Head of Paid Search

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. Top-tier thinker who sees paid search as a growth engine. 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.

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 PPC structures. 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. Run and manage very large budgets in high-CPC verticals. Build redundancy across campaigns so no single market collapse impacts total volume. Manage LSA responsiveness, service area radius, metadata, and category tuning. Interpret back-end LSA metrics to improve ranking and call volume. Troubleshoot LSA drops, suspensions, and performance declines. 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.