Senior PPC Specialist
Super Group is seeking a highly analytical and commercially driven Senior PPC Specialist to lead paid search performance across the Betway UK Sports vertical. This role is responsible for planning, executing, and optimising large-scale PPC campaigns (primarily Google Ads & Microsoft Ads) to drive customer acquisition, revenue growth, and strong ROI within a highly competitive and regulated industry.
The successful candidate will own end-to-end campaign strategies, monitor daily performance, and ensure all activities adhere to UK Gambling Commission regulations and advertising guidelines. The role requires close collaboration with cross-functional teams, including SEO, Display, Paid Social, and Affiliate teams, to ensure an integrated marketing strategy, while also managing relationships with external platforms and presenting performance updates to senior stakeholders.
- Own end-to-end management of PPC campaigns across Google Search, Performance Max, Google App campaigns (UAC), YouTube Reach, View and Demand Gen Campaigns, and Microsoft Ads (Bing).
- Develop and execute acquisition strategies tailored to UK Sports betting events (e.g. Premier League, Cheltenham, Euros/World Cup).
- Build and maintain robust account structures aligned to product areas (Football, Horse Racing, Tennis, etc.).
- Monitor daily campaign performance and make data-driven optimisation decisions across bidding strategies (tCPA & tROAS), keyword expansion, match type structuring, search query mining, and ad copy testing.
- Manage investment efficiently to maximise CPA, ROI, and lifetime value (LTV).
- Drive continuous improvement through a structured testing roadmap.
- Analyse campaign performance using in-platform data and in-house Tableau dashboards.
- Identify trends, user behaviour insights, and growth opportunities.
- Deliver weekly and monthly performance reports with actionable insights.
- Ensure all campaigns adhere to UK Gambling Commission (UKGC) regulations, ASA/CAP advertising guidelines, and internal compliance policies (e.g. responsible gambling messaging).
- Work closely with Legal & Compliance teams to ensure ad copy and landing pages are approved.
- Partner with SEO, Display, Paid Social, and Affiliate teams to ensure integrated marketing strategy.
- Collaborate with AI and UX teams to improve landing page conversion rates.
- Align PPC activity with wider promotional calendar and campaign launches.
- Clearly communicate campaign results, challenges, and growth plans to the UK market team.
- Present performance updates and strategic recommendations to senior stakeholders.
- Manage relationships with external platforms (Google, Microsoft reps).
- At least 5 years’ experience in managing Paid Search Accounts at scale (required).
- Strong experience within gambling, sports betting, or similarly competitive verticals (finance, igaming) (required).
- Deep knowledge of Google Ads & Microsoft Ads platforms (required).
- Expertise in bidding strategies and auction dynamics, keyword strategy and account structuring (required).
- Strong analytical mindset with advanced Excel skills (required).
- Proven track record of driving performance against CPA/ROAS targets (required).
- Understanding of attribution models and incrementality testing (required).
- Experience managing large budgets (£ 250,000 plus monthly spend preferred) (preferred).
- Clear, confident communication (written and verbal), and the ability to breakdown complex ideas (required).
- A collaborative mindset, working smoothly with cross functional teams to hit shared goals (required).
- In-depth knowledge of sports betting markets, including odds calculation, betting types and market trends (preferred).
- Previous experience in the online gaming or casino industry, with a strong understanding of player behaviour and industry regulations (preferred).
- Familiarity with gambling regulations and compliance requirements in various jurisdictions, ensuring adherence to legal standards (preferred).
- Comprehensive learning and development programmes.
- Performance Tool for regular, constructive feedback.
- Employee Assistance programme.
- Vitality Health Care.
- Unum Dental.
- Life Assurance & Income Protection.
- Tusker car scheme.
- Cycle to Work scheme.
- Retail discounts.
Betway Group is an online gambling operator founded in 2006 and part of Super Group, which is listed on the New York Stock Exchange under the ticker SGHC. It provides entertainment across sports betting, casino and esports betting, built on proprietary and latest-generation technologies. The company offers interactive gaming experiences spanning pre-game and live sports betting, esports and casino in a regulated, responsible environment. Betway is headquartered in Gzira, Malta, and operates across multiple international markets.