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

Sweet James Accident Attorneys is a nationally recognized personal injury law firm built on a culture of excellence, compassion, and results. Our team is driven by a shared commitment to delivering exceptional client service while supporting one another in a fast-paced, collaborative environment. At Sweet James, we invest in our people, encourage professional growth, and provide meaningful opportunities to build rewarding careers while making a real impact in the lives of our clients.

Company Description

Sweet James Accident Attorneys is a nationally recognized personal injury law firm built on a culture of excellence, compassion, and results. Our team is driven by a shared commitment to delivering exceptional client service while supporting one another in a fast-paced, collaborative environment. At Sweet James, we invest in our people, encourage professional growth, and provide meaningful opportunities to build rewarding careers while making a real impact in the lives of our clients.