PPC Specialist
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Job Description
PPC Specialist managing Google Ads for Lemon Law and Personal Injury practices. Focusing on lead generation and budget optimization in a high-intent consumer vertical.
Responsibilities:
- Own and manage Google Ads campaigns across Search, Performance Max, Display, and YouTube for both our Lemon Law and Personal Injury practices.
- Develop and execute lead generation strategies that prioritize qualified lead quality, cost per retained case, and return on ad spend — not just cost per lead.
- Build, launch, and continuously optimize campaigns, ad groups, audiences, and ad copy across Google Ads.
- Conduct keyword research, negative keyword management, and search term analysis tailored to legal intent and geographic targeting.
- Develop and execute A/B tests across ad copy, landing pages, bidding strategies, and audience segments to continuously improve performance.
- Collaborate with creative and content partners to brief, review, and iterate on ad creative and landing page experiences.
- Partner with the intake and marketing teams to close the loop between ad performance and lead quality — adjusting targeting, keywords, and messaging based on what's converting to signed clients.
- Monitor daily budgets, pacing, and performance; proactively flag issues and opportunities to leadership.
- Prepare clear, insight-led performance reports that tie Google Ads metrics to business outcomes (retained cases, cost per acquisition, ROAS).
- Manage tracking implementation, conversion setup, and attribution, including Google Tag Manager and Google Analytics.
- Ensure full compliance with Google Ads policies and legal advertising rules, including state-specific restrictions on attorney advertising.
- Stay current on Google Ads platform updates, betas, privacy changes, and legal industry PPC trends — and bring those insights back to the team.
- Scale winning campaigns aggressively while protecting lead quality and budget efficiency.
Requirements:
- Minimum 5 years of hands-on Google Ads experience with a proven track record in lead generation (not eCommerce).
- Experience in legal, insurance, home services, healthcare, or similar high-intent consumer verticals strongly preferred.
- Deep expertise across Google Ads campaign types — Search, Performance Max, Display, and YouTube — and a clear point of view on when and how to use each for lead gen.
- Experience managing meaningful ad budgets (six figures monthly or more) with direct accountability for results.
- Strong analytical instincts — you can look at a dashboard and know exactly what questions to ask, where the waste is, and where the opportunity lies.
- Proven ability to optimize for lead quality and cost per retained client, not just cost per lead or click-through rate.
- Hands-on experience with conversion tracking, Google Tag Manager, Google Analytics, UTM strategy, and attribution.
- Strong English communication skills (C1 level), both verbal and written, with the ability to present performance insights clearly to non-marketing stakeholders.
- Self-sufficient and proactive in a remote environment — you don't wait to be told where to look or what to test.
- Collaborative by nature — you share wins, flag concerns early, and contribute beyond your own scope.
Benefits:
- Competitive compensation (DOE), plus opportunity for performance-based incentives tied to lead quality and case outcomes.
- 100% remote work environment.
- 6 paid time-off (PTO) days per year.
- Meaningful budget and real ownership — your strategy drives the firm's growth.
- Opportunity to work closely with leadership in a growing, modern law firm where marketing performance is a top priority.
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