Diagnose. Build. Run. Report.
Every engagement follows the same four phases, in the same order, because the order is the point: we do not scale spend into a system that leaks, and we do not build what the diagnosis did not justify.
1. Diagnose: the strategy session and audit
A strategy session is a working review, not a pitch. We look at your campaigns, landing pages, call handling, CRM and reporting as they run today, and compute your actual cost per signed case from your own data. Within a few days you receive a findings document: where inquiries come from, where they leak, what each stage costs, and what we would change first. It is yours whether or not we work together.
2. Build: a written specification you approve
Campaign architecture, keyword and exclusion lists, creative, landing pages, screening scripts, CRM stages and tracking are specified in writing and approved before anything is launched or spent. The data dictionary (what counts as an inquiry, a screened inquiry, a signed case) is agreed with your intake and attorney leads at this stage, because every report afterwards depends on it.
3. Run: weekly optimization against agreed targets
Once live, the system is reviewed weekly with a named owner on your side: search terms, creative performance, response times, stage conversion and spend pacing. Stop and scale rules are agreed in advance so that decisions are made on evidence, not on a good or bad week.
4. Report: one dashboard, one set of definitions
Monthly reporting covers spend, inquiries, contacted, screened and signed by channel, cost per screened inquiry and cost per signed case, leading indicators for cases still in review, and the experiments run that month with their results. Assumptions and measurement gaps are written on the report, not hidden behind it.
What we do not do
- Guarantee rankings, inquiry volume or signed cases.
- Share, resell or retain ownership of your inquiries.
- Take referral fees or a share of legal fees or recoveries.
- Serve a competing firm in your practice area and market.
- Launch spend, publish legal or medical content, or change live accounts without your written approval.
- Send health or case details to any advertising platform.
Onboarding checklist
- Access granted to ad accounts, analytics, call tracking and CRM, in your name.
- Intake process documented as it actually runs, including after hours.
- Screening criteria written by case type and approved by the reviewing attorneys.
- Data dictionary and stage definitions signed off.
- Budgets, targets and stop and scale rules approved.
- Weekly review owner named; monthly report format agreed.
Start with a diagnosis, not a proposal.
A strategy session is a working review of your current acquisition: where inquiries come from, where they leak, and what a signed case actually costs you today. You leave with findings whether or not we work together.