Senior Paid Google Ads Specialist

Job Description

Job Description

Sweet James Accident Attorneys runs one of the largest Google Ads operations in the personal injury space. We are hiring a

Senior Paid Media Manager

to run our Google Ads account in-house. Building campaigns, managing bids, writing ad copy, optimizing landing pages, and driving signed cases every single day.

This is not an oversight role. This is an operator role

. You are the one in the account, making the decisions, and owning the results.

You will report to the CMO and work closely with the intake and creative teams to ensure that every campaign is aligned with business goals. If agencies are involved in any capacity, you may coordinate with them, but the expectation is that you are the primary hands-on-keyboard owner of the Google Ads account and its performance.

CORE RESPONSIBILITIES:

Campaign Building, Management & Optimization
Build, launch, and manage all Google Ads campaigns across Search, Performance Max, Display, and YouTube — from account structure and keyword research through ad copy, bid strategy, and geographic targeting
Own daily campaign optimization: adjust bids, refine targeting, pause underperformers, scale winners, rotate ad creative, and manage budget allocation across campaigns
Architect and maintain the account structure, campaign hierarchy, ad group theming, match type segmentation, and keyword organization for maximum efficiency at scale
Write and test ad copy continuously; develop messaging frameworks that drive high-intent clicks and align with the firm’s case type priorities
Manage landing page strategy in coordination with the web/creative team; brief page variations, launch A/B tests, and optimize for lead-to-signed-case conversion
Build and maintain a comprehensive negative keyword strategy through systematic search term mining to eliminate wasted spend

Performance Monitoring & Reporting
Own the daily and weekly performance monitoring cadence for Google Ads: spend pacing, CPA trending, conversion volume, and signed-case pipeline
Prepare weekly WBR materials for the VP, including performance summaries, variance analysis, and recommended actions
Build and maintain dashboards connecting Google Ads data to downstream CRM metrics (lead-to-consultation rate, consultation-to-signed-case rate, cost-per-signed-case)
Deliver monthly channel performance reports with trend analysis, testing results, and forward-looking recommendations
Establish alerting thresholds for spend anomalies, CPA spikes, conversion drops, and pacing deviations; ensure same-day escalation

Testing & Experimentation
Design and execute a structured testing roadmap with minimum 4 tests per quarter: ad copy variations, landing pages, bid strategies, audience signals, campaign structures, and geographic expansion
Run disciplined A/B and multivariate tests with clear hypotheses, defined success metrics, and statistical significance thresholds before making decisions
Translate winning tests into account-wide rollouts; document losing tests with learnings to avoid repeating them
Stay current on Google Ads product releases, beta features, and algorithm changes; evaluate and implement where applicable
Experiment with new campaign types, audience signals, and automation features to stay ahead of the platform’s evolution

Keyword & Audience Strategy
Conduct ongoing keyword research to identify new high-intent opportunities across the firm’s practice areas and geographic markets
Manage keyword portfolio across match types — exact, phrase, and broad — with a clear strategy for when and how to use each
Build and refine audience targeting: in-market segments, custom intent audiences, remarketing lists, and customer match strategies
Analyze search term reports daily to identify new keyword opportunities, negative keyword additions, and shifts in user intent

Competitive Intelligence
Monitor competitor activity through auction insights, ad preview tools, and third-party platforms; track changes in competitor ad copy, landing pages, offer positioning, and estimated spend levels
Produce monthly competitive briefs highlighting shifts that may impact the firm’s performance or strategy
Identify conquesting and competitive positioning opportunities; build campaigns that capitalize on competitive gaps

Cross-Functional Collaboration & Agency Coordination
Work closely with the intake team to understand lead quality, conversion patterns, and what case types and geographies are producing the best outcomes
Collaborate with the creative team on ad copy, landing page design, and conversion rate optimization
Coordinate with the analytics team to ensure tracking, attribution, and conversion data are accurate and actionable
If external agencies support any portion of the Google Ads operation, coordinate their work, review their output, and ensure alignment with the in-house strategy — but the account is yours to run

Required Qualifications
5–8 years of hands-on Google Ads campaign management experience, with at least 2 years directly running accounts spending $500K+/month
Expert-level proficiency in Google Ads: Search, Performance Max, Display, and YouTube campaigns; you should be able to build a campaign from scratch, diagnose performance issues, and restructure an account for efficiency
Deep experience with Google Ads Editor, bid strategy selection and tuning, keyword research tools, and search term analysis at scale
Strong analytical skills: comfortable in Looker Studio, Google Analytics 4, and spreadsheet-based analysis; ability to connect ad data to downstream business outcomes
Experience in lead generation verticals (legal, insurance, home services, or financial services preferred); understanding that the metric that matters is cost-per-signed-case, not cost-per-click
Proven track record of hands-on campaign optimization that produced measurable CPA improvement or wasted spend reduction with specific examples you can walk us through
Excellent written and verbal communication skills; ability to produce clear, actionable performance reports for leadership
Key Understanding of offline conversions

Preferred Qualifications
Direct experience managing Google Ads for personal injury, mass tort, or legal services advertisers
Experience with call tracking platforms (CallRail, Invoca, or Marchex) and connecting call data to campaign performance
Experience writing high-performing ad copy in regulated or compliance-sensitive industries
Experience with landing page optimization and CRO testing tools
Google Ads certifications (Search, Display, Video, Measurement) current
Familiarity with Meta Ads Manager and DV360 as secondary channels

Comprehensive Benefits Package:
Retirement Savings : 401(k) plan with 2% match after 90-days
Comprehensive Insurance Coverage : Medical, Dental, Vision, and Life Insurance
Paid Holiday and Time Off
Free Parking
Company Description Sweet James is a renowned law firm dedicated to providing exceptional legal services. Our team is driven by a commitment to excellence, client satisfaction, and continuous improvement. Joining Sweet James means becoming part of a dynamic and collaborative work environment where your skills and contributions are valued and where there are endless opportunities for growth if you invest in your self growth.

Company Description

Sweet James is a renowned law firm dedicated to providing exceptional legal services. Our team is driven by a commitment to excellence, client satisfaction, and continuous improvement. Joining Sweet James means becoming part of a dynamic and collaborative work environment where your skills and contributions are valued and where there are endless opportunities for growth if you invest in your self growth.