Freelance PPC Strategist

Scope of work

Own end-to-end strategy, build and optimisation of Google Ads across EMEA — Search, Performance Max and Display, with additional channels considered where the case is there.

Join regular calls, reporting sessions and written updates in German.

Write, adapt and test German ad copy that holds brand tone and reads natively — not translated-sounding.

Build campaign structures that work across multiple EMEA markets, languages, currencies and time zones, and keep budget pacing sensible across them.

Brief and coordinate with separately contracted native French and Italian localisation support (you do not need to speak those languages yourself).

Feed into landing page and localisation decisions alongside our SEO team, including market-appropriate messaging and hreflang / localised page considerations.

Produce regional reporting that stands on its own for the client while rolling up cleanly into our global PPC reporting framework.

Partner with our US and APAC strategists to share learnings in both directions, without being dependent on their playbook.

Core competencies

Native or near-native German (C2), spoken and written, with the confidence to lead client calls and present performance in German. Fluent professional English for collaboration with our team.

Proven hands-on Google Ads experience across Search, Performance Max and Display, in a B2B lead generation context (not primarily e-commerce).

Genuine local keyword research capability for German-speaking markets — using in-market tools, search behaviour knowledge and judgment, not machine translation of English lists.

Strong analysis of German-language search term and keyword data to drive optimisations, negative keyword strategy and match type decisions.

Sound conversion tracking and measurement practice, including GA4, EU consent requirements and GDPR-compliant tracking setups.

Comfortable in Google Ads Editor, GA4 and Looker Studio (or equivalent reporting tooling).

Strategic and analytical capabilities

Able to build an EMEA paid media strategy from first principles — targeting, account structure, bidding and messaging — rather than executing a plan handed down.

Willing and able to challenge or adapt global playbook tactics where they don't suit local market norms, competitive dynamics or the client's brand-risk tolerance, and to explain that reasoning clearly to both client and agency stakeholders.

Strong client-facing communicator: can give clear written context behind optimisations and hold a strategic conversation, not just report numbers.

Comfortable collaborating asynchronously across time zones with an English-speaking team.

Professional requirements

4-5 years in paid media, ideally agency-side, with experience managing international or multi-market campaigns.

Experience in a client facing role - you will be communicating with the client regularly. 

Track record with multinational or B2B clients where German-speaking or wider EMEA markets were a core target region.

Reliable overlap with UK business hours and some overlap with US Eastern time for internal calls.

Nice to have

Experience in B2B manufacturing

Experience working alongside an in-house or agency SEO team.

Familiarity with paid channels beyond Google in EMEA (LinkedIn, Bing, local platforms).