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MarketingPPC Specialist for Law Firm
Full-timeUSD 1,500 – 1,700 monthly
About the role
You run paid search and paid social for a US law firm, with real budget behind you and leads that get measured all the way to signed cases. Most of the spend sits in Google Ads, with Bing and Meta supporting it, and you own the whole loop: keyword and audience strategy, the ad copy, the creative, and the reporting that tells the firm what is working. This is not a role where you hand creative off to someone else. You write the ads, build the static graphics, and cut short video for social, then decide what to change based on cost per lead and case quality. Legal keywords are among the most expensive in paid search, so small decisions on match types, geography, and negatives move the numbers quickly.
Key responsibilities
Campaign management across Google, Bing, and Meta
- Build and manage search, display, and social campaigns organized by practice area and service location.
- Allocate and pace monthly budget across platforms so spend lands where cost per case is lowest.
- Manage bidding strategies, match types, audiences, and geographic targeting for each campaign.
- Prune search terms and build negative keyword lists to keep spend off irrelevant and low-intent queries.
- Watch competitor activity on attorney and practice-area terms and adjust positioning accordingly.
Ad copy and creative production
- Write headlines, descriptions, and extensions for search ads that speak to the firm's practice areas.
- Design static graphics for Meta and display placements using Canva, Photoshop, or Illustrator.
- Cut short-form video for Facebook, Instagram, and YouTube from existing footage and attorney recordings.
- Keep ad claims within the advertising rules that apply to legal services in the firm's jurisdictions.
- Test copy and creative variations and retire the ones that underperform.
Conversion tracking and landing pages
- Set up and audit conversion tracking through Google Tag Manager, Google Analytics 4, and platform pixels.
- Configure call tracking so phone leads are attributed to the campaign and keyword that produced them.
- Work with the web team on landing page changes when form fills or call volume drop.
- Flag broken forms, slow pages, and tracking gaps before they burn a week of budget.
Reporting and lead quality
- Report weekly and monthly on spend, cost per lead, and cost per signed case by practice area.
- Compare lead volume against intake records to separate cheap leads from useful ones.
- Explain performance changes in plain terms the attorneys and marketing lead can act on.
- Recommend budget shifts and new campaign tests with the numbers to support them.
Qualifications
- At least 3 years managing paid media accounts hands on, including work for US clients
- Experience running at least $20,000 in monthly ad spend across accounts you personally managed
- Working knowledge of Google Ads, Microsoft Advertising (Bing Ads), and Meta Ads Manager
- Comfortable in Google Tag Manager, Google Analytics 4, and Google Ads conversion tracking
- Write your own ad copy, including search headlines and social captions
- Produce static graphics in Canva, Photoshop, or Illustrator without a designer on standby
- Basic video editing in Premiere Pro, CapCut, or similar for short-form social placements
- Report clearly in writing, since much of your work will be reviewed while the US team is offline
- Overlap with US business hours and steady enough on your own to manage live spend day to day