Why PPC Managers Are Essential to Retail Growth in 2025. PPC (Pay-Per-Click) advertising isn't just a channel—it's a critical driver of revenue, especially in the retail sector. With rising ad costs, increased competition, and AI-driven bidding strategies, hiring the right PPC manager can mean the difference between growth and stagnation.
In this article, we explore why PPC managers are more important than ever, what makes a great one, and how to hire the best for your retail business.
For a complete view of digital hiring trends, read The Ultimate Guide to Digital Recruitment in 2025.
The Digital Advertising Landscape in 2025
The UK digital advertising market continues to evolve rapidly, with several key trends shaping the retail sector:
- Market size: UK retail digital ad spend reached £13.5 billion in 2024, with a projected 9.4% increase in 2025
- Platform diversification: Advertising budgets now span Google, Meta, TikTok, Amazon, and emerging retail media networks
- AI integration: Machine learning algorithms now manage up to 65% of bid adjustments and audience targeting
- Privacy challenges: Third-party cookie deprecation has transformed targeting and measurement approaches
These factors have created an environment where specialist PPC expertise is no longer optional for retailers seeking growth.
What Does a PPC Manager Actually Do?
PPC managers are responsible for creating, optimising, and reporting on paid advertising campaigns across platforms like Google Ads, Microsoft Ads, Meta, TikTok, and Amazon.
They handle:
- Keyword research and bid strategy
- Ad copywriting and creative collaboration
- Campaign testing and performance analysis
- Budget management and ROI tracking
- AI and automation tools for smart bidding
These are not "set and forget" campaigns—PPC requires constant iteration and data interpretation.
Why PPC Matters So Much to Retail
Retailers depend heavily on performance marketing to drive traffic, sales, and new customer acquisition—especially during key periods like Black Friday, Christmas, or seasonal drops.
A strong PPC manager:
- Makes real-time decisions that directly affect sales
- Optimises spend across channels for best ROI
- Reduces wasted ad spend and improves conversion rates
The Commercial Impact of Expert PPC Management
These improvements directly translate to bottom-line growth, making PPC managers one of the most commercially valuable hires for retail businesses.
The Rise of the Strategic PPC Manager
PPC has evolved. It's no longer about just getting the cheapest clicks. In 2025, the best PPC managers understand:
- Full-funnel strategy: from awareness to remarketing
- Conversion Rate Optimisation (CRO)
- Landing page testing
- First-party data use in a post-cookie world
- Integration with SEO, affiliate and CRM teams
They are strategic thinkers as much as they are data-driven doers.
Case Study: How a PPC Manager Transformed a UK Fashion Retailer
A mid-sized UK fashion retailer was struggling with rising acquisition costs and plateauing growth. After hiring a specialist PPC manager:
Before:
- ROAS of 2.8:1
- 22% of digital revenue from paid channels
- £0.42 average cost-per-click
- 68% of budget spent on branded terms
After (6 months):
- ROAS increased to 4.5:1
- 35% of digital revenue from paid channels
- £0.37 average cost-per-click despite market inflation
- Reduced branded spend to 42%, reallocating budget to prospecting
The PPC manager achieved these results by implementing advanced audience segmentation, restructuring campaign architecture, and leveraging AI-powered bidding strategies while maintaining human oversight on creative and strategic decisions
What to Look for in a PPC Hire (2025 Edition)
When hiring a PPC manager in 2025, look beyond certifications or platform knowledge. Focus on candidates who demonstrate:
Strong commercial acumen
- Can they translate ROAS targets into bidding strategies?
- Do they understand retail margins and inventory considerations?
Analytical mindset and technical proficiency
- Fluency with Excel/Google Sheets for data analysis
- Experience with GA4 and platform-specific analytics
- Understanding of statistical significance in testing
Budget management experience
- History of managing 5-6 figure monthly ad budgets
- Experience scaling campaigns efficiently
- Proven track record of improving ROAS over time
Cross-channel expertise
- Ability to work across teams (creative, web development, merchandising)
- Experience coordinating messaging across multiple platforms
- Understanding of attribution challenges in multi-channel environments
AI and automation proficiency
- Familiarity with AI-powered PPC tools like Performance Max, Smart Bidding, and Marin
- Understanding of when to rely on automation vs. manual optimisation
- Experience using AI tools for ad copy generation and testing
How to Hire the Best PPC Manager
Here's how to recruit top-tier talent:
1. Craft a Compelling Job Description
- Be specific about campaign types, platforms, and budget sizes
- Clearly outline goals, KPIs, and available tech stack
- Highlight growth opportunities and team structure
2. Offer Competitive Compensation
- Include salary benchmarks (£40k-£65k depending on experience)
- Top candidates won't apply without a figure
- Consider performance-based bonuses tied to ROAS targets
3. Prioritise Flexibility
- Offer hybrid working arrangements (2-3 days in office)
- This is now a baseline expectation for digital specialists
- Consider how you'll support remote collaboration tools
4. Streamline Your Hiring Process
- Move quickly—great PPC candidates often have multiple offers
- Include a practical assessment that tests real-world skills
- Involve key stakeholders early to avoid delays
5. Consider Specialist Recruitment Support
Working with a digital recruitment agency can help you find hidden talent, especially for senior or specialist PPC roles. Learn more in Why Use a Recruitment Agency to Hire Digital Marketing Talent?
The Future of PPC Management in Retail
Looking ahead, several emerging trends will shape PPC management in retail:
- AI-human collaboration will become more sophisticated, with managers focusing on strategy while AI handles execution
- Visual search advertising will grow in importance for fashion and home retailers
- Voice commerce integration will create new PPC opportunities through smart speakers and assistants
- Retail media networks will continue expanding, requiring specialised expertise
PPC managers who stay ahead of these trends will deliver the greatest value to retail organisations in the coming years.
Frequently Asked Questions (FAQ's)
Frequently asked questions about why PPC managers are essential to retail growth in 2025.
Q: How much should I budget for a PPC manager's salary in the UK?
A: For retail businesses, expect to pay £40,000-£50,000 for mid-level PPC managers and £55,000-£65,000+ for senior specialists with proven retail experience. London-based roles typically command a 10-15% premium.
Q: Is it better to hire a PPC specialist with agency or in-house experience?
A: Both backgrounds offer advantages. Agency PPC managers often bring multi-client experience and broader platform knowledge, while in-house specialists may have deeper category expertise and understanding of retail operations. The best candidates often have experience in both environments.
Q: How can I assess a PPC manager's skills during the interview process?
A: Consider a practical assessment such as reviewing an existing campaign, creating a strategy for a new product launch, or analysing performance data to identify optimisation opportunities. Look for their thought process rather than perfect answers.
Q: Should PPC managers report to marketing or eCommerce teams?
A: In retail organisations, PPC managers are most effective when they have strong connections to both teams. Reporting structure matters less than ensuring they have visibility into both marketing strategy and eCommerce performance data.
The EngageMore Verdict
With the retail sector more competitive than ever, your PPC manager isn't just a media buyer—they're a growth strategist. If you want to scale in 2025, you need someone who can make data-led decisions, navigate complex platforms, and deliver measurable returns.
Looking to hire a PPC Manager? With EngageMore Talent, we connect brands with top-tier digital marketing talent. Whether you’re scaling fast or making your first strategic hire, our expert team is here to streamline your recruitment journey—from brief to offer. Let us help you build a team that drives results in 2025 and beyond.