Job description

About the Role

FirmPilot is seeking an experienced Paid Media Manager to lead Google Ads campaigns for a range of law firm clients operating in some of the most competitive legal markets. This position demands precision in managing Google Search campaigns where the focus is not on clicks or impressions but on generating qualified leads and signed cases. The candidate must combine expert knowledge of Google Ads with sharp analytical skills and strategic insight, leveraging emerging technologies including AI to enhance results continually.

Key Responsibilities

Develop, launch, and optimize Google Search campaigns aimed at producing qualified leads and finalizing cases.
Design campaign frameworks including keyword selection, audience targeting, bidding tactics, and account structuring tailored for long-term success.
Create scalable paid search strategies aligned with each client’s objectives and growth plans.
Analyze metrics such as Quality Score, Auction Insights, and competitor data to spot opportunities for optimization.
Continuously enhance campaigns through keyword additions, negative keyword refinement, ad experiments, audience segmentation, bid adjustments, and landing page recommendations.
Troubleshoot performance declines with data-backed recovery strategies.
Evaluate new Google Ads features, automation tools, and AI innovations for business impact.
Implement landing page optimization techniques and run Google Ads experiments to maximize campaign effectiveness.
Set up and maintain offline conversion tracking linking final signed cases with Google Ads data.
Collaborate with internal teams to ensure consistent tracking across Google Ads, Tag Manager, Analytics 4, CRM platforms, and analytics tools.
Develop outcome-focused reporting that prioritizes business results over superficial metrics, guiding optimization with solid data.
Manage media budgets across multiple client accounts to maximize ROI, forecast spend and lead volumes, and identify scaling opportunities.
Advise clients on strategic budget allocation and its impact on growth, lead quality, and campaign performance.
Act as a trusted strategic consultant to clients, presenting campaign insights and growth paths clearly.
Work cooperatively with SEO, content, creative, and client success teams to enhance overall marketing outcomes.

Qualifications

At least 5 years of experience managing Google Ads campaigns focused on lead generation.
Proven ability to manage high-budget campaigns in competitive search environments.
Strong proficiency with Google Ads, Google Analytics 4, Google Tag Manager, and conversion tracking implementation.
Expertise in offline conversion tracking and value-based bidding methodologies.
In-depth knowledge of Quality Score, Auction Insights, audience targeting, campaign structure, and search intent analysis.
Experience applying AI to campaign setup, optimization, analysis, and reporting.
Excellent analytical, problem solving, and decision making capabilities.
Superior communication and client presentation skills.
Preferred experience with law firm paid media management or local service industries.
Familiarity with automating CRM to Ads workflows via Zapier or similar platforms.
Skills in auditing and enhancing landing page effectiveness.
Experience with Meta Ads, Local Services Ads, Performance Max campaigns, and value-based bidding.

Success Attributes

The ideal candidate is analytically minded, inquisitive, and continuously experimenting to improve business outcomes. Decisions are data-driven and leverage AI as a strategic advantage. The candidate excels in competitive markets by implementing well-thought-out strategies that outperform even larger budgets.

Compensation and Benefits

The expected annual salary range is $90,000 to $110,000. Benefits include comprehensive health, dental, and vision insurance fully covered by the employer, discretionary paid time off, 11 observed holidays plus 2 floating holidays, and commission opportunities.

Paid Media Manager