By Marc Apple ● ● 3 min read
Table of Contents
TL:DR Law firms are turning to Connected TV and cross-device retargeting to reach potential clients more effectively than traditional advertising.
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Standing out in a crowded legal market takes more than just having a strong website and a few search ads. Law firms are finding success with Connected TV (CTV) advertising and cross-device retargeting to reach potential clients with greater precision.
This approach uses streaming video ads along with digital follow-up across devices to keep your firm top-of-mind. It’s a modern take on legal marketing that’s working.
Traditional television ads are expensive and don’t offer much control
Why More Law Firms Are Using CTV
Traditional television ads are expensive and don’t offer much control. With CTV, your law firm can advertise during streaming content your audience is already watching—like live sports or popular shows on Hulu, Roku, and Amazon Fire TV.
This improves visibility to the people most likely to need your services. One regional firm added live sports to their CTV campaign and saw an 11% increase in web conversions in just two months.
Cross-Device Retargeting Keeps You in Front of Potential Clients
One ad isn’t always enough. Cross-device retargeting ensures that after someone sees your CTV ad, they’ll be reminded of your firm across their devices—on news sites, social media, or mobile apps.
This is based on actual viewing behavior and helps maintain awareness as people consider their legal options. A personal injury firm using this approach averaged 30 qualified leads and 10 form submissions per month—and experienced a 125% increase in phone calls.
Cross-device retargeting ensures that after someone sees your CTV ad, they’ll be reminded of your firm across their devices
Targeting That Matches Your Practice Area
Every law firm serves a different kind of client. Your advertising should reflect that.
We combine several strategies to make sure your message gets to the right people:
- Behavioral targeting: Reaching users actively searching for legal services
- Geofencing: Ads shown around places like trauma centers and repair shops
- Contextual targeting: Based on online activity related to legal topics
- Website retargeting: Focusing on people who’ve already visited your site
All targeting is privacy-compliant and customized to your geographic area.
Results from Law Firms in the Field
Download two cases studies to learn more below
Live Sports Strategy for a Regional Law Firm
This firm initially used standard CTV targeting, but added live sports inventory like March Madness and WNBA coverage. Conversions jumped from 6,687 to 7,403 over two months. Download the case study.
CTV Rollout for Chattanooga Personal Injury Firm
After relying on traditional TV for 25 years, this firm transitioned fully to CTV. With the right audience targeting and retargeting around auto shops, they saw a 125% rise in calls and consistent monthly lead flow. Download the case study.
Transparent Tracking and Reporting
CTV campaigns come with full tracking capabilities. We monitor:
- Website visits from ad exposure
- Phone calls and form fills linked to the campaign
- Follow-up actions on search engines and social media
You’ll have access to performance data to better understand what’s resonating with your audience.
Interested in Exploring CTV for Your Firm?
Get a Free Internet Marketing Strategy Evaluation
If you’re considering adding CTV and retargeting to your marketing mix—or want a fresh perspective on your current efforts—we’d be glad to take a look. Schedule your free strategy session to see what’s possible.
CTV campaigns come with full tracking capabilities
FAQ About Law Firm CTV Advertising
What is Connected TV (CTV) and how does it help law firms?
CTV is advertising through streaming platforms like Hulu and Roku. It helps firms appear during content their audience already watches.
What is cross-device retargeting?
It’s a way to follow up with viewers of your CTV ad across their devices, reinforcing your message.
Is CTV cost-effective for smaller firms?
Yes. It offers more control than traditional TV and works within a range of budgets.
How do I track campaign performance?
We track calls, website visits, and form submissions tied to your ads.
Can this support my current marketing strategy?
Yes. CTV works alongside SEO, PPC, and social media efforts.
Are campaigns compliant with legal advertising regulations?
Yes. All campaigns follow state and local rules, including for sensitive targeting areas.
When will I begin to see results?
Most law firms begin to see increased engagement within 30 to 60 days.
Can I choose specific areas to target?
Yes. We can tailor campaigns by region, interests, and online behavior.
