Most law firms focus only on the bottom of the funnel: people actively searching for lawyers. A full-funnel approach captures more demand at lower cost.
The Funnel Framework
Top of Funnel: Awareness
Who: People who don’t know you yet (or barely) Goal: Make them aware you exist Channels: CTV, broadcast, billboards, social awareness
Middle of Funnel: Consideration
Who: People aware of you, not yet ready to act Goal: Stay top of mind, build preference Channels: Retargeting, content, email, social engagement
Bottom of Funnel: Conversion
Who: People ready to hire a lawyer Goal: Capture them before competitors Channels: Search, LSAs, direct response
Why Full-Funnel Matters
Option A
Option B
Channel Mapping
| Funnel Stage | Primary Channels | Role |
|---|---|---|
| Awareness | CTV, broadcast | Create demand |
| Consideration | Retargeting, content | Nurture preference |
| Conversion | Search, LSAs | Capture demand |
CTV in the Funnel
CTV is primarily top-of-funnel:
- Creates awareness
- Builds brand recognition
- Generates future searches
- Establishes preference
But CTV influence extends down-funnel:
- CTV viewers convert 40% better
- CTV generates branded searches
- Preference built at top improves conversion at bottom
Building the Connected Funnel
Connected Funnel Implementation
Budget Allocation by Funnel Stage
Growth Mode
Building awareness is priority:
| Stage | Budget % |
|---|---|
| Awareness (CTV) | 40-50% |
| Consideration | 10-15% |
| Conversion (search) | 35-45% |
Maintenance Mode
Capturing built awareness:
| Stage | Budget % |
|---|---|
| Awareness (CTV) | 25-35% |
| Consideration | 10-15% |
| Conversion (search) | 50-60% |
The right mix depends on market position and growth goals.
The Consideration Gap
Many firms skip consideration entirely:
- Awareness → Conversion (gap)
- No nurturing
- No reinforcement
- Lower conversion rates
Filling the Gap
Retargeting: Serve ads to CTV-exposed households across display, social Content: Educational resources for injury victims Email: If you capture early interest Social: Engagement and reinforcement
Consideration Metrics
- Retargeting engagement rate
- Content consumption
- Return visit rate
- Brand search volume
Attribution Across the Funnel
The Challenge
Different stages have different attribution needs:
- Awareness: View-through attribution
- Consideration: Engagement attribution
- Conversion: Click attribution
The Solution
Multi-touch attribution that credits all stages:
| Stage | Attribution Approach |
|---|---|
| CTV (awareness) | View-through, 14-21 days |
| Retargeting | View/click, 7-14 days |
| Search (conversion) | Click, 7 days |
CTV accounted for 38% of impressions but 63% of conversions when proper attribution captured the full funnel.
Funnel Metrics by Stage
Awareness Metrics
- Reach (households exposed)
- Frequency (exposures per household)
- Brand search volume (leading indicator)
- Aided recall (survey-based)
Consideration Metrics
- Retargeting engagement
- Content consumption
- Return visits
- Time on site
Conversion Metrics
- Leads generated
- Cost per lead
- Lead-to-case conversion
- Cost per case
Full-Funnel Metrics
- Total CPL (all channels)
- Funnel efficiency (awareness → case)
- Customer acquisition cost
- Channel contribution
Common Funnel Mistakes
Mistake 1: Bottom-Only Focus
Only competing at conversion. Results: high costs, limited scale, no differentiation.
Mistake 2: Awareness Without Capture
Running TV without search protection. Results: competitors capture your demand.
Mistake 3: No Consideration Layer
Awareness → conversion with nothing in between. Results: lower conversion rates, wasted awareness.
Mistake 4: Siloed Measurement
Each channel measured independently. Results: can’t see funnel connections, wrong budget decisions.
Mistake 5: Wrong Stage Expectations
Expecting awareness channels to convert directly. Results: false negative on CTV, cutting working media.
The Integrated Approach
Full-funnel success requires integration:
Timing coordination: CTV flights align with search budget increases Message alignment: Consistent across funnel stages Audience connection: Retarget CTV-exposed households Attribution connection: Track from awareness to case Budget optimization: Shift based on funnel performance
For channel coordination, see Coordinating Agencies for CTV, SEO, Search.
Funnel Performance Example
Awareness (CTV):
- 500,000 impressions
- 1,500 verified visits
- 0.3% visit rate
Consideration (Retargeting):
- 50,000 retargeting impressions
- 300 return visits
- Reinforcement delivered
Conversion (Search):
- 200 branded search leads
- 150 generic search leads
- 350 total leads
Full Funnel:
- CTV-attributed conversions: 180 (51% of total)
- Full-funnel CPL: $320
- Cost per case: $1,600
References
- 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/
- JamLoop. (2025). CTV attribution modeling and ROI measurement. https://jamloop.com/ctv-attribution-modeling-roi-measurement/
- Decentriq. (2025). CTV advertising: The complete guide. https://www.decentriq.com/article/ctv-advertising