Demand Generation and Performance Growth Lead

Berry Law Firm • Omaha, NE

1d • $90,000 - $120,000 • Remote

About The Position

Berry Law seeks a highly analytical and growth-oriented PPC Lead (Demand Generation & Performance Marketing) to own the strategy, optimization, and execution of paid acquisition programs across Google Ads, Microsoft Ads, and emerging performance channels. Continue to expand paid acquisition beyond search to include programmatic, display, and audience-based platforms such as Simpli.fi, as well as additional emerging performance channels aligned with firm growth and efficiency targets.

This role is accountable for scaling qualified lead volume at national scale while maintaining strict efficiency targets, directly supporting Berry Law’s 2026 mandate to deliver 14,250+ paid digital hires within defined cost-per-hire (CPH) guardrails.

The ideal candidate blends hands-on execution with growth strategy, understands how to scale spend responsibly in competitive legal markets, and optimizes toward business outcomes (signed cases, LTV)—not just leads.

Requirements

• Experience: Minimum 5–7 years of hands-on PPC experience, with at least 4+ years directly managing substantial Google Ads budgets and high-volume lead-generation campaigns
• Track Record: Proven success scaling paid search programs to generate 50,000+ leads annually while achieving or improving target CPL and ROAS
• Platform Expertise: Deep technical proficiency in Google Ads (Search, Performance Max, YouTube, Shopping if applicable) and strong working knowledge of Microsoft Ads; comfortable navigating complex account structures and platform updates
• Analytics & Data Skills: Advanced proficiency with Google Analytics, Looker Studio or similar BI/reporting tools, and Excel/Google Sheets (pivot tables, lookups, basic forecasting models)
• Conversion Tracking: Hands-on experience setting up and managing conversion tracking, implementing pixels and tags (GTM preferred), and integrating PPC data with CRM systems for full-funnel visibility
• Bidding & Optimization: Strong understanding of bidding strategies (manual, automated, value-based), Quality Score optimization, and platform machine-learning recommendations
• KPI Mastery: Solid command of core PPC metrics—CTR, CPC, conversion rate, CPA/CPL, LTV, ROAS—and ability to optimize campaigns against multiple competing objectives
• Communication: Excellent written and verbal communication skills; ability to explain technical PPC concepts to non-technical stakeholders and present data-driven recommendations with clarity and confidence
• Education: Bachelor's degree in Marketing, Analytics, Business, Computer Science, or related field preferred; equivalent professional experience (certifications, industry track record) may substitute
• Certifications: Active Google Ads Search Certification, Google Analytics Certification (GA4), and Google Ads Video Certification; candidates must be willing to obtain/ maintain all certifications annually.

Nice To Haves

• Legal Services Background: Experience managing PPC campaigns for a law firm, legal services provider, or other highly regulated industry with strict advertising compliance requirements
• Compliance Expertise: Familiarity with legal advertising regulations and experience building campaigns that meet federal, state, and industry-specific advertising rules
• CRO & Testing: Experience collaborating with conversion rate optimization (CRO) and UX teams; demonstrated success improving landing page conversion rates through A/B testing
• Advanced Analytics: Comfort with SQL, Python, or other scripting languages for custom reporting; experience with attribution modeling or multi-touch analytics
• Programmatic Implementation: Experience managing or collaborating on campaigns using fi or similar programmatic and audience-based advertising platforms (geo-fencing, contextual targeting, retargeting). Including the usage of Claritas data for campaign build outs.
• Vertical Expertise: Familiarity with high-intent, high-value verticals such as legal services, financial services, healthcare, or B2B SaaS
• Team Leadership: Prior experience mentoring junior PPC specialists, managing agency partners, or leading cross-functional performance marketing initiatives
• Brand Integration: Ability to align paid search strategy with broader brand strategy, SEO, and content marketing initiatives
• Platform Evolution: Keen interest in staying current with Google Ads AI/automation updates, new features (Performance Max, demand gen), and platform best practices

Responsibilities

• Own paid demand generation strategy to deliver high volume of qualified leads annually across Veterans Disability, Personal Injury, and expansion markets
• Translate firm-level growth goals into channel-level forecasts for leads, hires, CPL/CPH, and spend efficiency
• Scale programs responsibly by identifying where incremental volume can be added without degrading unit economics
• Partner with sales operations, analytics, and CRO teams to ensure paid traffic converts into high-quality, revenue-generating cases
• Lead ongoing optimization across Google Search, PMAX, YouTube, and Microsoft Ads with a bias toward efficient scale
• Balance automated bidding (tCPA, value-based bidding) with human-led controls to prevent cost inflation
• Design and manage a structured experimentation roadmap (ads, bids, audiences, landing pages) with clear success thresholds
• Apply negative keyword strategies, query mining, and intent segmentation to reduce waste and protect margins
• Continuously monitor diminishing returns curves as spend scales and recommend reallocation when efficiency drops
• Plan, launch, and optimize campaigns across non-search performance channels (e.g., Simpli.fi, programmatic display, retargeting, audience-based and geo-fenced media), ensuring alignment with lead quality, attribution integrity, and cost-per-hire targets.
• Own paid channel attribution integrity, including enhanced conversions, offline conversion imports, and CRM feedback loops
• Optimize campaigns toward down-funnel KPIs (wanted leads, signed cases, LTV-weighted outcomes), not surface conversions
• Build and maintain dashboards that clearly show: Spend → leads → hires → revenue contribution Marginal CPL/CPH at different spend levels
• Identify performance anomalies early and recommend corrective action before efficiency erosion compounds
• Plan and manage monthly and annual paid media budgets with clear pacing models
• Forecast lead and hire output by channel, geography, and practice area
• Reallocate budget dynamically based on incrementality, efficiency, and capacity constraints
• Provide leadership with clear visibility into ROI, marginal returns, and scale limits
• Work closely with CRO, SEO, Content, and Web teams to ensure paid traffic lands on conversion-optimized experiences
• Partner with analytics and intake teams to align on lead quality definitions and feedback loops

Benefits

• Comprehensive health insurance (medical, dental, vision)
• 401(k) retirement plan with employer matching
• Generous paid time off (PTO) and paid holidays
• Professional development and continuing education budget (industry conferences, certifications, training)
• Free or subsidized access to Google Skillshop, agency platforms, and marketing tools for skill development
• Access to firm legal resources and employee assistance program

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level