Senior Director of Paid Media

About the Role

We are seeking a highly experienced Paid Media leader to take ownership of a critical portion of our digital advertising ecosystem, with a primary focus on branded search, Local Services Ads (LSA), Google Maps visibility, and high-intent paid traffic.

This role is ideal for a seasoned expert (10–15+ years) who has deep hands-on experience, understands call-driven lead generation, and thrives in an environment where strategic thinking, accountability, and measurable results matter more than vanity metrics.

You will play a key role in protecting and maximizing our brand presence, improving spend efficiency, and ensuring our paid media efforts directly support signed cases and business growth.

What You’ll Own

• Branded Search Strategy
• Own and optimize branded PPC campaigns to protect market share and prevent competitor leakage.
• Identify and reduce cannibalization, waste, and inefficient spend.
• Develop defensive and conquering strategies where appropriate.
• Local Services Ads (LSA)
• Manage and optimize LSA performance across markets.
• Evaluate lead quality, dispute invalid leads, and improve ranking and impression share.
• Align LSA strategy with intake capacity and business goals.
• Local & Maps Visibility (Paid Intersection)
• Oversee paid local presence and its interaction with organic Maps performance.
• Partner with Executive Leadership and operations teams to ensure local strategy alignment.
• Budget & Performance Management
• Own budget pacing and allocation across assigned channels.
• Analyze performance through the lens of lead quality, call outcomes, and signed cases, not just CPL.
• Make confident recommendations to increase, decrease, or reallocate spend.
• Attribution & Reporting
• Ensure call tracking, conversion tracking, and attribution are accurate and actionable.
• Build clear, executive-level reporting focused on outcomes and efficiency.
• Identify data gaps and recommend solutions.
• Agency & Vendor Oversight
• Audit and challenge external agency recommendations as needed.
• Serve as the internal subject-matter expert for paid media.
• Transition knowledge and ownership in-house where appropriate.

What You Will Not Be Responsible For

• Social media advertising
• Creative design or copywriting execution
• Website development or technical SEO
• Managing every paid platform under the sun

This role is intentionally focused to allow for deep expertise and meaningful impact.

Ideal Background

• 10–15+ years of hands-on experience in paid search and digital advertising
• Deep expertise in Google Ads, Local Services Ads, and call-driven lead generation
• Experience managing large monthly budgets ($200k+)
• Background in legal, healthcare, financial services, or other high-stakes lead gen environments strongly preferred
• Proven ability to improve efficiency while maintaining or improving volume
• Comfortable pushing back on assumptions and advocating for data-driven decisions
• Experience working in or transitioning from an agency environment is a plus

Skills & Competencies

• Advanced Google Ads & LSA optimization
• Strong analytical and problem-solving skills
• Clear, confident communicator with executives and cross-functional teams
• Deep understanding of attribution, call tracking, and conversion quality
• Strategic mindset with a willingness to get hands-on when needed
• High ownership mentality — this role has real accountability

What Success Looks Like

• Branded and local spend is efficient, defensible, and intentional
• Lead quality improves while wasted spend decreases
• Clear visibility into what’s working and what’s not
• Leadership trusts paid media data to inform growth decisions
• Paid channels directly support business outcomes, not just lead volume

Compensation & Benefits

• Salary Range: $150,000–$185,000 (DOE)
• Performance-based bonus opportunities
• Comprehensive benefits package
• In-house role with strategic influence and long-term growth potential

Why This Role

This is an opportunity to:

• Own a meaningful, high-impact segment of the business
• Move beyond agency churn and surface-level metrics
• Build sustainable, defensible paid media systems in-house
• Be a trusted strategic partner, not just a channel manager