Paid Media Manager

FirmPilot is seeking a Paid Media Manager to lead Google Ads strategy for law firm clients. The role focuses on optimizing campaigns to generate qualified leads and signed cases, utilizing analytical skills and strategic decision-making to improve performance in competitive legal markets.

Responsibilities:

• Build, launch, and optimize Google Search campaigns that generate qualified leads and signed cases
• Develop campaign structures, keyword strategies, audience strategies, bidding strategies, and account architecture built for long term success
• Create scalable paid search strategies that align with each client's business goals and growth objectives
• Analyze Quality Score, Auction Insights, search terms, competitor activity, and campaign performance to identify optimization opportunities
• Continuously improve campaigns through keyword expansion, creative negative keyword management, ad testing, audience segmentation, bid optimization, and landing page recommendations
• Diagnose declining account performance and develop data driven recovery plans
• Evaluate emerging Google Ads features, automation, and AI capabilities to determine where they create meaningful business value
• Implement and maintain offline conversion tracking that connects signed cases back to Google Ads
• Partner with internal teams to ensure accurate tracking across Google Ads, Google Tag Manager, Google Analytics 4, CRM platforms, and reporting tools
• Build reporting that focuses on business outcomes, not vanity metrics, while using data to guide optimization decisions
• Manage media budgets across a portfolio of client accounts with a focus on maximizing return on investment
• Forecast monthly spend, lead volume, and performance trends while identifying opportunities to scale efficiently
• Provide strategic budget recommendations based on campaign performance, competitive landscape, and expected business impact
• Ensure clients understand how budget allocation influences growth, lead quality, and overall campaign performance
• Serve as the strategic paid media advisor for assigned clients
• Present campaign performance, recommendations, and growth opportunities with confidence
• Collaborate with SEO, content, creative, and client success teams to maximize overall marketing performance