Paid Media Manager

We're looking for a Paid Media Manager to lead Google Ads strategy across our portfolio of law firm clients. This role is focused primarily on Google Search, managing campaigns in some of the most competitive and expensive legal markets where every click, every dollar, and every conversion matters.

The ideal candidate understands that success isn't measured by impressions or clicks, it's measured by qualified leads and signed cases. They combine deep Google Ads expertise with analytical thinking, strategic decision making, and a relentless drive to improve performance. They're constantly testing, learning, and embracing new technologies, including AI, to stay ahead of the competition.

What You'll Do

Paid Search Strategy

• Build, launch, and optimize Google Search campaigns that generate qualified leads and signed cases.
• Develop campaign structures, keyword strategies, audience strategies, bidding strategies, and account architecture built for long term success.
• Create scalable paid search strategies that align with each client's business goals and growth objectives.

Campaign Strategy & Optimization

• Analyze Quality Score, Auction Insights, search terms, competitor activity, and campaign performance to identify optimization opportunities.
• Continuously improve campaigns through keyword expansion, creative  negative keyword management, ad testing, audience segmentation, bid optimization, and landing page recommendations.
• Diagnose declining account performance and develop data driven recovery plans.
• Evaluate emerging Google Ads features, automation, and AI capabilities to determine where they create meaningful business value.
• Landing page optimization expertise
• Experience in running google ad experiments to optimize performance

Conversion Tracking & Analytics

• Implement and maintain offline conversion tracking that connects signed cases back to Google Ads.
• Partner with internal teams to ensure accurate tracking across Google Ads, Google Tag Manager, Google Analytics 4, CRM platforms, and reporting tools.
• Build reporting that focuses on business outcomes, not vanity metrics, while using data to guide optimization decisions.

Budget Planning & Forecasting

• Manage media budgets across a portfolio of client accounts with a focus on maximizing return on investment.
• Forecast monthly spend, lead volume, and performance trends while identifying opportunities to scale efficiently.
• Provide strategic budget recommendations based on campaign performance, competitive landscape, and expected business impact.
• Ensure clients understand how budget allocation influences growth, lead quality, and overall campaign performance.

Client Partnership

• Serve as the strategic paid media advisor for assigned clients.
• Present campaign performance, recommendations, and growth opportunities with confidence.
• Collaborate with SEO, content, creative, and client success teams to maximize overall marketing performance.

Qualifications

Required

• 5+ years managing Google Ads campaigns with a strong focus on lead generation.
• Experience managing high budget, highly competitive search campaigns.
• Deep understanding of Google Ads, Google Analytics 4, Google Tag Manager, and conversion tracking.
• Experience implementing offline conversion tracking and value based bidding strategies.
• Strong understanding of Quality Score, Auction Insights, bidding strategies, audience targeting, campaign structure, and search intent.
• Experience using AI to improve campaign creation, optimization, reporting, and analysis.
• Strong analytical, problem solving, and decision making skills.
• Excellent communication and client presentation skills.

Preferred

• Experience managing paid media for law firms or other local service businesses.
• Experience building automated CRM to Google Ads conversion workflows using Zapier or similar platforms.
• Experience auditing and improving landing page performance.
• Experience with Meta Ads and Local Services Ads.
• Familiarity with Performance Max and value based bidding strategies for lead generation.

Success in This Role

The ideal Paid Media Manager is analytical, curious, and always testing. They understand that every optimization should improve business outcomes, not just campaign metrics. They make decisions backed by data, embrace AI as a competitive advantage, and consistently look for new ways to improve lead quality, efficiency, and return on ad spend. Most importantly, they know how to win in highly competitive markets where thoughtful strategy consistently outperforms bigger budgets.

Pursuant to applicable pay transparency laws, the Company reasonably expects the salary range for this position to be $90,000 to $110,000 annually.

In addition to base salary and commission, FirmPilot offers:

• 100% premium cost for employee: health, dental, and vision coverage
• Discretionary paid time off
• 11 holidays observed, and 2 floating holidays