Responsibilities

• Own day-to-day performance across Google Ads, Meta, and Google Local Services Ads — building, launching, and optimizing campaigns directly
• Manage budget pacing and bid strategy across channels to hit cost-per-lead and cost-per-case targets
• Own tactical campaign execution: keyword research and ad copywriting, campaign/ad group structuring, and A/B testing across ad copy, landing pages, bidding strategies, and negative keywords
• Evaluate and expand into additional paid channels over time, including Display and other emerging lead sources, as budget and results justify
• Build campaign infrastructure that can scale quickly for mass tort and wildfire litigation surges, standing up new campaigns fast when filing windows demand it
• Partner with the CRM Director and Data Analyst to ensure clean lead tracking, attribution, and reporting back to spend
• Continuously test new creative, audiences, and bidding strategies; kill underperforming spend quickly and reallocate to what's working
• Support affiliate and lead-source partnerships with performance data, helping evaluate which sources are worth scaling
• Report weekly performance metrics and recommendations to the Senior Director of Marketing, fluent in core KPIs (CPL, CPA, CTR, CPC, ROAS) and how they roll up to firm-level OKRs
• Stay current on platform changes (Google, Meta, LSA policy and algorithm shifts) and adjust strategy proactively

Requirements

• 10+ years of hands-on performance marketing experience, with deep, direct campaign management (not just oversight) in Google Ads and Meta Ads Manager
• Prior experience in legal marketing strongly preferred; personal injury or mass tort lead generation experience is a significant plus
• A proven, mature operator — demonstrated ownership of large paid media budgets and a consistent track record of driving results independently, with minimal hand-holding
• Proven track record of scaling paid lead generation spend while improving or maintaining cost-per-lead and lead quality
• Comfortable operating in a high-volume, fast-moving environment where campaigns may need to scale quickly around litigation filing deadlines
• Highly data-driven — fluent in reading performance data and translating it into next actions, not just reporting metrics
• Experience working with or reporting into a CRM (Salesforce) and call-tracking (CallRail) for attribution
• Self-starter who can operate with a high degree of ownership and ambition in a role built for someone who wants to run the program hands-on
• Technical Proficiency: hands-on, working proficiency with Google Ads, Meta Ads Manager, Google Local Services Ads (LSA), Google Business Profile (GMB), Google Analytics, Salesforce, CallRail, Zapier, Tableau, SEO / website performance tools

Preferred

• Bilingual English/Spanish is a strong plus