Growth Plan ● Google Ads and landing pages ● Three phases

Make every lead visible, then earn the right to scale.

Med League wants to spend more, once the returns support it. Today Google can't see your best leads, and most searches are lost to ad rank, not budget. Our plan fixes what Google sees first, converts more of the attorneys already searching, then steps spend up as results hold.

Request an Expert form conversions Google recorded, Jan 1 to Nov 3, 2026

$50,876

Google Ads spend for 51 reported conversions, Jan 1 to Nov 3, 2026

$490

Cost per conversion on "expert nurse" and "nurse expert", about half your average, Jan 1 to Nov 3, 2026

What We Heard

Med League in your words, from our November 4 call.

A national expert witness firm. Ready to grow.

About 3 years

Since you bought the company

$2.5K to $20K

Revenue per case, about $10,000 on average

About $50K

On Google in the past 12 months, for about 50 conversions, by your report

$100K to $200K

A month in ad spend: the goal, once the returns support it

Your figures, approximate, as you shared them.

How the business runs. And where it gets stuck.

Who buysAttorneys, paralegals and legal assistants who need an expert witness to review a case.
WhereCases from anywhere in the United States, with offices in New Jersey and Florida.
Two sitesmedleague.com, plus medlegalnurses.com for the nurse side, where margins are higher. Ads send traffic to both.
TodayGoogle Ads are managed by your agency, on a month to month basis.
Lead flowWeb requests reach your email, go to your lead person, then into Zoho. Zoho isn't connected to the site or to Google.
What's in the wayRaising the budget from $5,000 to $10,000 a month didn't bring more leads.
TimingIdeally starting around the new year, so results can be compared by year end.

"My goal would be to be spending, you know, $100,000, $200,000 a month in advertising because I'm getting the returns like needed to support that."William Klemens, VP, our November 4 call

NextWhat We FoundThree things between the budget and the leads

What We Found

There's a base to build on. Three things stand between the budget and the leads. Open any one for the detail.

1Google can't see your best leads.

Blood Work

38 of 73

Account conversions that came from the Request an Expert form, Mar to Oct 2025

Recorded from that form, Jan 1 to Nov 3, 2026

Requests can still reach your inbox. Google just doesn't hear about them, so the cost per lead you see reads higher than what you pay, and bidding runs without its best signal.

See the detail

The form's conversion last recorded in September 2025.
Nothing comes back from Zoho, so Google treats a request that became a case the same as one that didn't.
With the main form out of view, the account's return was not able to be proven, in either direction.

2Budget isn't the limit. Ad rank is.

Lost to budget, both campaigns

Lost to ad rank, Med League campaign

80%

Lost to ad rank, nurse campaign

63%

"I would think like increasing the budget, we should automatically be seeing like, you know, double the leads we were getting, but that's not it."William Klemens, VP, our November 4 call

Share of searches missed, October 2026. Two live campaigns carry about $645 a day of budget, and October spend was $5,119. The extra budget never got spent.

See the detail

Quality Score is 1 to 3 on 97% of the impressions that carry one, and landing page experience reads below average on 99.9% (live campaigns, Aug 5 to Nov 3, 2026).
Bids are a flat $12.01 and $15.01. Google estimates $22.78 to $45.44 to reach page one on the core terms.
So the account wins the wrong auctions. "Legal nurse consultant" (page one at $9.65) shows on 80% of its searches, and "medical expert witnesses" on 22%.

3Spend goes to the wrong searches, and lands on pages that ask too much, too soon.

The First Aid KitBreadcrumb Technique™

Whole account, Mar to Oct 2025, form tracked

2.96%

"Expert nurse" and "nurse expert", 2026

2.79%

medlegalnurses.com, 2026

1.58%

"Legal nurse consultant", 2026

0.25%

Conversion rate by slice. 2026 means Jan 1 to Nov 3, 2026. "Legal nurse consultant" (exact) cost $6,802 for 1.5 conversions in that window.

See the detail

"Legal nurse consultant" converts at 0.25%, against 1.33% for everything else in the account (Jan 1 to Nov 3, 2026).
medleague.com/request-an-expert asks for 6 fields in one step, with contact details before the case. medlegalnurses.com asks for 5, all required, and has no click-to-call link.
Your best nurse terms still convert at 2.79% on today's pages, so this traffic can do better than 1.58%.

What's working

"Expert nurse" and "nurse expert" (phrase): 17 conversions on about $8,300, about half the account's average cost per conversion (Jan 1 to Nov 3, 2026).
Calls from your ads have been importing into Google Ads since July 2026, so part of the signal is already there.

Your take

Did anything change on the Request an Expert page or form around August 2025?
How many Request an Expert submissions reached your inbox this year?
Are phones turned off in the account on purpose?
What is LNC Solutions, and should it stay in the ads?
How often does an attorney already know whether they need a physician or a nurse?

NextOur PlanThree phases, each one earning the next

Our Plan

Three phases. Each one earns the next.

Our plan. See clearly, convert more, then scale.

Phase 1

See clearly

Blood WorkProper in-account conversion tracking for the Request an Expert form, Contact Us and calls.
Offline conversion tracking: the click ID captured on the form, and Zoho stages (lead, qualified, retained case) sent back to Google.
The First Aid KitStop spend on searches that don't fit.
Stable campaigns that keep their history, and a baseline month.

Gate: every lead visible, with its source.

Phase 2

Convert more of the attorneys already searching

Breadcrumb Technique™Two pages on medleague.com: a nurse expert witness page, and a medical expert witness page whose first step asks Physician, Nurse, Life care planner or Not sure yet.
A call option on the page.

Gate: conversion rate up against the baseline.

Phase 3

Earn the right to scale

Rebuild by intent, and test "[specialty] expert witness" terms with matched ads.
Stack the DeckAutomated bidding once the signals can be trusted.
Spend steps up only after the agreed mark holds two weeks running.

Gate: the mark holds two weeks running, then the next step.

Phase 2's pages come with Options 2 and 3 on the pricing tab. Hover any play for what it does.

What the medical expert witness page could look like. Small yeses first.

An early concept built from your own site, for display purposes only. We'd finalize the copy and every claim with you.

Concept medical expert witness landing page for Med League, step 1 of a three-step form — **Medical expert witness page, on medleague.com**Step one asks what kind of expert, nothing personal. Case basics come next, then contact details.

The math. Conversion rate is the cheapest lever.

Your close rate, request to retained case

Conversion rate	Leads a month	Cases a month	Revenue a month
1.58% medlegalnurses.com today	About 7	Add rate	Add rate
2.5%	About 11	Add rate	Add rate
3%	About 13	Add rate	Add rate

Illustration, not a promise. About $5,000 a month buys about 440 clicks at $11.39, your 2026 average cost per click. Revenue uses your $10,000 average case.

Straight talk. The goal runs into a small market.

The $100,000 to $200,000 a month goal runs into a search market that's small and expensive on Google alone.
Your proven terms would total only about $3,300 a month even if you showed on every search, based on the last 90 days. Growth needs new demand.
So the first job is making each dollar count. Microsoft Ads is a conversation for later, not part of this plan.

What we won't promise

A lead or case number before the baseline month
A target conversion rate
That Google alone can carry $100,000 a month or more

What we commit to

Every lead visible, with its source, before spend goes up
Spend steps up only when the mark holds
Telling you when the math doesn't work

Deliberately not in scope

SEO
Meta and LinkedIn ads
A full website redesign
Changes on medlegalnurses.com

Your take

Which page should come first: nurse expert witness or medical expert witness?
What share of your cases need a physician, a nurse, or both?
Out of everything here, what would make this a no-brainer for Med League?

NextOur PricingThree ways to start

Our Pricing

Three ways to start, each a step up. What you pay each month and what you pay once are shown separately.

Three ways to start. We recommend See clearly + pages that convert.

$5,000 to $10,000/mo ad spendAll three options assume this range, paid to Google directly. Our fee is the same anywhere in it.

How each option adds up

Line	Option 1	Option 2	Option 3
Google Ads management	$2,000	$2,000	$2,000
Standard conversion tracking, forms and calls ($1,000 value)	Included	Included	Included
Ongoing CRO: 1 new page a quarter, A/B tests every 14 days	Not included	Not included	$3,500
A month	$2,000	$2,000	$5,500
One time: offline conversion tracking	$1,500	$1,500	$1,500
One time: CRO, two landing pages at $2,000 each	Not included	$4,000	Not included
One time	$1,500	$5,500	$1,500

Google Ads management is $2,000 a month from $5,000 up to $20,000 in ad spend, then 10% of spend, never both.

NextWorking With UsYour team, how we work, and what we need from you

Working With Us

Who you work with, how we work, and what we need from you.

Who's on your team. Roles, not a single account manager.

Growth ManagerYour main contact. Leads the account and the plan.

Growth DirectorOversees strategy across the account.

Business Intelligence teamBuilds your conversion tracking and the link from Zoho back to Google.

CRO teamBuilds your landing pages, and runs the tests in Option 3.

Who holds each seat is set once the agreement is signed.

How we work. Steady and measured.

Reviewed every weekEvery account is typically reviewed weekly. Tests and goal pacing set the rhythm.

A monthly callWith your Growth Manager, against the marks we set together.

Checked before launchYour Growth Manager checks every build before it goes live. Want to see a change first? We send it for review.

ContinuityIf your Growth Manager changes, the new one works from your call notes, pacing charts and records.

A three-month initial term.

What we need from you.

1Google Tag Manager accessBoth containers, one for each site, so tracking can be rebuilt properly.

2Zoho accessAnd which Zoho plan you're on, so the link back to Google is scoped right.

3Your close rateFrom request to retained case. It turns a cost per lead into a cost per case.

4One set of hands in the accountChanges go through your Growth Manager so tests stay clean. Ask about any change and we'll walk you through why.

Next step

Pick the starting option. We send the agreement in writing, and our team schedules the kickoff once it's signed.