Paid Search Manager (Remote in California)

Rocket Lawyer; California (MO); Remote; USD 80,000 - 110,000; Full time

Job summary

An innovative firm is seeking a Paid Search Manager to lead and optimize their Google Ads and Microsoft Ads programs. This role is crucial for driving customer acquisition and profitable growth through strategic paid search investments. The ideal candidate will bring a wealth of experience in SEM strategies, a strong analytical mindset, and excellent communication skills to collaborate with cross-functional teams. Join a dynamic marketing team at a leading online legal service platform and make a significant impact on the company's growth trajectory. If you're passionate about data-driven marketing and eager to shape the future of legal services, this opportunity is for you!

Qualifications

• 5-7 years of marketing experience with a focus on paid search channels.
• Strong analytical skills and the ability to translate data into insights.
• Experience with Google Ads and Microsoft Ads platforms.

Responsibilities

• Develop and optimize paid search strategies across Google Ads and Microsoft Ads.
• Manage campaign performance and align with marketing objectives.
• Analyze performance data and provide actionable insights to leadership.

Skills

SEM Strategies

Google Ads

Microsoft Ads

Data Analysis

Campaign Management

Value-Based Bidding

Analytical Skills

Communication Skills

Education

Bachelor's Degree in Marketing

Bachelor's Degree in Business

Bachelor's Degree in Analytics

Tools

Excel

Google Sheets

SQL

Job description

Paid Search Manager (Remote in California)

Join to apply for the Paid Search Manager (Remote in California) role at Rocket Lawyer

About Rocket Lawyer
We believe everyone deserves access to affordable and simple legal services. Founded in 2008, Rocket Lawyer is the largest and most widely used online legal service platform in the world. With offices in North America, South America, and Europe, Rocket Lawyer has helped over 30 million people create over 50 million legal documents, and get their legal questions answered.

We are in a unique position to enhance and expand the Rocket Lawyer platform to a scale never seen before in the company’s history, to capture audiences worldwide. We are expanding our team to take on this challenge!

About Your Role
Rocket Lawyer is seeking a Paid Search Manager to lead and optimize our Google Ads and Microsoft Ads programs across key business lines, including annual memberships, business registrations and filings, legal consults and questions, legal documents, and other legal services. This is an exciting time to join the marketing team as we explore new tactics and approaches to grow our business!

In this high-impact role, you will drive the full strategy, execution, and optimization of our paid search investments, ensuring our campaigns fuel cost-efficient new customer acquisition and profitable growth. You’ll partner closely with cross-functional teams across Performance Marketing, Product, Business Intelligence, MarTech, Data Engineering, and Finance to align an innovative paid search program with company objectives and financial targets.

We’re looking for someone who not only executes best-in-class SEM strategies but also brings proactive, data-driven insights to help shape Rocket Lawyer’s growth roadmap. You will be effective at communicating strategy, performance results, learnings, and program updates to the marketing team and other teams.

The ideal candidate is an analytical thinker, a self-starter, an excellent communicator, and passionate about driving meaningful results through paid media.

How You Will Make a Difference Day To Day

• Strategy & Execution: Develop, manage, and optimize paid search strategies across Google Ads and Microsoft Ads with a focus on membership acquisition, profitable unit economics, and LTV-driven goals. Take initiative and independently drive SEM improvements and decisions, ensuring continued success.
• Campaign Management: In partnership with our agency and ad platform partners, execute and optimize campaigns across multiple channels. Align your campaigns with the Rocket Lawyer marketing calendar to maximize business impact. Ensure our agency has a clear understanding of our strategy to manage campaign development and performance enhancement.
• Value-Based Bidding: Lead the exploration and optimization of value-based bidding strategies (e.g., tROAS, tCPA) in partnership with Business Intelligence, Finance, and Product teams.
• Acquisition Experience (Landing Page) Testing: Collaborate with Web and Product teams on SEM landing page optimization initiatives, including structured A/B tests of landing pages, copy, and creative assets.
• Cross-Functional Collaboration: Partner with Product, Finance, and BI teams to ensure paid search plans are aligned with growth targets, budget forecasts, and marketing roadmaps. Work with MarTech team on marketing tools, tagging, and tracking.
• Performance Analysis: Own reporting and insights on campaign performance, investment efficiency, and business impact; synthesize learnings into actionable next steps. Provide regular updates to leadership on budget pacing, performance trends, and key optimizations.
• Investment Management: Monitor daily pacing, performance, and budget allocation to maximize campaign efficiency and scalability.
• Testing Roadmap: Manage SEM test-and-learn initiatives across keywords, ads, audiences, landing pages, and bidding strategies.
• Market Trends: Stay informed about platform updates (e.g., Google AI/SGE), industry trends, and SEM best practices to ensure competitiveness.

What You’ll Need

• 5-7 years of hands-on marketing experience, including 4+ years managing paid search channels (preferably in SaaS or subscription services).
• Proven ability to drive acquisition and revenue growth through SEM strategies and managing complex, data-driven search marketing programs.
• Deep understanding of Google Ads and Microsoft Ads platforms (campaign types, ad formats, bidding strategies, audience targeting).
• Experience with value-based bidding models (e.g., tROAS) and conversion value optimization.
• Familiarity with performance metrics like CPA, CPL, CPC, LTV, and ROAS.
• Experience using first-party data to enhance targeting and move high-intent users through the funnel.
• Strong analytical skills with proficiency in Excel/Google Sheets (pivot tables, vlookups, data analysis).
• Ability to translate performance data into strategic insights and recommendations.
• Knowledge of paid search measurement practices, attribution models, and media measurement methodologies.
• Experience working cross-functionally with Product, Finance, BI, and Web teams.
• Highly organized with the ability to handle multiple campaigns in a fast-paced environment.
• Excellent communication skills to articulate performance drivers and strategies to diverse stakeholders.
• Bachelor’s degree in marketing, business, analytics, or related field preferred.
• Bonus: experience with SQL.

Not sure if you meet all the qualifications? Apply anyway! We value diverse experiences and encourage you to bring your talents to our team!