CTV isn’t right for every law firm at every stage. Some firms are too early. Some have better alternatives. Here’s how to know if you’re ready. Or if you should invest elsewhere first.
When CTV Makes Sense
You Have Adequate Budget
CTV has minimum viable budgets by market:
| Market Size | Minimum Monthly |
|---|---|
| Small DMA (100+) | $12-15K |
| Mid DMA (50-100) | $25-30K |
| Major DMA (25-50) | $40-50K |
| Top DMA (1-25) | $60-75K |
Below these thresholds:
- Frequency too low for recall
- Data insufficient for optimization
- Statistical noise masks signals
- ROI unprovable
If you can’t hit minimums, focus budget elsewhere.
See CTV Budget by Market Size for detailed recommendations.
You Have Time to Let It Work
CTV ROI builds over time:
- ROAS improves 6.6% after 30 days
- ROAS improves 24% after 90 days
- CPA drops 49% after 60 days, 64% after 90 days
If you need results in 30 days, CTV will disappoint. Commit to 90+ days or don’t start.
You Have Search in Place
CTV creates demand. 75% of consumers search after seeing TV ads. Without search protection, competitors capture leads you generated.
Ready for CTV:
- Branded search campaigns running
- Organic presence established
- Website converts visitors
- Call tracking in place
Not ready:
- No search presence
- Website doesn’t convert
- Can’t track leads
You Want to Grow (Not Just Maintain)
CTV is a growth channel. It creates demand where none existed. If you’re:
- Entering a new market
- Challenging established competitors
- Expanding capacity
- Building for acquisition/valuation
CTV makes strategic sense.
If you’re:
- Maintaining existing caseload
- Budget-constrained
- Not seeking growth
Other channels might be more efficient for maintenance.
You Have Quality Creative (Or Can Get It)
CTV is visual medium. Bad creative wastes budget.
Option A
Option B
Creative investment: $15-40K for initial spots. Plan for it.
When CTV Doesn’t Make Sense (Yet)
Budget Below Minimums
$10K/month in a market that needs $30K won’t work. You’ll spread too thin, see no measurable results, conclude “CTV doesn’t work.” The real issue was insufficient investment.
Better alternatives:
- Concentrate on search
- Build SEO foundation
- Wait until budget allows proper CTV investment
No Search Foundation
If branded searches go to competitors, CTV investment leaks.
Build first:
- Branded search campaigns
- Basic organic presence
- Tracking infrastructure
Then add CTV to generate demand you can capture.
Need Immediate Results
Partner pressure, cash flow constraints, or urgent case needs mean you need leads today.
CTV timeline:
- Month 1: Building frequency, minimal leads
- Month 2: Starting to see response
- Month 3+: Meaningful results
Immediate alternatives:
- LSAs (fast to launch)
- Paid search (immediate)
- Referral focus (existing relationships)
Case Economics Don’t Support It
If your average case value is low, CTV cost per case might be unsustainable.
CTV-friendly case economics:
- Auto PI: $15K+ average value
- Catastrophic: $100K+ average value
- Reasonable margins for acquisition cost
Challenging for CTV:
- $5K average case value
- High-volume, low-value model
- Thin margins
Market Already Dominated by You
If you’re the established brand in a market, maintaining presence might not require CTV’s demand generation.
Already dominant:
- 80%+ brand awareness
- Strong organic rankings
- Steady referral flow
CTV can reinforce dominance, but ROI may be lower than for challengers.
The CTV Readiness Checklist
| Factor | Ready | Not Ready |
|---|---|---|
| Budget meets market minimum | ✓ | ✗ |
| Can commit 90+ days | ✓ | ✗ |
| Search campaigns running | ✓ | ✗ |
| Website converts | ✓ | ✗ |
| Call tracking in place | ✓ | ✗ |
| Creative budget available | ✓ | ✗ |
| Growth mindset | ✓ | ✗ |
| Case economics support | ✓ | ✗ |
Score 6+: CTV-ready Score 4-5: Address gaps first Score under 4: Focus elsewhere for now
Sequencing Your Investment
If not ready now, build toward readiness:
Foundation (1-3 months)
Launch branded search campaigns, implement call tracking, optimize website conversion, build organic presence.
Preparation (1-2 months)
Develop creative concepts, research CTV partners, budget planning, set KPIs.
Launch (Month 6+)
Begin CTV with proper support, integrated with search, attribution in place, realistic expectations.
The ROI Question
CTV campaigns deliver 23% higher ROI than traditional TV. But “higher than traditional TV” may not be your comparison.
Compare CTV to:
- Your current cost per case across channels
- Case value vs. acquisition cost
- Growth trajectory requirements
- Competitive dynamics
If CTV cost per case is sustainable relative to case value and better than alternatives for growth, it’s worth it.
For ROI analysis, see Calculating CTV ROI.
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). 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/