Responsibilities

• Google Ads (Primary Focus)
• Full ownership of the Google Ads account across California
• Campaign architecture, keyword strategy, negative keyword systems, search term management, ad copy, extensions, and a disciplined testing cadence.
• Full ownership of Google Local Services Ads across all California markets, including budget, service area configuration, review velocity strategy, and lead scoring.
• Bid strategy and budget deployment. We set the total budget; you recommend how to allocate it across California counties and case types, and defend the recommendation with data.
• Call tracking and lead quality: CallRail configuration, tracking numbers, call scoring, and feeding call data back into the ad platforms.
• Offline conversion tracking: building and maintaining the pipeline from Lead Docket and Filevine, surfaced through Domo, back into Google Ads so bidding optimizes toward signed cases and case value, not form fills.
• Google Ads scripts for budget pacing, anomaly detection, search term analysis, and automated reporting.
• Ongoing competitive and auction intelligence across the California legal advertising landscape.
• Meta (Instagram & Facebook)

Requirements

• 5+ years managing Google Ads, including meaningful time at seven figure annual spend. This is the core of the role and the bar is high.
• Strong working knowledge of Google Ads, with a commitment to staying current on platform updates, trends, and best practices.
• Direct personal injury advertising experience. This is a requirement, not a preference. California experience is strongly preferred; experience in another highly competitive state market will be considered.
• Deep, hands-on Google Local Services Ads experience.
• Working experience managing Meta paid campaigns (Instagram and Facebook), including audience targeting, budget management, and creative testing. You do not need to be a designer, but you need to know what good creative testing looks like and be able to run or direct it.
• CallRail proficiency.
• Demonstrated experience implementing offline conversion imports and value-based bidding.
• Working proficiency with Google Ads scripts. You should be able to read, modify, deploy, and troubleshoot scripts on your own.
• Strong analytical ability and fluency working in a BI environment. Domo experience is a plus; the ability to learn it quickly is required.
• The judgment to tell the difference between signal and noise, and the discipline not to over-manage the account.

Preferred

• Google Ads API experience.
• SQL.
• Prior experience managing or scaling a Meta paid program specifically within personal injury or another high-CPC, high-competition vertical.
• Familiarity with Filevine, Lead Docket, or comparable legal case management and intake platforms.
• Current Google Ads certifications.
• Prior experience hiring or managing a paid media team.