Berry Law

Demand Generation Lead

Berry Law

full-time

Posted on:

Location Type: Hybrid

Location: Omaha • New York • United States

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Salary

💰 $90,000 - $120,000 per year

Job Level

Senior

About the role

  • Own paid demand generation strategy to deliver high volume of qualified leads annually across Veterans Disability, Personal Injury, and expansion markets
  • Translate firm-level growth goals into channel-level forecasts for leads, hires, CPL/CPH, and spend efficiency
  • Scale programs responsibly by identifying where incremental volume can be added without degrading unit economics
  • Partner with sales operations, analytics, and CRO teams to ensure paid traffic converts into high-quality, revenue-generating cases
  • Lead ongoing optimization across Google Search, PMAX, YouTube, and Microsoft Ads with a bias toward efficient scale
  • Balance automated bidding (tCPA, value-based bidding) with human-led controls to prevent cost inflation
  • Design and manage a structured experimentation roadmap (ads, bids, audiences, landing pages) with clear success thresholds
  • Apply negative keyword strategies, query mining, and intent segmentation to reduce waste and protect margins
  • Continuously monitor diminishing returns curves as spend scales and recommend reallocation when efficiency drops
  • Plan, launch, and optimize campaigns across non-search performance channels (e.g., Simpli.fi , programmatic display, retargeting), ensuring alignment with lead quality, attribution integrity, and cost-per-hire targets.
  • Own paid channel attribution integrity, including enhanced conversions, offline conversion imports, and CRM feedback loops
  • Optimize campaigns toward down-funnel KPIs (wanted leads, signed cases, LTV-weighted outcomes), not surface conversions
  • Build and maintain dashboards that clearly show: Spend → leads → hires → revenue contribution
  • Plan and manage monthly and annual paid media budgets with clear pacing models
  • Forecast lead and hire output by channel and practice area
  • Provide leadership with clear visibility into ROI, marginal returns, and scale limits

Requirements

  • Minimum 5–7 years of hands-on PPC experience, with at least 4+ years directly managing substantial Google Ads budgets and high-volume lead-generation campaigns
  • Proven success scaling paid search programs to generate 50,000+ leads annually while achieving or improving target CPL and ROAS
  • Deep technical proficiency in Google Ads (Search, Performance Max, YouTube, Shopping if applicable) and strong working knowledge of Microsoft Ads; comfortable navigating complex account structures and platform updates
  • Advanced proficiency with Google Analytics, Looker Studio or similar BI/reporting tools, and Excel/Google Sheets (pivot tables, lookups, basic forecasting models)
  • Hands-on experience setting up and managing conversion tracking, implementing pixels and tags (GTM preferred), and integrating PPC data with CRM systems for full-funnel visibility
  • Strong understanding of bidding strategies (manual, automated, value-based), Quality Score optimization, and platform machine-learning recommendations
  • Solid command of core PPC metrics—CTR, CPC, conversion rate, CPA/CPL, LTV, ROAS—and ability to optimize campaigns against multiple competing objectives
  • Excellent written and verbal communication skills; ability to explain technical PPC concepts to non-technical stakeholders and present data-driven recommendations with clarity and confidence
  • Bachelor's degree in Marketing, Analytics, Business, Computer Science, or related field preferred; equivalent professional experience (certifications, industry track record) may substitute
  • Active Google Ads Search Certification, Google Analytics Certification (GA4), and Google Ads Video Certification; candidates must be willing to obtain/maintain all certifications annually.
Benefits
  • Comprehensive health insurance (medical, dental, vision)
  • 401(k) retirement plan with employer matching
  • Generous paid time off (PTO) and paid holidays
  • Professional development and continuing education budget (industry conferences, certifications, training)
  • Free or subsidized access to Google Skillshop, agency platforms, and marketing tools for skill development
  • Access to firm legal resources and employee assistance program
Applicant Tracking System Keywords

Tip: use these terms in your resume and cover letter to boost ATS matches.

Hard Skills & Tools
PPCGoogle AdsMicrosoft AdsGoogle AnalyticsLooker StudioExcelconversion trackingbidding strategiesQuality Score optimizationPPC metrics
Soft Skills
communication skillsdata-driven recommendationsleadershipcollaborationanalytical thinkingproblem-solvingpresentation skillsstrategic planningadaptabilityattention to detail
Certifications
Google Ads Search CertificationGoogle Analytics Certification (GA4)Google Ads Video Certification