Paid Social Specialist

Summary:

The Paid Social Specialist will manage and optimize all performance-driven digital campaigns focused on legal lead and case generation. This role requires deep experience in paid social media, audience targeting, campaign optimization, and performance analytics. The ideal candidate understands the personal injury category, can work in fast-paced environments, and knows how to scale lead volume efficiently while protecting cost-per-signed-case goals. 

This is not an entry-level role. Only experienced paid media specialists with a proven performance track record will be considered. 

Essential Functions:

• Plan, execute, and optimize paid digital campaigns across Meta, TikTok, YouTube, Google Ads, Paid Search, Display, and emerging platforms to generate incremental leads and signed cases for the firm. 

• Build and manage full funnel paid social strategies to increase leads and signed cases. 

• Manage creative briefs, collaborate with designers and content producers, and A/B test messaging and visuals. 

• Analyze performance trends, deliver weekly and monthly reporting, and recommend optimizations. 

• Integrate 1st-party data into platforms where applicable. 

• Coordinate landing page and tracking needs with internal teams. 

• Stay current on legal advertising best practices, compliance, and platform policies. 

• Evaluate opportunities for new channels and manage testing and learning projects. 

• Support budgeting, pacing, forecasting, and annual planning. 

• Collaborate across the marketing department, supporting firm’s lead generation and case sign up goals. 

• Conduct quarterly competitive analysis and find new learnings and insights. 

• Regularly test ads and conversion funnels to ensure all tech and setups are functioning correctly.

• Participate in occasional marketing events as needed.

• Other duties as assigned.

Qualifications:

• 5+ years of paid social experience (legal industry preferred). 

• Demonstrated success generating high-intent leads and driving lower-funnel conversions on paid social and other non-search digital channels. 

• Expertise in Meta Ads Manager, TikTok Ads Manager, YouTube Campaigns, and Reddit.  

• Ability to work collaboratively across creative and intake. 

• Manage and analyze all data and analytics for each channel. 

• Excellent communication, organization, and attention to detail. 

• Deep understanding of lead generation. 

• Experience with AI content development and AI optimization tools. 

• Proven experience developing reporting and analytics, data-driven decision making, and platform optimizations. 

Preferred Skills:

• Meta Ads, Google Ads, and TikTok Ads certifications. 

• Bachelor’s degree in marketing, advertising, communications, or other relevant fields. 

• Bilingual (English/Spanish) is a plus. 

• Experience in personal injury, legal lead generation, or lead generation in other industries like home services, financial services, or insurance. 

• Experience generating AI content and ads. 

• Strong organizational, communication, and project management skills. 

• Ability to support occasional marketing events on weekends or evenings as needed in exchange for flex time. 

Our benefits options include:

• Medical
• Dental
• Vision
• Life Insurance
• STD
• LTD
• Accident
• Critical Illness
• Hospital Indemnity
• Identity Theft Insurance
• PTO
• Paid Holidays