Digital Ads Manager - PPC & LSA Optimization

About Levin & Nalbandyan LLPLevin & Nalbandyan, LLP is a prominent Los Angeles law firm that is raising the bar on what is means to be trial lawyers. As trend setters in the legal space, we pride ourselves in delivering exceptional legal services while fostering a collaborative and inclusive work environment. As a modern-day law firm, we prioritize data-driven strategies and are committed to delivering client-centric solutions.Please read the information in this job post thoroughly to understand exactly what is expected of potential candidates.Our mission is clear: to provide unparalleled legal services for our clients, and to ensure that justice is obtained for those who need our help. Along with our focus on continuous improvement, we offer career advancement opportunities and comprehensive training to support our team members' success.We are a fast-growing plaintiff-side law firm dedicated to fighting for justice across personal injury, employment law, and workers' compensation cases. With a mission of Justice For All and thousands of cases signed each year, we are investing heavily in marketing and intake to sustain rapid growth. We are seeking a highly skilled Digital Paid Ads Manager to own, scale, and optimize our paid media programs.Position OverviewThe Digital Paid Ads Manager will be responsible for building, managing, and optimizing all digital paid campaigns "” including Google Ads (PPC & LSAs), Microsoft Ads, YouTube, Facebook/Instagram, TikTok, and other paid channels. This role is both strategic and tactical: you will design campaigns, manage daily performance, and collaborate with our intake, sales ops, and marketing teams to ensure paid media translates into high-quality signed cases.Key ResponsibilitiesCampaign Build & ExecutionDesign, implement, and manage highly targeted PPC campaigns across Google Ads, Facebook/Instagram, YouTube, TikTok, and other platforms.Develop strategies that maximize conversions and ROI in a competitive legal market.Build brand-focused campaigns that align with firm voice and marketing initiatives.Create compelling ad copy, creative assets, and extensions, and ensure landing pages align with campaign goals.Regularly analyze performance, adjusting keywords, bids, ad groups, and creatives to optimize for quality leads.Performance Management & OptimizationContinuously monitor campaigns for spend, CPL, and CPA, making data-driven adjustments in real time.Track impression share, quality scores, CTRs, and conversion rates to ensure campaigns are operating optimally.Partner with intake/call center teams to assess lead quality beyond the click, adjusting targeting and messaging accordingly.Analytics, Tracking & Web SupportSet up and maintain accurate conversion tracking (GCLID, GA4, offline imports), including ingestion of LSA data through APIs.Manage Google Tag Manager, attribution models, and custom tracking systems.Collaborate with IT/marketing to maintain WordPress landing pages for speed, user experience, and conversion.Build and maintain performance dashboards in Google Ads, Salesforce/Litify, and Marketing Cloud Intelligence.CollaborationWork closely with the Intake Department and Call Center to ensure lead quality and responsiveness.Partner with SEO/content and creative teams on landing page tests and ad creatives.Ensure offline conversions and GCLID tracking are accurately feeding back into campaigns.Innovation & GrowthStay ahead of legal industry advertising trends, compliance considerations, and the competitive landscape.Test and evaluate new ad formats, tools, and channels for lead generation.Transform the department to embrace AI trends, including:Google's AI-driven campaign types (Performance Max, Demand Gen, auto-bidding strategies).Preparing for AI-powered search shifts (AI Overviews in Google Search, ChatGPT/Bing Copilot as search competitors).Evaluating AI tools for copywriting, campaign insights, and workflow efficiency.Budget Planning & ForecastingDevelop monthly and quarterly budget allocation strategies with flexibility to pivot quickly when needed.Forecast performance and scale campaigns to maximize signed cases while maintaining efficiency.Qualifications3-5+ years of hands-on experience managing paid digital campaigns (Google Ads required; legal services or other high-competition vertical a plus).Proven track record of scaling campaigns with strong ROI in lead-gen environments.Strong technical expertise with:Google Ads & Local Services Ads (LSAs)Google Analytics (GA4), Google Tag Manager, and GCLID/offline conversionsWordPress (basic site management, landing page setup, tracking integration)Advanced Excel/Sheets for reporting and analysisAnalytical mindset with ability to tie ad spend directly to signed cases and attorney fees.Excellent copywriting and creative testing skills.Strong communication and collaboration skills.Preferred SkillsFamiliarity with Salesforce Marketing Cloud, Marketing Cloud Intelligence (Datorama).Knowledge of call tracking tools (CallRail, Five9, Invoca) and intake pipeline analytics.Experience with legal advertising compliance requirements.Interest in AI-driven marketing workflows, staying current with evolving PPC automation and generative AI tools.Why Levin & Nalbandyan:Competitive salary with bonus potentialComprehensive benefits including health, dental, vision, and 401(k)Paid holidays, vacation, and sick timeSupportive team culture and opportunities for long-term career growthCentrally located Los Angeles office with a flexible hybrid schedule Life at Levin & Nalbandyan:Modern office spaceOpportunities for professional growth and developmentCasual work attireRelaxed atmosphereSupportive and inclusive workplace cultureGoal-oriented environment with performance incentivesFlexible working hoursSafe work environmentLively atmosphereBenefits:401(k)Dental insuranceHealth insuranceVision insuranceData reimbursementOptional Life insurancePaid time offPI437761d94a69-36310-38700863

Created: 2025-10-03