CTV vs. Google Ads isn’t really a fair comparison. They do fundamentally different things. Understanding their roles helps you use both effectively.
Different Jobs, Different Channels
Option A
Option B
CTV Creates Demand
Someone sees your ad today, remembers your name, searches for you when they need a lawyer next month. Builds awareness before the moment of need.
Google Ads Captures Demand
Someone needs a lawyer today, searches, sees your ad, clicks through. Captures intent at the moment of need.
They’re not competing for the same job. They’re different parts of the same system.
Cost Structure Comparison
| Factor | CTV | Google Ads |
|---|---|---|
| Pricing | CPM ($35-50) | CPC ($200-500+ for PI) |
| What you pay for | Impressions | Clicks |
| Audience intent | Low (awareness) | High (searching) |
| Competition | Moderate | Intense |
| Scale | High | Limited by search volume |
Google Ads CPCs for competitive PI terms have escalated significantly. In major markets, “car accident lawyer” exceeds $500 per click.
CTV reaches people before they need lawyers. At a fraction of the per-person cost.
Performance Comparison
Attribution Differences
Option A
Option B
Google Ads Attribution
Direct, click-based attribution. Someone clicks, converts, credit clear. Easy to measure.
CTV Attribution
View-through attribution. Someone sees ad, later searches, converts. Requires multi-touch models. CTV drove 63% of conversions from 38% of impressions when properly attributed.
Last-click gives CTV zero credit, even when it drove the journey.
The Integration Play
Here’s where it gets interesting: CTV improves Google Ads performance.
Branded searches: Someone searches “Smith Law Firm” after seeing your commercial. Your branded search campaign captures them at $5-15 per click (not $400).
Conversion rate improvement: Familiarity increases trust, improves landing page conversion.
When to Prioritize Each
Prioritize CTV When
- + Building awareness in new market
- + High Google CPCs making capture-only unsustainable
- + Want to create demand, not just compete for it
- + Long-term brand building focus
- + Search volume in your market is limited
Prioritize Google Ads When
- − Need immediate leads
- − Brand recognition already strong
- − Protecting branded search from competitors
- − Market has high search volume
- − Short-term case needs
The Balanced Approach
Most firms should run both:
| Channel | Budget % | Role |
|---|---|---|
| CTV | 35-45% | Create demand |
| Branded search | 10-15% | Capture CTV-generated interest |
| Generic search | 15-25% | Capture market demand |
This creates a system where CTV builds awareness → branded search captures at low cost → generic search captures broader demand.
Cost Per Case Comparison
Option A
Option B
Google Ads Only
CPL: $400-700 (competitive terms). Lead-to-case: 20%. Cost per case: $2,000-3,500.
CTV + Google Ads Integrated
Blended CPL: $250-400. Same lead-to-case: 20%. Cost per case: $1,250-2,000.
The integrated system delivers lower cost per case. CTV creates demand you capture cheaply through branded search. You’re generating $5 clicks instead of fighting for $400 clicks.
Scale Differences
Option A
Option B
Google Ads Scale
Only so many people searching “car accident lawyer” per month. Increasing budget hits diminishing returns. Competition limits position gains.
CTV Scale
Can reach most households in a DMA. More impressions = more awareness = more branded searches. Less direct competition for audience.
For firms wanting to grow significantly, CTV provides scale Google Ads can’t.
Measurement Requirements
| Channel | What You Need |
|---|---|
| Google Ads | Basic tracking sufficient. Click attribution clear. |
| CTV | Verified visit tracking, call tracking integration, multi-touch attribution, 14-21 day windows |
Without proper CTV measurement, you can’t see the full picture.
The Bottom Line
CTV and Google Ads aren’t either/or. They’re different tools for different jobs.
References
- IAB & Innovid. (2022). CTV takes center stage. https://www.iab.com/wp-content/uploads/2022/05/Innovid_CTV-Takes-Center-Stage.pdf
- Decentriq. (2025). CTV advertising: The complete guide. https://www.decentriq.com/article/ctv-advertising
- MNTN Research. (2025). 62% of consumers discover new brands through TV. https://research.mountain.com/insights/62-of-consumers-discover-new-brands-or-products-through-tv/
- MNTN Research. (2023). Increased investment in CTV leads to better performance. https://research.mountain.com/trends/data-reveals-increased-investment-in-ctv-leads-to-better-performance/
- MNTN Research. (2025). Second screen use by TV viewers. https://research.mountain.com/insights/an-exploration-of-second-screen-use-by-tv-viewers/