Senior PPC Specialist / PPC Lead (Legal Marketing) - (US & Canada)

Job Description

THE OPPORTUNITY

Legal PPC is a different game. The stakes are high, the keywords are expensive, and the difference between a qualified case lead and a wasted click can mean thousands of dollars. Were a digital marketing agency that works exclusively with law firms across the United States, and were looking for a senior paid search specialist who already knows this landscape inside and out.

Today, our PPC work is spread across several team members. Were hiring this role to bring focused, senior-level expertise into the center of our paid media operation—someone who can consolidate strategy, raise the performance bar across every account, and take direct ownership of the campaigns that drive our clients caseloads. This isn't about managing ads in bulk. Its about treating every dollar of ad spend as an investment with a measurable return.

If you've spent years refining your craft in legal PPC, understand the economics of case acquisition, and want a role where your expertise directly shapes client outcomes—keep reading.

This is a remote position open to candidates across the U.S. and Canada.

WHAT YOU'LL DO

• Run high-stakes legal campaigns end to end — Plan, build, launch, and manage paid search campaigns for law firm clients across practice areas. You'll own performance from keyword strategy through to qualified lead delivery.
• Master Google Ads and Local Services Ads — These are your primary platforms. You'll manage campaigns across both, optimizing for the nuances of legal search behavior, geographic targeting, and lead qualification at every stage.
• Develop strategies rooted in legal economics — Build campaign architectures that reflect how law firms actually value cases—factoring in practice area profitability, case value, and competitive dynamics to make every budget work harder.
• Sharpen targeting and keyword strategy — Conduct thorough keyword research and audience analysis tailored to legal services demand in specific markets. You'll know which terms attract real prospects versus which ones drain budgets.
• Optimize relentlessly for quality, not vanity metrics — Continuously refine campaigns with a focus on lead quality, conversion rates, and cost efficiency. You'll dig into the data daily, identifying whats working and eliminating what isn't.
• Turn data into action — Analyze performance across accounts, surface patterns and opportunities, and execute scaling strategies that grow results without inflating costs.
• Report with clarity and insight — Produce performance reports that go beyond dashboards—communicate the story behind the numbers to internal teams, account managers, and clients in a way that builds trust and informs decisions.
• Elevate the team around you — Provide strategic guidance, mentorship, and quality oversight to fellow PPC specialists. Help standardize best practices and raise the overall caliber of paid media work across the department.

WHAT SUCCESS LOOKS LIKE

Within 6–12 months, a strong hire in this role will have achieved the following:

• Client campaigns are consistently producing qualified legal leads at or below target cost-per-lead benchmarks
• Conversion rates and lead quality metrics are trending upward across the portfolio of managed accounts
• Campaign ROI is meeting or exceeding the agencys established performance standards for paid search services
• Lead output aligns with case value and client intake capacity—not just volume for volumes sake
• Junior specialists are benefiting from structured guidance, with visible improvements in campaign consistency and execution quality
• PPC processes and standards are better documented, more repeatable, and applied uniformly across accounts

WHO YOU ARE

Essential experience (5+years):

• You've spent significant time managing paid search campaigns specifically for U.S.-based law firms—this is non-negotiable
• You have deep, hands-on proficiency with Google Ads and Google Local Services Ads in legal verticals
• You understand the economics of legal lead generation—case values, intake rates, practice area profitability—and you build campaigns around those realities
• You have a demonstrated history of generating qualified legal leads at competitive cost-per-lead levels
• You're experienced managing meaningful ad budgets—typically in the range of $3,000 to $30,000+ per client per month
• You're sharp with data: comfortable building analyses, spotting inefficiencies, and making optimization decisions grounded in performance metrics
• You've worked in an agency setting and know how to manage multiple accounts simultaneously without letting quality slip

Bonus qualifications:

• Experience running campaigns on Microsoft Ads, Meta Ads, LinkedIn Ads, or Yelp Ads
• Background managing paid media for home services or other local service businesses
• Familiarity working alongside SEO and content marketing teams to align paid and organic strategies
• Hands-on experience with call tracking platforms and lead attribution systems
• Prior experience coaching or mentoring junior paid media professionals

COMPENSATION & BENEFITS

• Monthly compensation: $5,000–$9,000/month based on your depth of experience, expertise, and proven campaign results
• Performance bonuses: Additional earning potential tied to campaign performance and client success metrics
• Fully remote: Work from anywhere—we care about what you deliver, not where you sit
• High-value client portfolio: Work with law firms across the country on campaigns where your decisions have a direct, visible impact on client revenue
• Leadership trajectory: Step into a senior role within the PPC team with the opportunity to shape how the department evolves as the agency grows
• Flexible engagement: Full-time is preferred, but were open to contract or part-time arrangements for the right candidate with exceptional expertise

TECH STACK

Google Ads · Google Local Services Ads · Google Analytics (GA4) · Google Tag Manager · Microsoft Ads · Meta Ads · Call Tracking & Attribution Tools · HubSpot CRM · Internal Reporting Dashboards

ABOUT THE TEAM

You'll be joining a paid media team embedded within a full-service digital marketing agency that lives and breathes local service marketing. The broader team includes specialists in SEO, content, web development, and account management—all focused on helping law firms grow.

The culture is built around transparency, ownership, and measurable results. People here are data-driven and collaborative, they share whats working, they hold each other to high standards, and they take pride in the outcomes they deliver for clients. Your closest collaborators will be fellow PPC specialists, account managers, and the SEO and content teams.

A NOTE ON OUR HIRING PROCESS

Were prioritizing finding the right person over filling this role quickly. As part of the interview process, finalists will be asked to complete a campaign audit exercise—reviewing real performance data and presenting their analysis along with optimization recommendations. We want to see how you think, not just what you're done.

Ready to own the paid media engine for a legal marketing leader?

If you think in cost-per-lead, optimize for case value, and take pride in campaigns that actually move the needle—apply now.