Search Engine Marketing; SEM Specialist

Search Engine Marketing (SEM) Specialist (12 month Contract)

Clio is the global leader in legal AI technology, empowering legal professionals and law firms of every size to work smarter, faster, and more securely.

We are currently seeking a Search Engine Marketing (SEM) Specialist - Contractor (12 months) to join our Performance Marketing Team in Toronto
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The Performance Marketing Team thrives on solving complex challenges by making data-driven decisions that fuel sustainable growth. As part of a dynamic group of high achievers, we craft and execute strategic campaigns to attract, engage, and convert prospects through digital advertising channels.

We are seeking an experienced and data‑driven Search Engine Marketing Specialist to support Clio’s growing SEM efforts for a 12 month contract. The ideal candidate will be instrumental in building and optimizing Google and Bing campaigns, managing new campaign types like PMax and Demand Gen, and driving revenue growth.

The SEM Specialist will focus on three core areas:
Core SEM/PMax tasks, Reporting & Data pulls, and building landing pages.

• Core SEM + Pmax Optimization (Google + Bing)
  • Ad Copy & Asset Optimization – collaborate with content and design teams to develop, write, and implement high‑performing ad copy, and produce new images for use in PMax campaigns.
  • Keyword Research & Expansion – conduct ongoing keyword research to identify high‑potential, long‑tail, and emerging keywords for campaign expansion. Perform keyword audits that identify low performing terms or terms outside of our ICP that need exclusion.
  • Market/Competitor Research – analyze competitor ad strategies, messaging, and landing page performance to inform tactical adjustments and campaign strategy.
• Reporting & Communication
  • Performance Metrics – report on key metrics including Click Through rates (CTR), Cost per Click (CPC), Cost Per Acquisition (CPA), and Quality Score, among others.
  • Status Updates – participate in weekly or bi‑weekly check‑in calls/meetings to review performance, update projects, and upcoming priorities.
• Conversion Rate Optimization (CRO) & Testing
  • Landing Page Analysis – audit key campaign landing pages to identify areas of friction and potential conversion obstacles (e.g., clarity, offer prominence, form layout, mobile experience). This includes personalizing landing page experiences as needed.
  • A/B Test Setup – utilize Optimizely to design, set up, and launch A/B and multivariate tests for landing page variations.
  • Test Analysis & Reporting – monitor active tests, analyze results for statistical significance, and document findings to inform optimization strategies.

• 4‑5 years of experience managing and optimizing SEM campaigns on Google and Bing within a B2B setting.
• Familiarity with new campaign types like PMax and Demand Gen.
• High level of expertise using Google Sheets or Excel.
• Expertise in Conversion Rate Optimization (CRO) and A/B testing, including using tools such as Optimizely or VWO.
• Data‑driven mindset with strong analytical skills focused on delivering clarity and high‑level insights for campaign optimization.
• Experience with first‑party data connectivity and testing new data models.
• Ability to project manage across different products and geographies.

• Experience using multi‑touch attribution tools such as Dream Data or Hockey Stack.
• Experience using CRM tools such as Hub Spot or Salesforce.
• Knowledge of SEO and SEO tools such as Google Search Console.
• 2‑3 years working in a B2B SaaS setting.
• Experience working in the legal tech industry.

This posting is for an existing vacancy.

The expected new hire base pay for this role is $9,000/month CAD.

As this is an independent contractor role, you will manage your own business operations, including:

• Taxes & Contributions – you are responsible for calculating and paying your own federal and provincial income taxes, as well as CPP/EI contributions. Clio will not withhold these from your payments.
• Invoicing – to receive payment, you will submit regular invoices for your services. You’ll also be responsible for keeping your own financial records…