Blog Posts

How to Talk About Underperforming PPC Campaigns in a Job Interview

Not every PPC campaign works. Budgets get wasted. CPA increases. ROAS falls. Lead quality drops. Tests fail.

When Should a PPC Specialist Move Into a Broader Performance Marketing Role?

PPC can become a highly specialised career. You can spend years becoming better at Search, Shopping, Performance Max, bidding, feeds, tracking, and account strategy. But at some point, many PPC professionals start asking a different question: Should I stay specialised, or move into a broader Performance Marketing role?

September 2 Read more

From Meta Ads to TikTok Ads: How Broad Should Your Paid Social Skill Set Be?

Should every Paid Social Specialist know Meta Ads? Probably. Should they also know TikTok Ads?

September 1 Read more

Agency vs In-House PPC Jobs: Which Environment Is Better for Your Career?

One of the biggest decisions in a PPC career isn't necessarily which platform to specialise in. It's where you want to work. Do you join an agency and manage multiple clients?

August 31 Read more

Why Paid Social Specialists Need to Understand Creative Testing

Paid Social isn't just a media buying job anymore. You can build the right campaign. Choose the right objective. Set an appropriate budget. Give the algorithm enough data. And still struggle to generate results if the creative doesn't work.

August 28 Read more

How to Demonstrate ROAS and Commercial Impact in a PPC Job Interview

"I improved ROAS." That's a good start in a PPC job interview. But it's probably not enough. An interviewer is likely to want to know:

August 27 Read more

PPC Careers in the Age of Automation: Which Skills Still Matter?

PPC used to involve a lot more manual work. Individual keyword bids. Detailed campaign structures. Constant bid adjustments. Manual audience segmentation.

August 26 Read more

How Creative Strategy Is Changing the Role of Paid Social Specialists

Paid Social used to be heavily focused on targeting. Build the right audiences. Create lookalikes. Set up detailed interests. Separate prospecting from retargeting. Then optimise the campaigns until the numbers improved.

August 25 Read more

Paid Social Career Paths: From Executive to Head of Paid Social

A career in Paid Social can start with building campaigns and pulling reports. A few years later, you could be deciding how millions in advertising budget should be invested, leading a team, shaping creative strategy, and presenting growth plans to senior leadership.

August 24 Read more

How to Prepare for a PPC Job Interview: What Employers Really Want to See

You know Google Ads. You've managed campaigns, worked with budgets, analysed performance, and spent more time looking at search terms than you'd probably like to admit. Now you need to explain all of that in a PPC job interview.

August 21 Read more

What Makes a Great PPC Manager? Skills That Go Beyond Google Ads

Knowing Google Ads inside out can make you a good PPC professional. But it doesn't automatically make you a great PPC Manager. As you progress in paid search, the job becomes less about knowing where every setting lives and more about knowing what decisions to make, why you're making them, and how those decisions contribute to the wider business.

August 20 Read more

Should Paid Media Professionals Specialise in PPC or Paid Social?

PPC or Paid Social? If you're building a career in paid media, there's a good chance you'll eventually have to decide whether to specialise in one channel or continue working across both.

August 19 Read more

How to Build a PPC and Paid Social Portfolio That Gets You Hired

You can say you're good at PPC. You can list Google Ads, Meta Ads, GA4, Performance Max, campaign optimisation, and reporting on your CV. But employers still have one important question: Can you actually do the job?

August 18 Read more

What Does a Paid Social Manager Actually Do Day to Day?

A Paid Social Manager spends all day creating Facebook and Instagram ads. At least, that's what the job can look like from the outside. In reality, launching campaigns is only one part of it.

August 17 Read more

From PPC Executive to PPC Manager: How to Take the Next Step

Becoming a PPC Manager isn't simply about spending enough time as a PPC Executive. It's about changing the way you think about the job. As an Executive, much of your focus may be on building campaigns, monitoring performance, producing reports, making optimisations, and completing the day-to-day work that keeps accounts running. As a Manager, you're expected to look beyond individual tasks.

August 14 Read more