Here’s how to coordinate them as a system. Every dollar of CTV spend should convert into leads you capture.
The Fundamental Dynamic
Option A
Option B
CTV's Role
Build awareness, create demand, make your firm memorable. When someone needs a lawyer, you want to be the name that comes to mind.
Search's Role
Capture demand when people act on it. Whether they search your name specifically or generic terms, you need to be present.
The connection is direct: 75% of U.S. consumers have searched online for a product or brand after seeing it on TV. CTV generates searches. Search captures them.
Why Coordination Matters
Option A
Option B
Without Coordination
CTV runs, branded search increases. No branded search campaign running. Competitors capture the searches CTV generated. CTV ROI looks poor. Budget gets cut from CTV (which was actually working).
With Coordination
CTV runs, branded search increases. Branded search campaign captures demand. Leads attribute correctly to CTV + search system. True ROI visible. Budget optimizes across both channels.
CTV campaigns deliver 23% higher ROI than traditional TV. But only when you capture the demand they create.
Timing Coordination
CTV and search should scale together:
During CTV Flights
Increase branded search budgets. Expand keyword coverage. Raise bids on brand terms. Monitor impression share closely.
Between Flights
Maintain baseline branded search presence. Reduce to maintenance budgets. Continue monitoring competitor activity.
Flight Start
Increase search budgets 1-2 days BEFORE CTV launches. Searches often start immediately when ads begin running.
Flight End
Maintain elevated search budgets for 7-14 days after CTV ends. Search interest decays gradually, not immediately.
Budget Allocation Framework
Example: $50,000 total budget
- CTV: $37,500
- Branded search: $5,000
- Generic search: $7,500
This ensures you’re creating demand AND capturing it. Adjust based on branded search competition intensity, generic search CPCs in your market, and conversion data from both channels.
Attribution Across Channels
Attribution Methods
- + View-through attribution: Track households exposed, attribute later website visits
- + Branded search lift: Compare volume during CTV flights vs. baseline
- + Multi-touch models: Connect CTV exposure to downstream conversions
The Payoff
- − 38% of ad impressions from CTV drove 63% of attributable conversions
- − CTV influence on paths that include search is significant
- − Proper attribution reveals true CTV value
Message Consistency
TV Ad Says
“Injured in an accident? Smith Law fights for you.”
Search Ad Should Say
“Smith Law | We Fight For Injury Victims” (not something completely different)
Landing Page Should Say
“Fighting for accident victims since 1985” (reinforcing TV message)
Message consistency improves conversion by reducing confusion. The viewer thinks “yes, this is who I was looking for.”
Common Mistakes
Strategic Mistakes
- + Running CTV without search protection: Creates demand competitors capture
- + Cutting CTV when search 'performs better': Can't have capture without creation
- + Separate agency management: No coordination, budget fights instead of optimization
Execution Mistakes
- − Inconsistent messaging: TV says one thing, search another
- − Wrong attribution window: 7-day misses CTV influence; 14-21 days is right
- − No competitive monitoring: Competitors may increase conquesting during your flights
The Taqtics Approach
Single Strategy
Both channels planned together with shared goals
Coordinated Execution
Search budgets scale with CTV flights automatically
Unified Attribution
One model that credits the full customer journey
Combined Reporting
You see the system performance, not channel silos
This integration is why our clients see CTV ROI that standalone campaigns can’t achieve.
References
- MNTN Research. (2025). Second screen use by TV viewers. https://research.mountain.com/insights/an-exploration-of-second-screen-use-by-tv-viewers/
- Southern California News Group. (2025). Connected TV marketing stats 2025. https://www.socalnewsgroup.com/2025/05/06/connected-tv-marketing-stats-2025/
- Decentriq. (2025). CTV advertising: The complete guide. https://www.decentriq.com/article/ctv-advertising