Paid Search Marketing Manager

LawnStarter•Seattle, WA

9h•Remote

About The Position

LawnStarter is the nation's leading on-demand marketplace for lawn care and outdoor services, with $100M+ in annual bookings across three brands. The Growth team is responsible for customer acquisition, bringing in over 150,000 new customers per year through Google Ads, Bing, and organic channels. Paid search is the largest and most complex acquisition channel, covering three brands (LawnStarter, Lawn Love, Home Gnome) across hundreds of local markets with significant seasonality. This role involves owning the paid search strategy and execution across the entire portfolio. It is an Individual Contributor (IC) position, focusing on directly managing millions in ad spend daily while also developing strategic approaches for efficient scaling. The role is distinguished by its multi-brand complexity, requiring management of campaigns across competing brands in overlapping markets. It involves extensive work with Responsive Search Ads (RSA), Dynamic Search Ads (DSA), Performance Max (PMax), AI Search Max, and Demand Gen campaigns, necessitating systems thinking for creative testing, feed coverage, and campaign structure at scale. The extreme seasonality of lawn care demand (5x swing between winter and spring) requires precise timing for spend ramps, pauses, and reactivation campaigns. The position also entails full-funnel ownership, from ad impression through the first service completion, including landing page performance, conversion tracking integrity, and customer journey QA. Ultimately, this role has a direct business impact as paid search is the primary acquisition channel, and decisions directly influence growth targets.

Requirements

AI-native: Uses AI tools to move faster, whether generating ad copy, 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 and makes decisions based on evidence.
Systems thinker: 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: Makes decisions with incomplete data, knows when to analyze more and when to run a test.
Strong communicator: Can explain what's working and why to non-specialists, writes clear reports, flags risks early, and advocates for recommendations.
Conversion-tracking fluent: Understands how event tracking, tag management, and attribution models work; can QA implementation, spot broken conversion loops, and correct data.
Bias for action: Prefers to 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, including creative testing, feed coverage, campaign structure, and bidding.
Run and optimize PMax, AI Search Max, and Demand Gen campaigns alongside core search, understanding their fit in the funnel and interactions.
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 to ensure accurate measurement and trustworthy data for smart bidding.
Drive landing page testing, QA the full customer experience from click through first service complete, and identify funnel leaks.
Manage LawnStarter, Lawn Love, and Home Gnome campaigns with clear positioning and minimal cannibalization.
Decide budget allocation 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.
Build a testing framework for RSA creative at scale across multiple brands and markets.
Audit DSA coverage gaps, suppress irrelevant queries, and make DSA a reliable driver.
Develop multi-brand positioning strategies to minimize cannibalization and allocate budget effectively.
Manage spend ramps, pauses, and reactivation campaigns to navigate extreme seasonality.
Measure true incrementality and shift spend toward campaigns that actually drive new customers.