Paid Media Manager

Description

Role Summary

Shook & Stone is bringing paid advertising in-house. This role owns every paid acquisition channel end-to-end and is accountable for the quality and cost of the leads those channels produce. The specialist runs paid search (PPC), Meta (Facebook and Instagram), emerging AI ad channels such as ChatGPT, Google Local Services Ads, and manages the performance of external lead generation sources. The goal is one owner who can move budget toward the channels and practice areas that produce signed cases at target cost.

Reports to: Director of Marketing (Scott Eberstein)

Location: Las Vegas preferred

Type: Full-time, exempt

Key Responsibilities

Paid Search (PPC)

• Build, manage, and optimize Google and Microsoft search campaigns across PI, WC, and SSD practice areas.
• Own keyword strategy, negative keywords, bidding, ad copy, and landing page match.
• Manage budget pacing and cost per signed case against practice-area targets.

Meta Ads (Facebook & Instagram)

• Plan and run campaigns; own audience strategy, creative rotation, and the retargeting funnel.
• Maintain Pixel and Conversions API health so every conversion is captured.

Emerging AI Ad Channels (ChatGPT and similar)

• Pilot and scale advertising on AI platforms as inventory matures; test, measure, and report before committing larger budget.

Local Services Ads (LSA)

• Manage Google LSA profiles across all three offices, dispute unqualified leads for credits, and keep licensing and reviews current.

Lead Generation Source Management

• Monitor and hold accountable external lead gen vendors on cost per signed case, not just cost per lead.
• Flag underperforming sources and concentration risk, and recommend reallocation.

Tracking, Attribution & Reporting

• Own conversion tracking across all paid channels: pixels, call tracking, and CRM attribution.
• Report weekly on spend, leads, signed cases, and blended efficiency; partner with the Director on the monthly view.
• Ensure every ad and landing page meets attorney advertising compliance requirements before launch.

Requirements

 Required Qualifications

• 3 to 5 years managing paid media, with hands-on ownership of Google Ads and Meta Ads.
• Proven experience managing meaningful monthly ad budgets and reporting on cost per acquisition.
• Working knowledge of conversion tracking: GA4, pixels, call tracking, and CRM or intake attribution.
• Comfort analyzing lead quality downstream, not just top-of-funnel clicks and leads.
• Strong spreadsheet and reporting skills; clear written communication.

Preferred Qualifications

• Legal, home services, healthcare, or other high-intent local lead generation experience.
• Google Local Services Ads experience across multiple locations.
• Familiarity with lead gen vendor relationships and referral economics.
• Bilingual (English and Spanish) a plus.
• Google Ads and Meta Blueprint certifications.