Paid Media Specialist

Role Overview

• Plan, launch, and scale campaigns across Google Ads (Search, Display, YouTube), LSAs, Meta (Facebook/Instagram), LinkedIn, and Bing
• Manage tens of thousands of dollars in monthly spend with precision, track every dollar, and drive down cost per signed case, not just cost per lead
• Build airtight measurement, from click to signed case, using robust attribution and source of truth reporting
• Audit current accounts in your first month, identify issues, propose fixes by day 60, then line up deployments and testing roadmaps by day 90 and beyond
• Run disciplined keyword strategy for high value PI matters, including catastrophic injury and 18 wheeler cases, and adapt bids, match types, and negatives accordingly
• Set up, monitor, and adjust bidding strategies, targeting, and pacing to optimize ROAS, CTR, CPL, CPA, and cost per case
• Design and execute A/B tests across keywords, ads, assets, landing paths, and document learnings into playbooks
• Collaborate with internal team members and cross-department, including our intake department, to diagnose gaps between lead volume and signed cases, and drive funnel fixes with clear owners and timelines
• Partner with and hold vendors accountable when needed, stepping in when results lag, and keeping workstreams aligned with internal teams
• Monitor campaigns daily through Google Ads Manager, Meta Business Suite, Google Analytics, and similar tools, with weekly and monthly reports delivered to leadership
• Ensure all tracking mechanisms (pixels, tags, UTMs, conversion events) are correctly implemented, troubleshoot issues, and apply attribution models
• Stay up to date on ad platform changes, maintain compliance with platform policies and state bar advertising rules
• Experiment with and apply AI-driven features such as Performance Max, Smart Bidding, predictive analytics, and dynamic ad formats to improve efficiency and outcomes

Requirements

• 3 to 5 years in performance media, ideally in legal or another service based, high competition category, with proven ownership of large budgets
• Deep fluency in Google Ads and LSAs, strong grasp of analytics, attribution, and conversion tracking, and comfort with high pressure environments
• Experience with social media advertising (such as Meta and Linked) in addition to Google Ads, and comfort testing AI/automation tools
• Experience partnering with sales teams (intake department), knowledge of working with sales funnels and/or ability to learn sales/intake workflows quickly
• A proactive operator who thinks like an owner, communicates directly, and thrives with autonomy and accountability.

Benefits

• Hybrid flexibility may be considered after the first 90 days based on performance
• Schedule: onsite in Houston, standard 40-hour workweeks, overtime as required