Head of Paid Acquisition (Google Ads, SEM)

LawnStarter is the nation's leading on-demand platform for lawn care and landscaping services, and our vision is to be a one-stop shop for all outdoor home services. Over the past 10 years, we've expanded to 120 metro areas, raised $35 million in funding, and acquired our largest competitor, solidifying our leadership in the industry.

As we continue to scale, we are looking for a Head of Paid Acquisition to help drive our growth, with a primary focus on Google Ads Paid Search.

If you thrive in a fast-paced, scrappy startup environment and love the intersection of data and digital marketing, read on.

What you'll be responsible for

• Grow Paid Search Revenue:
  Lead and optimize Google Ads paid search campaigns that drive nearly all of our paid acquisition efforts. You'll leverage advanced strategies—bid optimization, copy tests, audience-based rules, and more—combined with internal customer data to maximize ROAS across multiple markets.
• Lead a High-Performing Team:
  Build and mentor a team of paid search experts. Define performance metrics, establish best practices, and foster a culture of continuous improvement and innovation.
• Manage Complex Campaign Structures:
  Oversee large-scale Google Ads campaigns across multiple brands and service lines. You'll bring extensive experience managing complex, multi-market campaigns with varied seasonality, demographics, and pricing.
• Drive Strategic Growth:
  Develop and execute paid search strategies for new verticals as we expand beyond lawn care. Tailor campaigns to fit each unique market, identifying and capitalizing on opportunities for growth.
• Cross-Functional Collaboration:
  Work closely with product, sales, and customer service teams to align paid search strategies with broader business goals. Your ability to integrate paid search insights into the company’s overall marketing efforts will be crucial.
• Own the P&L for Ad Spend:
  You'll be responsible for all paid search spending, ensuring that we hit revenue and efficiency targets. Prepare detailed plans (3-year, 1-year, and quarterly) and own the financial outcomes.
• Analyze Data for Insights:
  Use data to inform strategy—identifying trends in lifetime value, keyword performance, conversion rates by market, and more. You'll also work closely with engineering and data teams to integrate ad platforms with internal data systems.
• Explore New Channels & Test Strategies:
  While 90% of your focus will be on Google Ads, you'll also explore new paid channels and test innovative strategies to enhance performance.

• Extensive Experience with Large-Scale Google Ads Campaigns:
  You’ve managed high-budget paid search campaigns in industries like travel, ticketing, or home services, working with multiple brand/domain strategies.
• Proven Leadership in Paid Search:
  You’ve led successful paid search teams and have a track record of implementing search strategies that deliver significant wins.
• Technical and Analytical Strengths:
  You’re highly skilled in spreadsheets, comfortable with SQL, and have a deep understanding of data-driven decision-making. Scripting languages and experience with data integration tools are a plus.
• Hands-On Approach:
  While this is a leadership role, you're not afraid to get into the weeds. You'll be a hands-on contributor and also a mentor.

• $175k - $195k annual salary range
• Great Culture: One of the in Austin in 2018, 2019, and 2020, and in the US in 2021, we are all about the team. That’s why we have spent a massive amount of time finding that you will get to work with every day.
• Supporting self-care: We have unlimited vacation policy and will nudge you to utilize it to care for yourself. We will operate together to ensure you have the support you need.
• Healthcare benefits: Medical, dental, vision and 401k
• Fully remote position: Work remotely from anywhere you want.