Paid Media Specialist

Support all paid media efforts for Disability Law Group (DLG) and Michigan Accident Attorneys (MAA), with a strong focus on media buying, performance optimization, and data-driven decision-making.

Key Responsibilities:

Paid Advertising Strategy & Execution

• Manages and optimizes all in-house paid advertising campaigns, including:
• Google Search Ads
• Google Local Service Ads (LSAs)
• Meta Ads (Facebook and Instagram)
• TikTok Ads
• Supports and tests experimental marketing channels such as influencer partnerships, Reddit ads, TV streaming ads, and other emerging platforms
• Works closely with Crisp to monitor and suggest changes based on results to Social Stack and TV Streaming campaigns

Campaign Monitoring & Optimization

• Oversees day-to-day campaign performance, including pacing, budgets, and creative testing
• Continuously analyzes results and makes data-informed adjustments to improve performance and efficiency
• Identifies opportunities to scale high-performing campaigns and pause or refine underperforming ones

Measurement, Tracking & Attribution

• Improves data attribution across platforms to better understand lead sources and performance
• Works closely with internal teams and tools (e.g., CRM, analytics platforms) to ensure accurate tracking
• Works with LawRuler as needed to ensure accurate data attribution from all marketing channels
• Helps identify gaps in tracking and recommends solutions to improve reporting accuracy

Reporting & Performance Analysis

• Pulls and analyzes monthly performance reports across all paid channels
• Provides clear insights and recommendations based on campaign data
• Supports leadership with performance summaries, trends, and ROI analysis

Collaboration & Strategic Support

• Collaborates with Ale to align ad creative
• Provides input on creative testing, audience targeting, and campaign structure
• Supports broader marketing strategy through performance insights and data analysis

Compensation:

• Salary determined depending on experience