For personal injury firms, marketing isn’t about “branding” anymore, it’s about growth you can measure. Every dollar needs to show up in the form of phone calls, signed cases, and fee revenue.
But here’s the reality: no single channel carries that weight on its own.
TV alone can’t convert intent. Google Ads can’t build credibility. Billboards can’t close the loop.
It’s the mix that does the work.
The right combination of media, working together, not in silos, is what moves someone from seeing your name to saying, “That’s the firm I’m calling.”
Every Channel Has a Job to Do
At Roux, we think of media the same way a good trial lawyer thinks about a courtroom team: everyone has a role, and when they work well together, they win.
Let’s break it down.
TV and Connected TV: Build Trust at Scale
Television is still one of the most powerful tools for personal injury marketing. It’s the credibility builder, the first handshake at scale. TV plants the seed that you’re established, experienced, and ready when an accident happens.
When done right, it drives measurable behavior: branded search activity, calls, and web visits spike in markets where TV is on the air.
We often see branded search volume increase in the first 60 days after a TV launch.
That’s awareness turning into intent.
Billboards: Stay Top of Mind
Out-of-home media, like billboards, transit, bus shelters placements, keeps your firm in the driver’s seat (literally).
In a market flooded with attorney ads, frequency wins.
Billboards work best when they reinforce your TV message: same logo, same line, same promise.
And thanks to geofencing and ZIP-level data, we can now correlate billboard exposure with real lead activity. It’s not uncommon to see a significant lift in calls from neighborhoods closest to your boards.
Paid Search: Capture Intent in the Moment
When someone’s been in an accident, they’re not watching another TV spot, they’re Googling “car accident lawyer near me.”
That’s where paid search (Google Ads) earns its keep. It converts the awareness you’ve already built.
The most efficient PI media mixes put more money into search after launching TV or billboard campaigns because the increased brand recall makes those clicks cheaper and more qualified.
We’ve seen cost-per-signed-case drop once brand familiarity kicks in.
Retargeting and Display: Close the Loop
Someone visits your site after seeing your ad, then gets distracted. Life happens.
Retargeting brings them back. It’s the polite nudge that keeps your firm visible in the days and weeks after initial contact.
When layered correctly with TV and search, retargeting reactivates previously unconverted leads.
Proving That the Mix Works
“Sounds great,” a managing partner might say, “but how do you know which media is driving signed cases?”
We don’t guess; we prove. That’s where data and accountability come in. Roux uses several techniques to measure impact:
- Geo-Lift Studies: Compare case growth in markets running full media vs. control markets.
- Branded Search Lift: Track search volume for the firm’s name before and after media launches.
- Cross-Channel Attribution: Connect lead data, phone calls, and CRM activity to specific ad exposures.
- Efficiency Metrics: Monitor cost per lead and cost per signed case by channel, and how they improve when channels run together.
When TV, search, and social work together, we consistently see compound results: higher lead quality, lower cost per case, and stronger brand preference.
From Awareness to Action — the Flow That Converts
Here’s what it looks like in motion:
- TV builds awareness and trust.
People start recognizing your firm’s name and face. - Billboards and social keep it visible.
Frequency builds familiarity and recall. - Search captures intent when it happens.
When someone types your name or “injury lawyer near me,” they already trust you. - Retargeting seals the deal.
Follow-up digital touchpoints pull them back to call or fill out a form.
That’s a full-funnel system, not random media buys.
The Results That Matter
We’ve helped firms:
- Increase signed cases through integrated campaigns.
- Reduce cost per signed case through smarter media alignment.
- Lift branded search volume in new markets.
When each media channel plays its role, marketing stops being an expense and starts acting like an investment that pays back.
The Takeaway
Personal injury marketing isn’t about chasing the newest platform, it’s about connecting the right ones.
TV builds the brand.
Search captures intent.
Social and retargeting close the loop.
When those pieces work together, you get what every PI firm wants most: more qualified clients, at a lower acquisition cost, with proof that your media dollars are driving revenue.
At Roux, that’s the standard we hold ourselves to, because media should do more than make noise. It should make business grow.
Final Word
Legal marketing is competitive, complex, and constantly changing, but with the right strategy, every challenge is an opportunity to grow case volume and drive action that makes your firm a market leader. Ready to take your law firm to the next level? Call 504-561-5055 or visit rouxadvertising.com to schedule your free strategic consultation.
About Roux Advertising
Roux Advertising solves marketing problems by helping law firms grow case volume using data- driven strategies, customized, predictable, profitable. Eric Morgan is the President of Roux