Head of Paid Search

Crisp Recruit•Birmingham, AL

46d•Remote

About The Position

At Alexander Shunnarah Trial Attorneys, our journey is about more than just winning cases; it's about delivering justice and unparalleled client service. Founded on principles of passion, purpose, and unwavering commitment to justice, Alexander Shunnarah Trial Attorneys has rapidly expanded its presence, providing life-changing results to clients across the country. With a team dedicated to fighting for the rights of the injured, and revenues well into the nine figures, our trajectory continues upward as we expand our impact and presence. The Head of Paid Search will be the firm’s first true strategist in this space, owning PPC and LSA performance across all markets. This isn’t a general marketing role. It’s built for an elite paid search expert who thrives in competitive environments, understands PI economics, and knows how to build acquisition systems that scale. The winning candidate brings strategic clarity, strong diagnostic ability, and a track record of driving high-volume growth while controlling CPA. If you’ve built multi-market search frameworks, can operate independently, and know how to outmaneuver competitors, this role is designed for you. The position is remote-friendly with some travel. W2 or contractor options are available, but the firm requires full focus and commitment. This is more than a paid search job. It’s the engine of a national expansion strategy. You will shape how the firm enters new markets, competes with major players, disrupts entrenched competitors, and wins cases in places where they’ve never operated before. If you’re the strategist who sees patterns others miss, thrives in competitive environments, and wants to build a multi-state machine that scales for years, this is your seat at the table.

Requirements

7+ years in PPC + LSA strategy, preferably in PI or other high-competition industries.
Proven history of lowering CPA while increasing volume.
Mastery of multi-state account builds, non-branded search funnels, and competitive market launch.
Deep experience with Google Ads, LSAs, RSAs, conversion tracking, and large-budget scaling.
Strong analytical logic; able to diagnose root causes, not symptoms.
High competence in high-CPC markets with volatile competition.
A top-tier thinker who sees paid search as a growth engine, not a task list.
Comfortable owning the entire system, not just managing campaigns.
Can explain complex strategy to non-technical leadership clearly and confidently.
Calm under pressure and thrives in a fast-moving, competitive landscape.

Responsibilities

Own and operate the firm’s full acquisition engine across PPC and LSA.
Scale case volume in multiple states while maintaining or lowering CPA.
Build acquisition systems that don’t rely on Alabama’s brand advantage.
Launch and optimize campaigns in markets where the firm has zero presence.
Forecast viable budgets, CPA thresholds, and competitive conditions per market.
Architect intent-based structures (high-intent, mid-intent, long-tail segmentation).
Restructure campaigns to maximize Quality Score and lower costs.
Implement negative keyword universes that eliminate waste.
Apply the correct bid strategy per practice area and competitive environment.
Diagnose performance shifts and determine causation (competition, structure, algorithm).
Run and manage very large budgets in high-CPC verticals.
Build redundancy across campaigns so no single market collapse impacts total volume.
Manage responsiveness, service area radius, metadata, and category tuning.
Interpret back-end LSA metrics to improve ranking and call volume.
Troubleshoot drops, suspensions, and performance declines with speed and clarity.
Build review velocity systems and alignment with GBP signals.
Understand why LSAs move down the stack and how to restore positioning fast.
Stay ahead of Search Generative Experience (SGE), Gemini, and evolving AI formats.
Determine which automations to use and which to override.
Respond to algorithm shifts proactively.
Reverse-engineer CPC spikes and placement changes with data-driven clarity.
Define the strategy, metrics, workflows, and testing direction.
Assign tasks, evaluate execution, and level up the team’s skills.
Ensure all structural work aligns with long-term scaling goals.