Paid Media Specialist

Paid Media Specialist

Houston, TX

We are hiring a Paid Media Specialist to own high‑stakes ad performance across Google Ads (including PPC and LSA), social media ads (Meta), and complementary channels. You will report to the VP of Digital Marketing, partner closely with content, SEO, intake, and vendors, and bring clean reporting that leadership can act on. This is a full‑time, onsite role, with hybrid flexibility available after 90 days for top performers.

• Plan, launch, and scale campaigns across Google Ads (Search, Display, You Tube), LSAs, Meta (Facebook/Instagram), Linked In, and Bing.
• Manage tens of thousands of dollars in monthly spend with precision, track every dollar, and drive down cost per signed case, not just cost per lead.
• Build airtight measurement from click to signed case using robust attribution and source‑of‑truth reporting.
• Audit current accounts in your first month, identify issues, propose fixes by day 60, then line up deployments and testing roadmaps by day 90 and beyond.
• Run disciplined keyword strategy for high‑value personal injury matters, including catastrophic injury and 18‑wheeler cases, and adapt bids, match types, and negatives accordingly.
• Set up, monitor, and adjust bidding strategies, targeting, and pacing to optimize ROAS, CTR, CPL, CPA, and cost per case.
• Design and execute A/B tests across keywords, ads, assets, landing paths, and document learnings into playbooks.
• Collaborate with internal and cross‑department teams, including intake, to diagnose gaps between lead volume and signed cases, and drive funnel fixes with clear owners and timelines.
• Partner with and hold vendors accountable when needed, stepping in when results lag and keeping work streams aligned with internal teams.
• Monitor campaigns daily through Google Ads Manager, Meta Business Suite, Google Analytics, and similar tools, with weekly and monthly reports delivered to leadership.
• Ensure all tracking mechanisms (pixels, tags, UTMs, conversion events) are correctly implemented, troubleshoot issues, and apply attribution models.
• Stay up to date on ad platform changes, maintain compliance with platform policies and state bar advertising rules.
• Experiment with and apply AI‑driven features such as Performance Max, Smart Bidding, predictive analytics, and dynamic ad formats to improve efficiency and outcomes.

• 3 to 5 years of performance media experience, ideally in legal or another service‑based, high‑competition category, with proven ownership of large budgets.
• Deep fluency in Google Ads and LSAs, strong grasp of analytics, attribution, and conversion tracking, and comfort with high‑pressure environments.
• Experience with social media advertising (Meta and Linked In) and comfort testing AI/automation tools.
• Experience partnering with sales teams (intake), knowledge of working with sales funnels, and ability to learn intake workflows quickly.
• A proactive operator who thinks like an owner, communicates directly, and thrives with autonomy and accountability.
• Nice to have – prior personal‑injury experience in Houston or other major DMAs and experience coordinating multiple vendors.

• Competitive salary: base up to $110K/year (depending on experience).
• Onsite location in Houston with standard 40‑hour workweeks; overtime as required.
• Hybrid flexibility may be considered after the first 90 days based on performance.

You will report to the VP of Digital Marketing while working closely with the Director of Content and the Director of Brand and Media. Expect in‑person collaboration, weekly priorities, and autonomous execution supported by data‑driven leadership.