For most law firms, digital marketing has long relied on the same formula: search ads, keywords, and a focus on generating clicks. But as competition online continues to grow, standing out through traditional search and display campaigns has become increasingly difficult. High costs, limited differentiation, and low engagement often lead to disappointing results—especially in a field where credibility and trust are everything.
That was exactly the challenge faced by a California-based law firm. Competing against dozens of firms in the same area, they were spending more but gaining less. Their ads appeared in searches, but the message wasn’t connecting. They needed a new approach—one that would reach potential clients before they even decided to seek legal help.
Choosing a Smarter Way to Reach People
The firm decided to explore Connected TV (CTV) advertising as a way to connect with audiences beyond the noise of search results. Streaming offered a calmer, more engaging environment—one where viewers were paying attention and open to longer-form storytelling.
The campaign was built around precise targeting in key regions of California, focusing on audiences likely to need legal services. Ads were placed within programs that aligned with the firm’s message—live sports, news, and especially popular legal dramas featuring their own spokesperson. This connection between content and message made the campaign feel more authentic and familiar to viewers.
Instead of just buying impressions, the firm focused on relevance. The ads appeared at moments that naturally built trust, with familiar faces and real-life context strengthening the message.
Turning Attention into Results
Every campaign decision was guided by data. The firm used attribution tools to track how viewers responded after seeing an ad—whether they visited the website, filled out a contact form, or called the office. This direct link between exposure and action made it possible to measure the true impact of Connected TV compared to other channels.
The outcomes were clear:
- 85% more leads compared to their previous TV, search, and display efforts.
- 30% lower cost per lead, making CTV the most efficient part of their marketing mix.
- 50% higher brand recall, driven by context and consistency.
- 35% increase in site traffic, with a stronger share of qualified leads.
Beyond the numbers, the firm noticed something harder to quantify: a shift in perception. Local residents began recognizing their name and spokesperson before ever making contact. The campaign helped turn familiarity into trust—and trust into action.
A New Role for Connected TV
What started as a small test became a key part of the firm’s long-term strategy. The mix of storytelling, audience data, and measurable outcomes proved that television—when delivered through streaming—can be both emotional and efficient.
For sectors where decisions depend on confidence and reputation, this approach offers more than visibility. It helps brands show up in the right context, earn trust, and prove results.
When trust drives conversion, combining smart targeting with meaningful storytelling is more than a tactic—it’s a strategy that builds lasting connections.
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