Demand Generation and Performance Growth Lead

About Berry Law

Berry Law is a respected law firm dedicated to fighting for the rights of injured individuals. With a reputation for aggressive advocacy and client-centered service, we help clients navigate the complex legal landscape following injuries to secure the compensation they deserve.

Berry Law seeks a highly analytical and growth-oriented PPC Lead (Demand Generation & Performance Marketing) to own the strategy, optimization, and execution of paid acquisition programs across Google Ads, Microsoft Ads, and emerging performance channels. Continue to expand paid acquisition beyond search to include programmatic, display, and audience-based platforms such as Simpli.fi, as well as additional emerging performance channels aligned with firm growth and efficiency targets.

This role is accountable for scaling qualified lead volume at national scale while maintaining strict efficiency targets
, directly supporting Berry Law’s 2026 mandate to deliver 14,250+ paid digital hires within defined cost-per-hire (CPH) guardrails.

The ideal candidate blends hands-on execution with growth strategy
, understands how to scale spend responsibly in competitive legal markets, and optimizes toward business outcomes (signed cases, LTV)—not just leads.

Reports to:

Director of Marketing

Employment Type:

Full-time, Remote-first role with expectations for reliable communication, real-time responsiveness during campaign execution, and periodic on-site collaboration as business needs require.

Budget Responsibility:
Multi-million-dollar annual paid media budget with full ROI accountability

Demand Generation & Growth Strategy

• 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

Performance Marketing & Optimization

• Lead ongoing optimization across Google Search, PMAX, You Tube, 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, audience-based and geo-fenced media), ensuring alignment with lead quality, attribution integrity, and cost-per-hire targets.

Attribution, Analytics & Full-Funnel Measurement

• 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
  Marginal CPL/CPH at different spend levels
• Identify performance anomalies early and recommend corrective action before efficiency erosion compounds

Budget Management & Forecasting

• Plan and manage monthly and annual paid media budgets with clear pacing models
• Forecast lead and hire output by channel, geography, and practice area
• Reallocate budget dynamically based on incrementality, efficiency, and capacity constraints
• Provide leadership with clear visibility into ROI, marginal returns, and scale limits

Cross-Functional Leadership

• Work closely with CRO, SEO, Content, and Web teams to ensure paid traffic lands on conversion-optimized experiences
• Partner with analytics and intake teams to align on lead quality definitions and feedback loops

• Experience: …