Paid media has never been more important to UK businesses.
From ecommerce brands scaling revenue to SaaS companies driving acquisition, paid media sits at the centre of growth strategy. Budgets are significant. Expectations are high. Performance is constantly scrutinised.
Industry insights from Think with Google on performance marketing trends.
highlight how paid media has become a primary driver of measurable business growth.
Yet despite this importance, many UK companies are struggling to hire the right paid media talent.
Roles remain open for months. Candidates drop out of processes. Expectations go unmet.
So what is actually making hiring so difficult in today’s market?
The Skill Gap Is Widening
Paid media roles have evolved quickly.
It is no longer enough to know how to run campaigns on Google Ads or Meta. Employers now expect candidates to understand:
- Cross-channel strategy
- Attribution modelling
- Incrementality
- Data analysis
- Commercial metrics such as CAC and margin
Research from McKinsey on marketing and data-driven growth.
shows that modern marketing roles increasingly require analytical and commercial capabilities beyond platform execution.
The result is a widening gap between what companies expect and what many candidates have been exposed to.
Platform knowledge alone is no longer sufficient. Strategic and commercial thinking are now essential.
Mid-Level Talent Is the Hardest to Find
Entry-level candidates are widely available. Senior leaders exist, although often at a premium.
The biggest gap sits in the middle.
UK companies are particularly struggling to hire:
- Senior Executives
- Managers
- Account Leads
These are the professionals expected to:
- Own performance
- Manage budgets confidently
- Contribute to strategy
- Communicate with stakeholders
Workforce insights from LinkedIn Talent Solutions
show that mid-level talent shortages are one of the most common hiring challenges across digital roles.
Many candidates at this level have strong execution skills but limited exposure to commercial decision-making.
That gap makes hiring slower and more selective.
Salary Expectations vs Budget Reality
Another common challenge is misalignment on compensation.
Paid media professionals are increasingly aware of their value, particularly those with experience in:
- Ecommerce scaling
- High-budget accounts
- Performance-led growth environments
Salary benchmarking data from Glassdoor UK
shows that salaries for paid media roles have risen significantly in recent years.
At the same time, some companies still benchmark salaries based on outdated expectations.
This creates friction.
Candidates expect higher salaries and strategic influence. Employers may offer roles that feel operational with limited progression.
When expectations do not align, roles remain unfilled.
The Rise of Remote Work Has Increased Competition
Remote work has changed the hiring landscape significantly.
UK-based candidates are no longer limited to UK roles. They can work for international companies offering competitive salaries and flexible working environments.
Labour market research from the UK Office for National Statistics (ONS)
shows how remote work has expanded access to global employment opportunities.
At the same time, UK employers are competing with:
- Global remote-first companies
- Freelance and contract opportunities
- High-growth startups offering equity
This increased competition makes it harder to secure top talent, particularly at mid to senior levels.
Over-Reliance on “Platform Specialists”
Many job descriptions still focus heavily on platform expertise.
For example:
- “Google Ads specialist”
- “Meta Ads expert”
While platform knowledge is important, modern paid media performance depends on:
- Cross-channel integration
- Data interpretation
- Budget allocation strategy
- Commercial understanding
Industry analysis from WARC (World Advertising Research Center)
highlights how cross-channel strategy is now essential for effective media performance.
Companies that focus too narrowly on platform skills may overlook candidates with broader, more valuable capabilities.
This can slow hiring and limit team effectiveness.
Interview Processes Are Slowing Hiring Down
In competitive markets, speed matters.
However, some hiring processes involve:
- Multiple interview stages
- Extensive case studies
- Long decision timelines
Recruitment guidance from Acas (Advisory, Conciliation and Arbitration Service)
emphasises the importance of efficient and transparent hiring processes to secure top candidates.
Strong candidates often receive multiple offers. Lengthy processes increase the risk of losing them to faster-moving companies.
Efficiency in hiring is becoming a competitive advantage.
Retention Is Impacting Hiring
Hiring challenges are not just about attracting talent. They are also linked to retention.
High turnover within paid media teams creates:
- Continuous hiring cycles
- Loss of internal knowledge
- Increased pressure on remaining team members
Workplace retention research from CIPD (Chartered Institute of Personnel and Development)
shows that lack of progression and unclear role expectations are key drivers of employee turnover.
When roles are not clearly defined or career progression is limited, retention suffers, and hiring demand increases.
What This Means for Employers
To improve hiring outcomes, UK companies need to adapt.
This includes:
- Aligning salaries with market expectations
- Prioritising commercial and strategic skills
- Streamlining interview processes
- Offering clear progression pathways
- Recognising the value of adaptable, cross-channel talent
Hiring is no longer just about filling a role. It is about competing in a talent market that has become more transparent and more global.
The Bottom Line
The hiring challenges facing UK paid media teams are not caused by a lack of candidates. They are driven by evolving expectations, increased competition, and misalignment between roles and market realities.
Companies that understand this shift and adjust their approach are far more likely to attract and retain the talent they need.
If you want to see how UK businesses are currently hiring for paid media roles, explore the latest opportunities at Paid Media Jobs.
👉 Browse paid media jobs here