Paid Search Marketing Manager

Paid Search Marketing Manager

Department: Growth Reports To: VP, Performance Marketing Location: Fully remote (US)

About LawnStarter

LawnStarter is the nation's leading on-demand marketplace for lawn care and outdoor services, with $100M+ in annual bookings across three brands. We connect homeowners with vetted local Pros for everything from weekly mowing to landscaping, pool care, and beyond.

About the Growth Team

The Growth team owns customer acquisition, the engine that powers everything else. We're responsible for bringing in 150,000+ new customers per year across Google Ads, LSA, Bing, and organic channels. Paid search is our largest and most complex channel, spanning three brands (LawnStarter, Lawn Love, Home Gnome) across hundreds of local markets with intense seasonality. As we expand into new verticals like pool care and other home services, you'll help build paid search playbooks for categories we've never marketed before.

The Role

You'll own paid search strategy and execution across our entire portfolio. This is an IC role; you're not managing people, you're managing millions in ad spend. You'll work directly in the accounts daily while also thinking strategically about how to scale efficiently.

What makes this role different:

• Multi-brand complexity: You're running campaigns for three brands that compete in overlapping markets. Figuring out positioning and budget allocation without cannibalization is a real puzzle.
• Hyper-local at scale: We operate in 200+ markets. LSA is critical but operationally complex; you'll need systems thinking, not just campaign management.
• Seasonality is extreme: Lawn care demand swings 5x between winter and spring. You'll need to nail timing on spend ramps, pauses, and reactivation campaigns.
• New verticals: We're expanding beyond lawn care into pool services and other home services. You'll build paid search strategies for categories we've never marketed before.
• Direct business impact: Paid search is our #1 acquisition channel. Your decisions directly affect whether we hit growth targets.

What You'll Own

• Google Ads & Bing: Full ownership of search campaigns, including structure, bidding, creative, landing pages, and audience strategy
• Local Services Ads (LSA): Scale and optimize LSA across markets; this is a growing channel with significant complexity
• Multi-brand strategy: Manage LawnStarter, Lawn Love, and Home Gnome campaigns with clear positioning and minimal cannibalization
• Budget allocation: Decide where dollars go across brands, markets, and campaign types to maximize ROAS
• Testing roadmap: Run structured experiments on bidding strategies, ad copy, landing pages, and audience segments
• Reporting & insights: Build dashboards, surface insights, and translate data into action

Problems to Solve

Scaling LSA profitably Local Services Ads drive high-intent leads but are operationally messy; managing profiles, reviews, and bids across hundreds of markets. How do you build systems to scale this without it becoming a full-time job?

Multi-brand positioning without cannibalization We have three brands bidding in overlapping markets. When should they compete? When should one brand own a market? How do you allocate budget across brands when they're all trying to grow?

Navigating extreme seasonality Demand drops 80% in winter and spikes in spring. Getting the timing right on spend ramps, pausing markets, and reactivation campaigns is the difference between hitting targets and missing them.

Proving incrementality Not all conversions are created equal. Some would have happened anyway. How do you measure true incrementality and shift spend toward campaigns that actually drive new customers?

Launching new verticals We're expanding into pool care and other home services. These are new categories with different keywords, competition, and customer intent. How do you build a paid search playbook from scratch for a vertical we've never marketed?

What Success Looks Like (Year 1)

• Hit NCA targets: Deliver your share of 150k+ new customer acquisitions at target CAC
• Scale LSA: Grow LSA to 25%+ of paid search spend while maintaining efficiency
• Improve ROAS: Measurable improvement in blended ROAS across the portfolio
• Reduce wasted spend: Identify and eliminate underperforming campaigns, keywords, and markets
• Build systems: Create dashboards, processes, and playbooks that make the channel more manageable