Paid Search Marketing Manager

About Lawn Starter

Lawn Starter is the nation's leading on-demand marketplace for lawn care and outdoor services, with $100M+ in annual bookings across three brands. We connect homeowners with vetted local Pros for everything from weekly mowing to landscaping, pool care, and beyond.

The Growth team owns customer acquisition, the engine that powers everything else. We're responsible for bringing in 150,000+ new customers per year across Google Ads, Bing, and organic channels. Paid search is our largest and most complex channel, spanning three brands (Lawn Starter, Lawn Love, Home Gnome) across hundreds of local markets with intense seasonality. Core mowing is the heart of the business, and Responsive Search Ads and Dynamic Search Ads are the workhorses that drive it.

You'll own paid search strategy and execution across our entire portfolio. This is an IC role; you're not managing people, you're managing millions in ad spend. You'll work directly in the accounts daily while also thinking strategically about how to scale efficiently.

What makes this role different:

• Multi-brand complexity:You're running campaigns for three brands that compete in overlapping markets. Figuring out positioning and budget allocation without cannibalization is a real puzzle.
• RSA, DSA, and beyond:Core mowing spans 200+ local markets across three brands. Beyond RSA and DSA, you'll work across PMax, AI Search Max, and Demand Gen — managing creative testing, feed coverage, and campaign structure at scale requires systems thinking across Google's full inventory.
• Seasonality is extreme:Lawn care demand swings 5x between winter and spring. You'll need to nail timing on spend ramps, pauses, and reactivation campaigns.
• Full-funnel ownership:Your responsibility doesn't stop at the click. You own the customer experience from ad impression through first service complete — landing page performance, conversion tracking integrity, and customer journey QA are all part of your remit.
• Direct business impact:Paid search is our #1 acquisition channel. Your decisions directly affect whether we hit growth targets.

• Responsive Search Ads & Dynamic Search Ads:Own RSA and DSA strategy for core mowing across Google and Bing — creative testing, feed coverage, campaign structure, and bidding
• Performance Max, AI Search Max & Demand Gen:Run and optimize PMax, AI Search Max, and Demand Gen campaigns alongside core search — understanding where each campaign type fits in the funnel and how they interact
• Smart bidding strategy:Define and manage tCPA, tROAS, and portfolio bid strategies across brands and campaign types; audit alignment between bid strategy, goal type, and funnel stage
• Attribution & conversion infrastructure:Own attribution tracking setup, event tracking implementation, and conversion loop QA — ensuring every touchpoint is measured accurately and the data feeding smart bidding is trustworthy
• Landing page & customer journey optimization:Drive landing page testing, QA the full customer experience from click through first service complete, and identify where the funnel leaks between ad click and completed job
• Multi-brand strategy:Manage Lawn Starter, Lawn Love, and Home Gnome campaigns with clear positioning and minimal cannibalization
• Budget allocation:Decide where dollars go across brands, markets, and campaign types to maximize ROAS
• Testing roadmap:Run structured experiments on bidding strategies, ad copy, landing pages, and audience segments
• Reporting & insights:Build dashboards, surface insights, and translate data into action

RSA creative testing at scale
We run three brands across 200+ local markets, which means hundreds of ad groups each needing relevant, high-performing RSA creative. How do you build a testing framework that surfaces what actually moves the needle—without drowning in variations?

DSA coverage and quality
Dynamic Search Ads can unlock long-tail coverage we'd never build manually, but DSA quality depends on page structure and content. How do you audit coverage gaps, suppress irrelevant queries, and make DSA a reliable driver rather than a leaky bucket?

Multi-brand positioning…