Paid Search Manager (Remote or Hybrid in San Francisco)

📌 Core Information

🔹 Job Title: Paid Search Manager (Remote or Hybrid in San Francisco)

🔹 Company: Rocket Lawyer

🔹 Location: San Francisco, California, United States

🔹 Job Type: Full-Time

🔹 Category: Marketing

🔹 Date Posted: May 7, 2025

🔹 Experience Level: 5-10 years

🔹 Remote Status: Hybrid (Remote and On-site)

🚀 Job Overview

Key aspects of this role include:

• Developing, managing, and optimizing paid search strategies across Google Ads and Microsoft Ads
• Driving cost-efficient new customer acquisition and profitable growth
• Collaborating cross-functionally with teams such as Performance Marketing, Product, Business Intelligence, MarTech, Data Engineering, and Finance
• Staying informed about platform changes, industry trends, and evolving SEM best practices

ASSUMPTION: This role requires a high level of strategic thinking, data analysis, and communication skills to drive meaningful results through paid media.

📋 Key Responsibilities

✅ Develop, manage, and optimize paid search strategies across Google Ads and Microsoft Ads with a focus on membership acquisition, profitable unit economics, and LTV-driven goals

✅ Execute and optimize campaigns across multiple channels in partnership with ad platform partners, aligning campaigns with the Rocket Lawyer marketing calendar

✅ Lead the continued exploration and optimization of value-based bidding strategies in partnership with Business Intelligence, Finance, and Product teams

✅ Collaborate with Web and Product teams on SEM landing page optimization initiatives, including structured A/B tests to test landing pages, copy, and creative assets

✅ Partner with Product, Finance, and BI teams to ensure paid search plans are tightly aligned to growth targets, budget forecasts, and marketing roadmaps

✅ Own reporting and insights generation on campaign performance, investment efficiency, and business impact; synthesize learnings into actionable next steps

✅ Monitor daily pacing, performance, and budget allocation to maximize campaign efficiency, scalability, and business impact

✅ Work with the agency to manage a structured SEM test-and-learn agenda across keywords, ads, audiences, landing experiences, and bidding strategies

✅ Stay informed about platform changes, industry trends, and evolving SEM best practices to ensure Rocket Lawyer remains competitive

ASSUMPTION: This role involves a high degree of autonomy and requires strong initiative and independent decision-making skills.

🎯 Required Qualifications

Education: Bachelor’s degree in marketing, business, analytics, or a related field (preferred)

Experience: 5-7 years of hands-on marketing experience, with 4+ years of experience in managing paid search channels (preferably in SaaS or subscription)

Required Skills:

• Proven ability to drive acquisition and revenue growth through SEM strategies
• Deep understanding of Google Ads and Microsoft Ads platforms
• Strong experience with value-based bidding models (e.g., tROAS) and conversion value optimization
• Excellent analytical skills with strong Excel/Google Sheets proficiency
• Ability to turn performance data into strategic insights
• Familiarity with paid search measurement best practices
• Experience partnering cross-functionally with various teams
• Highly organized with the ability to manage multiple priorities and campaigns in a fast-paced environment
• Strong written and verbal communication skills

Preferred Skills:

• Experience using SQL

ASSUMPTION: Candidates with a strong background in paid search management and a proven track record of driving results are highly desired for this role.

💰 Compensation & Benefits

Salary Range: $86,496 - $120,000 USD (based on location and experience)

Benefits:

• Comprehensive health plans (including Medical, Dental and Vision insurance for full-time employees)
• Unlimited PTO
• Life insurance
• Disability benefits
• Supplemental Optional Life Insurance Benefits
• FSA Options
• HSA with Company Match
• 401k program with Company Match
• Fertility Assistance and Planning options
• Wellhub & ClassPass fitness platforms
• Comprehensive Pet Insurance options
• Financial Wellbeing & Student Loan Program access
• Access to additional Mental Health & Wellbeing resources
• Pre-tax Commuter/Transit Benefits
• Free Rocket Lawyer account with online access to an extensive legal documents library and brilliant licensed attorneys at discounted rates

Working Hours: Full-time (40 hours per week)

ASSUMPTION: The salary range provided is an estimate based on industry standards for similar roles and may vary depending on the candidate's experience and skills.

📌 Applicant Insights

🔍 Company Context

Industry: Rocket Lawyer operates in the legal services industry, focusing on providing affordable and simple legal services to a wide range of individuals and organizations.

Company Size: Rocket Lawyer is a mid-sized company with 201-500 employees, providing a dynamic and collaborative work environment.

Founded: Rocket Lawyer was founded in 2008 and has since grown to help over 25 million people and organizations obtain the legal help they need.

Company Description:

• Rocket Lawyer believes that everyone deserves affordable and simple legal services
• The company offers a wide range of legal services, including step-by-step legal documents, access to Rocket Lawyer On Call Attorneys, discounted attorney fees, and more
• Rocket Lawyer is committed to making the law simple and accessible to all

Company Specialties:

• Step-by-step legal documents
• Rocket Lawyer On Call Attorneys
• Discounted attorney fees
• Making the law simple
• Connecting with a lawyer
• Cloud Services

Company Website: https://www.rocketlawyer.com

ASSUMPTION: Rocket Lawyer's mission and values are centered around accessibility, simplicity, and affordability in the legal services industry.

📊 Role Analysis

Career Level: This role is at the senior level, requiring a high degree of expertise and strategic thinking in paid search management.

Reporting Structure: The Paid Search Manager will report directly to the Head of Performance Marketing or a similar role within the marketing department.

Work Arrangement: This role is hybrid, with a mix of remote and on-site work. The specific work arrangement may vary depending on the candidate's needs and the team's requirements.

Growth Opportunities:

• As Rocket Lawyer continues to expand its platform and capture audiences worldwide, there will be ample opportunities for growth and advancement within the marketing department and the company as a whole
• The Paid Search Manager will have the opportunity to grow and develop their skills in a dynamic and fast-paced environment

ASSUMPTION: This role offers significant growth potential for the right candidate, with the opportunity to make a substantial impact on Rocket Lawyer's continued success.

🌍 Location & Work Environment

Office Type: Rocket Lawyer's San Francisco office is a modern, collaborative workspace designed to foster creativity and productivity.

Office Location(s): 182 Howard St, (Mailing Address), San Francisco, CA 94105, US

Geographic Context:

• San Francisco is a major tech hub with a vibrant startup scene and a diverse range of industries
• The city offers a high cost of living but also provides ample opportunities for professional growth and development
• San Francisco is known for its mild Mediterranean climate, with cool summers and mild winters

Work Schedule: The work schedule for this hybrid role may vary depending on the candidate's needs and the team's requirements. Generally, the work schedule will be Monday through Friday, with some flexibility for remote work.

ASSUMPTION: The San Francisco office provides a dynamic and engaging work environment, with easy access to public transportation, restaurants, and cultural attractions.

💼 Interview & Application Insights

Typical Process:

• Recruiter Phone Screen
• Criteria Assessment
• Hiring Manager Interview
• Panel Interviews
• Final Interview

Key Assessment Areas:

• Candidates' understanding of paid search strategies and their ability to develop and optimize campaigns
• Candidates' analytical skills and data-driven decision-making abilities
• Candidates' communication skills and their ability to collaborate effectively with cross-functional teams
• Candidates' cultural fit with Rocket Lawyer's mission, values, and work environment

Application Tips:

• Highlight relevant experience and achievements in paid search management, with a focus on driving results and growth
• Demonstrate a strong understanding of Google Ads and Microsoft Ads platforms, as well as value-based bidding models
• Showcase excellent analytical skills and the ability to turn performance data into strategic insights
• Tailor your resume and cover letter to emphasize your fit for this specific role and Rocket Lawyer's mission and values

ATS Keywords: Paid Search, SEM, Google Ads, Microsoft Ads, Value-Based Bidding, Data Analysis, Campaign Optimization, Marketing Technology, Cross-Functional Collaboration, Performance Metrics, Acquisition Experience, Analytical Skills, Communication Skills, Marketing Strategy

ASSUMPTION: The interview process for this role will be comprehensive and rigorous, with a strong focus on assessing candidates' technical skills, strategic thinking, and cultural fit.

🛠️ Tools & Technologies

• Google Ads
• Microsoft Ads
• Google Analytics
• Google Tag Manager
• Google Data Studio
• Excel/Google Sheets
• SQL (bonus)

ASSUMPTION: Familiarity with these tools and technologies is essential for success in this role, as they are integral to the day-to-day responsibilities of the Paid Search Manager.

👔 Cultural Fit Considerations

Company Values:

• Accessible: Rocket Lawyer strives to make legal services affordable and simple for all
• Innovative: The company continually seeks new ways to improve its services and stay ahead of industry trends
• Collaborative: Rocket Lawyer fosters a culture of teamwork and open communication
• Customer-focused: The company prioritizes the needs and preferences of its customers in all aspects of its business

Work Style:

• Dynamic: Rocket Lawyer operates in a fast-paced and ever-changing environment
• Data-driven: The company relies heavily on data and analytics to inform its decision-making processes
• Results-oriented: Rocket Lawyer values candidates who can drive meaningful results and contribute to the company's overall success
• Adaptable: The company encourages its employees to be flexible and open to change

Self-Assessment Questions:

• How do you align with Rocket Lawyer's mission to make legal services accessible to all?
• How do you approach working in a dynamic and data-driven environment?
• How do you ensure that your work contributes to meaningful results and business impact?
• How do you adapt to change and new challenges in your role?

ASSUMPTION: Candidates who demonstrate a strong alignment with Rocket Lawyer's values and work style will be well-suited for this role and the company's culture.

⚠️ Potential Challenges

• The Paid Search Manager role requires a high degree of autonomy and independent decision-making, which can be challenging for candidates who prefer a more structured work environment
• The role involves managing a significant budget and requires a strong understanding of financial metrics and budget management
• The fast-paced and dynamic nature of the role may present challenges for candidates who prefer a more stable and predictable work environment
• The high cost of living in San Francisco may present financial challenges for some candidates

ASSUMPTION: These potential challenges should be carefully considered by candidates who are evaluating their fit for this role and the company's work environment.

📈 Similar Roles Comparison

• Paid Search Manager (Remote or Hybrid in San Francisco) vs. Paid Search Manager (On-site in San Francisco):
• The remote or hybrid role offers greater flexibility and work-life balance compared to an on-site role
• The remote or hybrid role may require additional self-motivation and time management skills to maintain productivity outside of the office
• Paid Search Manager (Remote or Hybrid in San Francisco) vs. Paid Search Manager (Remote or Hybrid in another location):
• The San Francisco office provides access to a vibrant tech hub and a diverse range of industries, offering ample opportunities for professional growth and development
• The cost of living in San Francisco is higher than in many other locations, which may impact the overall compensation package and affordability for some candidates
• Paid Search Manager (Remote or Hybrid in San Francisco) vs. Paid Search Manager (Remote or Hybrid at a smaller company):
• Rocket Lawyer offers a dynamic and collaborative work environment with ample opportunities for growth and advancement
• Smaller companies may offer a more intimate and personalized work experience but may have fewer resources and growth opportunities

ASSUMPTION: Candidates should carefully consider the unique aspects of this role and how they align with their personal and professional goals.

📝 Sample Projects

• Developing and executing a comprehensive SEM strategy to drive new customer acquisition and profitable growth for Rocket Lawyer's annual memberships
• Optimizing landing page experiences through A/B testing to improve conversion rates and reduce customer acquisition costs
• Collaborating with cross-functional teams to integrate first-party data into paid search campaigns, improving targeting accuracy and moving high-intent users through the marketing funnel

ASSUMPTION: These sample projects illustrate the strategic and tactical aspects of the Paid Search Manager role and the impact it can have on Rocket Lawyer's continued success.

❓ Key Questions to Ask During Interview

• How does Rocket Lawyer measure the success of its paid search campaigns, and what key performance indicators (KPIs) are most important?
• Can you describe a time when you had to pivot or adjust your paid search strategy due to changes in the market or platform? How did you approach this challenge, and what was the outcome?
• How does Rocket Lawyer ensure that its paid search campaigns align with the company's overall marketing roadmap and business objectives?
• Can you provide an example of a successful value-based bidding strategy you've implemented in a previous role? What were the results, and how did you optimize the approach over time?
• How does Rocket Lawyer support the professional development and growth of its marketing team members?

ASSUMPTION: These key questions will help candidates better understand the role, the company's priorities, and the team's dynamics, enabling them to make a more informed decision about their fit for the position.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant experience and skills in paid search management, with a focus on driving results and growth
• Prepare for interviews by researching Rocket Lawyer's mission, values, and work environment, and practicing your responses to common interview questions
• Follow up with the recruiter after your interview to express your interest in the role and ask any remaining questions
• If you are offered the position, carefully consider the compensation package and benefits, and negotiate as appropriate

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.