Senior Paid Media Manager; Google Ads

BANA LAWBANA LAW, PC is a California plaintiff-side personal injury firm headquartered in Los Angeles. We represent people who have been seriously injured, and the families of those who have been killed, in cases across the state. Paid media is a core driver of our business. We run a monthly budget concentrated entirely in California, the most competitive and most expensive legal advertising market in the country.

We are hiring a senior paid media operator to take ownership of our paid advertising program. Google Ads is the emphasis of this role and the primary measure of success. You will also own our Social Media (primarily Meta: Instagram and Facebook) paid program. Setting strategy, managing budget and performance, and directing creative and audience testing, whether executing it directly or overseeing an agency or freelancer.

This is not a rebuild. We own our Google Ads accounts, full conversion history, call tracking, and landing pages. Whoever we hire takes the wheel of a functioning, well-instrumented program and is expected to make it materially better. This is a senior individual contributor role today. As the paid media function grows, you will hire and lead a team, starting with dedicated social media specialists working under your direction.

We are looking for someone genuinely excellent at Google Ads, not a generalist who has touched it, and not someone who managed personal injury accounts as one of twenty logos at an agency. If you have run seven figure annual personal injury search budgets and can walk us through exactly what you did, why, and what it produced, we want to talk to you.

• Google Ads (Primary Focus)
• Full ownership of the Google Ads account across California
• Campaign architecture, keyword strategy, negative keyword systems, search term management, ad copy, extensions, and a disciplined testing cadence.
• Full ownership of Google Local Services Ads across all California markets, including budget, service area configuration, review velocity strategy, and lead scoring.
• Bid strategy and budget deployment. We set the total budget; you recommend how to allocate it across California counties and case types, and defend the recommendation with data.
• Call tracking and lead quality:
  Call Rail configuration, tracking numbers, call scoring, and feeding call data back into the ad platforms.
• Offline conversion tracking: building and maintaining the pipeline from Lead Docket and Filevine, surfaced through Domo, back into Google Ads so bidding optimizes toward signed cases and case value, not form fills.
• Google Ads scripts for budget pacing, anomaly detection, search term analysis, and automated reporting.
• Ongoing competitive and auction intelligence across the California legal advertising landscape.
• Meta (Instagram & Facebook)
• Own strategy, budget, and performance for our Meta paid program: campaign structure, audience and lookalike targeting, and offer strategy.
• Direct creative and audience testing cadence, whether producing creative yourself or briefing and managing an agency or freelancer.
• Apply the same lead-quality and attribution discipline used on Google: connect Meta spend to qualified leads and signed cases, not just clicks or engagement.
• Evaluate and recommend whether creative execution should stay outsourced or move in-house as the program scales.
• Build and maintain KPI dashboards.
• Present recommendations directly to firm leadership.

• Cost per signed case
• Quality of leads and signed cases.
• Case value and case-type mix, not just lead or engagement volume
• Return on ad spend and the efficiency of every incremental dollar, across both channels

• 5+ years managing Google Ads, including meaningful time at seven figure annual spend. This is the core of the role and the bar is high.
• Strong working knowledge of Google Ads, with a commitment to staying current on platform updates, trends, and best practices.
• Direct personal injury advertising experience. This is a requirement, not a preference. California experience is strongly preferred; experience in another highly competitive state market will be considered.
• Deep, hands-on Google Local Services Ads experience.
• Working experience managing Meta paid campaigns (Instagram and Facebook), including audience targeting, budget management, and creative testing. You do not need to be a designer, but you need to know what good creative testing looks like and be able to run or direct it.
• Demonstrated experience implementing…