Performance Marketing Manager

Berry Law Firm

144d • Hybrid

About The Position

Berry Law is seeking a highly analytical and growth-oriented Performance Marketing Manager to lead the strategy, optimization, and execution of paid acquisition programs across various digital platforms. This role is responsible for scaling qualified lead volume nationally while maintaining efficiency targets and optimizing for business outcomes like signed cases and lifetime value (LTV). The position involves managing a multi-million-dollar annual paid media budget with full ROI accountability.

Requirements

• 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.
• Proven success scaling paid search programs to generate 100,000+ leads annually while achieving or improving target CPL and ROAS.
• Deep technical proficiency in multiple digital ad platforms (Search, Display, YouTube, Meta, etc.); comfortable navigating complex account structures and platform updates.
• Advanced proficiency with Google Analytics, Looker Studio or similar BI/reporting tools, and Excel/Google Sheets (pivot tables, lookups, basic forecasting models).
• Hands-on experience setting up and managing conversion tracking, implementing pixels and tags, and integrating PPC data with CRM systems for full-funnel visibility.
• Strong understanding of bidding strategies (manual, automated, value-based), Quality Score optimization, and platform machine-learning recommendations.
• Solid command of core PPC metrics—CTR, CPC, conversion rate, CPA/CPL, LTV, ROAS—and ability to optimize campaigns against multiple competing objectives.
• 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.
• Bachelor's degree in Marketing, Analytics, Business, Computer Science, or related field; equivalent professional experience (certifications, industry track record) may substitute.
• 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

• Experience managing PPC campaigns for a law firm, legal services provider, or other highly regulated industry with strict advertising compliance requirements.
• Familiarity with legal advertising regulations and experience building campaigns that meet federal, state, and industry-specific advertising rules.
• Experience collaborating with conversion rate optimization (CRO) and UX teams; demonstrated success improving landing page conversion rates through A/B testing.
• Experience managing or collaborating on campaigns using Simpli.fi or similar programmatic and audience-based advertising platforms (geo-fencing, contextual targeting, retargeting). Including the usage of Claritas data for campaign build outs.
• Familiarity with high-intent, high-value verticals such as legal services, financial services, healthcare, or B2B SaaS.
• Ability to align paid search strategy with broader brand strategy, SEO, and content marketing initiatives.
• Keen interest in staying current with Google Ads AI/automation updates, new features, and platform best practices.

Responsibilities

• Own paid demand generation strategy to deliver a high volume of qualified leads annually across Veterans Disability, Personal Injury, and expansion practice areas.
• 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 multiple digital ad platforms with a bias toward efficient scale.
• Balance automated 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.
• 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.
• 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)
• Personalized onboarding with dedicated learning and development resources, coaching, and mentorship.
• Regular awards, financial incentives, and a generous bonus structure.
• A supportive firm culture with generous benefits and a commitment to excellence.

What This Job Offers

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