PPC Specialist

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

📋 Description

• Take ownership of and oversee Google Ads campaigns across Search, Performance Max, Display, and YouTube for our Lemon Law and Personal Injury sectors.

• Create and implement lead generation strategies that focus on the quality of qualified leads, cost per retained case, and return on ad spend — rather than solely on cost per lead.

• Design, launch, and continually enhance campaigns, ad groups, audiences, and ad copy within Google Ads.

• Perform keyword research, manage negative keywords, and analyze search terms tailored for legal intent and geographic targeting.

• Develop and conduct A/B tests on ad copy, landing pages, bidding strategies, and audience segments to consistently elevate performance.

• Collaborate with creative and content teams to brief, review, and refine ad creative and landing page experiences.

• Work alongside the intake and marketing teams to connect ad performance with lead quality — modifying targeting, keywords, and messaging based on what results in signed clients.

• Track daily budgets, pacing, and performance; proactively identify issues and opportunities for leadership.

• Generate clear, insight-driven performance reports linking Google Ads metrics to business outcomes (retained cases, cost per acquisition, ROAS).

• Oversee tracking implementation, conversion setup, and attribution, including Google Tag Manager and Google Analytics.

• Ensure full adherence to Google Ads policies and legal advertising regulations, including state-specific restrictions on attorney advertising.

• Remain updated on Google Ads platform changes, betas, privacy updates, and PPC trends in the legal sector — and share these insights with the team.

• Aggressively scale successful campaigns while maintaining lead quality and budget efficiency.

⛳️ Requirements

• At least 5 years of hands-on experience with Google Ads, demonstrating a successful track record in lead generation (not eCommerce).

• Preferred experience in legal, insurance, home services, healthcare, or other high-intent consumer sectors.

• Extensive knowledge of various Google Ads campaign types — Search, Performance Max, Display, and YouTube — with a clear understanding of when and how to utilize each for lead generation.

• Experience managing significant ad budgets (monthly six figures or more) with direct accountability for results.

• Strong analytical skills — you can interpret dashboard data and identify key questions, areas of waste, and opportunities.

• Demonstrated ability to optimize for lead quality and cost per retained client, beyond just cost per lead or click-through rate.

• Practical experience with conversion tracking, Google Tag Manager, Google Analytics, UTM strategy, and attribution.

• Excellent English communication skills (C1 level), both verbal and written, with the capability to present performance insights clearly to non-marketing stakeholders.

• Self-motivated and proactive in a remote setting — you take initiative without waiting for direction on where to focus or what to test.

• Naturally collaborative — you celebrate successes, raise concerns early, and contribute beyond your direct responsibilities.

🏝️ Benefits

• Competitive salary (DOE), along with opportunities for performance-based incentives linked to lead quality and case outcomes.

• Fully remote work environment.

• 6 paid time-off (PTO) days annually.

• Significant budget and true ownership — your strategic input drives the firm’s growth.

• Opportunity to collaborate closely with leadership in a growing, modern law firm where marketing performance is highly valued.