A personal injury firm grew cases and cut the cost of each.
This personal injury advertising case study covers a top-5 U.S. media market and decades of broadcast-led growth.
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Case volume, year over year
A top-5 media market, decades of broadcast, and a ceiling.
Measuring against signed cases instead of impressions grew a top personal injury firm's case volume 20% year over year while cutting cost per case 10% in the same period.
A top personal injury law firm
Decades of growth built on broadcast-led legal advertising.
A top-5 U.S. media market
Fragmented, and quick to copy a competitor's message.
Streaming TV, not broad broadcast
Aimed at the moments people go looking for an attorney.
Measured at signature
Signed cases, not impressions served.
Broadcast produced cases but couldn't say which ads signed them.
Cases kept coming in, and broadcast could never say which ads had signed them.
The firm leaned on broadcast and templated campaigns in one of the largest U.S. media markets. That was getting harder to scale, because the market was fragmented and competitors copied the messaging quickly.
Growing volume without raising cost takes performance data, not impression counts, and a campaign built around this one firm rather than a template a competitor can lift.
How we built the personal injury advertising campaign.
01
Built as an embedded partner.
Built around the firm's own positioning, not a legal template competitors could copy.
02
Targeted the moments people need an attorney.
Spend focused on the people most likely to need an attorney, in the moments they were looking.
03
Measured against signed cases.
Budget followed the cases that actually got signed, not the impressions that got served.
Case volume grew 20% while the cost behind every case dropped 10%.
Most campaigns force a tradeoff between volume and efficiency. This one moved both in the same direction.
+20%
Case volume, year over year, counted at signature.
−10%
Cost per case, over the same period and on a growing budget.
Top 5 U.S. market
One of the largest media markets in the country.
Every figure in this personal injury advertising case study is the firm's own signed-case count for the period. Measurement follows the IAB standardized measurement guidance for CTV.
Personal injury advertising, answered.
How did the firm grow case volume and cut cost per case at the same time?
By measuring against signed cases rather than impressions. Once every campaign was tied to the cases it actually produced, budget shifted off the placements that only delivered views, which raised volume and lowered cost together. That reconciliation is what every number in this personal injury advertising case study rests on.
What is cost per case?
Total media investment divided by the number of cases the firm actually signs. Cost per lead and cost per call both flatter the number, because most intakes never become cases.
Can streaming TV compete with broadcast for personal injury?
In this campaign it did. Broadcast buys a whole market at once; streaming reaches the households most likely to need an attorney and reports which publishers produced the cases.
How do you know an ad produced a signed case?
Two ways, and most firms use both. The households that saw your ads get matched against your own client and case records, so exposure lines up with the cases you actually signed rather than with clicks. If your firm takes a lot of calls, a CallRail integration ties inbound calls back to the campaigns that drove them, which sharpens it further.
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