UK

United Kingdom · Marketing · Mid-Level (2-5 years)

Search Engine Marketing Specialist

Here is the whole job, in plain words. What it is, what you decide, how you're judged, how people get here and where they go next. Then the part no course gives you: twelve AI tutors who learn your work.

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Free to start: a plan built for this role, and a Future Fluency module to try first. No card.

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One email: what AI is changing in this job, and where to start free. With a link back here. Nothing else follows unless you confirm your address.

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  • Experience bandMid-Level (2-5 years)
  • Direct reportsNo direct reports
  • Reports toMarketing Manager, Performance Marketing Manager
  • UK framework levelUsually a coordinator, or early in a professional job

Also advertised as Paid Search Executive · PPC Specialist · Digital Advertising Specialist

Built on 43,079 real UK job descriptions we analysed · grounded in qualifications employers recognise

Two short quizzes about you

1From this job to a course

The qualifications matched to this job

OCNLR Level 4 Diploma in Digital Marketing OCN London · Level 4 · covers 5 of 10 standards
ATHE Level 4 Extended Diploma in Digital Marketing ATHE Ltd · Level 4 · covers 4 of 10 standards
OCNLR Level 4 Certificate in Digital Marketing OCN London · Level 4 · covers 2 of 10 standards
TQUK Level 3 Diploma in Digital and Technical Skills for the Workplace (RQF) Training Qualifications UK Ltd · Level 3 · covers 2 of 10 standards
City & Guilds Level 3 Diploma in Digital Marketing City and Guilds of London Institute · Level 3 · covers 2 of 10 standards
OCNLR Level 4 Award in Digital Marketing Planning OCN London · Level 4 · covers 1 of 10 standards

Matched from the standards this job is measured against: a suggestion, not an official ruling.

The units you would start with

Search Engine Marketing OCNLR Level 4 Diploma in Digital Marketing
Search Engine Optimisation ATHE Level 4 Extended Diploma in Digital Marketing
Digital Analytics OCNLR Level 4 Certificate in Digital Marketing
Digital Marketing Skills for Business TQUK Level 3 Diploma in Digital and Technical Skills for the Workplace (RQF)
Digital marketing metrics and analytics City & Guilds Level 3 Diploma in Digital Marketing
Digital Marketing Planning OCNLR Level 4 Award in Digital Marketing Planning

The future skills this job leans on

AI Fluency working with AI as a thinking partner
Data Fluency turning numbers into a decision
Systems Fluency seeing the whole picture
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Your Plan Illustration

Built for Search Engine Marketing Specialist

6 units that map to this job, from the qualifications that cover it.

  1. Search Engine Marketing OCN London · covers 5 of 10 standards Level 4
  2. Search Engine Optimisation ATHE Ltd · covers 4 of 10 standards Level 4
  3. Digital Analytics OCN London · covers 2 of 10 standards Level 4
  4. Digital Marketing Skills for Business Training Qualifications UK Ltd · covers 2 of 10 standards Level 3
  5. Digital marketing metrics and analytics City and Guilds of London Institute · covers 2 of 10 standards Level 3
  6. Digital Marketing Planning OCN London · covers 1 of 10 standards Level 4
These are the real units behind this job, in the order they rank for it. Nothing here is marked done, because this plan has not been started by anyone yet. Yours would fill in as you go.

2AI and this work

Will AI change your work as a Search Engine Marketing Specialist?

Nobody can say exactly how. Here is what this job is being asked for next, and where to start.

The new skills this role is being asked for

  • Prompt Engineering & LLM Integration
  • Enhanced Data Storytelling
Why each one is rising

The future skills this job leans on

We'll only ever tell you what we can actually back up. No hype, no scare tactics.

What happens when you start

Next, a free account. We build your Search Engine Marketing Specialist plan as you set up, starting with a Future Fluency module on using AI in your job. No card.

Your first Future Fluency module is free. After that, your AI tutor is £70 a month.

Start my Search Engine Marketing Specialist plan, free Ready to pay? Subscribe for £70 a month

3What this role really is

A search engine marketing specialist manages paid search campaigns, making sure ads appear when people search for relevant products or services. The work involves setting up and running campaigns in Google Ads and Microsoft Advertising, adjusting bids, writing ad copy, and keeping close track of how budgets are spent. It means getting the right message to the right person at the right time, and doing it efficiently. It is a bit like dressing a shop window, but for search engines, making sure products are visible and well presented.

4What you'd actually use

The tools this job runs on, and how well you'd need to know each one.

Google Ads Intermediate

Daily campaign optimisations, bid adjustments, ad copy updates, keyword management, SQR mining, performance monitoring.

Microsoft Advertising Intermediate

Managing and optimising campaigns on the Bing network, applying similar strategies as Google Ads but adapting to platform nuances.

Google Analytics 4 (GA4) Intermediate

Pulling standard reports on traffic, conversions, and user behaviour to understand post-click performance and build basic custom reports.

SEMrush / Ahrefs Intermediate

Keyword discovery, ad copy research, and basic competitor analysis to identify opportunities and inform strategy.

Looker Studio (Google Data Studio) Intermediate

Creating and updating weekly/monthly performance dashboards using established templates to report on key metrics.

Channable / Feedonomics (or similar feed management tool) Basic

Identifying and fixing basic errors in product feeds for Shopping Ads, ensuring data quality.

5What you get to decide, and how that grows

Power in a job isn't your title. It's what you're allowed to decide. Here's how it grows as you move up.

The choiceComing in Where you are nowThe step above
Daily Bid Adjustments Propose changes to supervisor for approval. Independent adjustments within pre-defined ranges (e.g., ±15% of current bid). Full autonomy on bid strategy and adjustments, including automated bidding portfolios.
Ad Copy Changes Draft copy, supervisor reviews and approves. Write and implement new ad copy, get manager sign-off for major changes or brand messaging. Design and execute comprehensive ad copy testing roadmaps independently.
New Keyword Additions / Negative Keywords Identify and suggest, supervisor approves and implements. Independently add relevant positive and negative keywords based on SQR mining and research. Define and implement advanced negative sculpting strategies across campaigns.
Campaign Budget Allocation (within channel) No authority, inform supervisor of spend pacing. Monitor budget pacing and flag potential over/underspend. Propose minor shifts (e.g., £500) between campaigns for manager approval. Manage budget allocation up to £5K within the SEM channel, adjusting based on performance and strategic priorities.
New Campaign Launches Assist with setup, supervisor leads strategy and launch. Build and launch new campaigns following an agreed-upon strategy. Manager reviews before final activation. Design the strategy and architecture for new campaigns, leading the full launch process.

6How you'll be judged

The scoreboard, and what is not on it. The hard targets, how often each is actually looked at, and the quiet signals that never reach a dashboard.

Ad Spend Variance
How close your daily campaign spend is to the allocated budget.
Target · Maintain daily spend within ±5% of the target budget.

If your daily budget is £100, you should be spending between £95 and £105. Consistently overspending or underspending by more than 5% would be a red flag.

Non-Brand Click-Through Rate (CTR)
The percentage of people who click on your ads when they see them, specifically for keywords that aren't our brand name.
Target · Achieve a non-brand CTR of >4%.

If your non-brand ads get 10,000 impressions and 500 clicks, your CTR is 5%, which is great. If it's 3%, we'd need to look at ad copy and relevance.

Conversion Rate (CVR)
The percentage of people who complete a desired action (like filling out a form or making a purchase) after clicking your ad.
Target · Maintain or improve campaign CVR by 10% quarter-on-quarter.

If 100 clicks lead to 8 conversions, that's an 8% CVR. If you can push that to 8.8% next quarter, you're doing well.

Cost Per Acquisition (CPA) / Return on Ad Spend (ROAS)
How much it costs us to get one customer or lead, or how much revenue we get back for every pound spent on ads.
Target · Achieve a CPA of £50 or less, or a ROAS of 300% or more (depending on campaign type).

If you spend £500 and get 10 conversions, your CPA is £50. If you spend £100 and generate £350 in revenue, your ROAS is 350%.

Campaign Quality & Structure
How well-organised, logical, and efficient your campaigns are, making them easy to manage and optimise.
  • Campaigns are structured thematically with relevant ad groups and clear keyword targeting. Negative keyword lists are regularly updated. Ad copy is fresh and uses relevant extensions. Other team members can easily understand and navigate your account structure.
Proactive Optimisation & Issue Identification
Your ability to spot trends, identify potential problems, and take action before they escalate, rather than just reacting to poor performance.
  • You flag unusual spend fluctuations or performance drops before they're noticed by your manager. You suggest new testing ideas or optimisations based on data you've found. You're regularly 'SQR mining' to find new opportunities or waste.
Reporting Clarity & Actionable Insights
How well you communicate campaign performance, making it easy for others to understand what's happening and what we should do next.
  • Your weekly reports are concise and highlight key takeaways, not just raw data. You can explain 'why' performance changed and 'what' your next steps are. You use Looker Studio dashboards effectively to present information clearly to your manager.
Collaboration & Knowledge Sharing
How effectively you work with other teams and share your expertise to help everyone improve.
  • You proactively share interesting findings from your search query reports with the content team. You offer to help new joiners understand the ad platforms. You provide constructive feedback on landing page suggestions from the web team.

7Would you like it

Both sides. What people enjoy, and what grinds them down.

What people enjoy
Direct Impact & Tangible Results

You'll see the direct effect of your optimisations on clicks, conversions, and ultimately, revenue. Adjusting a bid strategy or refining ad copy can immediately shift performance, which is incredibly satisfying.

You changed a negative keyword list on Tuesday, and by Friday, you're seeing a 15% drop in irrelevant clicks and a noticeable improvement in conversion rate for that campaign. That's your direct impact.

Problem Solving & Optimisation

Every day presents a new puzzle: why did performance drop? How can we get more conversions for less money? You'll be constantly analysing data, testing hypotheses, and finding clever ways to improve campaign efficiency.

A campaign's CPA has crept up. You'll dive into the Search Query Report, check Quality Scores, look at competitor activity, and figure out a plan to get it back on track. It's like being a detective for our budget.

Continuous Learning & Adaptation

The world of paid search is always changing. New features, algorithm updates, and competitive shifts mean there's always something new to learn and adapt to. If you love staying on top of the latest trends, you'll thrive.

Google announces a new ad format or a change to Performance Max. You'll be one of the first to read up on it, understand how it works, and figure out how we can use it to our advantage.

What frustrates people
  • The Google Black Box: Being held accountable for results from automated campaigns (like Performance Max) where Google gives you minimal data, control, or transparency into what's actually working. It can feel like guesswork sometimes.
  • Attribution Arguments: Constantly having to defend the value of SEM in a multi-touch world, especially when last-click attribution models often undervalue your top-of-funnel efforts. Everyone wants to take credit for the last click.
  • Sudden Budget Shifts: Having your budget slashed mid-quarter with no warning, forcing you to kill momentum on successful campaigns and then explain the inevitable performance drop to leadership. It's a real pain.
  • Chasing the Algorithm: The never-ending cycle of adapting your strategy to the latest Google algorithm update or new feature rollout. It means long-term planning can be a challenge because the rules keep changing.
  • Tracking Nightmares: A developer pushes a website change that breaks your conversion tracking pixel, rendering your data useless for days before anyone notices. It's a race against time to fix it.
What this role does not give you
  • Complete creative freedom: While you'll write ad copy, it's within strict character limits and often needs to align with broader brand messaging. This isn't a graphic design role.
  • Long periods of quiet, uninterrupted work: Expect frequent pings, urgent requests, and the need to react quickly to campaign performance changes. It's not a 'set it and forget it' job.
  • A static, predictable environment: The platforms, algorithms, and market are constantly evolving. If you prefer things to stay the same, you'll struggle to keep up.

8Who you work with

Your work directly impacts our customer acquisition cost and the volume of qualified leads we generate. Get it right, and you're a revenue driver. Get it wrong, and we're wasting budget and missing growth targets. It's pretty black and white, honestly.

Inside the business
  • Marketing Manager (for strategy and guidance)
  • Content Team (to align ad copy with broader messaging)
  • Web Development Team (for landing page optimisations and tracking fixes)
  • Sales Team (to understand lead quality and feedback)
  • Analytics Team (for deeper insights and reporting alignment)
Outside the business
  • Google (our main ad platform partner)
  • Microsoft Advertising (our secondary ad platform partner)
  • SEMrush / Ahrefs (our competitive intelligence tool providers)

9What you need before you start

Not a wish list. The things you would be expected to already have.

  • At least 2 years of hands-on experience managing paid search campaigns in Google Ads, with a proven track record of hitting performance targets.
  • Solid understanding of core PPC concepts: keyword research, ad copy writing, bid management, and campaign structure.
  • Experience with Google Analytics 4 (GA4) for reporting and basic analysis.
  • A genuine curiosity for data and a desire to understand 'why' things happen in campaigns.
  • Strong organisational skills – managing multiple campaigns requires a methodical approach.

10What to practise next

Where the job is going, and what to do about it starting this week.

Advanced Google Ads Scripting (Basic)

While you won't be writing complex scripts from scratch just yet, understanding the basics of Google Ads scripts will allow you to automate repetitive tasks, create custom reports, and implement optimisations that aren't available in the standard UI. It's a massive time-saver and performance enhancer.

JavaScript Fundamentals · Google Ads Scripting API · Common Use Cases

  • This week: Read Google's official documentation on Google Ads scripts. Don't try to code yet, just understand the possibilities.
  • This month: Find a simple, pre-built script online (e.g., a broken link checker) and try to implement it in a test account.
  • Month 2: Learn basic JavaScript syntax through free online tutorials (e.g., Codecademy, freeCodeCamp).
  • Month 3: Try to modify an existing script to fit a slightly different need, even if it's just changing a threshold or a reporting email address.

Quick win: Find a script that automatically pauses ads with broken landing pages. It's a simple, effective automation that prevents wasted spend immediately.

Deeper Attribution & Measurement Expertise

Moving beyond last-click attribution is critical. As marketing becomes more complex, understanding how different channels interact and contribute to conversions across the entire customer journey will be essential for making smart budget decisions. It's about proving the true value of SEM.

Multi-Touch Attribution Models · Customer Journey Mapping · Incrementality Testing

  • This week: Explore the 'Attribution' reports within Google Analytics 4. What do they tell you that last-click doesn't?
  • This month: Read articles and watch webinars on different attribution models. Try to articulate the benefits of each.
  • Month 2: Discuss attribution challenges with your manager and the wider analytics team. What models do they use? What are the limitations?
  • Month 3: Propose a simple test to measure incrementality for a specific campaign, even if it's just a geo-experiment.

Quick win: Start looking at the 'Top Conversion Paths' report in GA4. It immediately shows you how search interacts with other channels, giving you a richer story than just last-click.

11Staying current once you are in

What people here do to keep up
  • Regularly read industry blogs and news sources (e.g., Search Engine Land, PPC Hero, Google Ads Blog) to stay on top of the latest platform updates and best practices.
  • Attend relevant webinars and virtual conferences (many are free!) to learn from experts and see what other companies are doing.
  • Actively participate in online SEM communities or forums to share knowledge and learn from peers.
  • Experiment with new Google Ads beta features in a test environment to understand their potential impact before rolling them out live.
  • Take advantage of any internal training or workshops we offer on new tools or strategies.

12The rising capability

The rising capability

Zavmo analysis

What's rising in its place

This is where the work is heading, and the higher pay with it. Get fluent here and the shift stops being a threat and starts being your edge.

Prompt Engineering & LLM Integration

Honestly, competitors are already using tools like ChatGPT and other Large Language Models (LLMs) to draft ad copy, generate keyword ideas, and even summarise performance reports in minutes. Specialists who figure this out will outproduce their peers significantly. It's not future-state; it's happening now.

  • Effective Prompting
  • Context Windows & Token Limits
  • Output Validation
  • AI-Assisted Research

Enhanced Data Storytelling

It's not enough to just pull numbers; you need to tell a compelling story with them. As data gets more complex, the ability to distil it into clear, actionable insights for non-technical audiences becomes incredibly valuable. Your manager and other teams don't want a data dump; they want to know what it means for them.

  • Audience-Centric Reporting
  • Visualisation Best Practices
  • Narrative Structure
  • Actionable Recommendations

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • PPC Bid & Budget Management
  • Keyword Strategy & Match Type Architecture
  • Ad Copy & Creative Testing
  • Landing Page Optimisation (LPO) & Conversion Rate Optimisation (CRO)
  • Attribution & Measurement Fundamentals
  • Performance Max (PMax) & Automation Understanding

14The pathway

The pathway

How you actually get there, here

How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.

  1. 1

    Associate SEM Specialist (L1)

    1-2 years

    Skills to master

    • Mastering daily SQR mining, accurate ad copy drafting, basic bid adjustments under supervision, and consistently pulling standard reports. It's about getting the fundamentals absolutely right.

    You're ready to move on when

    • Consistently executes tasks with minimal errors.
    • Proactively identifies basic campaign issues.
    • Can explain core PPC concepts clearly.
    • Shows initiative in learning new platform features.
  2. 2

    Digital Marketing Assistant / Coordinator

    2-3 years

    Skills to master

    • Broad exposure to various digital channels, with some hands-on experience in paid search. Learning how different channels interact and how to contribute to a wider marketing strategy.

    You're ready to move on when

    • Demonstrates a foundational understanding of paid search.
    • Eager to specialise in SEM.
    • Can manage small, low-complexity campaigns.
    • Strong analytical and organisational skills.
  3. 3

    Marketing Graduate Scheme

    2-3 years (post-graduation)

    Skills to master

    • A structured programme that provides exposure to different marketing functions, including a rotation in performance marketing. Developing foundational business acumen alongside technical skills.

    You're ready to move on when

    • Strong academic background in a relevant field.
    • Quick learner with a thirst for digital marketing.
    • Demonstrates analytical aptitude and problem-solving skills.
    • Enthusiastic about a career in paid media.

15Where this role leads

The long view: This work can lead towards a senior SEM strategist role, shaping campaign structure and solving harder technical problems, or towards managing an SEM team and its budget. With broader experience, it can lead into directing paid media strategy across search, social and display.

The ten Future Fluencies

Zavmo analysis

The credential is what you can do today. These are what keep you valuable.

A qualification proves you can do the job as it's defined today. These ten are what decide whether you're still the obvious person for it in five years. They're the capabilities employers are now writing into senior roles faster than people are learning them. Zavmo weaves them through whatever you study, so you come out with both: the credential and the fluency.

The highlighted ones are the Fluencies your role leans on hardest, from how Search Engine Marketing Specialist is actually changing.

Where it leads

Roles this leads to

The record names a next step, but the catalogue has no page for it yet:

  • Senior Search Engine Marketing Specialist (L3)

How you would learn this

One to one, on the work you already do

A tutor sets the task against your own job and marks the reasoning, at your pace. There is no cohort to fall behind.

A lesson from Search Engine Marketing, worked against Search Engine Marketing Specialist.

Search Engine Marketing Level 4

Applied to your work in Search Engine Marketing Specialist

This unit aims to provide learners with a comprehensive understanding of search engine marketing (SEM) principles and techniques. Learners will develop the skills to conduct keyword research, develop and manage pay-per-click (PPC) advertising campaigns, and analyse campaign performance to make recommendations for improvement, while also understanding the role of search engine optimisation (SEO).

How the thinking builds
  1. 1 Remember
  2. 2 Understand
  3. 3 Apply
  4. 4 Analyse
  5. 5 Evaluate
  6. 6 Create
An illustration of a Zavmo lesson, built from this role’s own route. The unit, its objective and every criterion above are the awarding body’s own words, not an example.

It is £70 a month, billed monthly. Your free first module is Future Fluency, and you can cancel any time.

Start my Search Engine Marketing Specialist plan, free
See Your Progress Grow Illustration
Search Engine Marketing Specialist
  • PPC Bid & Budget Management
  • Keyword Strategy & Match Type Architecture
  • Ad Copy & Creative Testing
  • Landing Page Optimisation (LPO) & Conversion Rate Optimisation (CRO)
  • Attribution & Measurement Fundamentals
  • Performance Max (PMax) & Automation Understanding
This is your Mind Palace on learn.zavmo.ai. Every skill above comes from this role's own record, not an example borrowed from another job. A node lights up when you evidence it, and what you build stays yours between jobs. That is the part a course cannot do.

16The detail, folded away

Everything else the record holds

The career branches in full, how AI is already showing up in the day-to-day, and the questions people ask about this job. Here when you want them, out of the way while you decide.

Where it leads next, rung by rung

Where it leads

The career path, and where it branches

Search Engine Marketing Specialist is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. Senior Search Engine Marketing Specialist (L3)

    3-5 years in current role

    You'll move from owning campaigns to leading strategy for major business lines, mentoring others, and tackling more complex, ambiguous problems.

    • Advanced Bid Management Mastering enterprise-level bid management tools like Search Ads 360 and building custom bidding portfolios.
    • Complex Account Architecture Designing entire account structures for new markets or product lines, ensuring scalability and efficiency.
    • Full-Funnel Measurement Integrating ad platform data with CRM and other sources to report on advanced metrics like cost per MQL or customer lifetime value.
Working with AI on the job

Working with AI

Where AI is starting to help

Let's be honest, a lot of the day-to-day work in paid search can be a bit repetitive – digging through reports, writing endless ad variations, and trying to spot tiny changes in data. But what if you could offload some of that grunt work to AI? Imagine having more time to actually think strategically, test new ideas, and really move the needle for our business. That's exactly what AI can do for you in this role.

We're not talking about AI taking over your job; we're talking about AI making you incredibly good at your job. By automating the tedious bits, you'll free up precious hours every week to focus on high-impact activities that truly require your human brain. Think of AI as your super-efficient, always-on assistant.

Ad Copy Proliferation

Use AI tools (like Jasper or ChatGPT) to quickly generate dozens of distinct headlines and descriptions for Responsive Search Ads (RSAs). This means you'll overcome creative fatigue, rapidly build a library of assets for Google's algorithm to test, and spend less time staring at a blank screen. It's about getting more high-quality variations out there, faster.

Anomaly Detection & Alerting

Employ AI-powered monitoring tools that connect directly to our ad platforms and analytics. The AI learns our usual performance patterns and automatically flags significant anomalies – like 'CPC on 'Brand' campaign up 75% in the last 3 hours' – that a human might miss for hours or even days. This means you're always ahead of potential problems, not reacting to them late.

Keyword Intent Clustering

Feed a massive list of potential keywords into an AI tool, and it'll analyse their semantic relationships, grouping them into tightly-themed clusters based on user intent (e.g., informational, transactional). This dramatically speeds up campaign and ad group creation, ensuring our ads are super relevant to what people are actually searching for, saving you hours of manual sorting.

Performance Summary Generation

Use AI to transform raw data tables and charts from your weekly reports into a concise, narrative-driven executive summary. Just prompt it with something like: 'Summarise this performance data for a non-technical marketing VP, highlighting 3 key wins, 1 challenge, and our next step.' It'll save you a good chunk of time writing up those reports.

Common questions

Common questions

How do you become a Search Engine Marketing Specialist?

Common routes in include Associate SEM Specialist (1-2 years), Digital Marketing Assistant / Coordinator (2-3 years) and Marketing Graduate Scheme (2-3 years (post-graduation)). Times vary with prior experience.

Where can a Search Engine Marketing Specialist progress to?

This role can lead on to Senior Search Engine Marketing Specialist (3-5 years in current role), depending on the skills you build.

What new skills matter most for a Search Engine Marketing Specialist?

Increasingly, Prompt Engineering & LLM Integration and Enhanced Data Storytelling. These are the skills our record of this role lists as growing.

Free tools

Want a read on where you stand?

Three free tools, no account needed. Each one ends with a role, a level and a way in.

Read the Zavmo manifesto to understand how you will be taught Meet your tutors

Or try another one

17Where to go from here

Other roles at Level 3

Same depth of qualification, different job. Useful if the work appeals but this particular role does not.

 More jobs in marketing

Stay in the field you know and move sideways rather than up.
If you leave this industry

The skills built in this role transfer across industries. E-commerce, SaaS, B2B and B2C all need people who understand paid search. This can lead to agency work, an in-house role with a different type of brand, or independent consultancy.

This role profile is © 2026 Growth Engineering Technologies Ltd. Built from UK occupational standards and regulated qualification data, and written for Zavmo.

You're not behind. You're right on time. The shift is only just beginning. Your role won't look the same in two years. Be the one who leads the change, not the one it happens to. Start my Search Engine Marketing Specialist plan, free What happens next: a free account, then we build your plan as you set up. No card. Build your plan, see your roadmap and meet the twelve tutors matched to you. All free. When you're ready to start learning, it's £70 a month, billed monthly. Cancel any time and billing stops.