After Your TV Ad: The Search Gap

94% watch your full ad. 88% have phone in hand. 75% will search. If competitor ads appear first, you paid for their lead. The next 30 seconds determines ROI.

Your CTV ad just played. Someone watched all 30 seconds. Completion rates average 94-96% on connected TV, so they saw your message. Now what?

What happens in the next 30 seconds determines whether you get that lead, or your competitor does.

The Second-Screen Reality

THE PHONE IS ALREADY IN THEIR HAND
88% of Americans have a second device while watching TV Source: GWI
65% of viewers explore products they see in TV ads Source: Arena
75% of U.S. consumers have searched after seeing TV ads Source: MNTN Research

Your ad plays. They’re interested. They don’t memorize your phone number. They grab their phone and search. For law firms, this means your ad’s effectiveness depends entirely on what they find when they search.

The Search Gap

The search gap is the space between your ad creating interest and your firm capturing that interest.

Option A

Option B

Best Case Scenario

Viewer sees your ad → Searches your firm name → Finds your website at the top → Clicks, calls, converts. You get the lead you created.

Reality for Most Firms

Viewer sees your ad → Searches your firm name → Sees competitor ads above your organic listing → Clicks competitor ad. You paid for awareness. Competitor got the lead.

This happens constantly. 75% of U.S. consumers have searched online for a product or brand after seeing it on TV. If you’re not capturing those searches, you’re funding your competitors’ lead generation.

Why Competitors Appear on Your Searches

Competitor brand bidding is legal and common. Other firms can bid on your name as a keyword. They just can’t use your trademarked name in their ad copy. When someone searches “Smith & Jones Law Firm,” competitors can trigger their ads to appear above your organic listing.

The economics make it attractive: branded search clicks are cheap compared to generic PI keywords. If your competitor pays $15 to intercept a lead you spent $300 in CTV to generate, they’re getting an incredible deal, at your expense.

The Math That Should Concern You

THE LEAKAGE MATH
$40K CTV monthly spend
800 branded searches generated
520 searches you capture (65%)
280 searches competitors capture (35%)

At $350 cost per lead, those 280 lost searches represent roughly $98,000 in potential case value. Leads you paid to generate but didn’t capture. That’s not a tracking problem. That’s competitor subsidy.

Closing the Gap

The Solution

  • + Bid on your own name. $5-15/click beats losing leads entirely
  • + Cover variations: firm name, attorney names, misspellings
  • + Monitor constantly. Competitor strategies change
  • + Coordinate timing: increase search bids during CTV flights

The Integration Imperative

  • − CTV creates demand through awareness
  • − Search captures demand by being present
  • − Running one without the other leaves money on the table

For the complete strategy, see our guide to branded search protection.

References