Senior Paid Search Manager

TITLE: Senior PPC Manager
TYPE: Full-Time
COMPENSATION RANGE: $160,000 – $190,000 (DOE)
LOCATION: Los Angeles, CA (Downtown Los Angeles)
WORK SCHEDULE: Onsite – Monday to Friday
INDUSTRY: Legal Services / Personal Injury

*Must be authorized to work in the U.S. We are unable to sponsor for this position**

COMPANY INFO

A fast-growing personal injury law firm operating in a high-volume, high-intent inbound lead environment. The organization is known for aggressive digital marketing, rapid scaling, and performance-focused case acquisition systems.

ROLE

The Senior PPC Manager owns end-to-end PPC performance and attribution pipelines across high-intent lead generation channels. This role builds, optimizes, troubleshoots, and scales complex paid acquisition systems to improve cost-per-case, lead quality, and overall case acquisition outcomes.

Key Responsibilities

• Build, manage, and optimize Google Ads, Bing, Performance Max, YouTube, and Microsoft Ads campaigns.
• Improve lead quality, CPL, ROAS, and cost-per-case through continuous testing.
• Create and execute testing roadmaps across copy, bidding, landing pages, and audience strategies.
• Manage Google Local Service Ads: performance, service areas, reviews, dispute resolution.
• Maintain and optimize Google Business Profiles for accuracy and compliance.
• Ensure flawless attribution and lead flow across Google Ads CallRail Intaker Salesforce.
• Troubleshoot issues across Zapier, CallRail, chatbots, IVR routing, and CRM integrations.
• Verify accurate attribution, prevent duplicates, and maintain Salesforce data integrity.
• Conduct weekly call audits to evaluate intake performance and case retention quality.
• Test call routing paths weekly to ensure correct queues, escalations, and language routing.
• Analyze funnel performance (connected qualified contract sent retained).
• Deliver weekly reporting on leads, spend, CPL, projections, and down-funnel insights.
• Present strategic recommendations, competitive analysis, and performance enhancements.
• Train new staff on marketing systems, routing logic, workflows, and attribution.
• Ensure compliance with Google Ads policies, brand standards, security protocols.
• Document system changes and maintain SOPs.

REQUIRED & PREFERRED QUALIFICATIONS

Required

• 9+ years hands-on PPC experience in high-budget, ROI-driven environments.
• Proven ability to improve CPL, ROAS, cost-per-case, and lead quality.
• Expert-level mastery of Google Ads, Performance Max, YouTube, Microsoft Ads, smart bidding, and audience strategies.
• Experience integrating PPC with Salesforce or comparable CRMs.
• Strong proficiency with CallRail, Zapier, chatbots, landing page testing, and dynamic tracking setups.
• Deep analytical skills using GA4 and performance dashboards.
• Demonstrated ability to build full-funnel acquisition systems.
• Personal injury or call-based lead generation experience.

Preferred

• Experience with Intaker, Unbounce, VWO, Segment, or IVR routing systems.
• Experience working with intake or call center operations.