, quality scores, and campaign structure Implement and audit conversion tracking via Google Tag Manager and GA4 to ensure accurate reporting Conduct regular account audits and identify opportunities to improve performance Stay current with Google Ads updates, new features, and beta opportunities — and apply them where relevant

SEO Knowledge (Secondary)

Use a solid understanding of SEO principles to inform paid search strategy — including keyword intent, landing page quality, and search behaviour Work collaboratively with the SEO team to align paid and organic activity, avoid keyword cannibalisation, and maximise overall search visibility for clients Understand the relationship between Quality Score, landing page experience, and organic performance

Growth & Commercial Awareness

Identify opportunities to grow paid search performance — not just maintain it Spot commercial opportunities within client accounts, including untapped keyword areas, audience segments, and budget efficiencies that could drive revenue Contribute to account growth conversations — flagging where additional investment or activity could make a material difference Connect paid search activity to business outcomes — clicks and impressions aren't the goal, conversions and ROI are Tech & AI Embrace AI tools such as ChatGPT, Claude, and others to improve efficiency in research, ad copy creation, reporting, and campaign analysis Use smart bidding, automation, and AI-powered features within Google Ads to improve performance and free up time for strategic work Stay current with emerging paid media tools and technology and bring new ideas to the team Be willing to test, evaluate, and embed new approaches — and share what's working with the wider team

Reporting & Client Communication Produce clear, insightful monthly performance reports and present results confidently in client meetings Track KPIs including impressions, clicks, CTR, CPA, ROAS, and conversion volume Act as the paid search voice in cross-team conversations — aligning paid activity with SEO, content, and wider digital strategy Champion paid search best practices across the agency, helping raise the bar on how we deliver results for clients Use tools such as Google Ads, Microsoft Ads, GA4, Google Tag Manager, and Looker Studio to monitor performance and report key insights

About You

Proven experience managing paid search campaigns, ideally agency-side Strong hands-on knowledge of Google Ads — campaign structure, bidding strategies, ad copy, Quality Score, and conversion tracking Experience with Microsoft Ads (Bing) is a plus but not essential Solid understanding of SEO principles — enough to use it to inform paid strategy and collaborate effectively with the SEO team Commercially minded — able to identify growth opportunities and connect paid activity to business outcomes Confident with budget management across multiple client accounts simultaneously Knowledge of tools such as Google Ads, GA4, Google Tag Manager, Looker Studio, and Semrush or Ahrefs Willing to embrace AI and automation to work smarter and more efficiently Strong communicator — able to explain paid search performance clearly to clients who aren't experts Organised, self-motivated, and able to juggle multiple priorities without dropping the ball Google Ads certification or equivalent Experience with paid social (Meta, LinkedIn) alongside paid search Familiarity with landing page optimisation and CRO principles Exposure to ecommerce, B2B lead generation, or multi-location campaigns

Work Location: Hybrid remote in Liverpool (Merseyside)