Full-Funnel Marketing for Law Firms

Marketing channels don’t exist in isolation. CTV creates demand, search captures it. That’s the core principle. But between awareness and conversion, there’s a critical step most firms miss: multi-channel retargeting.

This guide covers how to build an integrated marketing system, from first impression to signed case, with consistent brand experience throughout.

The Full-Funnel Framework

For a detailed breakdown, see full-funnel marketing for law firms.

Funnel Stages

The PI Client Journey

Pre-incident: No legal need yet. May see advertising, forms passive awareness.

Incident: Accident, injury. Stress and uncertainty. May recall firms from advertising.

Research: Searches for information. Visits website. Enters retargeting pool. Sees follow-up ads on social and display.

Decision: Contacts firm(s). Chooses representation.

Case: Client experience. Resolution. Referral potential.

Marketing must address each stage appropriately.

Awareness Stage

Purpose

Create brand recognition before legal need. When someone needs a lawyer, your firm should come to mind first.

Channels

Channel	Role	Typical Investment
CTV	Primary awareness driver	High
Broadcast TV	Mass reach	Medium-High
Radio	Frequency	Low-Medium
Billboards	Local presence	Variable
Sponsorships	Community	Variable

Awareness Messaging

Focus on:

• Firm name recognition
• Core value proposition
• Emotional connection
• Memorability

Avoid:

• Heavy call-to-action
• Too much information
• Generic messaging

Measuring Awareness

• Reach (households exposed)
• Frequency (exposures per household)
• Brand search volume (proxy for awareness)
• Unaided recall surveys (if budget allows)

Consideration Stage

Purpose

When someone is evaluating lawyers, position favorably. Provide information. Build trust.

Channels

Channel	Role	Investment
Website content	Information, credibility	Medium
SEO	Organic discovery	Medium
Reviews	Social proof	Ongoing

Website Requirements

For consideration:

• Detailed practice area information
• Attorney profiles
• Results and testimonials
• Clear contact paths
• Mobile optimization

Trust signals:

• Reviews prominently displayed
• Case results (with disclaimers)
• Credentials and experience
• Community involvement

Content Strategy

Content that aids consideration:

• Case type explanations
• Process walkthroughs
• FAQ sections
• Educational guides

Position your firm as the expert they should choose.

Social Media Retargeting Stage

The Missing Middle

Most law firm marketing has a gap: awareness on one side, conversion on the other, nothing in between.

CTV creates awareness → Viewer visits website → Then what?

Without retargeting, you’re hoping they remember you when they’re ready. With retargeting, you stay in front of them until they act.

The Multi-Channel Capture System

When someone visits your website after seeing your CTV ad, they enter your retargeting pool. Now you can follow them across every screen. For the complete strategy, see multi-channel retargeting for CTV visitors.

Channel	Format	Purpose
Meta/Instagram	Video, carousel, instant forms	Social feed reinforcement
YouTube	Pre-roll, bumper ads	Video continuation
Google Display	Banner ads	Web omnipresence
Reddit	Promoted posts	Community presence

Why Multi-Channel Retargeting Works

The data is clear:

• 147% higher conversion vs non-retargeting campaigns
• 20-40% lower CPA when CTV paired with social/display retargeting
• 27% more conversions at similar CPA with cross-channel campaigns vs single-channel
• Average household has 16 connected devices, so your CTV impression should follow them

Research shows it takes 7+ exposures before conversion. Multi-channel retargeting compresses that timeline by reaching viewers across every screen, not just waiting for them to return to TV or search.

The Surround-Sound Effect

Touchpoint	Device	Context
CTV ad	TV	Lean-back, high attention
Meta retargeting	Mobile	Social scrolling
Instagram retargeting	Mobile	Visual feed
YouTube pre-roll	Mobile/Desktop	Video content
Google Display	Desktop/Mobile	Web browsing

The viewer sees your firm on TV. Then in their Instagram feed. Then before a YouTube video. Then on a news site. You’re everywhere. That repetition builds trust and action.

Audience Pool Requirements

Don’t launch retargeting until you have scale:

Platform	Minimum Audience	Stable Performance
Meta	1,000 users	5,000-10,000+
Google Display	100 users (minimum)	1,000+
YouTube	1,000 users	5,000+
CTV retargeting	Few thousand monthly	5,000+

Rule of thumb: Don’t spin up channel-specific retargeting until you have ≥1,000 tagged users in that slice. Don’t go heavy on multi-channel overlays until your global remarketing pool is several thousand monthly.

Building Your Retargeting Pool

If you’re under these thresholds:

1. Run CTV prospecting first. Build website visitor volume.
2. Ensure pixels are firing. Every platform’s tag on every page.
3. Extend cookie windows. 30-90 day lookback captures more users.
4. Consider broader audiences. All visitors vs. specific pages.

Instant Forms vs Landing Pages

For social retargeting, you have two conversion paths:

Metric	Instant Forms	Landing Pages
Form completion	Higher	Lower
Cost per lead	Lower	Higher
Lead quality	Lower	Higher
Cost per signed case	Often higher	Often lower

Meta’s data shows instant forms with conditional logic deliver:

• 50% more leads converted to customers
• 32% lower cost per lead that converted
• 62% higher lead-to-customer conversion rate

Recommendation for PI: Test both. Instant forms drive volume; landing pages drive quality. The winner depends on your intake capacity and qualification process. For high-value legal leads, well-designed landing pages often win on cost per signed case.

Frequency Management

With multiple channels retargeting the same users, frequency management matters:

Channel	Recommended Frequency Cap
Meta	3-5x per week
Display	5-7x per week
YouTube	2-3x per week
Combined	15-20x per week max

Over-frequency annoys prospects and wastes budget.

Technical Setup

Before launching multi-channel retargeting:

• Meta Pixel installed and firing on all pages
• Google Ads tag installed for remarketing
• YouTube linked to Google Ads account
• Audience lists created (all visitors, by page, by recency)
• CRM integration for instant forms (if using)
• UTM parameters on all retargeting ads
• Conversion tracking on form submissions and calls
• Frequency caps set per platform

Conversion Stage

Purpose

Turn interested prospects into leads. Make contact easy and compelling.

Channels

Channel	Role	Investment
Branded search	Capture awareness-generated demand	High
Generic search (PPC)	Capture existing demand	High
LSA	Local capture	Medium
Landing pages	Conversion optimization	Medium
Social retargeting	Reinforce and convert	Medium

Branded Search Protection

CTV creates awareness → People search your name → Capture that search.

Required:

• Bid on your firm name
• Bid on attorney names
• Bid on variations and misspellings
• Defend against competitor bidding

The Web-First Response Shift

Consumer behavior has changed dramatically. For the full breakdown, see web visits vs phone calls: the shift in legal advertising response.

• 88% of TV viewers use a second screen while watching
• 70%+ of CTV conversions happen on web/search, not phone calls
• 85% of Gen Z browse on mobile while watching TV

When your CTV ad runs, viewers grab their phone and search your name. They don’t call the number on screen. Your website and search presence must be ready.

Conversion Optimization

Landing pages:

• Message match from ad
• Clear call-to-action
• Phone number prominent
• Form above fold
• Mobile-first design (70%+ of CTV response is mobile)
• Live chat option (41% of consumers prefer chat)

For more on what kills conversions, see CRO for CTV traffic.

Website performance:

• Pages loading in 2 seconds: 6% bounce rate
• Pages loading in 5 seconds: 38% bounce rate
• Sites at 1 second load: 3x higher conversion than 5 seconds

Intake:

• Speed to response (under 5 minutes)
• Persistence (7+ attempts)
• Empathetic qualification
• Clear next steps

Channel Integration

Why Integration Matters

Siloed channels:

• Each optimizes independently
• No coordination
• Duplicate attribution claims
• Finger-pointing on results

Integrated channels:

• Unified strategy
• Coordinated execution
• Accurate attribution
• Shared accountability

Integration Requirements

Timing coordination: CTV flights → Increase search bids during flights → Activate retargeting

Message consistency: CTV message → Retargeting creative → Search ad message → Landing page message

Budget alignment: Awareness budget → Retargeting budget → Capture budget proportionate

Unified tracking: Single attribution model across channels

The System View

CTV Prospecting (Awareness)
         ↓
    Website Visit
         ↓
Multi-Channel Retargeting Pool
         ↓
├── Meta/Instagram → Instant Form or Landing Page
├── YouTube → Landing Page
├── Google Display → Landing Page
└── Branded Search → Landing Page
         ↓
    Lead Capture (form/call/chat)
         ↓
    CRM / Case Management
         ↓
    Signed Case

Each stage must connect to the next. See multi-channel marketing for personal injury for implementation details.

Brand Consistency

Maintaining brand consistency across marketing channels is critical for recognition and trust.

Why Consistency Matters

Recognition: Consistent brands are recognized faster

Trust: Inconsistency signals unprofessionalism

Conversion: Consistent journeys convert better

Elements of Consistency

Visual:

• Same logo everywhere
• Same colors (exact hex codes)
• Same typography
• Same imagery style

Verbal:

• Same firm name format
• Same tagline
• Same key messages
• Same tone

Experience:

• CTV ad matches retargeting creative
• Retargeting matches website
• Website matches intake
• Intake matches service

Brand Guidelines

Document and enforce:

• Logo usage rules
• Color specifications
• Typography standards
• Messaging framework
• Tone of voice guide

Every touchpoint should feel like the same firm.

Message Match

What It Means

The landing page immediately confirms the visitor is in the right place by reflecting the message that brought them there.

Implementation

Ad Says	Landing Page Shows
”Injured in a car accident?"	"Car Accident? We Can Help."
"Free consultation"	"Free Consultation” prominently
”Call 555-1234”	555-1234 prominently
”We fight for you"	"We Fight For You”

Across Channels

CTV Says	Retargeting Shows	Landing Page Shows
Attorney featured	Same attorney photo	Same attorney photo
”No fee unless we win"	"No fee unless we win"	"No Fee Unless We Win”
Teal/navy brand colors	Same colors	Same colors
Case results highlighted	Same results	Same results detailed

Impact

Strong message match: +25-50% conversion rate Weak message match: Confusion, bounce, lost lead

Measurement Across Funnel

Stage-Appropriate Metrics

Stage	Metrics
Awareness	Reach, frequency, brand search volume
Consideration	Website traffic, time on site, pages per session
Retargeting	Pool size, frequency, retargeting CTR, retargeting CPL
Conversion	Leads, CPL, conversion rate
Retention	NPS, reviews, referral rate

Retargeting-Specific Metrics

Metric	What It Tells You
Retargeting pool size	Scale available for follow-up
Frequency per user	Are you over/under-serving?
Retargeting CTR	Creative resonance
Retargeting CPL	Efficiency vs prospecting
Retargeting conversion rate	Warm audience performance

Benchmark: Retargeting should deliver 40-60% lower CPA than cold prospecting.

Full-Funnel Metrics

Blended CPL: Total spend ÷ total leads

Blended CPA: Total spend ÷ signed cases

Marketing ROI: Revenue from marketing ÷ marketing spend

Funnel velocity: Time from first touch to signed case

Attribution Across Funnel

Multi-touch attribution connects the journey:

Touchpoint	Stage	Credit (position-based)
CTV ad	Awareness	40%
Meta retargeting	Reinforcement	10%
Google search	Consideration	10%
Website visit	Consideration	10%
Phone call	Conversion	30%

Budget Allocation

By Funnel Stage

Stage	Budget %	Channels
Awareness	35-45%	CTV, broadcast
Retargeting	10-15%	Meta, YouTube, Display
Conversion/Capture	35-45%	Search, LSA, landing pages
Retention	5-10%	CRM, follow-up

Example: $50K Monthly Budget

Channel	Allocation	Purpose
CTV Prospecting	$20K (40%)	Top-funnel awareness
Branded/Generic Search	$15K (30%)	Demand capture
Meta Retargeting	$5K (10%)	Warm audience conversion
YouTube Retargeting	$3K (6%)	Video reinforcement
Display Retargeting	$2K (4%)	Web omnipresence
LSA	$3K (6%)	Local capture
Retention/CRM	$2K (4%)	Follow-up, reviews

The Shift Most Firms Need

Rebalancing Strategy

Year 1: Shift 20-30% from search to awareness + retargeting

Year 2: Optimize mix based on results

Ongoing: Adjust quarterly based on performance

Common Integration Failures

Implementation

Ongoing Coordination

Cadence	Activity
Weekly	Performance check, tactical adjustments, retargeting pool review
Monthly	Strategy review, budget reallocation, creative refresh
Quarterly	Deep analysis, strategic planning, audience expansion

The Taqtics Approach

We build integration by design:

CTV + Retargeting + Search as one system: We create demand, reinforce it across channels, and capture it. Same partner, coordinated execution.

Multi-channel retargeting included: Meta, Instagram, YouTube, Display, all coordinated with CTV flights.

Brand consistency: Creative, messaging, and landing pages align across every touchpoint.

Unified attribution: One model, one truth, accurate credit.

Transparent reporting: You see the whole picture, not channel silos.

The goal isn’t channel excellence. It’s a system that turns awareness into signed cases, with retargeting as the connective tissue.

References

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