Most law firms focus only on the bottom of the funnel: people actively searching for lawyers. A full-funnel approach, where CTV creates demand and search captures it, captures more demand at lower cost.
The Funnel Framework
Top of Funnel: Awareness
Who: People who don’t know you yet (or barely) Goal: Make them aware you exist Channels: CTV, broadcast, billboards, social awareness
Middle of Funnel: Consideration
Who: People aware of you, not yet ready to act Goal: Stay top of mind, build preference Channels: Retargeting, content, email, social engagement
Bottom of Funnel: Conversion
Who: People ready to hire a lawyer Goal: Capture them before competitors Channels: Search, LSAs, direct response
Why Full-Funnel Matters
Bottom-Only Approach
- Limited pool of active searchers
- Intense competition for same audience
- High CPCs ($200-500+)
- Whoever spends most wins
- No differentiation
Full-Funnel Approach
- Create your own demand
- Build preference before need
- Lower capture costs (branded search)
- Differentiation through recognition
- Sustainable competitive position
Channel Mapping
| Funnel Stage | Primary Channels | Role |
|---|---|---|
| Awareness | CTV, broadcast | Create demand |
| Consideration | Retargeting, content | Nurture preference |
| Conversion | Search, LSAs | Capture demand |
CTV in the Funnel
CTV is primarily top-of-funnel:
- Creates awareness
- Builds brand recognition
- Generates future searches
- Establishes preference
But CTV influence extends down-funnel:
- CTV viewers convert 40% better
- CTV generates branded searches
- Preference built at top improves conversion at bottom
Building the Connected Funnel
Connected Funnel Implementation
Establish Awareness (CTV)
Protect the Middle (Retargeting)
Capture at Bottom (Search)
Connect the Data
Budget Allocation by Funnel Stage
Growth Mode
Building awareness is priority:
| Stage | Budget % |
|---|---|
| Awareness (CTV) | 40-50% |
| Consideration | 10-15% |
| Conversion (search) | 35-45% |
Maintenance Mode
Capturing built awareness:
| Stage | Budget % |
|---|---|
| Awareness (CTV) | 25-35% |
| Consideration | 10-15% |
| Conversion (search) | 50-60% |
The right mix depends on market position and growth goals.
The Consideration Gap
Many firms skip consideration entirely:
- Awareness → Conversion (gap)
- No nurturing
- No reinforcement
- Lower conversion rates
Filling the Gap
Retargeting: Serve ads to CTV-exposed households across display, social Content: Educational resources for injury victims Email: If you capture early interest Social: Engagement and reinforcement
Consideration Metrics
- Retargeting engagement rate
- Content consumption
- Return visit rate
- Brand search volume
Attribution Across the Funnel
The Challenge
Different stages have different attribution needs:
- Awareness: View-through attribution
- Consideration: Engagement attribution
- Conversion: Click attribution
The Solution
Multi-touch attribution that credits all stages:
| Stage | Attribution Approach |
|---|---|
| CTV (awareness) | View-through, 14-21 days |
| Retargeting | View/click, 7-14 days |
| Search (conversion) | Click, 7 days |
CTV accounted for 38% of impressions but 63% of conversions when proper attribution captured the full funnel.
Funnel Metrics by Stage
Awareness Metrics
- Reach (households exposed)
- Frequency (exposures per household)
- Brand search volume (leading indicator)
- Aided recall (survey-based)
Consideration Metrics
- Retargeting engagement
- Content consumption
- Return visits
- Time on site
Conversion Metrics
- Leads generated
- Cost per lead
- Lead-to-case conversion
- Cost per case
Full-Funnel Metrics
- Total CPL (all channels)
- Funnel efficiency (awareness → case)
- Customer acquisition cost
- Channel contribution
Common Funnel Mistakes
Mistake 1: Bottom-Only Focus
Only competing at conversion. Results: high costs, limited scale, no differentiation.
Mistake 2: Awareness Without Capture
Running TV without search protection. Results: competitors capture your demand.
Mistake 3: No Consideration Layer
Awareness → conversion with nothing in between. Results: lower conversion rates, wasted awareness.
Mistake 4: Siloed Measurement
Each channel measured independently. Results: can’t see funnel connections, wrong budget decisions.
Mistake 5: Wrong Stage Expectations
Expecting awareness channels to convert directly. Results: false negative on CTV, cutting working media.
The Integrated Approach
Full-funnel success requires integration:
Timing coordination: CTV flights align with search budget increases Message alignment: Consistent across funnel stages Audience connection: Retarget CTV-exposed households Attribution connection: Track from awareness to case Budget optimization: Shift based on funnel performance
For channel coordination, see Coordinating Agencies for CTV, SEO, Search.
Funnel Performance Example
Awareness (CTV):
- 500,000 impressions
- 1,500 verified visits
- 0.3% visit rate
Consideration (Retargeting):
- 50,000 retargeting impressions
- 300 return visits
- Reinforcement delivered
Conversion (Search):
- 200 branded search leads
- 150 generic search leads
- 350 total leads
Full Funnel:
- CTV-attributed conversions: 180 (51% of total)
- Full-funnel CPL: $320
- Cost per case: $1,600