When Is CTV Advertising Worth It for Law Firms?

CTV works when you hit market minimums ($15-75K/month), commit 90+ days, and have search protection. Score 6+ on readiness = go. Below 4 = wait.

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 SizeMinimum 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:

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

See CTV Without Search Fails.

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

FactorReadyNot 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:

1

Foundation (1-3 months)

Launch branded search campaigns, implement call tracking, optimize website conversion, build organic presence.

2

Preparation (1-2 months)

Develop creative concepts, research CTV partners, budget planning, set KPIs.

3

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