Search Planner

Job Title: Search Planner

Department: Search

Reports to: Head of Search

Job Overview

The Search Planner is responsible for developing, implementing, and optimising paid and organic search strategies that deliver measurable performance across client accounts.

Reporting to the Head of Search, this role combines data-driven insight with hands-on execution to ensure campaigns across Google Ads, Bing Ads, and organic SEO initiatives achieve strong ROI and contribute to client success.

The Search Planner also mentors and supports Search Coordinators, ensuring consistent quality, efficiency, and innovation in all search marketing activities.

Key Responsibilities

Search Strategy & Planning

·      Develop comprehensive search marketing strategies (paid and organic) aligned with client objectives, budgets, and performance goals.

·      Conduct keyword research, audience analysis, and competitive benchmarking to inform campaign and SEO direction.

• Build integrated plans that leverage PPC, SEO, and content alignment for maximum impact.

• Present search strategy recommendations and performance updates to internal teams and, where required, to clients.

Campaign Management & Optimisation

• Oversee the setup, structure, and performance of Google Ads and Bing Ads campaigns.

• Define and manage budgets, bid strategies, and audience targeting to achieve client KPIs.

• Continuously optimise campaigns for ROI, ROAS, and conversion efficiency through testing, performance analysis, and data-led decisions.

• Implement ad copy testing, keyword refinement, and landing page recommendations.

• Support integration of conversion tracking, UTM tagging, and analytics goals to ensure accurate data collection.

SEO & Content Integration

• Develop SEO strategies to improve organic visibility and search ranking performance.

• Identify keyword opportunities and content gaps, and work with content and design teams to implement on-page optimisation.

• Conduct on-site audits, meta and schema enhancements, and link structure reviews.

• Collaborate with web teams to ensure site speed, usability, and technical SEO standards  are upheld.

Analytics & Performance Reporting

• Monitor performance using Google Analytics (GA4), Google Search Console, and ad platform dashboards.

• Compile and analyse campaign data to produce actionable insights and recommendations.

• Identify trends and opportunities for growth and optimisation.

• Prepare performance reports for clients and internal stakeholders, highlighting key learnings and next steps.

Mentorship & Quality Control

• Support and guide Search Coordinators in campaign setup, monitoring, and reporting tasks.

• Review campaign builds and SEO deliverables for accuracy and adherence to best practices.

• Provide feedback and training to improve technical competency and process efficiency within the team.

• Maintain structured documentation of campaigns, processes, and performance results.

Innovation & Automation

• Stay up to date with platform changes, new search tools, and emerging best practices.

• Test and implement automation tools or scripts to improve efficiency in bidding and reporting.

• Contribute ideas for innovation, workflow improvement, and cross-department collaboration (e.g., automation between search and CRM systems).

Minimum requirements

• Degree or diploma in Marketing, Digital Media, or Communications. (Prefered)

• –5 years' experience in Search Marketing (PPC + SEO), preferably within an agency environment.

• Google Ads and Google Analytics certifications strongly preferred.

Abilities / Skills required

• Deep understanding of Google Ads, Bing Ads, Google Business Profiles, Google Analytics (GA4), and Google Search Console.

• Strong working knowledge of keyword research tools, SEO auditing platforms, and tag

• management systems.

• Analytical and detail-oriented mindset with a passion for data and performance optimisation.

• Experience managing budgets and delivering strong ROI/ROAS.

• Ability to interpret data and translate insights into actionable strategies.

• Excellent organisational, communication, and problem-solving skills.

• Collaborative, proactive, and comfortable mentoring junior team members.

Key Performance Indicators

• Achievement of client KPIs (ROI, ROAS, CTR, CPC, conversions, ranking improvements).

• Accuracy and timeliness of campaign setup and optimisation.

• Quality and insightfulness of reporting.

• SEO performance growth and technical health improvements.

• Team productivity and Coordinator development.