Growth Paid Acquisition Specialist III

Modern Family Law, a boutique law firm specializing in Family Law, is seeking a Growth Paid Acquisition Specialist III to expand our paid advertising program and drive qualified leads.

About the role

The Growth Paid Acquisition Specialist III will inherit a portfolio of live campaigns and proven tests, scale successful initiatives, launch new markets, and run targeted experiments—all focused on generating more qualified leads and SQLs at an efficient cost. This role owns performance from impression through qualified lead, collaborating closely with marketing operations, analytics, and sales teams.

Scope

• Primary ownership: Paid search (Google Ads), Local Services Ads, YouTube, Microsoft Advertising (Bing), and connected TV (Hulu and Roku).
• As needed: Paid social support during launches or coverage gaps.

Objectives

• Grow qualified leads and SQLs across all markets while maintaining efficient cost per qualified lead and cost per retained client.
• Scale proven campaigns and tests into new budgets, audiences, and markets while selectively pursuing new growth opportunities.
• Optimize campaign strategy and budget allocation using platform performance and downstream lead-quality data.
• Improve conversion rates and lead quality through testing creative, messaging, offers, audiences, and landing pages.

Responsibilities

• Manage search, Local Services Ads, display, and video campaigns across all active markets.
• Plan, prepare, and launch Google Ads, Local Services Ads, and CTV campaigns for new location openings.
• Scale proven campaigns and tests into new budgets, markets, and audiences; design experiments to drive qualified leads and SQLs.
• Own lead quality, optimizing for cost per qualified lead, SQL pass-through, and retained client contribution using HubSpot and Salesforce data.
• Use CallRail to track, score, and attribute inbound calls, feeding data back into campaign optimization and budget decisions.
• Partner on landing page, offer, and funnel testing to lift conversion rates and lead quality.
• Optimize campaigns to improve Quality Scores and reduce cost per conversion.
• Identify negative keywords and refine targeting to improve relevance and reduce wasted spend.
• Implement and monitor conversion tracking and audience segmentation across HubSpot, Google Analytics (GA4), Google Tag Manager, and CallRail.
• Develop forecasts and budget plans for new and existing locations in partnership with Finance and Sales.
• Test and refine bidding strategies (manual, automated, target CPA, and target ROAS).
• Research competitors, location performance, and growth opportunities to inform planning.
• Research and manage paid legal directories (Justia, Super Lawyers, and similar).
• Provide backup or overflow support on paid social campaigns as needed.

Requirements

• Bachelor's degree in marketing, Business Administration, Advertising, or a related field.
• 4 years of experience in PPC, paid search, SEM, or performance marketing.
• A track record of growing paid programs and scaling qualified lead or pipeline volume, not just improving efficiency.
• Strong expertise in Google Ads, Local Services Ads, YouTube, and Microsoft Advertising (Bing).
• Proficiency in HubSpot, Google Analytics (GA4), Google Tag Manager, and CallRail.
• Hands-on experience with A/B testing, conversion optimization, audience strategy, and attribution modeling.
• Working knowledge of how paid search and organic search interact.
• Familiarity with ad extensions (assets), audience segmentation, and Google AI Max for Search campaigns.
• Strong analytical skills and the ability to turn campaign data into decisions, with accountability for downstream lead quality.
• Experience managing budget with a disciplined, results-focused approach.
• Attention to detail and strong problem-solving skills.
• Clear communication skills for reporting performance to stakeholders.
• Ability to work independently and collaborate across teams.

Preferred Qualifications

• Google Ads and Google Analytics certifications.
• Experience scaling paid programs across multiple markets or locations.
• Experience advertising on connected TV (Hulu, Roku) or other streaming and programmatic platforms.
• Knowledge of AI-driven bidding and automation (Google Ads scripts, bid management tools).
• Familiarity with competitive research and PPC tools such as SEMrush.
• Understanding of multichannel marketing strategy.
• Proficiency in Excel or Google Sheets for analysis.

Benefits

• Health Care Plan (Medical, Dental & Vision)
• Retirement Plan (401k, IRA)
• Life Insurance (Basic, Voluntary & AD&D)
• Paid Time Off (Vacation, Sick & Public Holidays)
• Short Term & Long Term Disability
• Training & Development
• Work from Anywhere — eligible after 6 months

Pay

$90,000 - $105,000. This range is a reasonably reliable estimate of the base salary. Actual pay will be adjusted based on experience, location, and other job-related factors permitted by law.