Performance Marketing Manager

This is a fully remote position, open to applicants in United States.

📋 Description

• Take charge of the paid demand generation strategy to achieve a significant volume of qualified leads each year in Veterans Disability, Personal Injury, and expansion practice areas.

• Convert firm-wide growth objectives into channel-specific forecasts for leads, hires, cost-per-lead (CPL)/cost-per-hire (CPH), and spending efficiency.

• Responsibly scale programs by identifying opportunities to add incremental volume without compromising unit economics.

• Collaborate with sales operations, analytics, and CRO teams to ensure that paid traffic converts into high-quality, revenue-generating cases.

• Direct continuous optimization efforts across various digital advertising platforms, focusing on efficient scaling.

• Maintain a balance between automated bidding strategies and human oversight to prevent cost inflation.

• Develop and oversee a structured experimentation roadmap (ads, bids, audiences, landing pages) with well-defined success criteria.

• Regularly assess diminishing returns curves as spending increases and suggest budget reallocation when efficiency declines.

• Strategize, launch, and enhance campaigns across non-search performance channels (e.g., Simpli.fi, programmatic display, retargeting, audience-based and geo-fenced media), ensuring they meet lead quality, attribution integrity, and cost-per-hire targets.

• Maintain the integrity of paid channel attribution, including enhanced conversions, offline conversion imports, and CRM feedback loops.

• Optimize campaigns towards down-funnel KPIs (desired leads, signed cases, lifetime value-weighted outcomes), rather than just surface-level conversions.

• Proactively identify performance anomalies and recommend corrective measures to prevent efficiency degradation.

• Plan and oversee monthly and annual paid media budgets with clearly defined pacing models.

• Forecast lead and hire outputs by channel, geography, and practice area.

• Dynamically reallocate budgets based on incrementality, efficiency, and capacity constraints.

• Provide leadership with transparent insights into ROI, marginal returns, and scaling limits.

• Collaborate closely with the CRO, SEO, Content, and Web teams to ensure paid traffic arrives at conversion-optimized experiences.

• Work in partnership with analytics and intake teams to establish definitions of lead quality and feedback mechanisms.

⛳️ Requirements

• At least 5–7 years of hands-on PPC experience, with a minimum of 4+ years managing significant Google Ads budgets and high-volume lead-generation campaigns.

• Demonstrated success in scaling paid search programs to produce over 100,000 leads annually while meeting or enhancing target CPL and return on ad spend (ROAS).

• Extensive technical expertise in multiple digital advertising platforms (Search, Display, YouTube, Meta, etc.) and adeptness at navigating complex account structures and platform updates.

• Advanced skills in Google Analytics, Looker Studio or similar BI/reporting tools, and Excel/Google Sheets (including pivot tables, lookups, and basic forecasting models).

• Practical experience in setting up and managing conversion tracking, implementing pixels and tags, and integrating PPC data with CRM systems for full-funnel visibility.

• Strong knowledge of bidding strategies (manual, automated, value-based), Quality Score optimization, and machine-learning recommendations from platforms.

• Solid grasp of essential PPC metrics—CTR, CPC, conversion rate, CPA/CPL, LTV, ROAS—and the ability to optimize campaigns against competing objectives.

• Exceptional written and verbal communication skills; capable of articulating technical PPC concepts to non-technical stakeholders and presenting data-driven recommendations clearly and confidently.

• Bachelor's degree in Marketing, Analytics, Business, Computer Science, or a related field; equivalent professional experience (certifications, industry track record) may be considered.

• Current Google Ads Search Certification, Google Analytics Certification (GA4), and Google Ads Video Certification; candidates must be willing to acquire and maintain all certifications annually.

🏝️ Benefits

• Comprehensive health insurance coverage (medical, dental, vision).

• 401(k) retirement plan with employer matching contributions.

• Generous paid time off (PTO) along with paid holidays.

• Budget for professional development and continuing education (industry conferences, certifications, training).