PPC/Performance Specialist

Koin Limited is a fast-growing, multi-brand direct-to-consumer (D2C) e-commerce group headquartered in Poole, UK. The company operates across the UK, USA, Canada, and Australia and is working towards £100 million in annual revenue by 2030. 

Koin builds and scales digitally led brands through strong commercial strategy, data-led decision making, and high-performance e-commerce operations. Paid search is a core growth engine across the portfolio, and this role owns it end to end. 

Koin is also an AI-first company. We expect every specialist to use AI tooling to work faster and smarter — automating reporting, analysis, and account management wherever it adds value. 

The brand portfolio includes: 

• The Koin Club: licensed collectible coins and medallions 

• Tilly Pig: financial literacy products for children 

• Jonny’s Sister: personalised gifts and homeware 

• Bubba Boo: eco-conscious baby, toddler and adult clothing 

• The Wessex Mint: precious metals savings and investment platform 

• Pastel Sixteen: contemporary fashion and accessories 

Role Overview 

The PPC / Performance Specialist is a mid to senior level individual contributor responsible for creating, managing, optimising, and scaling paid search campaigns across multiple Shopify-based D2C brands. Everything you run directly supports revenue, margin, and customer acquisition across the group. 

You will own full-funnel paid search marketing across both Google Ads and Microsoft Advertising (Bing) — including Search, Shopping, Performance Max, Display / Audience, and video (YouTube) — tailoring strategy to each brand’s audience, region, and objectives. 

We are seeking someone with at least 5 years’ hands-on experience running performance-driven campaigns for D2C e-commerce brands in the UK, USA, Canada, or Australia. Experience across both platforms is important; strong Google Ads candidates with a proven willingness to build and own Microsoft Advertising will also be considered. 

This role reports to the Senior Media Buyer and works cross-functionally with brand, creative, and analytics teams. You will be a data-led strategist and an execution expert in equal measure — comfortable owning budgets, testing relentlessly, and reporting clearly on what is working and why.

How We Work 

Paid search at Koin runs on a fast, data-led cadence, and you should expect to operate inside it from day one: 

1. Plan → Build. You scope each brand’s paid search strategy — budgets, target ROAS/CPA, and campaign structure — then build and launch campaigns across Google and Microsoft. 

1. Measure → Optimise. You monitor performance daily against ROAS, CPA, CTR, and acquisition cost, making structured optimisations to bidding, budgets, keywords, and creative. 

1. Test → Scale. You run a continuous testing programme across ad copy, audiences, and landing pages, then scale what wins and cut what doesn’t. 

You will work in weekly planning cycles with the Senior Media Buyer, report on performance regularly, and have a high degree of autonomy with direct access to senior leadership.

Key Responsibilities 

Strategy & Execution 

• Own the end-to-end paid search strategy across Google Ads and Microsoft Advertising (Bing) for multiple D2C brands across different verticals and regions 

• Plan, build, and manage Search, Shopping, Performance Max, Display / Audience, and video (YouTube) campaigns tailored to each brand’s audience and objectives on both platforms 

• Use Microsoft Advertising’s import and native tools to adapt — not simply mirror — Google campaigns into Bing, capturing incremental, often lower-cost search demand 

• Identify and target high-value customer segments using structured, data-informed approaches 

Optimisation & Reporting 

• Monitor, analyse, and optimise campaign performance daily across both platforms, with a focus on ROAS, CPA, CTR, and customer acquisition cost 

• Continuously test ad copy, keywords, bidding strategies, and landing pages to improve campaign efficiency 

• Implement advanced strategies including audience segmentation, RLSA, and predictive / automated bidding across Google and Microsoft 

• Create and deliver weekly and monthly reporting dashboards that combine performance across both platforms 

Analytics & Budget Management 

• Use Google Analytics (GA4), Google Merchant Centre, Microsoft Merchant Centre, and Shopify data to evaluate user behaviour and feed insights into campaign decisions 

• Ensure accurate conversion tracking across both platforms (Google tags / GA4 and Microsoft UET tags) 

• Forecast, allocate, and manage monthly budgets across multiple accounts, platforms, and regions — including the split of spend between Google and Microsoft 

Cross-Functional Collaboration 

• Work closely with creative and product teams to ensure ad assets align with campaign goals 

• Provide strategic input on landing page requirements and conversion rate improvements, in collaboration with CRO and UX teams 

• Communicate performance, impact, and learnings through regular reporting to leadership 

Trend Monitoring & Innovation 

• Stay up to date with platform updates, new features, and industry trends across both Google and Microsoft, advising the team on best practices and growth opportunities 

• Explore and implement automation, scripts, and AI tools to streamline account management and reporting 

Requirements

Strategy & Execution 

• Own the end-to-end paid search strategy across Google Ads and Microsoft Advertising (Bing) for multiple D2C brands across different verticals and regions 

• Plan, build, and manage Search, Shopping, Performance Max, Display / Audience, and video (YouTube) campaigns tailored to each brand’s audience and objectives on both platforms 

• Use Microsoft Advertising’s import and native tools to adapt — not simply mirror — Google campaigns into Bing, capturing incremental, often lower-cost search demand 

• Identify and target high-value customer segments using structured, data-informed approaches 

Optimisation & Reporting 

• Monitor, analyse, and optimise campaign performance daily across both platforms, with a focus on ROAS, CPA, CTR, and customer acquisition cost 

• Continuously test ad copy, keywords, bidding strategies, and landing pages to improve campaign efficiency 

• Implement advanced strategies including audience segmentation, RLSA, and predictive / automated bidding across Google and Microsoft 

• Create and deliver weekly and monthly reporting dashboards that combine performance across both platforms 

Analytics & Budget Management 

• Use Google Analytics (GA4), Google Merchant Centre, Microsoft Merchant Centre, and Shopify data to evaluate user behaviour and feed insights into campaign decisions 

• Ensure accurate conversion tracking across both platforms (Google tags / GA4 and Microsoft UET tags) 

• Forecast, allocate, and manage monthly budgets across multiple accounts, platforms, and regions — including the split of spend between Google and Microsoft 

Cross-Functional Collaboration 

• Work closely with creative and product teams to ensure ad assets align with campaign goals 

• Provide strategic input on landing page requirements and conversion rate improvements, in collaboration with CRO and UX teams 

• Communicate performance, impact, and learnings through regular reporting to leadership 

Trend Monitoring & Innovation 

• Stay up to date with platform updates, new features, and industry trends across both Google and Microsoft, advising the team on best practices and growth opportunities 

• Explore and implement automation, scripts, and AI tools to streamline account management and reporting 

Desirable (But Not Essential) 

• Google Ads Certification and/or Microsoft Advertising Certification 

• Experience running paid search for multi-brand or multi-region businesses 

• Hands-on Shopify experience and understanding of e-commerce operations (order management, inventory, customer lifecycle) 

• Experience with product feed management and optimisation for Shopping campaigns 

• Familiarity with additional paid channels (e.g. Meta, paid social) and how they interact with paid search 

• Experience using AI tools to automate reporting, analysis, or account management 

• Experience working in or with D2C or multi-brand retail businesses 

Benefits

• Salary of up to $2,700 (USD) per month, depending on experience 

• 20 days of paid vacation per year 

• Fully remote role aligned with UK business hours 

• Genuine end-to-end ownership of paid search strategy, execution, and growth across the portfolio 

• A fast-paced environment where decisions are made quickly and you have direct access to senior leadership 

• Access to Claude and AI tooling to help you work faster and smarter 

• The opportunity to work across multiple brands, markets, and categories at a fast-growing D2C group