Every market has one or two PI firms that dominate. They get the best cases. Command the most recognition. Spend the most efficiently because their brand works for them. Here’s how to become that firm.
What Market Dominance Looks Like
Recognition Metrics
- Unaided awareness: When asked “name a PI lawyer,” your name comes first
- Branded search share: You capture most branded searches in your market
- Referral default: Professionals recommend you without thinking
Business Metrics
- Case volume exceeds competitors
- Higher-value cases attracted
- Lower acquisition costs (brand does the work)
- Referral network strength
Competitive Position
- Competitors react to you, not vice versa
- Pricing power in case selection
- Talent attraction advantage
- Partnership opportunities flow to you
The Dominance Formula
Element 1: Sustained Presence
Dominance requires consistency:
- Continuous advertising (not campaigns with gaps)
- Multi-year commitment
- Budget sufficient for frequency
ROAS improves 24% after 90 days of consistent investment. Recognition builds the same way. Time plus consistency.
Element 2: Share of Voice
You must out-present competitors:
| Market Position | Share of Voice |
|---|---|
| Invisible | Under 10% |
| Present | 10-20% |
| Competitive | 20-30% |
| Dominant | 30%+ |
Share of voice = your impressions / total market impressions
Element 3: Distinctive Identity
Dominance requires memorability:
- Recognizable tagline
- Distinctive visual identity
- Memorable personality
- Clear differentiation
Generic firms don’t dominate. Distinctive firms do.
Element 4: Full-Funnel Presence
Dominant firms are everywhere:
- Television (CTV + broadcast)
- Search (own branded, competitive generic)
- Organic (SEO presence)
- Local (maps, LSAs)
- Community (sponsorships, presence)
Building Dominance by Market Size
Small Market (DMA 100+)
Opportunity: Easier to dominate with less competition Investment: $20-35K/month sustained Timeline: 12-18 months to strong position
Strategy:
- Full DMA CTV coverage
- Complete search protection
- Community presence
- Local news/events
Mid-Size Market (DMA 50-100)
Opportunity: Significant but requires more investment Investment: $40-70K/month sustained Timeline: 18-24 months to strong position
Strategy:
- Targeted CTV with behavioral layers
- Aggressive search presence
- SEO investment
- Multi-channel integration
Major Market (DMA 25-50)
Opportunity: Challenging, requires serious commitment Investment: $75-150K/month sustained Timeline: 24-36 months to strong position
Strategy:
- Precision CTV targeting
- Comprehensive search coverage
- Premium creative investment
- Integrated system approach
Top Market (DMA 1-25)
Opportunity: Very difficult, requires dominant resources Investment: $150-300K+/month sustained Timeline: 36+ months to challenge incumbents
Strategy:
- Niche or geographic focus initially
- Build from position of strength
- Consider acquisitions
- Patient capital required
The CTV Advantage for Local Dominance
CTV enables precision broadcast lacked:
Geographic Focus
- Target your DMA precisely
- Focus on your service area
- Avoid waste on unreachable households
Frequency Building
- Reach households repeatedly
- Build recognition systematically
- 90% of households accessible
Measurable Progress
- Track verified visits
- Monitor branded search growth
- Prove ROI, justify investment
Competitive Insight
- See what competitors can’t target
- Identify underserved segments
- Build exclusive advantages
Exclusive Audiences as Moat
True dominance includes defensive positions:
Exclusive audience targeting:
- Build first-party lookalikes from your clients
- Lock targeting unavailable to competitors
- Create unreachable advantage
Market exclusivity:
- Partner exclusivity agreements
- Competitors cannot access same targeting
- Defensible position
The Dominance Timeline
Year 1: Foundation
Year 2: Growth
Year 3+: Dominance
Common Dominance Mistakes
Mistake 1: Insufficient Commitment
$20K/month hoping to dominate a top-25 DMA. Resources must match market.
Mistake 2: Inconsistency
6 months on, 6 months off. Competitors maintain presence while you restart.
Mistake 3: Generic Identity
“Aggressive representation” like everyone else. No memorability, no dominance.
Mistake 4: Channel Silos
Great CTV, no search protection. Competitors capture what you create.
Mistake 5: Short-Term Thinking
Expecting dominance in one year. This is a multi-year investment.
Defending Dominance
Once achieved, protect your position:
Maintain Presence
Don’t cut advertising because “everyone knows us.” Recognition fades without reinforcement.
Monitor Competitors
Watch for new entrants, increased competitor spend, new strategies.
Refresh Creative
Avoid staleness. Update creative while maintaining brand consistency.
Deepen Integration
Continue optimizing system. Efficiency improvements compound.
Protect Flanks
Watch for niche competitors. Geographic or case-type focused challengers.
The Economics of Dominance
Why the investment is worth it:
Lower Long-Term CPL
Brand recognition reduces acquisition costs:
- More organic searches
- Higher conversion rates
- Better referral flow
- Reduced dependence on paid channels
Higher Case Quality
Dominant firms attract better cases:
- Larger cases seek established firms
- Referrals send premium cases
- Selection ability improves
Competitive Advantage
Dominance is self-reinforcing:
- Competitors can’t easily catch up
- Resources attract resources
- Position compounds
For complete local strategy, see the PI marketing guide.
References
- 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/
- Nielsen. (2025). Connected TV: Transforming advertising trends. https://www.nielsen.com/insights/2025/connected-tv-transforming-advertising-trends/