Paid Search Marketing Manager - job 1 of 2

About LawnStarter

LawnStarter is the nation's leading on-demand marketplace for lawn care and outdoor services, with $100M+ in annual bookings across three brands. We connect homeowners with vetted local Pros for everything from weekly mowing to landscaping, pool care, and beyond.

About the Growth Team

The Growth team owns customer acquisition, the engine that powers everything else. We're responsible for bringing in 150,000+ new customers per year across Google Ads, Bing, and organic channels. Paid search is our largest and most complex channel, spanning three brands (LawnStarter, Lawn Love, Home Gnome) across hundreds of local markets with intense seasonality. Core mowing is the heart of the business, and Responsive Search Ads and Dynamic Search Ads are the workhorses that drive it.

The Role

You'll own paid search strategy and execution across our entire portfolio. This is an IC role; you're not managing people, you're managing millions in ad spend. You'll work directly in the accounts daily while also thinking strategically about how to scale efficiently.

What makes this role different:

• Multi-brand complexity: You're running campaigns for three brands that compete in overlapping markets. Figuring out positioning and budget allocation without cannibalization is a real puzzle.
• RSA, DSA, and beyond: Core mowing spans 200+ local markets across three brands. Beyond RSA and DSA, you'll work across PMax, AI Search Max, and Demand Gen — managing creative testing, feed coverage, and campaign structure at scale requires systems thinking across Google's full inventory.
• Seasonality is extreme: Lawn care demand swings 5x between winter and spring. You'll need to nail timing on spend ramps, pauses, and reactivation campaigns.
• Full-funnel ownership: Your responsibility doesn't stop at the click. You own the customer experience from ad impression through first service complete — landing page performance, conversion tracking integrity, and customer journey QA are all part of your remit.
• Direct business impact: Paid search is our #1 acquisition channel. Your decisions directly affect whether we hit growth targets.

What You'll Own

• Responsive Search Ads & Dynamic Search Ads: Own RSA and DSA strategy for core mowing across Google and Bing — creative testing, feed coverage, campaign structure, and bidding
• Performance Max, AI Search Max & Demand Gen: Run and optimize PMax, AI Search Max, and Demand Gen campaigns alongside core search — understanding where each campaign type fits in the funnel and how they interact
• Smart bidding strategy: Define and manage tCPA, tROAS, and portfolio bid strategies across brands and campaign types; audit alignment between bid strategy, goal type, and funnel stage
• Attribution & conversion infrastructure: Own attribution tracking setup, event tracking implementation, and conversion loop QA — ensuring every touchpoint is measured accurately and the data feeding smart bidding is trustworthy
• Landing page & customer journey optimization: Drive landing page testing, QA the full customer experience from click through first service complete, and identify where the funnel leaks between ad click and completed job
• Multi-brand strategy: Manage LawnStarter, Lawn Love, and Home Gnome campaigns with clear positioning and minimal cannibalization
• Budget allocation: Decide where dollars go across brands, markets, and campaign types to maximize ROAS
• Testing roadmap: Run structured experiments on bidding strategies, ad copy, landing pages, and audience segments
• Reporting & insights: Build dashboards, surface insights, and translate data into action

Problems to Solve

RSA creative testing at scale We run three brands across 200+ local markets, which means hundreds of ad groups each needing relevant, high-performing RSA creative. How do you build a testing framework that surfaces what actually moves the needle—without drowning in variations?

DSA coverage and quality Dynamic Search Ads can unlock long-tail coverage we'd never build manually, but DSA quality depends on page structure and content. How do you audit coverage gaps, suppress irrelevant queries, and make DSA a reliable driver rather than a leaky bucket?

Multi-brand positioning without cannibalization We have three brands bidding in overlapping markets. When should they compete? When should one brand own a market? How do you allocate budget across brands when they're all trying to grow?

Navigating extreme seasonality Demand drops 80% in winter and spikes in spring. Getting the timing right on spend ramps, pausing markets, and reactivation campaigns is the difference between hitting targets and missing them.

Proving incrementality Not all conversions are created equal. Some would have happened anyway. How do you measure true incrementality and shift spend toward campaigns that actually drive new customers?

What Success Looks Like (Year 1)

• Hit NCA targets: Deliver your share of 150k+ new customer acquisitions at target CAC
• Improve ROAS: Measurable improvement in blended ROAS across the core mowing portfolio
• Reduce wasted spend: Identify and eliminate underperforming campaigns, keywords, and markets
• Build systems: Create dashboards, processes, and playbooks that make the channel more manageable

Who You Are

AI-native. You use AI tools to move faster, whether that's generating ad copy variations, analyzing keyword data, writing scripts, or automating reporting. You're experimenting with AI-powered bidding and creative tools. This is unlikely to be a good fit if you're skeptical of AI or prefer doing everything manually.

Deep in the data. You're happiest inside Google Ads, spreadsheets, and dashboards. You spot patterns others miss and make decisions based on evidence, not intuition. This is unlikely to be a good fit if you prefer high-level strategy without getting into the numbers.

Systems thinker. You don't just optimize individual campaigns; you think about how campaigns interact, how to structure accounts for scale, and how to build processes that don't break as complexity grows. This is unlikely to be a good fit if you prefer ad-hoc optimization over systematic approaches.

Comfortable with ambiguity. You'll often make decisions with incomplete data. You know when to analyze more and when to just run a test. This is unlikely to be a good fit if you need certainty before taking action.

Strong communicator. You can explain what's working and why to people who don't live in Google Ads. You write clear reports, flag risks early, and advocate for your recommendations. This is unlikely to be a good fit if you struggle to translate technical details for non-specialists.

Conversion-tracking fluent. You understand how event tracking, tag management, and attribution models actually work — not just how to read the report, but how to QA the implementation, spot broken conversion loops, and correct data before it corrupts smart bidding. This is unlikely to be a good fit if you rely entirely on platform-reported numbers without questioning whether they're right.

Bias for action. You'd rather launch a test and learn than debate hypotheticals. You ship fast, measure, and iterate. This is unlikely to be a good fit if you need extensive approval processes or prefer lengthy planning cycles.

This Role Is NOT

• A management role: You're managing campaigns, not people. If you're looking to build a team, this isn't it.
• Set-it-and-forget-it: These accounts need daily attention. If you want to automate everything and check in weekly, you'll struggle.
• A new-channel build role: The focus is on Google Ads and Bing — paid social, SEO, and other channels belong to different team members.
• A strategy-only role: You'll be in the weeds, writing ads, adjusting bids, troubleshooting tracking. If you want to set direction and have others execute, look elsewhere.

• Base salary: $105,000–$135,000 depending on experience

• Healthcare: Medical, dental, and vision
• Fully remote: Work from anywhere in the US. This role requires focus time for analysis and flexibility across time zones.
• Unlimited PTO: Results matter, not hours. Take what you need.

LawnStarter provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability, or genetics. We comply with applicable state and local laws governing nondiscrimination in employment.