Howe quit Flextech TV sales house IDS last summer after nearly 13 years, and is expected to be named Google's UK managing director in the next week.
The online search company is embarking on its next stage of UK growth, which began with the opening of its sales office in 2001 and the appointment of Kate Burns as its first head of advertising sales. Internally, the UK is viewed as Google's flagship European territory.
Howe will be responsible for maintaining relationships with major advertisers and will lead Google's expansion onto new platforms, including mobile.
His exit from IDS followed an investigation by Flextech parent Telewest into the irregular payment of £5m in commission to media agencies. IDS was cleared of any wrongdoing.
Google declined to comment on Howe's appointment.
Last year, Google European marketing chief Lorraine Twohill hired Bartle Bogle Hegarty to create its first consumer ads.
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