Senior Technical Digital Marketing & Growth Expert – Google Ads, SEO, Web Development & CRO

We are an established, high-volume mobile tyre fitting company operating across London, the M25 and surrounding areas. We have been operating for many years and have built a substantial business, with a large mobile operation and significant daily job volumes. We are looking for an exceptionally experienced, hands-on Senior Technical Digital Marketing & Growth Expert to work with us on a long-term basis and help take responsibility for improving our overall digital performance. This is NOT a standard Google Ads management role. ABOUT OUR SITUATION Our business operates in a highly competitive, immediate-response market. A large proportion of our customers find us through Google when they are stranded roadside, have a puncture or urgently require a mobile tyre fitter. Google Search and Google Ads are therefore extremely important to our business. Over recent years, our market has changed significantly. Competition on Google has increased, more companies are advertising, CPCs have risen considerably and maintaining strong visibility has become increasingly expensive. We are facing the classic problem where increasing bids can maintain or improve visibility but can make customer acquisition too expensive, while reducing bids can significantly reduce calls and jobs. We already have an experienced member of our team who has worked with our business for approximately 10 years and understands our market and Google Ads account extremely well. We have also previously worked with external digital specialists. Therefore, we are NOT looking for somebody to simply take over an account, make basic optimisations and send us monthly reports. We are looking for someone genuinely senior who can look at the entire digital operation with fresh eyes, challenge existing thinking where necessary, identify opportunities that may have been missed and work alongside our existing team to develop and implement a stronger strategy. WHO WE ARE LOOKING FOR We ideally want someone with 10+ years of serious digital/performance marketing experience. Your strongest area should be Google Ads / paid search and performance marketing, but we specifically want a multi-skilled individual with strong technical knowledge across the wider digital operation. You should have strong experience in several of the following: • Advanced Google Ads / PPC • Google Search and high-intent lead generation • Competitive PPC strategy and bidding • Auction Insights, impression share and competitor analysis • Search terms, match types, negatives and campaign structure • Geographic, device and time-of-day optimisation • Conversion and call tracking • GA4 • Google Tag Manager • Google Search Console • Conversion Rate Optimisation (CRO) • Landing page strategy and optimisation • SEO • Technical SEO • Local SEO / Google Business Profile • Website design and development • WordPress • Website speed / Core Web Vitals • HTML / CSS / JavaScript • PHP or other programming knowledge is an advantage • APIs, integrations and automation • Data analysis and attribution • Competitor intelligence tools such as Semrush / Ahrefs • AI and modern digital marketing/automation tools You do not need to be a world-class software engineer. However, we strongly prefer somebody technically capable who understands websites and development properly, can personally make or implement many changes and can communicate effectively with developers when more specialist programming work is required. GOOGLE ADS EXPERIENCE IS CRITICAL Google is currently our most important digital customer-acquisition channel, so exceptional Google Ads knowledge is essential. We are particularly interested in candidates who have personally managed substantial Google Search budgets in highly competitive, high-intent LEAD GENERATION businesses. Experience in emergency or immediate-response industries such as automotive, roadside assistance, vehicle recovery, locksmiths, emergency plumbing, home services, legal leads or similar competitive local-service markets would be particularly valuable. We are less interested in candidates whose experience is predominantly e-commerce, social media or low-budget PPC accounts. We need someone who understands the complete commercial relationship between: Search → Impression → Click → Cost → Call/Lead → Conversion → Completed Job → Revenue → Profitability Our objective is NOT simply to achieve cheaper clicks or impressive marketing statistics. Our objective is to generate MORE PROFITABLE COMPLETED JOBS. THE WEBSITE, SEO & CONVERSION SIDE IS ALSO IMPORTANT We do not want to remain unnecessarily dependent on simply increasing Google Ads bids. The successful person should be capable of looking at our entire digital customer-acquisition journey. That includes: • Paid Google traffic • Organic Google traffic • Local/Maps visibility • Website structure • Landing pages • Mobile user experience • Conversion rates • Calls to action • Page speed • Technical SEO • Tracking and attribution • Competitor performance • Customer behaviour Someone requiring emergency roadside assistance behaves differently from a normal online shopper. Our website and advertising need to turn high-intent searches into telephone calls and completed jobs as efficiently as possible. WHAT WE WANT YOU TO DO FIRST We do NOT want somebody to start making major changes on day one. Initially, we want the successful candidate to understand the business and conduct a detailed audit of our current and historical digital operation. This should include reviewing: • Google Ads • Historical Google Ads performance and changes • GA4 • Google Tag Manager • Conversion and telephone call tracking • Search Console • SEO and organic visibility • Local SEO • Website and landing pages • Conversion rates • Competitor landscape • Customer acquisition costs • Digital acquisition performance We want you to establish: What has changed? What are we currently doing well? What could be improved? Where are we wasting money? Where are we losing visibility? Are we measuring the correct conversions? Which campaigns, keywords, locations, devices and times actually produce profitable jobs? Can our existing traffic convert at a substantially higher rate? How can SEO and other channels reduce our dependence on increasingly expensive paid traffic? What opportunities are we currently missing? You will then explain your findings and recommended strategy to us before significant changes are implemented. THE TYPE OF PERSON WE WANT We are looking for somebody who: • Thinks independently • Is analytical and commercially minded • Is technically capable • Can investigate complex problems • Is comfortable challenging existing strategies • Can explain complicated issues clearly • Is hands-on and actually implements work • Understands that revenue and profitability matter more than vanity metrics • Can work collaboratively with our existing team • Takes ownership rather than waiting to be told what to investigate next We particularly value people who can find problems and opportunities that other experienced people have overlooked. WHAT WE ARE NOT LOOKING FOR We are NOT looking for: • A junior digital marketer • A basic Google Ads manager • Someone who has simply completed PPC certifications • An agency salesperson/account manager • Someone who outsources all technical work • Someone who only produces reports • Someone who blindly follows Google's automated recommendations • Someone whose solution to every PPC problem is simply “increase the budget” • Someone claiming to be an expert in everything without evidence of genuine results We are looking for ONE highly experienced, multi-skilled, hands-on individual. If you are genuinely exceptional in Google Ads/performance marketing and also have strong SEO, analytics, CRO and website/development knowledge, we want to hear from you. This can become a significant long-term role with our business for the right person. APPLICATION QUESTIONS Please answer the following questions yourself and in detail. Generic applications will not be shortlisted. 1. A long-established local emergency-service business historically generates a large proportion of its customers through Google Search. CPCs and competition have increased substantially. Increasing bids improves visibility but makes acquisition increasingly expensive; reducing bids causes calls and jobs to fall. The Google Ads account has already been managed by an experienced person for many years. Before changing anything, what would you investigate and why? 2. Give us the strongest example of a highly competitive Google Search lead-generation account that YOU personally managed. What industry was it in? Approximately what was the monthly advertising spend? What problems did you inherit? What did you personally change? What measurable commercial results did you achieve? 3. How would you determine which Google Ads campaigns, search terms and keywords are generating actual quality telephone calls, completed customers/jobs and PROFIT — rather than relying solely on the conversions Google Ads reports? 4. If CPCs across an industry have genuinely increased and competitors continue bidding aggressively, how would you grow the business without simply continuing to raise bids and budgets? 5. How strong are you personally in website development? What can you actually build, change or troubleshoot yourself? Please specify the technologies/platforms you personally work with. 6. Describe your SEO, technical SEO and Local SEO experience and give examples of measurable results where possible. 7. Rate your PERSONAL ability from 1–10 in each of the following: Google Ads / PPC GA4 / GTM / Tracking CRO SEO Local SEO WordPress Web Development HTML / CSS JavaScript PHP / Programming APIs / Automation Data Analysis 8. Approximately how many years have you personally worked in digital/performance marketing, and what percentage of your current work is hands-on rather than delegated to other people? 9. If shortlisted, are you willing to begin with a PAID audit/assessment of our existing operation before we decide on a longer-term appointment? Please do not send a generic proposal. We are deliberately looking for a very experienced individual and will be reviewing applications carefully. Location is not important to us. We are happy to work with the right person anywhere in the world. Experience, ability, communication, commercial understanding and proven results are what matter.