Demand Generation and Performance Growth Lead

About Berry Law

Berry Law is a respected law firm dedicated to fighting for the rights of injured individuals. With a reputation for aggressive advocacy and client-centered service, we help clients navigate the complex legal landscape following injuries to secure the compensation they deserve.

Position Overview

Berry Law seeks a highly analytical and growth-oriented PPC Lead (Demand Generation & Performance Marketing) to own the strategy, optimization, and execution of paid acquisition programs across Google Ads, Microsoft Ads, and emerging performance channels. Continue to expand paid acquisition beyond search to include programmatic, display, and audience-based platforms such as Simpli.fi, as well as additional emerging performance channels aligned with firm growth and efficiency targets.

This role is accountable for scaling qualified lead volume at national scale while maintaining strict efficiency targets, directly supporting Berry Law’s 2026 mandate to deliver 14,250+ paid digital hires within defined cost-per-hire (CPH) guardrails.

The ideal candidate blends hands-on execution with growth strategy, understands how to scale spend responsibly in competitive legal markets, and optimizes toward business outcomes (signed cases, LTV)—not just leads.

Reports to: Director of Marketing

Employment Type: Full-time, Remote-first role with expectations for reliable communication, real-time responsiveness during campaign execution, and periodic on-site collaboration as business needs require.

Budget Responsibility: Multi-million-dollar annual paid media budget with full ROI accountability

Key Responsibilities

Demand Generation & Growth Strategy

• Own paid demand generation strategy to deliver high volume of qualified leads annually across Veterans Disability, Personal Injury, and expansion markets
• Translate firm-level growth goals into channel-level forecasts for leads, hires, CPL/CPH, and spend efficiency
• Scale programs responsibly by identifying where incremental volume can be added without degrading unit economics
• Partner with sales operations, analytics, and CRO teams to ensure paid traffic converts into high-quality, revenue-generating cases

Performance Marketing & Optimization

• Lead ongoing optimization across Google Search, PMAX, YouTube, and Microsoft Ads with a bias toward efficient scale
• Balance automated bidding (tCPA, value-based bidding) with human-led controls to prevent cost inflation
• Design and manage a structured experimentation roadmap (ads, bids, audiences, landing pages) with clear success thresholds
• Apply negative keyword strategies, query mining, and intent segmentation to reduce waste and protect margins
• Continuously monitor diminishing returns curves as spend scales and recommend reallocation when efficiency drops
• Plan, launch, and optimize campaigns across non-search performance channels (e.g., Simpli.fi, programmatic display, retargeting, audience-based and geo-fenced media), ensuring alignment with lead quality, attribution integrity, and cost-per-hire targets.

Attribution, Analytics & Full-Funnel Measurement

• Own paid channel attribution integrity, including enhanced conversions, offline conversion imports, and CRM feedback loops
• Optimize campaigns toward down-funnel KPIs (wanted leads, signed cases, LTV-weighted outcomes), not surface conversions
• Build and maintain dashboards that clearly show:
  • Spend → leads → hires → revenue contribution
  • Marginal CPL/CPH at different spend levels
• Identify performance anomalies early and recommend corrective action before efficiency erosion compounds

Budget Management & Forecasting

• Plan and manage monthly and annual paid media budgets with clear pacing models
• Forecast lead and hire output by channel, geography, and practice area
• Reallocate budget dynamically based on incrementality, efficiency, and capacity constraints
• Provide leadership with clear visibility into ROI, marginal returns, and scale limits

Cross-Functional Leadership

• Work closely with CRO, SEO, Content, and Web teams to ensure paid traffic lands on conversion-optimized experiences
• Partner with analytics and intake teams to align on lead quality definitions and feedback loops

Required Qualifications

• Experience: Minimum 5–7 years of hands-on PPC experience, with at least 4+ years directly managing substantial Google Ads budgets and high-volume lead-generation campaigns
• Track Record: Proven success scaling paid search programs to generate 50,000+ leads annually while achieving or improving target CPL and ROAS
• Platform Expertise: Deep technical proficiency in Google Ads (Search, Performance Max, YouTube, Shopping if applicable) and strong working knowledge of Microsoft Ads; comfortable navigating complex account structures and platform updates
• Analytics & Data Skills: Advanced proficiency with Google Analytics, Looker Studio or similar BI/reporting tools, and Excel/Google Sheets (pivot tables, lookups, basic forecasting models)
• Conversion Tracking: Hands-on experience setting up and managing conversion tracking, implementing pixels and tags (GTM preferred), and integrating PPC data with CRM systems for full-funnel visibility
• Bidding & Optimization: Strong understanding of bidding strategies (manual, automated, value-based), Quality Score optimization, and platform machine-learning recommendations
• KPI Mastery: Solid command of core PPC metrics—CTR, CPC, conversion rate, CPA/CPL, LTV, ROAS—and ability to optimize campaigns against multiple competing objectives
• Communication: Excellent written and verbal communication skills; ability to explain technical PPC concepts to non-technical stakeholders and present data-driven recommendations with clarity and confidence
• Education: Bachelor's degree in Marketing, Analytics, Business, Computer Science, or related field preferred; equivalent professional experience (certifications, industry track record) may substitute
• Certifications: Active Google Ads Search Certification, Google Analytics Certification (GA4), and Google Ads Video Certification; candidates must be willing to obtain/ maintain all certifications annually.

Preferred Qualifications & Experience

• Legal Services Background: Experience managing PPC campaigns for a law firm, legal services provider, or other highly regulated industry with strict advertising compliance requirements
• Compliance Expertise: Familiarity with legal advertising regulations and experience building campaigns that meet federal, state, and industry-specific advertising rules
• CRO & Testing: Experience collaborating with conversion rate optimization (CRO) and UX teams; demonstrated success improving landing page conversion rates through A/B testing
• Advanced Analytics: Comfort with SQL, Python, or other scripting languages for custom reporting; experience with attribution modeling or multi-touch analytics
• Programmatic Implementation: Experience managing or collaborating on campaigns using fi or similar programmatic and audience-based advertising platforms (geo-fencing, contextual targeting, retargeting). Including the usage of Claritas data for campaign build outs.
• Vertical Expertise: Familiarity with high-intent, high-value verticals such as legal services, financial services, healthcare, or B2B SaaS
• Team Leadership: Prior experience mentoring junior PPC specialists, managing agency partners, or leading cross-functional performance marketing initiatives
• Brand Integration: Ability to align paid search strategy with broader brand strategy, SEO, and content marketing initiatives
• Platform Evolution: Keen interest in staying current with Google Ads AI/automation updates, new features (Performance Max, demand gen), and platform best practices

Work Environment & Conditions

Location: Fully remote position.

Schedule: Full-time, Monday–Friday, standard business hours (8:00 AM–5:00 PM) with flexibility for campaign optimization and monitoring across time zones as needed.

Physical Demands: Primarily desk-based work; ability to work independently and manage time effectively in a fast-paced, results-driven environment.

Travel: Minimal travel; occasional attendance at industry conferences, Google events, or regional marketing meetings (estimated 1–2 times per year).

Remote/Hybrid: Structured hybrid arrangement with flexibility for remote work, contingent on consistent performance, reliable communication, and ability to respond to campaign needs in real time. Some days require on-site collaboration with marketing team and leadership.

Fast-Paced Environment: This role operates in a high-accountability, data-driven environment with aggressive growth targets and continuous optimization expectations. Comfort working under pressure and adapting to platform changes is essential.

Compensation & Benefits

Salary Range: $90,000 – $120,000 annually (based on experience, platform expertise, and track record of generating high-volume leads at target efficiency)

Additional Compensation Factors:

• Candidates with 6+ years of direct PPC leadership experience, law firm background, or proven ability to manage budgets exceeding $1M annually may be considered at the upper end of the range ($110,000–$120,000)
• Performance bonuses tied to lead volume targets, cost-per-lead efficiency, and ROAS may be available; structure to be discussed during offer phase
• Sign-on bonus may be considered for exceptional candidates with immediately transferable expertise and proven lead-gen track records

Be a Part of a Winning Team:

• Recognized by Inc. Magazine's 5000 fastest-growing companies for six consecutive years, Law Firm 500 for five years in a row, Inc.'s 2023 Best in Business for Veteran Support, Department of Labor Hire Vets award, and the Secretary of Defense Pro-Patria award.
• 2023 Military Times Best for Vets: Employers List.
• Personalized onboarding with dedicated learning and development resources, coaching, and mentorship.
• Regular awards, financial incentives, and a generous bonus structure.
• A supportive firm culture with generous benefits and a commitment to excellence.

Benefits Package:

• Comprehensive health insurance (medical, dental, vision)
• 401(k) retirement plan with employer matching
• Generous paid time off (PTO) and paid holidays
• Professional development and continuing education budget (industry conferences, certifications, training)
• Free or subsidized access to Google Skillshop, agency platforms, and marketing tools for skill development
• Access to firm legal resources and employee assistance program

Key KPIs & Success Metrics Ownership

Core KPIs (Primary Accountability)

• Paid Digital Hires
• Cost per Hire (CPH)
• Qualified Lead Volume
• Session → Lead Conversion Rate
• Lead → Signed Case Rate: In alignment with firm targets
• Attribution Accuracy

Efficiency & Scale Health Metrics

• CTR ≥ 8% across core campaigns
• CPC stability as spend scales (variance within defined thresholds)
• Diminishing returns identified and mitigated before >15% CPL inflation
• ≥ 2–3 statistically valid tests launched per month with documented outcomes

Expectations

30-Day Milestones:

• Completed onboarding to all internal systems, tools (Google Ads, analytics platforms, CRM), and firm orientation
• Conducted comprehensive audit of current PPC strategy, account structure, and performance; identified quick wins and optimization priorities
• Met with key stakeholders (CXOs, practice group leaders, conversion/intake team) to understand business goals and define lead quality criteria
• Reviewed current ROAS, CPL, CPH, lead quality metrics, and budget allocation by practice area

90-Day Milestones:

• Implemented at least 5–8 targeted optimizations or tests with measurable impact on CPL, conversion rate, or lead quality
• Built or enhanced reporting dashboards and KPI tracking; established weekly cadence of performance reviews
• Delivered comprehensive strategic recommendation memo to Marketing Director/CMO covering account restructuring, budget reallocation, platform/feature opportunities, and 6-month roadmap
• Achieved or exceeded established lead volume and CPL/CPH targets for assigned campaigns or channels

3-Month & Beyond:

• Demonstrating consistent lead generation of 50,000+ annually (or on pace for annual target) with CPL at or below target threshold
• Building a strong testing culture; launching 2–3 significant tests per month and systematically scaling winners
• Identifying and implementing platform feature/automation innovations (new bidding strategies, audiences, creative formats) that improve efficiency
• Contributing to overall firm revenue growth and practice group business development goals through high-quality, cost-efficient leads
• Maintaining clean, compliant campaigns with 100% adherence to legal advertising regulations and platform policies

How to Apply

Interested candidates should submit the following to the Berry Law Human Resources Department:

• Resume (highlighting relevant PPC, paid search, and performance marketing experience; budget size managed; lead volume generated)
• Cover Letter (1 page maximum, describing your PPC management experience, key wins, and interest in the PPC Lead role at Berry Law)
• Portfolio or Case Studies (links to campaigns you've managed, performance metrics, or specific optimizations/tests you've led; anonymized if necessary)
• References (contact information for 2–3 professional references who can speak to your PPC expertise and results)

Additional Information

• Background Check: Candidates selected for interviews will be subject to a background check
• Drug Screening: Pre-employment drug screening may be required
• Confidentiality: This position may involve exposure to confidential firm, client, and campaign performance information; discretion and confidentiality are essential
• Certifications: Active or recent Google Ads Search Certification is strongly valued; willingness to maintain certification through annual renewal is expected
• Compliance Training: All candidates will receive training on legal advertising regulations, compliance requirements, and Berry Law's policies prior to or immediately upon hiring
• Technology Stack: Proficiency with Google Ads, Google Analytics 4, Looker Studio, and Excel is required; experience with additional tools (Marin, Kenshoo, Funnelytics, or agency platforms) is a plus

Equal Opportunity Statement

Berry Law is an equal opportunity employer.