Performance Marketing Manager – PPC St Albans | Full-Time | Google Ads | Higher Education About HEP Higher Education Partners (HEP) is one of the UK’s leading online education businesses, delivering white-label Master’s and PhD programmes across more than 200 courses in partnership with 12 universities. Performance marketing plays a critical role in our continued growth strategy. We currently manage a significant Google Ads portfolio across Search, YouTube, Display, and Performance Max, and are continuing to invest in data integration, CRM connectivity, and measurement capabilities to improve enrolment outcomes and campaign effectiveness. This is an exciting opportunity for an experienced PPC specialist to join a growing in-house marketing function and take ownership of a large-scale multi-account portfolio within a fast-paced, commercially focused environment. The Role As Performance Marketing Manager, you will own and optimise 12 Google Ads accounts within an MCC structure across multiple university partners. You will be responsible for driving lead generation performance, improving enrolment quality metrics, and delivering strategic campaign optimisation across the full paid search lifecycle. This role would particularly suit someone looking to transition from agency into a more strategic client-side position, where you will have greater ownership, visibility, and influence across performance marketing activity and business outcomes. Although the role supports a flexible working environment, regular onsite collaboration at our St Albans office is an important part of the position due to stakeholder engagement and cross-functional working requirements. Key Responsibilities Portfolio & Campaign Management Manage and optimise 12 Google Ads accounts across multiple university partners Build, launch, and continuously improve campaigns across Search, YouTube, Display, and Performance Max Allocate and manage budgets effectively to maximise lead quality and enrolment outcomes Monitor campaign performance and implement data-driven optimisation strategies Strategy & Performance Optimisation Support the transition from CPL-focused reporting to enrolment-quality and ROI metrics Develop bidding strategies, audience targeting, keyword structures, and campaign segmentation Identify opportunities across ad copy, landing page alignment, audience strategy, and conversion improvement Utilise Smart Bidding and automation tools effectively within a clear optimisation framework Data, Reporting & Insights Work closely with BI and analytics teams to integrate Salesforce CRM data into campaign optimisation Maintain accurate GA4, GTM, and conversion tracking across all campaigns Produce and analyse regular performance reports including CPL, conversion rates, enrolment CPA, and lead quality metrics Use Power BI and GA4 insights to identify trends and recommend improvements Stakeholder & Agency Management Manage and challenge external agencies to ensure performance standards are achieved Collaborate with internal content, CRM, finance, and university partner teams Present campaign performance and insights clearly to both technical and non-technical stakeholders Work closely with operational teams to understand lead flow, conversion quality, and campaign effectiveness What We’re Looking For Essential Experience 5 years’ hands-on Google Ads experience managing substantial budgets Strong experience managing multiple accounts within MCC structures Advanced knowledge of PPC optimisation, keyword strategy, and audience targeting Proven lead generation and conversion optimisation experience Strong analytical and data interpretation capability Experience using GA4, GTM, and conversion tracking tools Excellent communication and stakeholder management skills Desirable Experience Higher Education, EdTech, or professional services lead generation experience Exposure to Salesforce CRM integrations and data flows Power BI reporting experience Experience across LinkedIn Ads or Meta Ads Knowledge of consent mode, server-side tagging, or advanced GA4 configuration What We Offer Opportunity to manage a £3.6M paid search portfolio Ability to shape and influence the in-house performance marketing function Collaborative and commercially focused environment Access to analytics, BI, and university partner data Competitive salary and benefits package Ready to take ownership of a large-scale paid search portfolio and make a direct impact within a growing higher education business? Apply now to be part of HEP’s evolving performance marketing function. HEP is a Disability Confident and equal opportunity employer. HEP evaluates qualified applicants without regard to race, colour, religion, gender, national origin, age, sexual orientation, gender identity or expression, protected veteran status, disability status or any other legally protected characteristic.