Personal injury advertising case study | Top firm in a top-5 DMA
How a top PI firm grew case volume +20% and dropped cost per case −10%.
Result: this personal injury advertising case study grew case volume 20% year over year and cut cost per case 10% in the same period.
+20%
Increase in case acquisition
Year over year
This personal injury advertising case study, at a glance.
Client
A top personal injury law firm
Market
A top 5 U.S. media market
Heritage
Decades of broadcast-led legal advertising
Goal
Grow case volume while lowering the cost behind every case
Broadcast was producing cases. It just wasn't producing them efficiently enough to keep growing.
The firm leaned heavily on broadcast and templated campaigns to drive cases in one of the largest U.S. media markets. That was getting harder to scale: the market was fragmented, competitors quickly copied the firm's messaging, and broadcast couldn't show which campaigns were producing signed cases.
They needed performance data instead of impression counts to grow case volume without raising cost, and a partner who would build around their specific firm rather than a template competitors could copy.
Three decisions built the campaign.
Instead of running a template competitors could copy, we built the campaign around this specific firm, the moments people actually go looking for an attorney, and the cases that actually got signed.
01
Built as an embedded partner, not a vendor.
We worked as an extension of the firm's marketing team and built around their specific positioning, not a generic legal template competitors could copy.
02
Targeted the moments people need an attorney.
We focused spend on the people most likely to need a personal injury attorney, in the moments they were actually looking, on streaming TV instead of broad broadcast reach.
03
Measured against signed cases, not impressions.
We connected every campaign to the cases that actually got signed, so budget followed what was producing clients rather than what was producing views, in line with industry measurement standards.
Case volume grew 20% while the cost behind every case dropped 10%.
By measuring against signed cases instead of impressions, this personal injury advertising case study grew a top firm's case volume 20% while lowering cost per case 10%.
Case acquisition
+20%
Year over year.
Cost per case
−10%
During the same period.
Most campaigns force a tradeoff between volume and efficiency. This one moved both.
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