Growth Paid Acquisition Specialist III

Modern Family Law , a boutique law firm which specializes in Family Law, is seeking a Growth Paid Acquisition Specialist II I to grow our paid advertising program and, above all, the qualified leads it produces. The Growth Paid Acquisition Specialist III will inherit a portfolio of live campaigns and proven tests, scale the winners, launch new markets, and run selective new experiments; all measured against one goal: more qualified leads and SQLs at an efficient cost. The role will own performance from impression through qualified lead, working closely with our 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 is not a primary responsibility today, but you may provide backup or overflow support on paid social campaigns during launches or coverage gaps. Objectives of the role • Grow qualified leads and SQLs across all markets while maintaining an efficient cost per qualified lead and cost per retained client. • Scale proven campaigns and tests across new budgets, audiences, and markets while selectively pursuing new growth opportunities. • Optimize campaign strategy and budget allocation using both platform performance and downstream lead-quality data. • Improve conversion rates and lead quality through ongoing testing of creative, messaging, offers, audiences, and landing pages. • Provide clear performance insights, forecasts, and r Your responsibilities • Manage search, Local Services Ads, display, and video campaigns across all active markets. • Plan, prepare, and launch Google Ads and Local Services Ads, CTV campaigns for new location openings. • Scale what works: grow proven campaigns and tests into new budgets, markets, and audiences, and design new experiments only where they can move qualified leads and SQLs. • Own lead quality, not just volume: optimize toward cost per qualified lead, SQL pass through, and retained client contribution, using HubSpot and Salesforce data rather than platform conversions alone. • Use CallRail to track, score, and attribute inbound calls, and feed call data back into campaign optimization and budget decisions. • Partner on landing page, offer, and funnel testing to lift conversion rate and lead quality. • Optimize campaigns to improve Quality Scores and reduce cost per conversion. • Identify negative keywords and refine targeting to improve relevance and cut 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. Who you are: • You measure yourself by one number above all: growth in qualified leads. • You treat the ad budget like your own money and defend every dollar against qualified pipeline, not clicks. • You take proven tests to the next level, and you know which new bets are worth running and which are just noise. • You obsess over what happens after the click: lead quality, consultation booked, retained client. • You bring initiative and ideas, but you prioritize growth, not activity. • You are comfortable launching in new markets, and you are hungry to grow the program and grow with it. Requirements Required skills and qualifications • 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 only 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, not just platform metrics. • Experience managing budget with a disciplined, results-focused approach to spending. • 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 skills and 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. Mandatory Notices for Applicants: ADA Compliance: All candidates and incumbents are expected to perform the duties as assigned so long as they can meet the expectations set forth with or without reasonable accommodations. Should a candidate or incumbent require an accommodation, they should notify the Director of People & Culture in advance. Compensation: $100,000 - $115,000. This range is a reasonably reliable estimate of the base salary that this role is expected to receive. Actual pay will be adjusted based on experience, location, and other job-related factors permitted by law. Full time employees may be eligible for health insurance with an optional HSA, short term disability, long term disability, dental insurance, vision care, life insurance, Healthcare and Dependent Care Flexible Spending Accounts, 401K, vacation, sick time, and an employee assistance program. Additional voluntary programs include voluntary accident insurance, voluntary life, voluntary disability, voluntary long-term care, voluntary critical illness and cancer insurance and pet insurance. Commuter and Transit programs may also be available in certain markets. Pursuant to the local Fair Change Ordinance, we will consider for employment qualified applicants with arrest and conviction records. Modern Family Law is committed to diversity and inclusion in the workplace. Individuals seeking employment at MFL are considered without regards to race, color, religion, sex, sexual orientation, gender identification, national origin, age, marital status, ancestry, disability, veteran status, or genetic information, among other protected bases.