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Ticket Crushers, A Law Corporation · 1 month ago

Head of Paid Search

Birmingham, AL

Full-time

Onsite

Senior Level

7+ years exp

Crisprecruit is seeking a Head of Paid Search to lead their performance marketing strategy. The role involves owning and operating the firm's acquisition engine across PPC and LSA, scaling case volume while controlling CPA, and adapting to emerging search technologies.

ConsultingLaw EnforcementLegalProfessional Services

Growth Opportunities

Responsibilities

Own and operate the firm’s full acquisition engine across PPC and LSA

Scale case volume in multiple states while maintaining or lowering CPA

Build acquisition systems that don’t rely on Alabama’s brand advantage

Launch and optimize campaigns in markets where the firm has zero presence

Forecast viable budgets, CPA thresholds, and competitive conditions per market

Architect intent-based structures (high-intent, mid-intent, long-tail segmentation)

Restructure campaigns to maximize Quality Score and lower costs

Implement negative keyword universes that eliminate waste

Apply the correct bid strategy per practice area and competitive environment

Diagnose performance shifts and determine causation (competition, structure, algorithm)

Run and manage very large budgets in high-CPC verticals

Build redundancy across campaigns so no single market collapse impacts total volume

Manage responsiveness, service area radius, metadata, and category tuning

Interpret back-end LSA metrics to improve ranking and call volume

Troubleshoot drops, suspensions, and performance declines with speed and clarity

Build review velocity systems and alignment with GBP signals

Understand why LSAs move down the stack and how to restore positioning fast

Stay ahead of Search Generative Experience (SGE), Gemini, and evolving AI formats

Determine which automations to use and which to override

Respond to algorithm shifts proactively

Reverse-engineer CPC spikes and placement changes with data-driven clarity

Define the strategy, metrics, workflows, and testing direction

Assign tasks, evaluate execution, and level up the team’s skills

Ensure all structural work aligns with long-term scaling goals

Qualification

PPC strategyLSA managementGoogle AdsMulti-state account buildsAnalytical skillsHigh-CPC market experienceLeadershipStrategic thinkingProblem-solving

Required

7+ years in PPC + LSA strategy, preferably in PI or other high-competition industries

Proven history of lowering CPA while increasing volume

Mastery of multi-state account builds, non-branded search funnels, and competitive market launch

Deep experience with Google Ads, LSAs, RSAs, conversion tracking, and large-budget scaling

Strong analytical logic; able to diagnose root causes, not symptoms

High competence in high-CPC markets with volatile competition

A top-tier thinker who sees paid search as a growth engine, not a task list

Comfortable owning the entire system, not just managing campaigns

Can explain complex strategy to non-technical leadership clearly and confidently

Calm under pressure and thrives in a fast-moving, competitive landscape

Company

Ticket Crushers, A Law Corporation

The experienced attorneys at Ticket Crushers, the Bay Area's premier Traffic and DUI Law Firm represent clients throughout the San Francisco Bay area for Traffic Violations, Criminal Defense, and Driving Under the Influence ("DUI") charges.

Founded in 2015

San Francisco, California, USA

2-10 employees