Senior Paid Search Manager

DirectedLINK; Los Angeles (CA); On-site; USD 160,000 - 190,000; Full time

Job summary

DirectedLINK, a fast-growing personal injury law firm, is seeking a Senior PPC Manager to own end-to-end PPC performance. This role involves optimizing paid acquisition systems and improving lead quality and case acquisition outcomes.

The ideal candidate will have over 9 years of PPC experience, mastery of Google Ads and Performance Max, and strong analytical skills. Competitive compensation is offered with a focus on ROI-driven campaigns.

Qualifications

• 9+ years hands-on PPC experience in high-budget, ROI-driven environments.
• Expert-level proficiency in Google Ads and related platforms.
• Demonstrated ability to improve cost-per-case and lead quality.

Responsibilities

• Manage and optimize PPC campaigns across multiple channels.
• Analyze and report on lead and funnel performance.
• Train new staff on marketing systems and workflows.

Skills

PPC experience

Google Ads mastery

Performance Max experience

Lead Quality Improvement

Cost-per-case management

Salesforce integration

Analytical Skills

Tools

Google Ads

CallRail

Zapier

GA4

Job description

About the job Senior Paid Search Manager

TITLE: Senior PPC Manager
TYPE: Full‑Time
COMPENSATION RANGE: $160,000 – $190,000 (DOE)
LOCATION: Los Angeles, CA (Downtown Los Angeles)
WORK SCHEDULE: Onsite – Monday to Friday
INDUSTRY: Legal Services / Personal Injury

*Must be authorized to work in the U.S. We are unable to sponsor for this position**

COMPANY INFO

A fast‑growing personal injury law firm operating in a high‑volume, high‑intent inbound lead environment. The organization is known for aggressive digital marketing, rapid scaling, and performance‑focused case acquisition systems.

ROLE

The Senior PPC Manager owns end‑to‑end PPC performance and attribution pipelines across high‑intent lead generation channels. This role builds, optimizes, troubleshoots, and scales complex paid acquisition systems to improve cost‑per‑case, lead quality, and overall case acquisition outcomes.

Key Responsibilities

• Build, manage, and optimize Google Ads, Bing, Performance Max, YouTube, and Microsoft Ads campaigns.
• Improve lead quality, CPL, ROAS, and cost‑per‑case through continuous testing.
• Create and execute testing roadmaps across copy, bidding, landing pages, and audience strategies.
• Manage Google Local Service Ads: performance, service areas, reviews, dispute resolution.
• Maintain and optimize Google Business Profiles for accuracy and compliance.
• Ensure flawless attribution and lead flow across Google Ads CallRail Intaker Salesforce.
• Troubleshoot issues across Zapier, CallRail, chatbots, IVR routing, and CRM integrations.
• Verify accurate attribution, prevent duplicates, and maintain Salesforce data integrity.
• Conduct weekly call audits to evaluate intake performance and case retention quality.
• Test call routing paths weekly to ensure correct queues, escalations, and language routing.
• Analyze funnel performance (connected qualified contract sent retained).
• Deliver weekly reporting on leads, spend, CPL, projections, and down‑funnel insights.
• Present strategic recommendations, competitive analysis, and performance enhancements.
• Train new staff on marketing systems, routing logic, workflows, and attribution.
• Ensure compliance with Google Ads policies, brand standards, and security protocols.
• Document system changes and maintain SOPs.

REQUIRED & PREFERRED QUALIFICATIONS

Required

• 9+ years hands‑on PPC experience in high‑budget, ROI‑driven environments.
• Proven ability to improve CPL, ROAS, cost‑per‑case, and lead quality.
• Expert‑level mastery of Google Ads, Performance Max, YouTube, Microsoft Ads, smart bidding, and audience strategies.
• Experience integrating PPC with Salesforce or comparable CRMs.
• Strong proficiency with CallRail, Zapier, chatbots, landing page testing, and dynamic tracking setups.
• Deep analytical skills using GA4 and performance dashboards.
• Demonstrated ability to build full‑funnel acquisition systems.
• Personal injury or call‑based lead generation experience.

Preferred

• Experience with Intaker, Unbounce, VWO, Segment, or IVR routing systems.
• Experience working with intake or call center operations.