Growth Paid Acquisition Specialist III

Modern Family Law

6d•$90,000 - $105,000•Remote

About The Position

Modern Family Law, a boutique law firm specializing in Family Law, is seeking a Growth Paid Acquisition Specialist III to grow its 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

Requirements

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.

Nice To Haves

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.

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.