Performance Marketing Manager

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 Performance Marketing Manager to own the strategy, optimization, and execution of paid acquisition programs across Google Ads, Bing Ads, Meta Ads, TikTok Ads, and emerging performance channels. You will 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 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 business outcomes (signed cases, LTV)—not just leads.

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 practice areas
• 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 multiple digital ad platforms with a bias toward efficient scale
• Balance automated 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
• 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
• 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 100,000+ leads annually while achieving or improving target CPL and ROAS
• Platform Expertise: Deep technical proficiency in multiple digital ad platforms (Search, Display, YouTube, Meta, etc.); 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, 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; 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
• 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
• 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, 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.

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)

if an equal opportunity employer.

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