Growth Paid Acquisition Specialist III

Modern Family Law, a boutique law firm which specializes in Family Law, is seeking a Growth Paid Acquisition Specialist III 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 role will own performance from impression through qualified lead, working closely with our marketing operations, analytics, and sales teams.

 

Scope

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

Objectives of the role

• 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

 

Your responsibilities

• 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 HubSpot and Salesforce data rather than platform conversions alone.

• Use CallRail to 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 HubSpot, Google Analytics (GA4), Google Tag Manager, and CallRail.

• 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.

Who you are:

• 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.

Modern Family Law, a boutique law firm which specializes in Family Law, is seeking a Growth Paid Acquisition Specialist III to grow our paid advertising program and, above all, the qualified leads it produces. The Growth Paid Acquisit...

Required skills and qualifications

• 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, YouTube, and Microsoft Advertising (Bing).

• Proficiency in HubSpot, Google Analytics (GA4), Google Tag Manager, and CallRail.

• Hands-on experience with A/B testing, conversion optimization, audience strategy, and attribution modeling.

• Working knowledge of how paid search and organic search interact.

• Familiarity with ad extensions (assets), audience segmentation, and Google AI Max for Search campaigns.

• Strong analytical skills and the ability to turn campaign data into decisions, with accountability for downstream lead quality, not just platform metrics.

• Experience managing budget with a disciplined, results-focused approach to spending.

• Attention to detail and strong problem-solving skills.

• Clear communication skills for reporting performance to stakeholders.

• Ability to work independently and collaborate across teams.

Preferred skills and qualifications

• Google Ads and Google Analytics certifications.

• Experience scaling paid programs across multiple markets or locations.

• Experience advertising on connected TV (Hulu, Roku) or other streaming and programmatic platforms.

• Knowledge of AI-driven bidding and automation (Google Ads scripts, bid management tools).

• Familiarity with competitive research and PPC tools such as SEMrush.

• Understanding of multichannel marketing strategy.

• Proficiency in Excel or Google Sheets for analysis.

Modern Family Law, a boutique law firm which specializes in Family Law, is seeking a Growth Paid Acquisition Specialist III 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 role will own performance from impression through qualified lead, working closely with our marketing operations, analytics, and sales teams.

 

Scope

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

Objectives of the role

• 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

 

Your responsibilities

• 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 HubSpot and Salesforce data rather than platform conversions alone.

• Use CallRail to 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 HubSpot, Google Analytics (GA4), Google Tag Manager, and CallRail.

• 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.

Who you are:

• 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.

Modern Family Law, a boutique law firm which specializes in Family Law, is seeking a Growth Paid Acquisition Specialist III to grow our paid advertising program and, above all, the qualified leads it produces. The Growth Paid Acquisit...

Required skills and qualifications

• 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, YouTube, and Microsoft Advertising (Bing).

• Proficiency in HubSpot, Google Analytics (GA4), Google Tag Manager, and CallRail.

• Hands-on experience with A/B testing, conversion optimization, audience strategy, and attribution modeling.

• Working knowledge of how paid search and organic search interact.

• Familiarity with ad extensions (assets), audience segmentation, and Google AI Max for Search campaigns.

• Strong analytical skills and the ability to turn campaign data into decisions, with accountability for downstream lead quality, not just platform metrics.

• Experience managing budget with a disciplined, results-focused approach to spending.

• Attention to detail and strong problem-solving skills.

• Clear communication skills for reporting performance to stakeholders.

• Ability to work independently and collaborate across teams.

Preferred skills and qualifications

• Google Ads and Google Analytics certifications.

• Experience scaling paid programs across multiple markets or locations.

• Experience advertising on connected TV (Hulu, Roku) or other streaming and programmatic platforms.

• Knowledge of AI-driven bidding and automation (Google Ads scripts, bid management tools).

• Familiarity with competitive research and PPC tools such as SEMrush.

• Understanding of multichannel marketing strategy.

• Proficiency in Excel or Google Sheets for analysis.