Performance Marketing Manager

Role Overview

• Own paid demand generation strategy to deliver high volume of qualified leads annually across Veterans Disability, Personal Injury, and expansion practice areas
• Translate firm-level growth goals into channel-level forecasts for leads, hires, CPL/CPH, and spend efficiency
• Scale programs responsibly by identifying where incremental volume can be added without degrading unit economics
• Partner with sales operations, analytics, and CRO teams to ensure paid traffic converts into high-quality, revenue-generating cases
• Lead ongoing optimization across multiple digital ad platforms with a bias toward efficient scale
• Balance automated bidding with human-led controls to prevent cost inflation
• Design and manage a structured experimentation roadmap (ads, bids, audiences, landing pages) with clear success thresholds
• Continuously monitor diminishing returns curves as spend scales and recommend reallocation when efficiency drops
• Plan, launch, and optimize campaigns across non-search performance channels (e.g., Simpli.fi, programmatic display, retargeting, audience-based and geo-fenced media), ensuring alignment with lead quality, attribution integrity, and cost-per-hire targets.
• Own paid channel attribution integrity, including enhanced conversions, offline conversion imports, and CRM feedback loops
• Optimize campaigns toward down-funnel KPIs (wanted leads, signed cases, LTV-weighted outcomes), not surface conversions
• Identify performance anomalies early and recommend corrective action before efficiency erosion compounds
• Plan and manage monthly and annual paid media budgets with clear pacing models
• Forecast lead and hire output by channel, geography, and practice area
• Reallocate budget dynamically based on incrementality, efficiency, and capacity constraints
• Provide leadership with clear visibility into ROI, marginal returns, and scale limits
• Work closely with CRO, SEO, Content, and Web teams to ensure paid traffic lands on conversion-optimized experiences
• Partner with analytics and intake teams to align on lead quality definitions and feedback loops

Requirements

• Minimum 5–7 years of hands-on PPC experience, with at least 4+ years directly managing substantial Google Ads budgets and high-volume lead-generation campaigns
• Proven success scaling paid search programs to generate 100,000+ leads annually while achieving or improving target CPL and ROAS
• Deep technical proficiency in multiple digital ad platforms (Search, Display, YouTube, Meta, etc.); comfortable navigating complex account structures and platform updates
• Advanced proficiency with Google Analytics, Looker Studio or similar BI/reporting tools, and Excel/Google Sheets (pivot tables, lookups, basic forecasting models)
• Hands-on experience setting up and managing conversion tracking, implementing pixels and tags, and integrating PPC data with CRM systems for full-funnel visibility
• Strong understanding of bidding strategies (manual, automated, value-based), Quality Score optimization, and platform machine-learning recommendations
• Solid command of core PPC metrics—CTR, CPC, conversion rate, CPA/CPL, LTV, ROAS—and ability to optimize campaigns against multiple competing objectives
• Excellent written and verbal communication skills; ability to explain technical PPC concepts to non-technical stakeholders and present data-driven recommendations with clarity and confidence
• Bachelor's degree in Marketing, Analytics, Business, Computer Science, or related field; equivalent professional experience (certifications, industry track record) may substitute
• Active Google Ads Search Certification, Google Analytics Certification (GA4), and Google Ads Video Certification; candidates must be willing to obtain/maintain all certifications annually.

Benefits

• Comprehensive health insurance (medical, dental, vision)
• 401(k) retirement plan with employer matching
• Generous paid time off (PTO) and paid holidays
• Professional development and continuing education budget (industry conferences, certifications, training)