Paid Search Manager

Paid Search Manager

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.

Reports to: Director, Performance Marketing Location: Remote, but you must be located in CA, AZ, CO, UT, NC

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.
• 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 in order to manage campaign development and continuously enhance performance.
• Value-Based Bidding: Lead the continued 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 to test landing pages, copy, and creative assets.
• Cross-Functional Collaboration: Partner with Product, Finance, and BI teams to ensure paid search plans are tightly aligned to growth targets, budget forecasts, and marketing roadmaps. Able to partner with MarTech (Marketing Technology) team on marketing tools, tagging, and tracking.
• Performance Analysis: Own reporting and insights generation on campaign performance, investment efficiency, and business impact based on the desired call-to-actions and conversions we have set up in the ad platforms, and we are optimizing to synthesize learnings into actionable next steps. Be consistently conscientious and proactively provide regular updates to leadership on budget pacing, performance trends, and key optimization efforts.
• Investment Management: Monitor daily pacing, performance, and budget allocation to maximize campaign efficiency, scalability, and business impact.
• Testing Roadmap: Work with our agency to manage a structured SEM test-and-learn agenda across keywords, ads, audiences, landing experiences, and bidding strategies.
• Market Trends: Stay informed about platform changes (e.g., Google AI/SGE), industry trends, and evolving SEM best practices to ensure Rocket Lawyer remains competitive.

What you'll need:

• 5-7 years of hands-on marketing experience, in which 4+ years of experience should directly be managing paid search channels.
• Preferably in SaaS or subscription.
• Proven ability to drive acquisition and revenue growth through SEM strategies and ability to manage highly complex, data-driven search marketing programs.
• Deep understanding of Google Ads and Microsoft Ads platforms (campaign types, ad formats (such as Google Demand Gen and YouTube), bidding strategies, audience targeting, etc.).
• Strong experience with value-based bidding models (e.g., tROAS) and conversion value optimization.
• Deep familiarity with all performance metrics, including CPA, CPL, CPC, LTV, and ROAS.
• Experience utilizing first-party data to improve targeting accuracy and move high-intent users through the marketing funnel.
• Excellent analytical skills with strong Excel/Google Sheets proficiency (pivot tables, vlookups, data slicing).
• Ability to turn performance data into strategic insights not just what happened, but what we should do next.
• Familiarity with paid search measurement best practices, including attribution models, incrementality testing, and media measurement methodologies (MTA, MMM, MMT) the ability to turn data insights into effective campaign optimizations.
• Experience partnering cross-functionally with Product, Finance, Business Intelligence, and Web teams.
• Highly organized with the ability to manage multiple priorities and campaigns in a fast-paced environment.
• Strong written and verbal communication skills able to clearly articulate performance drivers and strategic recommendations to technical and non-technical stakeholders.
• Bonus if you have SQL
• Bachelor's degree in Marketing, Business, Analytics, or a related field preferred.

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

Benefits & Perks:

• Comprehensive health plans (including Medical, Dental, and Vision insurance for full-time employees)
• Unlimited PTO
• Competitive salary packages
• Life insurance
• Disability benefits
• Supplemental Optional Life Insurance Benefits
• FSA Options Optional
• HSA with Company Match
• 401 (k) program with Company Match
• Wellhub & ClassPass fitness platforms
• Comprehensive Pet Insurance options
• Financial Wellbeing & Student Loan Program access
• Access to additional Mental Health & Wellbeing resources
• Pre-tax Commuter/Transit Benefits
• Free Rocket Lawyer account with online access to an extensive legal documents library and brilliant licensed attorneys at discounted rates

Interview Process:

• Recruiter Phone Screen
• Role Assessment(s)
• Hiring Manager Interview
• Panel Interviews
• Final Interview

Rocket Lawyer is proudly committed to recruiting and retaining a diverse and inclusive workforce. As an Equal Opportunity Employer, we never discriminate based on race, religion, color, national origin, gender (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender identity, gender expression, age, military or veteran status, status as an individual with a disability, or other applicable legally protected characteristics. We particularly welcome applications from veterans and military spouses.

All your information will be kept confidential according to EEO guidelines. You may request reasonable accommodations by sending an email to hr@rocketlawyer.com.

Compensation: Base salary range by location:

• San Francisco Bay Area, CA: $110,840 - $130,000
• California (outside of San Francisco Bay Area): $102,527 - $120,620
• Colorado: $94,214 - $110,840
• Utah, Arizona, and North Carolina: $88,672 - $104,320

Actual compensation packages are determined by various factors unique to each candidate, including but not limited to skill set, depth of experience, certifications, specific work location, and performance during the interview process.

$88,672 - $130,000 USD