Senior Paid Search Specialist

Savvy Law Firm Marketing; Vancouver; Hybrid; CAD 128,000 - 185,000; Full time

Job summary

Savvy Law Firm Marketing is seeking a Senior Paid Search Specialist to own data-driven PPC strategies for top law firms and home service clients across Canada and the U.S. You will lead Google Ads and Microsoft Ads campaigns, drive lead quality, and optimize budgets in competitive markets.

Ideal candidates bring deep Google Ads expertise, a strong track record in high-CPC verticals, and the ability to translate performance data into strategic recommendations for clients and internal teams.

Qualifications

• 6+ years of hands-on PPC experience, with deep expertise in Google Ads.
• Strong experience managing lead generation campaigns in competitive, high-CPC markets.
• Experience with legal marketing, home services marketing, or other local lead generation industries strongly preferred.
• Advanced understanding of search campaign structure, bidding strategy, keyword strategy, negative keyword management, ad copy testing, and landing page performance.
• Strong working knowledge of GA4, Google Tag Manager, call tracking, form tracking, and conversion attribution.
• Ability to audit accounts, identify performance issues, and develop clear strategic action plans.
• Experience analyzing lead quality, not just lead volume, CPL, or conversion rate.
• Comfortable managing budget allocation across multiple locations, service areas, campaigns, and high-value service lines.
• Strong understanding of local search intent and how PPC performance differs by market, geography, and service type.
• Comfortable presenting performance insights and strategic recommendations to clients and internal teams.
• Ability to mentor junior or mid-level PPC team members and help improve internal PPC standards.
• Excellent written and verbal communication skills.
• Detail-oriented, analytical, proactive, and comfortable taking ownership of campaign performance.

Responsibilities

• Own strategy, execution, and optimization for Google Ads and Microsoft Ads campaigns.
• Plan, build, and manage high-performing PPC campaigns for law firms and home service companies.
• Lead in-depth PPC audits, account restructures, and growth plans for competitive local markets.
• Develop keyword, bidding, budget, ad copy, and landing page strategies based on client goals and lead quality.
• Manage campaigns across high-CPC industries such as legal services, HVAC, plumbing, electrical, roofing, restoration, and other home services verticals.
• Conduct detailed keyword research, negative keyword expansion, search term analysis, and competitive research.
• Optimize campaigns for lead generation, CPL, conversion rate, booked appointments, qualified calls, and overall ROI.
• Diagnose tracking, attribution, call quality, form lead, chat lead, and conversion performance issues.
• Implement, review, and monitor conversion tracking for calls, forms, chats, and other key lead actions.
• Analyze campaign performance and translate data into clear, actionable recommendations for clients and internal teams.
• Lead client-facing strategy discussions and explain complex PPC performance issues clearly.
• Collaborate with SEO, content, design, development, and intake-focused teams to improve campaign outcomes.
• Review campaign work, mentor junior and mid-level PPC team members, and contribute to stronger SOPs and QA processes.
• Stay current with Google Ads changes, Microsoft Ads updates, Local Services Ads, lead generation best practices, and advertising policy updates.

Skills

Google Ads

Lead generation

PPC strategy

Campaign optimization

Microsoft Ads

Analytics

Tools

GA4

Google Tag Manager

Call tracking

Form tracking

Conversion attribution

Job description

Drive high-impact PPC campaigns for leading law firms and home service companies across Canada and the United States. Join Savvy Law Firm Marketing and take ownership of data-driven paid search strategies that generate real client growth in competitive local markets.

Position Overview

We’re looking for a Senior Paid Search Specialist with deep Google Ads experience, strong lead generation judgment, and the ability to own strategy for competitive, high-CPC campaigns.

This role is ideal for someone who has managed complex PPC accounts, understands how to improve both lead volume and lead quality, and can confidently turn performance data into clear strategic recommendations. You’ll work on campaigns for law firms and home service companies across Canada and the U.S., with a focus on measurable growth, efficient budget allocation, and high-quality inbound leads.

Responsibilities

• Own strategy, execution, and optimization for Google Ads and Microsoft Ads campaigns.
• Plan, build, and manage high-performing PPC campaigns for law firms and home service companies.
• Lead in-depth PPC audits, account restructures, and growth plans for competitive local markets.
• Develop keyword, bidding, budget, ad copy, and landing page strategies based on client goals and lead quality.
• Manage campaigns across high-CPC industries such as legal services, HVAC, plumbing, electrical, roofing, restoration, and other home services verticals.
• Conduct detailed keyword research, negative keyword expansion, search term analysis, and competitive research.
• Optimize campaigns for lead generation, CPL, conversion rate, booked appointments, qualified calls, and overall ROI.
• Diagnose tracking, attribution, call quality, form lead, chat lead, and conversion performance issues.
• Implement, review, and monitor conversion tracking for calls, forms, chats, and other key lead actions.
• Analyze campaign performance and translate data into clear, actionable recommendations for clients and internal teams.
• Lead client-facing strategy discussions and explain complex PPC performance issues clearly.
• Collaborate with SEO, content, design, development, and intake-focused teams to improve campaign outcomes.
• Review campaign work, mentor junior and mid-level PPC team members, and contribute to stronger SOPs and QA processes.
• Stay current with Google Ads changes, Microsoft Ads updates, Local Services Ads, lead generation best practices, and advertising policy updates.

Qualifications

• 6+ years of hands‑on PPC experience, with deep expertise in Google Ads.
• Strong experience managing lead generation campaigns in competitive, high‑CPC markets.
• Experience with legal marketing, home services marketing, or other local lead generation industries strongly preferred.
• Advanced understanding of search campaign structure, bidding strategy, keyword strategy, negative keyword management, ad copy testing, and landing page performance.
• Strong working knowledge of GA4, Google Tag Manager, call tracking, form tracking, and conversion attribution.
• Ability to audit accounts, identify performance issues, and develop clear strategic action plans.
• Experience analyzing lead quality, not just lead volume, CPL, or conversion rate.
• Comfortable managing budget allocation across multiple locations, service areas, campaigns, and high‑value service lines.
• Strong understanding of local search intent and how PPC performance differs by market, geography, and service type.
• Comfortable presenting performance insights and strategic recommendations to clients and internal teams.
• Ability to mentor junior or mid-level PPC team members and help improve internal PPC standards.
• Excellent written and verbal communication skills.
• Detail‑oriented, analytical, proactive, and comfortable taking ownership of campaign performance.

Why Join Savvy Law Firm Marketing?

• Work with law firms and home service companies across Canada and the United States.
• Be part of a specialized, high-performance digital marketing team focused on competitive local lead generation.
• Manage high-budget, high-impact PPC campaigns in some of the most competitive markets.
• Work in a collaborative environment with SEO, content, design, development, and strategy experts.
• Help shape PPC processes, reporting standards, QA systems, and campaign strategy across the agency.
• Opportunity to mentor other PPC team members and contribute to team growth.
• Ongoing opportunities for professional growth, training and certification.
• Flexible, remote‑friendly work environment.
• Competitive salary and performance‑based incentives.