Context: Senior Paid Search Manager is responsible for leading and optimizing paid search marketing strategy across Google Ads and Google Local Services Ads (LSA). This role oversees a high-volume advertising program focused exclusively on California personal injury cases and is accountable for driving high-quality case acquisition, improving cost efficiency, and maximizing return on advertising spend. The adecuado candidate has extensive experience managing six-figure monthly Google Ads budgets, deep expertise in personal injury advertising, strong analytical capabilities, and a proven track record of leveraging data to make strategic decisions.
This role requires hands-on campaign management, continuous optimization, advanced reporting, and ownership of marketing performance outcomes.
Key Responsibilities
Paid Search Management
- Manage and optimize Google Ads campaigns across California markets.
- Develop campaign structures, keyword strategies, bidding strategies, ad copy, ad extensions, and negative keyword systems.
- Conduct ongoing search term analysis and performance improvements.
- Create and manage a structured testing and experimentation framework.
Google Local Services Ads (LSA)
- Manage Local Services Ads across multiple service areas.
- Optimize budgets, lead quality, service area settings, and review generation initiatives.
- Monitor and dispute unqualified leads when appropriate.
- Identify opportunities to improve overall LSA performance.
Budget & Bid Strategy
- Develop budget allocation strategies by county, market, and case type.
- Recommend budget adjustments based on ROI and lead quality.
- Implement and optimize Smart Bidding, portfolio bidding, and value-based bidding strategies.
- Monitor and improve advertising efficiency metrics.
Lead Quality & Conversion Tracking
- Manage CallRail tracking systems and call attribution.
- Review inbound calls and form submissions to assess lead quality.
- Build and maintain offline conversion tracking processes.
- Integrate signed case and case value data into advertising platforms.
- Ensure optimization efforts focus on qualified cases, not just lead volume.
Reporting & Analytics
- Develop dashboards and performance reports using BI and reporting tools.
- Analyze campaign performance and identify actionable insights.
- Track key performance indicators, including:
- Cost per Signed Case
- Cost per Qualified Lead
- Case Value
- Return on Ad Spend (ROAS)
- Case-Type Mix
- Present performance findings and strategic recommendations to leadership.
Competitive Analysis & Automation
- Monitor competitor activity within California's legal advertising landscape.
- Develop and manage Google Ads Scripts for:
- Automation
- Budget pacing
- Search term analysis
- Anomaly detection
- Improve reporting accuracy and operational efficiency through automation.