Paid Search Marketing Manager

LawnStarter•Chicago, IL

9h•Remote

About The Position

LawnStarter is the nation's leading on-demand marketplace for lawn care and outdoor services, with over $100M in annual bookings across three brands: LawnStarter, Lawn Love, and Home Gnome. The Growth team is responsible for customer acquisition, aiming to bring in 150,000+ new customers annually through Google Ads, Bing, and organic channels. Paid search is the largest and most complex acquisition channel, operating across hundreds of local markets with significant seasonality. This role is an Individual Contributor (IC) position where you will own the paid search strategy and execution across the entire portfolio, managing millions in ad spend daily while also thinking strategically about efficient scaling. The role is unique due to its multi-brand complexity, requiring management of campaigns for three competing brands in overlapping markets, and extensive work across various Google Ads campaign types including RSA, DSA, PMax, AI Search Max, and Demand Gen. It also involves navigating extreme seasonality in lawn care demand, taking full-funnel ownership from ad impression through first service completion, and directly impacting growth targets as paid search is the primary acquisition channel.

Requirements

AI-native: Uses AI tools to move faster, whether that's generating ad copy variations, analyzing keyword data, writing scripts, or automating reporting. Experiments with AI-powered bidding and creative tools.
Deep in the data: Happiest inside Google Ads, spreadsheets, and dashboards. Spots patterns others miss and makes decisions based on evidence, not intuition.
Systems thinker: Doesn't just optimize individual campaigns; thinks about how campaigns interact, how to structure accounts for scale, and how to build processes that don't break as complexity grows.
Comfortable with ambiguity: Often makes decisions with incomplete data. Knows when to analyze more and when to just run a test.
Strong communicator: Can explain what's working and why to people who don't live in Google Ads. Writes clear reports, flags risks early, and advocates for recommendations.
Conversion-tracking fluent: Understands how event tracking, tag management, and attribution models actually work — not just how to read the report, but how to QA the implementation, spot broken conversion loops, and correct data before it corrupts smart bidding.
Bias for action: Would rather launch a test and learn than debate hypotheticals. Ships fast, measures, and iterates.

Responsibilities

Own RSA and DSA strategy for core mowing across Google and Bing — creative testing, feed coverage, campaign structure, and bidding
Run and optimize PMax, AI Search Max, and Demand Gen campaigns alongside core search — understanding where each campaign type fits in the funnel and how they interact
Define and manage tCPA, tROAS, and portfolio bid strategies across brands and campaign types; audit alignment between bid strategy, goal type, and funnel stage
Own attribution tracking setup, event tracking implementation, and conversion loop QA — ensuring every touchpoint is measured accurately and the data feeding smart bidding is trustworthy
Drive landing page testing, QA the full customer experience from click through first service complete, and identify where the funnel leaks between ad click and completed job
Manage LawnStarter, Lawn Love, and Home Gnome campaigns with clear positioning and minimal cannibalization
Decide where dollars go across brands, markets, and campaign types to maximize ROAS
Run structured experiments on bidding strategies, ad copy, landing pages, and audience segments
Build dashboards, surface insights, and translate data into action