Some PI firms grow consistently. Others stagnate despite similar markets and resources. The difference isn’t luck. It’s specific practices and choices. Here’s what growing firms do differently.
They Think in Systems, Not Campaigns
Option A
Option B
Growing firms understand that ROAS improves 24% after 90 days. They commit to systems, not campaigns.
They Create Demand, Not Just Capture It
Stagnant Approach
- Focus on search advertising
- Compete for existing searches
- Fight on CPCs
- Limited by search volume
Growth Approach
- Invest in awareness (CTV)
- Create demand that didn’t exist
- Capture demand they created (branded search)
- Scale beyond search limits
62% of consumers discover new brands through TV. Growing firms create awareness that becomes future demand.
They Measure What Matters
Stagnant Approach
- Track leads
- Maybe track CPL
- Hope leads become cases
- No closed-loop data
Growth Approach
- Track from impression to signed case
- Know cost per case by channel
- Understand lead quality by source
- Optimize for cases, not just leads
CTV accounted for 38% of impressions but 63% of conversions with proper attribution. Growing firms see the full picture.
They Invest in Creative
Stagnant Approach
- Cheapest production possible
- Same creative for years
- Generic messaging
- “Good enough”
Growth Approach
- Professional production investment
- Regular creative refresh
- Distinctive positioning
- Creative as competitive advantage
Campaigns with 3+ creative variations see 32% higher conversion. Growing firms invest accordingly.
They Move Fast on Leads
Stagnant Approach
- Respond when convenient
- Business hours only
- Multiple-hour delays common
- Leads go cold
Growth Approach
- Respond in minutes, not hours
- Extended hour coverage
- Intake process optimized
- Speed as competitive advantage
35-50% of PI clients hire the first attorney who responds. Growing firms win that race.
They Think Long-Term
Stagnant Approach
- Quarter-to-quarter thinking
- Cut marketing when slow
- Start-stop cycles
- No compounding
Growth Approach
- Multi-year planning
- Consistent investment
- Build brand equity
- Patient capital
Brand building compounds. Growing firms plant trees. Stagnant firms chase butterflies. Five years from now, the firms that invested consistently will own their markets.
They Integrate Channels
Stagnant Approach
- Separate agencies, separate channels
- No coordination
- Conflicting attribution
- Silo optimization
Growth Approach
- Unified strategy
- Coordinated execution
- Connected attribution
- System optimization
CTV without search protection wastes investment. Growing firms connect their channels.
See CTV and Search Coordination.
They Protect Their Brand
Stagnant Approach
- Run TV, hope for calls
- No branded search campaigns
- Competitors conquest freely
- Leakage unaddressed
Growth Approach
- TV generates branded searches
- Branded search campaigns capture them
- Competitor conquesting monitored
- Full-funnel protection
75% of viewers search after seeing TV ads. Growing firms capture what they create.
They Hire Expertise
Stagnant Approach
- DIY everything
- Cheapest vendors
- No strategic partners
- Learn through expensive mistakes
Growth Approach
- Hire specialists
- Pay for expertise
- Strategic partnerships
- Learn from others’ experience
They Track Competition
Stagnant Approach
- Ignore competitors
- React when forced
- Surprised by changes
- Defensive posture
Growth Approach
- Monitor competitor activity
- Anticipate moves
- Proactive positioning
- Competitive intelligence
They Make Decisions with Data
Stagnant Approach
- Gut feelings
- Anecdotes
- “I think…”
- No testing
Growth Approach
- Data-driven decisions
- A/B testing
- Continuous optimization
- Evidence-based strategy
They Commit Resources
Stagnant Approach
- Minimum viable investment
- Just enough to say “we’re advertising”
- Below effective thresholds
- Wasted spend
Growth Approach
- Investment matches objectives
- Above minimum effective thresholds
- Concentrated for impact
- Resources enable results
There are minimum budgets for CTV to work:
- Small market: $15-25K/month
- Mid market: $30-50K/month
- Major market: $50-80K/month
Growing firms hit these thresholds.
They Build Defensive Positions
Stagnant Approach
- No competitive moat
- Easily replicated
- Compete on price
- Vulnerable to new entrants
Growth Approach
- Build brand recognition
- Exclusive audience targeting
- Client relationships
- Referral networks
Growing firms build advantages competitors can’t easily copy.
They Focus Operations
Stagnant Approach
- Partner doing marketing
- Scattered attention
- No dedicated function
- Afterthought
Growth Approach
- Dedicated marketing function
- Clear ownership
- Regular review cadence
- Strategic priority
The Compounding Effect
These differences compound:
- Better systems → better results → more resources → better systems
- Faster response → more cases → more revenue → more investment
- Stronger brand → lower CPL → higher profit → more brand investment
Growing firms create virtuous cycles.
Starting the Shift
If you recognize stagnant patterns, start here:
- Commit to 12-month timeline. No more start-stop
- Add CTV to search. Create demand, don’t just capture it
- Implement attribution. Measure what matters
- Speed up intake. Win the response race
- Invest in creative. Stand out from competitors
For complete 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/
- 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/
- Decentriq. (2025). CTV advertising: The complete guide. https://www.decentriq.com/article/ctv-advertising
- IAB & Innovid. (2022). CTV takes center stage. https://www.iab.com/wp-content/uploads/2022/05/Innovid_CTV-Takes-Center-Stage.pdf
- Above the Law. (2025). Law firm lead conversion crisis. https://abovethelaw.com/2025/06/the-quiet-crisis-of-law-firm-lead-conversion/
- MNTN Research. (2025). Second screen use by TV viewers. https://research.mountain.com/insights/an-exploration-of-second-screen-use-by-tv-viewers/