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 rolewill own performance from impression through qualified lead, working closely with our marketing operations, analytics, and sales teams.

• Primary ownership:paid search (Google Ads), Local Services Ads, You Tube, 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.

• 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

• 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 Hub Spot and Salesforce data rather than platform conversions alone.
• Use Call Railto  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 Hub Spot, Google Analytics (GA4), Google Tag Manager, andCallRail.
• 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.

• 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.

• 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, You Tube, and Microsoft Advertising (Bing).
• Proficiency in Hub Spot, Google Analytics (GA4), Google Tag Manager, andCallRail.
• Hands-on experience with A/B testing, conversion optimization,…