PPC Lead

MrQ; United Kingdom; Hybrid; GBP 60,000 - 90,000; Full time

Benefits offered by this job

Birthday leave

Parental leave

Health insurance

Growth allowance

Flexible working

Job summary

MrQ is seeking an experienced PPC lead to own cross‑platform paid acquisition for web and app, leveraging AI to accelerate research, testing and reporting.

You will own the strategy, run end‑to‑end campaigns, optimize budgets and turn data into decisions using GA, Firebase and Looker Studio, reporting to the Head of Performance Marketing.

Qualifications

• Minimum 5 years hands-on PPC and app marketing experience.
• Fluent in Google Ads, Microsoft Ads, Apple Search Ads and Google App Campaigns.
• Strong data skills with GA, Firebase and Looker Studio; able to derive insights from dashboards.

Responsibilities

• Own the cross-platform PPC strategy and unify web and app acquisition.
• Run campaigns end-to-end: keyword research, ad creation, bidding, segmentation.
• Optimize budgets to hit KPIs across channels.
• Incorporate AI into workflow for research, ad variants and reporting.
• Turn data into decisions with regular, trusted reporting.

Skills

PPC strategy

Data-driven

Budget ownership

AI in marketing

Tools

Google Ads

Microsoft Ads

Apple Search Ads

Firebase

Looker Studio

Google Analytics

Adjust

Job description

Mr Who?

MrQ — we're an awesome, award winning online casino launched in 2018. We're big on tech, big on performance and most of all — big on fun. Over the years, we have experienced explosive growth — which means we need more rock stars to join our quest for total world domination.

Right now, paid acquisition at MrQ runs across two worlds that don't talk to each other: search, and app. Different platforms, different KPIs, different owners half the time — which means budget gets allocated by instinct instead of a single, coherent view of what's actually working.

That's expensive. Every week without one person owning the full picture is a week of spend going to the wrong channel, installs that don't convert, and reporting that tells three different stories depending on who's asked.

This role exists to close that gap — for the duration of a maternity cover — by putting one operator in charge of the whole paid acquisition stack, web and app, end to end. And doing it the way we work now: with AI doing the heavy lifting on research, analysis and iteration, so the human in the seat spends their time on the calls that actually move money.

Who You Are

You're the person who can hold Google Ads, Microsoft Ads and Apple Search Ads in your head at the same time, and still tell someone in one sentence which channel is actually driving value. You've run real budgets and made real calls under pressure — you don't need three meetings to greenlight a bid change. You read Firebase and Adjust data the way most people read a headline.

You already work with AI in the loop — not as a novelty, but because it's faster. You've got it drafting ad variants, interrogating performance data, summarising competitor moves and building the reporting you used to do by hand. You know where it's brilliant and where it confidently talks nonsense, and you check accordingly.

You're stepping into a live seat, not a training role — you're expected to own the strategy from week one, not ease into it.

What You'll Do

• You own the cross-platform PPC strategy. Search and app aren't separate projects to you — you build one acquisition plan that spans Google Ads, Microsoft Ads, Apple Search Ads and Google App Campaigns, and you decide where the budget actually goes.
• You run the campaigns end to end. Keyword research, ad creation, bid optimisation, audience segmentation — you don't hand this off, you do it and you own the result.
• You make the budget work harder. You allocate and reallocate spend across channels to hit KPIs, not just to keep numbers ticking over.
• You build AI into the workflow, not around it. Keyword and competitor research, ad copy generation and iteration, creative briefs, anomaly spotting in performance data, first-pass reporting — if AI can do it faster and well enough, that's how it gets done. You're expected to find those opportunities yourself, not wait for a tool to be handed to you.
• You turn data into decisions, not just reports. Google Analytics, Firebase, Looker Studio — plus AI to interrogate the numbers and surface what's moved — then you act on it, with regular reporting people can trust.
• You test relentlessly. A/B and multivariate tests on ads, creative, landing pages and user flows. AI gets you ten variants in the time it used to take to write two — you're always trying to beat last week's number.
• You keep an eye outside the building. Competitor moves, market trends, keyword opportunities — you bring intelligence back into the strategy, not just execution.

What Makes This Different

• Web and app, one owner. This isn't a search role with app "also included" — you're accountable for both, together, not in silos.
• AI-first is how we actually work, not a line in the ad. We've got the tooling, the data access and the appetite. Nobody here is going to tell you to do it the long way because that's how it's always been done.
• You execute, you don't just strategise. This is hands-on-keyboard work as much as it's planning — bid changes, ad copy, creative testing, all yours.
• Real ownership, not a placeholder seat. A mat cover doesn't mean easing in gently — you're accountable for live budget and live KPIs from day one.
• Build, don't just maintain. We're not looking for someone to keep the campaigns ticking over as-is — we want someone who finds what's underperforming and fixes it.

What We're Looking For

• You've done this for real, for 5+ years. Hands-on ownership of PPC and app marketing campaigns, not just exposure to them.
• You're fluent across the platforms that matter here — Google Ads, Microsoft Ads, Apple Search Ads, Google App Campaigns.
• You're genuinely fluent with numbers — Google Analytics, Firebase, Adjust, Looker Studio, Excel — and you use them to find the story, not just fill a dashboard.
• AI is already part of your day, not something you've read about. You can show us what you've automated, what you've sped up, and where you've decided it wasn't good enough — and you're sharp enough to spot when the output is wrong.
• You can craft ad copy that actually converts, and you know how to brief a designer so the creative matches it.
• Bonus points if you've worked in online gaming or gambling before — you'll already speak the language.

What We're Not Looking For

• Set-it-and-forget-it campaign managers who check in once a week.
• People who treat search and app as two different jobs done by two different mindsets.
• "I'll pull the report" types who wait to be asked instead of flagging what the data's already telling them.
• Anyone who's still doing manually what AI could have finished before the meeting started — or anyone who pastes AI output straight into a live campaign without reading it.
• Anyone who needs sign-off to make a bid or budget call — this seat needs someone who owns the decision.

Reporting to:

• Head of Performance Marketing

Level: Level 4 — Mid-Level Management / IC Talent

• Level: Level 4 — Mid-Level Management / IC Talent

What We Offer

• Enjoy a competitive salary package that recognizes your hard work and dedication.
• Need some extra time off? We've got you covered with additional leave days, and we believe in celebrating life's special moments, including your birthday, with dedicated birthday leave.
• Family matters to us, too, which is why we offer a generous four-week parental leave.
• Your well-being is our priority, supported by international health and life insurance.
• Stay motivated with wellness incentives and seize opportunities for personal and professional growth with our growth allowance.
• Embrace a flexible working environment that caters to your needs, and join our friendly and multinational team, where collaboration and camaraderie flourish.
• At MrQ, we're committed to ensuring that your experience with us goes beyond just a job – it's a fulfilling journey with a supportive community.

We are committed to fostering a workplace that values and celebrates diversity. We welcome individuals of all backgrounds and experiences, and we believe that a diverse and inclusive environment leads to innovation and success. We actively promote equal opportunities for all employees and strive to create a space where everyone's voices are heard and respected. Join us in our journey to build a truly inclusive workplace where every person can thrive and contribute to our collective success.