Media Buyer, Legal Specialist

Bachelor's degree or equivalent work experience required. 2+ years of experience managing paid media campaigns (Google Ads, Meta, or programmatic) — experience in legal marketing or other lead-gen verticals strongly preferred. Proven success managing performance-based campaigns focused on lead generation and conversion optimization. Deep understanding of Google Ads, LSAs, Meta Ads Manager, and conversion tracking (Google Tag Manager, GA4). Strong analytical skills — comfortable using Excel/Sheets and data visualization tools to interpret campaign results. Excellent communication and presentation skills; able to simplify data-driven insights for clients. Organized, detail-oriented, and proactive with a strong sense of ownership and accountability.

Strategically plan, launch, and optimize Google Ads (Search, LSAs, YouTube) and Meta campaigns to drive qualified leads and signed cases for law firms. Manage and analyze daily performance metrics such as CPL, cost per signed case, conversion rate, and ROI to ensure optimal performance. Identify underperforming campaigns and implement data-driven optimizations to improve lead quality and lower acquisition costs. Maintain and monitor budget pacing, keyword strategies, ad copy testing, audience targeting, and geo-optimizations specific to legal service areas. Stay on top of legal advertising compliance policies and ensure all ad creatives and campaigns adhere to state bar and platform regulations. Partner with the Account Management team to deliver strategic recommendations and campaign performance insights to clients. Attend client calls as needed to explain campaign performance, optimizations, and strategy direction. Collaborate with Sales and Creative teams to align messaging, targeting, and landing page strategy to maximize conversion rates. Contribute to new campaign launches for incoming clients, helping shape paid media strategy from day one. Build comprehensive reports and dashboards highlighting key KPIs (CPL, conversion rates, LSAs performance, cost per signed case). Translate campaign data into actionable insights and present findings to internal stakeholders and clients. Continuously test new ad formats, bidding strategies, and landing page experiences to increase case generation performance.