Job Title: Senior PPC Manager / Performance Marketing Lead

Role Overview

Burger Boi is a fast-growing UK-based QSR franchise brand with multiple outlets. Marketing Lead to own and scale paid media performance across national and local markets.

This role focuses on driving store footfall, online orders, and franchise-level growth through data-driven, high-impact paid marketing strategies.

Key Responsibilities

Paid Media Strategy & Ownership

• Own the end-to-end paid media strategy across:
  

  • Google Ads (Search, Local, Performance Max, Display)
    

  • Meta Ads (Facebook & Instagram)
    

  • YouTube & Discovery (as applicable)
    

• Align paid media initiatives with brand campaigns, promotions, and franchise goals
  

• Define and track performance KPIs linked to revenue, orders, and store visits
  

Local & Franchise Performance Marketing (Core Focus)

• Plan and execute location-based PPC campaigns for franchise outlets
  

• Build scalable frameworks for:
  

  • “Near me” and local-intent searches
    

  • Store-specific promotions
    

  • New outlet launches
    

• Optimise campaigns for:
  

  • Calls
    

  • Directions
    

  • Online orders
    

• Collaborate with SEO and local teams for full SERP dominance
  

Campaign Execution & Optimisation

• Conduct keyword research, ad copy testing, and landing page alignment
  

• Implement advanced bidding strategies (tROAS, tCPA, Max Conversions)
  

• Manage budgets across:
  

  • National vs local campaigns
    

  • Brand vs non-brand
    

• Continuously A/B test to improve CTR, CVR, and ROAS
  

Analytics, Reporting & ROI

• Track performance using:
  

  • GA4
    

  • Google Ads & Meta dashboards
    

  • Call and store-visit conversion data
    

• Attribute paid performance to online orders and in-store actions
  

• Prepare clear, actionable reports for management and franchise stakeholders
  

• Identify insights and optimisation opportunities proactively
  

Budget & ROI Management

• Manage and optimise monthly ad budgets efficiently
  

• Improve cost efficiency and reduce wastage at scale
  

• Forecast performance for campaigns, launches, and seasonal peaks
  

Cross-Functional Collaboration

• Work closely with:
  

  • Creative & content teams (ads, offers)
    

  • Web/tech teams (landing pages, tracking)
    

  • SEO & CRM teams (retargeting, lifecycle campaigns)
    

• Guide or mentor junior PPC or marketing resources when required.
  

Requirements

Must-Have

• 5–8+ years of PPC / Performance Marketing experience
  

• Proven experience managing high-budget campaigns
  

• Strong hands-on expertise in Google Ads and Meta Ads
  

• Experience working with multi-location or franchise businesses
  

• Deep understanding of local intent and conversion-focused advertising
  

• Strong analytical and optimisation skills
  

Nice-to-Have

• Experience in QSR, food delivery, retail, or hospitality
  

• Campaign experience focused on store visits, calls, and directions
  

• Exposure to CRM-driven retargeting and lifecycle marketing
  

• Experience with YouTube and Performance Max for local brands
  

Mindset We’re Looking For

• Strategic yet hands-on
  

• Data-driven and ROI-focused
  

• Comfortable managing complexity across locations
  

• Ownership-driven and growth-oriented
  

• Strong balance of brand and performance thinking
  

What Success Looks Like

• Increased online orders and store footfall through paid media
  

• Improved ROAS and cost efficiency
  

• Scalable PPC frameworks for new franchise launches
  

• Clear visibility into store-level and campaign-level performance
  

Benefits