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Levin & Nalbandyan, LLP | LA Trial Lawyers · 3 months ago

Digital Ads Manager – PPC & LSA Optimization

Los Angeles, CA

Full-time

Hybrid

Mid, Senior Level

3+ years exp

Levin & Nalbandyan, LLP is a prominent Los Angeles law firm dedicated to providing exceptional legal services. They are seeking a Digital Ads Manager to oversee and optimize their digital paid media programs, including Google Ads and social media platforms, to drive high-quality leads and support their growth in the legal market.

Law Practice

Responsibilities

Design, 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

Continuously 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

Set 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

Work 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

Stay 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)

Develop 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

Qualification

Google AdsGoogle AnalyticsGoogle Tag ManagerPPC Campaign ManagementWordPressSalesforce Marketing CloudAI-driven MarketingCopywritingAnalytical MindsetCollaboration Skills

Required

3–5+ 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 conversions, WordPress (basic site management, landing page setup, tracking integration), Advanced Excel/Sheets for reporting and analysis

Analytical 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