Paid Search Manager (Remote or Hybrid in San Francisco)

About your role

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 highimpact role you will drive the full strategy execution and optimization of our paid search investments ensuring our campaigns fuel costefficient new customer acquisition and profitable growth. Youll partner closely with crossfunctional 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.

Were looking for someone who not only executes bestinclass SEM strategies but also brings proactive datadriven insights to help shape Rocket Lawyers 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 selfstarter an excellent communicator and passionate about driving meaningful results through paid media.

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 LTVdriven goals. Take Initiative and independently drive SEM improvements and decisions ensuring continued success
• 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
• ValueBased Bidding: Lead the continued exploration and optimization of valuebased 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
• CrossFunctional 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; 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 testandlearn 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 youll need

• 57 years of handson marketing experience 4 years of experience in 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 datadriven 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 valuebased bidding models (e.g. tROAS) and conversion value optimization
• Deep familiarity with all performance metrics including CPA CPL CPC LTV and ROAS
• Experience utilizing firstparty data to improve targeting accuracy and move highintent users through 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 crossfunctionally with Product Finance Business Intelligence and Web teams
• Highly organized with the ability to manage multiple priorities and campaigns in a fastpaced environment
• Strong written and verbal communication skills able to clearly articulate performance drivers and strategic recommendations to technical and nontechnical stakeholders
• A bachelors degree in marketing business analytics or a related field is preferred
• BONUS if you have experience using SQL

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 fulltime employees)
• Unlimited PTO
• Competitive salary packages
• Life insurance
• Disability benefits
• Supplemental Optional Life Insurance Benefits
• FSA Options Optional
• HSA with Company Match
• 401k program with Company Match
• Fertility Assistance and Planning options
• Wellhub & ClassPass fitness platforms
• Comprehensive Pet Insurance options
• Financial Wellbeing & Student Loan Program access
• Access to additional Mental Health & Wellbeing resources
• Pretax 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
• Criteria Assessment
• Hiring Manager Interview
• Panel Interviews
• Final Interview

By applying for this position your data will be processed as per Rocket Lawyer.