Senior SEM Manager / Lead Gen

Onward Search is seeking a Senior SEM Manager / Lead Gen for an onsite, full-time role in Los Angeles, California. This position involves managing end-to-end paid acquisition performance and building scalable lead-generation systems across platforms like Google Ads and Microsoft Ads. The manager will collaborate with marketing, intake, and technology teams to align media performance with business outcomes, requiring high ownership and technical expertise in campaign optimization, attribution, and data pipelines. Compensation is $130,000 - $160,000 annually.

Must Have

• Build, manage, and optimize campaigns across Google Ads, Microsoft Ads, Performance Max, YouTube, and other paid media channels to drive qualified, high-intent leads.
• Continuously improve lead quality, CPL, ROAS, and cost-per-case through strategic testing, optimization, and bid and budget management.
• Develop, execute, and maintain structured testing roadmaps across creative, copy, bidding strategies, audiences, landing pages, and funnels.
• Manage Google Local Service Ads performance, including service areas, reviews, dispute resolutions, and compliance with platform policies.
• Maintain and optimize Google Business Profiles to ensure accuracy, brand consistency, and adherence to platform guidelines.
• Ensure flawless lead flow and data connectivity across systems such as Google Ads, CallRail, Intaker, Salesforce, and related integrations.
• Troubleshoot and resolve malfunctions across Zapier workflows, CallRail configurations, chatbot flows, IVR routing, and CRM integrations to minimize lead loss and data gaps.
• Verify accurate attribution, prevent duplicate records, and maintain data integrity within Salesforce and related reporting environments.
• Conduct weekly call audits to assess intake agent performance, lead quality, and case retention potential, and provide structured feedback to stakeholders.
• Test and validate call routing paths weekly to ensure proper queues, escalations, language routing, and experience alignment for callers.
• Analyze full-funnel performance from initial contact through qualified lead, contract sent, and retained case, identifying drop-off points and optimization opportunities.
• Deliver weekly reporting on leads, spend, CPL, cost-per-case, and down-funnel metrics, including projections and performance insights for leadership.
• Present strategic recommendations, competitive analysis, and performance improvement plans to marketing leadership and cross-functional partners.
• Train new employees and cross-functional stakeholders on marketing systems, routing logic, intake workflows, attribution models, and reporting practices.
• Ensure all activity complies with legal, regulatory, security, branding, and Google Ads policy requirements.
• Document major system changes, maintain up-to-date SOPs, and contribute to scalable processes that support growth across multiple office locations.
• 9+ years of hands-on PPC experience in high-budget, ROI-driven, high-intent lead generation environments.
• Proven track record improving CPL, ROAS, cost-per-case, lead quality, and full-funnel performance.
• Expert-level proficiency with Google Ads, Performance Max, YouTube Ads, Microsoft Ads, smart bidding strategies, and audience segmentation.
• Demonstrated experience connecting PPC performance with Salesforce or a comparable CRM, including attribution and data integrity.
• Strong proficiency with CallRail, Zapier, chatbot systems, IVR routing, landing page testing tools, and dynamic tracking setups.
• Deep analytical skills with GA4, performance dashboards, and troubleshooting technical issues across the funnel.
• Experience designing, owning, and optimizing full-funnel acquisition systems, not just individual campaigns.
• Background in call-based lead generation environments and experience working with intake or call center operations.

Good to Have

• Familiarity with tools such as Intaker, Unbounce, VWO, Segment, Tableau, Power BI, Jira, Asana, and other marketing or workflow platforms.
• Tech-savvy mindset, with a preference for candidates who bring a technology or marketing operations background.

Perks & Benefits

• Medical, Dental, and Vision Insurance
• Life Insurance
• 401(k) Program
• Commuter Benefit
• eLearning & Ongoing Training
• Education Reimbursement

Onward Search is a specialized staffing and talent solutions company that helps professionals find top jobs with the nation’s leading brands. We’re hiring for an onsite opportunity. This is a full-time, direct hire role working Monday through Friday in a professional corporate environment.

In this role, you will be responsible for managing end-to-end paid acquisition performance and building scalable lead-generation systems across platforms like Google Ads and Microsoft Ads. You’ll collaborate closely with marketing, intake, and technology teams to align media performance with business outcomes in a fast-paced, high-volume environment. This position requires a high degree of ownership and technical expertise in campaign optimization, attribution, and data pipelines. The role is based onsite and requires professional dress daily. Compensation ranges from $130,000 to $160,000 annually.

There is no application deadline for this role.

Senior SEM Manager / Lead Gen Responsibilities:

• Build, manage, and optimize campaigns across Google Ads, Microsoft Ads, Performance Max, YouTube, and other paid media channels to drive qualified, high-intent leads.
• Continuously improve lead quality, CPL, ROAS, and cost-per-case through strategic testing, optimization, and bid and budget management.
• Develop, execute, and maintain structured testing roadmaps across creative, copy, bidding strategies, audiences, landing pages, and funnels.
• Manage Google Local Service Ads performance, including service areas, reviews, dispute resolutions, and compliance with platform policies.
• Maintain and optimize Google Business Profiles to ensure accuracy, brand consistency, and adherence to platform guidelines.
• Ensure flawless lead flow and data connectivity across systems such as Google Ads, CallRail, Intaker, Salesforce, and related integrations.
• Troubleshoot and resolve malfunctions across Zapier workflows, CallRail configurations, chatbot flows, IVR routing, and CRM integrations to minimize lead loss and data gaps.
• Verify accurate attribution, prevent duplicate records, and maintain data integrity within Salesforce and related reporting environments.
• Conduct weekly call audits to assess intake agent performance, lead quality, and case retention potential, and provide structured feedback to stakeholders.
• Test and validate call routing paths weekly to ensure proper queues, escalations, language routing, and experience alignment for callers.
• Analyze full-funnel performance from initial contact through qualified lead, contract sent, and retained case, identifying drop-off points and optimization opportunities.
• Deliver weekly reporting on leads, spend, CPL, cost-per-case, and down-funnel metrics, including projections and performance insights for leadership.
• Present strategic recommendations, competitive analysis, and performance improvement plans to marketing leadership and cross-functional partners.
• Train new employees and cross-functional stakeholders on marketing systems, routing logic, intake workflows, attribution models, and reporting practices.
• Ensure all activity complies with legal, regulatory, security, branding, and Google Ads policy requirements.
• Document major system changes, maintain up-to-date SOPs, and contribute to scalable processes that support growth across multiple office locations.

Senior SEM Manager / Lead Gen Qualifications:

• 9+ years of hands-on PPC experience in high-budget, ROI-driven, high-intent lead generation environments.
• Proven track record improving CPL, ROAS, cost-per-case, lead quality, and full-funnel performance.
• Expert-level proficiency with Google Ads, Performance Max, YouTube Ads, Microsoft Ads, smart bidding strategies, and audience segmentation.
• Demonstrated experience connecting PPC performance with Salesforce or a comparable CRM, including attribution and data integrity.
• Strong proficiency with CallRail, Zapier, chatbot systems, IVR routing, landing page testing tools, and dynamic tracking setups.
• Deep analytical skills with GA4, performance dashboards, and troubleshooting technical issues across the funnel.
• Experience designing, owning, and optimizing full-funnel acquisition systems, not just individual campaigns.
• Background in call-based lead generation environments and experience working with intake or call center operations.
• Familiarity with tools such as Intaker, Unbounce, VWO, Segment, Tableau, Power BI, Jira, Asana, and other marketing or workflow platforms (preferred).
• Subject matter expert who is comfortable “rolling up their sleeves” to build, document, and refine SOPs and processes.
• Excellent verbal and written communication skills, with the ability to present insights and recommendations to senior stakeholders.
• Tech-savvy mindset, with a preference for candidates who bring a technology or marketing operations background.

Perks & Benefits:

• Medical, Dental, and Vision Insurance.
• Life Insurance.
• 401(k) Program.
• Commuter Benefit.
• eLearning & Ongoing Training.
• Education Reimbursement.

*Eligibility requires working over 30 hours per week on an assignment lasting at least 10 weeks.

If you meet the qualifications and are excited about this opportunity, apply today! Our team will connect with you to discuss next steps, support you through the interview process, and advocate for your success.