Paid Search Manager (Remote in California)

About Rocket Lawyer   We believe everyone deserves access to affordable and simple legal services. Founded in 2008, Rocket Lawyer is the largest and most widely used online legal service platform in the world. With offices in North America, South America, and Europe, Rocket Lawyer has helped over 30 million people create over 50 million legal documents, and get their legal questions answered.   We are in a unique position to enhance and expand the Rocket Lawyer platform to a scale never seen before in the company’s history, to capture audiences worldwide. We are expanding our team to take on this challenge!

About your role

Rocket Lawyer is seeking a Paid Search Manager to lead and optimize our Google Ads and Microsoft Ads programs across key business lines, including annual memberships, business registrations and filings, legal consults and questions, legal documents, and other legal services. This is an exciting time to join the marketing team as we explore new tactics and approaches to grow our business!

In this high-impact role, you will drive the full strategy, execution, and optimization of our paid search investments, ensuring our campaigns fuel cost-efficient new customer acquisition and profitable growth. You’ll partner closely with cross-functional teams across Performance Marketing, Product, Business Intelligence, MarTech, Data Engineering, and Finance to align an innovative paid search program with company objectives and financial targets.

We’re looking for someone who not only executes best-in-class SEM strategies but also brings proactive, data-driven insights to help shape Rocket Lawyer’s growth roadmap. You will be effective at communicating strategy, performance results, learnings, and program updates to the marketing team and other teams. 

The ideal candidate is an analytical thinker, a self-starter, an excellent communicator, and passionate about driving meaningful results through paid media.

How you will make a difference day to day

• Strategy & Execution: Develop, manage, and optimize paid search strategies across Google Ads and Microsoft Ads with a focus on membership acquisition, profitable unit economics, and LTV-driven goals. Take Initiative and independently drive SEM improvements and decisions, ensuring continued success
• Campaign Management: In partnership with our agency and ad platform partners, execute and optimize campaigns across multiple channels. Align your campaigns with the Rocket Lawyer marketing calendar to maximize business impact. Ensure our agency has a clear understanding of our strategy in order to manage campaign development and continuously enhance performance
• Value-Based Bidding: Lead the continued exploration and optimization of value-based bidding strategies (e.g., tROAS, tCPA) in partnership with Business Intelligence, Finance, and Product teams
• Acquisition Experience (Landing Page) Testing: Collaborate with Web and Product teams on SEM landing page optimization initiatives, including structured A/B tests to test landing pages, copy, and creative assets
• Cross-Functional Collaboration: Partner with Product, Finance, and BI teams to ensure paid search plans are tightly aligned to growth targets, budget forecasts, and marketing roadmaps. Able to partner with MarTech  (Marketing Technology) team on marketing tools, tagging, and tracking
• Performance Analysis: Own reporting and insights generation on campaign performance, investment efficiency, and business impact; synthesize learnings into actionable next steps. Be consistently conscientious and proactively provide regular updates to leadership on budget pacing, performance trends, and key optimization efforts
• Investment Management: Monitor daily pacing, performance, and budget allocation to maximize campaign efficiency, scalability, and business impact
• Testing Roadmap: Work with our agency to manage a structured SEM test-and-learn agenda across keywords, ads, audiences, landing experiences, and bidding strategies
• Market Trends: Stay informed about platform changes (e.g., Google AI/SGE), industry trends, and evolving SEM best practices to ensure Rocket Lawyer remains competitive

What you’ll need

• 5-7 years of hands-on marketing experience, 4+ years of experience in managing paid search channels (preferably in SaaS or subscription)
• Proven ability to drive acquisition and revenue growth through SEM strategies and ability to manage highly complex, data-driven search marketing programs
• Deep understanding of Google Ads and Microsoft Ads platforms (campaign types, ad formats such as Google Demand Gen and YouTube, bidding strategies, audien