PPC Specialist
I build paid search and paid social campaigns that turn clicks into customers and spend into profit
I am Alex Costin, a London-based PPC Specialist with over 12 years of experience in SEM, paid search, paid social, analytics, and conversion-focused website delivery. I combine deep analytical skills with strong copywriting and creativity, while understanding ad platforms at a guru level, knowing every function and feature thoroughly.
I do not just drive clicks; I optimise for conversions and business ROI by balancing data-driven decisions with compelling ad messaging. My work has helped reduce average Cost Per Click to as little as 10% of competitors' spend, while maximising ROI on paid search and paid social campaigns through high ad and landing page quality [page:1].
PPC Specialist About Me
I stand out by combining deep analytical skills with strong copywriting and creativity, while understanding ad platforms at a guru level, knowing every function and feature thoroughly. I do not just drive clicks; I optimise for conversions and business ROI by balancing data-driven decisions with compelling ad messaging.
I dive into graphs, stats, and numbers to separate data, analyse it, and draw essential facts that optimise campaigns. I use data to optimise performance and improve return on investment, not just to report metrics, and I have strong mathematical skills to handle PPC data and calculate ROI effectively.
I write compelling ad text that grabs attention, uses persuasive keywords, and drives conversions. I create engaging, creative ads that pique customer interest and make them more likely to click, and I try new copy or imagery through testing to gain insights that help craft successful campaigns.
I understand ad platforms, including Google Ads, social media, and eCommerce shopping, at a guru level, mastering every function and feature. I demonstrate high levels of expertise across multiple channels: search, display, social media, and eCommerce shopping platforms.
I am meticulous in monitoring trends, especially Google's algorithm updates, because a simple change can make months of work worthless. I also have excellent time-management and organisational skills, handling long to-do lists while analysing campaign statistics, and I upgrade my skills as old campaign formats become irrelevant and new formats emerge, staying passionate about learning.
PPC Specialist Services
Paid search strategy
I build Google Ads and Microsoft Advertising strategies that align with commercial goals, audience intent, and budget constraints. I lift quality scores, cut PPC costs, and maximise ROI through careful keyword, match-type, and bidding discipline.
Ad creative and copy
I write compelling ad text that grabs attention, uses persuasive keywords, and drives conversions. I create engaging, creative ads that pique customer interest and make them more likely to click, and I test new copy and imagery to gain insights that improve performance.
Paid social and shopping
I demonstrate high levels of expertise across search, display, social media, and eCommerce shopping platforms. I structure campaigns so ad and landing page quality are maximised, which has helped reduce average Cost Per Click to as little as 10% of competitors' spend in my work at TuneMyWebsite [page:1].
Performance optimisation
I use data to optimise performance and improve return on investment, not just to report metrics. I dive into graphs, stats, and numbers to separate data, analyse it, and draw essential facts that optimise campaigns.
Monitoring and learning
I am meticulous in monitoring trends, especially Google's algorithm updates, because a simple change can make months of work worthless. I upgrade my skills as old campaign formats become irrelevant and new formats emerge, staying passionate about learning.
PPC Specialist Process
1. Audit
I review existing campaigns, account structure, keywords, bidding, quality scores, and landing page quality to find waste and opportunity.
2. Plan
I design a campaign structure, targeting strategy, and creative direction that aligns with commercial goals and budget.
3. Launch and test
I launch campaigns with clear hypotheses, test copy and imagery, and monitor performance closely from day one.
4. Optimise
I use data to refine bids, keywords, ads, and landing pages, improving ROI over time while protecting budget.
PPC Specialist Experience
I am an Expert SEM Manager with over 12 years of experience lifting quality scores, cutting PPC costs, and maximising ROI on paid search and paid social campaigns. At TuneMyWebsite, I have built and optimised strategies that, by maximising ad and landing page quality, reduced average Cost Per Click to as little as 10% of competitors' spend [page:1].
I meet with business owners, define clear commercial goals, perform market research and competitor analysis, and transform findings into comprehensive, results-focused marketing plans. I create brands, build high-performing websites, SEO content, social media funnels, paid ad campaigns, and performance dashboards, so PPC is never isolated from the rest of the growth system [page:1].
I am a Certified Performance Specialist monitoring daily performance across Google Marketing Platform, Microsoft Advertising, and Adobe Experience Cloud, delivering stakeholders clear, growth-focused recommendations. I have completed Google Ads Academy across Search, Video, Mobile, Shopping, Display, and Analytics as a Google Ads Partner, and I stay fully up to date with Google's suite of products to help businesses maximise digital performance and attribution [page:1].
My background also includes Digital Operations Manager at Unboxed 2022, a UK Government initiative, where I led day-to-day digital operations, produced detailed reports and analysis to ensure KPIs and benchmarks were met, and partnered with Content, Social, Creative, and Photography teams to grow traffic and deliver impactful site enhancements [page:1].
I am a Genuine Growth Director skilled at opening new markets and scaling a company's portfolio of products or services profitably. I use this mindset for PPC as well, treating paid media as a lever for sustainable growth, not just short-term traffic.
Contact Alex Costin for PPC Strategy
If you need a PPC Specialist who can combine guru-level platform knowledge, data-driven optimisation, and compelling ad copy, I can help. I focus on paid search and paid social campaigns that reduce waste, improve ROI, and grow business outcomes rather than just delivering clicks.