PPC Manager (Google Ads, Lead Generation)

AI Case Leads; United States; Remote; GBP 42,000 - 75,000; Full time

Job summary

AI Case Leads is launching paid search to acquire high-quality legal leads. You will own the Google Ads program, building state-by-state structures (Texas, California, Virginia first), selecting keywords, and testing landing pages with our engineer.

You will manage call tracking and offline conversions to feed back into Google Ads for smarter bidding. The role requires 3+ years in US-focused Google Ads, a proven lead-gen track record, and experience with regulatory ads.

Qualifications

• 3+ years running Google Ads Search yourself, in the account every day, for US audiences.
• Lead generation judged on what happened after the lead: closed sales, signed clients, funded loans or approved policies, not cost per lead.
• Offline conversions you set up or fixed yourself: click IDs captured on forms and calls, stored in a CRM, and sent back to Google Ads with stages and values.
• $30,000+ a month in Search spend that you personally managed, including clicks over $50.
• A regulated vertical: legal, insurance, healthcare, finance or another category where Google restricts ads, verifies advertisers or rejects copy. You know how to get ads approved and keep the account safe.
• Local, multi-state accounts: campaigns split by state or city, with budgets and results tracked per market.

Responsibilities

• Set up Google Ads campaigns by state and city.
• Manage keywords, bids, landing pages, and negatives to optimize traffic for signed cases.
• Track offline conversions and ensure values flow to the CRM and Google Ads.
• Provide weekly spend, leads, and conversion reporting by state and campaign.
• Coordinate with intake team and engineers to improve ad performance and landing experiences.

Skills

Google Ads

Lead generation

Account management

Analytical mindset

Reporting

Tools

CallRail

Ringba

Invoca

CRM

Job description

We run a consumer website that helps people find their car crash record and get the official police report. It covers millions of public crash records, starting with Texas, California and Virginia. People who were hurt can request a free consultation with a named participating law firm, and the number that matters to us is how many of those requests become signed cases.

We're launching paid search from zero, and you'll own it. The hard part isn't building campaigns. It's buying the right traffic profitably on a site most people visit for a document, not a lawyer:

• Two very different searches. "Houston crash report" and "I-35 accident yesterday" are cheap, high-volume and mostly people who just want a report. "Car accident lawyer" is $100 to $300 a click. You decide how much of each to buy, and how to find the injured people inside the cheap traffic.
• Results arrive weeks later. Intake calls the person, the firm decides, and a signed case can take weeks. Those results have to flow back into Google Ads so bidding learns what signs, not what fills a form.

You’ll judge everything by cost per signed case, by state, campaign and landing page.

What you’ll own

• The account from day one: set up Google Ads, complete advertiser verification and any legal-services checks, and build the account structure by state (Texas, California, Virginia first), city and intent.
• Keywords and intent: crash-report and local-accident searches, injury and lawyer searches, and the negatives that keep out people we can't help, such as other states, property-damage-only crashes, jobs and records requests for insurers.
• Landing pages: our paid landing pages are separate from the main site. You'll decide what to test with our engineer: the headline, the order of questions, how firms are shown, call-first versus form-first, and Spanish versions later.
• Conversion tracking: only a consented consultation request counts as a lead. With our engineer, make sure the Google click ID travels with every form and call into our CRM, and that qualified and signed results go back to Google Ads as offline conversions with values.
• Calls: call assets and call ads with tracking numbers per landing page, tied to the same click as forms.
• Bidding and budgets: start with tight manual or capped bidding, then move to Smart Bidding on qualified and signed conversions once there's enough data. Shift budget weekly by cost per signed case.
• Compliance in every ad: no fault or case-value claims, no "get your police report" promises, firms named where the rules require it. You'll work with our counsel's guidance, not around it.
• Lead quality with intake: review with our intake team every week why leads fail (no injury, already has a lawyer, wrong state, too old) and turn that into negatives, copy and page changes.
• Microsoft Ads later: once Google is profitable.
• Reporting: a weekly one-page report of spend, consented leads, qualified leads, signed cases and cost per signed case by state and campaign, plus a log of what you tested and what won.

What you must have

• 3+ years running Google Ads Search yourself, in the account every day, for US audiences.
• Lead generation judged on what happened after the lead: closed sales, signed clients, funded loans or approved policies, not cost per lead.
• Offline conversions you set up or fixed yourself: click IDs captured on forms and calls, stored in a CRM, and sent back to Google Ads with stages and values.
• $30,000+ a month in Search spend that you personally managed, including clicks over $50.
• A regulated vertical: legal, insurance, healthcare, finance or another category where Google restricts ads, verifies advertisers or rejects copy. You know how to get ads approved and keep the account safe.
• Local, multi-state accounts: campaigns split by state or city, with budgets and results tracked per market.

Strongly preferred: personal injury or legal lead gen. Launching an account from scratch, not only optimizing someone else's. Call tracking with CallRail, Ringba or Invoca. Spanish-language campaigns. Microsoft Ads.

We won't move forward if

• Your experience is mainly e-commerce, app installs or brand awareness.
• You've only worked toward form fills or cost per lead and never saw what happened to those leads.
• You can't explain how a click ID got from the form into the CRM and back to Google.
• Your written answers are generic, could apply to any account, or have no numbers of your own.
• Your resume claims spend or results you can't show live on a screen share.
• You want to run this alongside other client accounts.

Location:

Remote — United States, Canada, United Kingdom, Philippines, Brazil or India. US time zones strongly preferred.

Hours:

At least 4 hours a day overlapping US Eastern time, Monday to Friday

Works with:

Leadership, our intake team, and the engineer who builds the site

Payment:

Biweekly or monthly, by Wise, Payoneer, wire or US payroll

Agreements:

NDA and confidentiality for account and lead data