PPC Media Buyer

Role Overview

AI Case Leads is hiring a paid search specialist to run Google Ads and Microsoft Ads campaigns that connect people seeking personal injury representation with law firms across the United States. You’ll oversee the path from search query to qualified lead, using campaign data and feedback on case outcomes to improve efficiency and support profitable growth.

Key Responsibilities

• Build and manage search campaigns across multiple states and markets, adjusting structure and investment as opportunities change.
• Research keywords, refine match types, review search terms, and apply negative keywords to focus spend on relevant, high-intent traffic.
• Develop and test ad copy, campaign assets, and extensions to improve response and lead quality.
• Select and refine bidding approaches, including target CPA, Maximize Conversions, and manual bidding where appropriate.
• Measure performance against qualified leads and signed cases, not just clicks or form submissions.
• Set up conversion tracking and offline conversion imports so advertising platforms receive feedback on downstream lead quality.
• Partner with web, creative, and intake teams to test landing pages and forms and address issues affecting conversion or lead quality.
• Monitor CPC, CTR, conversion rate, cost per lead, cost per signed case, auction activity, tracking accuracy, and policy status; document tests and findings.

Requirements & Qualifications

• At least two years of practical experience managing Google Ads search campaigns.
• Demonstrated ability to manage and grow substantial monthly advertising budgets across multiple campaigns or markets.
• Strong command of search campaign structure, keyword research, match types, negative keywords, and automated bidding.
• Experience configuring conversion tracking and importing offline conversion data.
• Background in direct-response advertising or lead generation, with decisions grounded in performance data.
• Comfort using spreadsheets to analyse results, spot inefficiencies, and guide optimisation.
• Experience in personal injury, legal, insurance, or another high-cost-per-click sector is preferred.
• Microsoft Ads experience is an advantage; familiarity with call tracking and call-based conversion measurement is also beneficial.
• A bachelor’s degree in marketing, digital marketing, business, or a related discipline is listed as an estimated qualification.

What We Offer / Why Join

The role offers the opportunity to influence a full-funnel search programme, combining campaign performance with qualified-case and signed-case outcomes across several U.S. markets.