Why CTV Is Outperforming Google Ads for PI Firms

Google Ads: $200-500+ CPC, limited volume. CTV: $35-50 CPM, 90% reach, creates demand you capture at $10-20 branded CPC. Math favors CTV + search.

For years, Google Ads was the default for PI lead generation. But the economics have shifted. Many firms are finding CTV delivers better ROI than paid search.

Here’s why.

The Google Ads Problem

PI Keyword Costs
$200-500+ Car accident lawyer CPC Source: Industry data
$300-600+ Truck accident lawyer CPC Source: Industry data
Limited Search volume ceiling Source: Google Ads

These costs have increased significantly over the past five years as more firms compete for the same finite search volume.

Limited Scale

Search volume is finite:

  • Only so many people search “car accident lawyer” per month
  • Increasing budget hits diminishing returns
  • Can’t create more searches. You can only bid on existing ones

Intense Competition

Everyone bids on the same terms:

  • Top positions require top bids
  • Quality score battles
  • Constant optimization treadmill
  • Winner often determined by who spends most

Click Fraud and Waste

Not every click is a real prospect:

  • Competitor clicks
  • Accidental clicks
  • Research without intent
  • Bot traffic

The CTV Alternative

Different Economics

CTV pricing works differently:

  • CPM-based (cost per thousand impressions)
  • $35-50 CPM for quality inventory
  • No per-click inflation
  • Targeting controls costs

Creates Demand

Unlike search (which captures existing demand), CTV creates new demand:

  • 62% of consumers discover new brands through TV
  • Builds awareness before need arises
  • Generates branded searches you capture cheaply

Scalable Reach

CTV reach is limited only by budget:

  • 90% of households reachable via streaming
  • Can increase impressions proportionally
  • No artificial ceiling on reach

Better Targeting Than You’d Think

CTV targeting has evolved:

  • Behavioral signals (auto loans, medical visits)
  • Geographic precision (zip codes, not just DMAs)
  • First-party data integration
  • Intent-based audiences

The ROI Comparison

CTV ROI Advantage

CTV campaigns deliver 23% higher ROI than traditional TV, and increasingly outperform search-only strategies.

System-Level Thinking

The real comparison isn’t CTV vs. Google Ads. It’s:

Search-only approach:

  • Pay $400/click for generic terms
  • Limited by search volume
  • No awareness building
  • Pure capture, no creation

CTV + Search approach:

  • CTV creates awareness
  • Generates branded searches
  • Capture branded at $10-20/click
  • System CPL often lower than search-only

Example Economics

Search-only:

  • 100 leads from generic search
  • Average CPC: $350
  • Total cost: $35,000
  • CPL: $350

CTV + Search:

  • 40 leads from CTV (attributed)
  • 30 leads from branded search (CTV-generated)
  • 30 leads from generic search
  • CTV cost: $20,000
  • Search cost: $12,000
  • Total: $32,000
  • CPL: $320

The integrated approach often wins.

When CTV Outperforms

High-CPC Markets

When CPCs exceed $300-400, CTV efficiency advantages grow:

  • CTV costs stable
  • Search costs escalate
  • Relative advantage increases

Competitive Saturation

When search auctions are packed:

  • Bidding wars favor big spenders
  • CTV offers alternative path
  • Create demand instead of fighting for it

Brand Building Needs

When you need recognition, not just leads:

  • Search doesn’t build brand
  • CTV builds recognition that compounds
  • Long-term advantage

Scale Requirements

When you need to grow beyond search limits:

  • Search volume caps out
  • CTV scales further
  • Growth requires demand creation

When Search Still Wins

Immediate Leads Needed

CTV takes time. If you need leads this week:

  • Search delivers faster
  • CTV builds over 90+ days
  • Short-term: search wins

Very Small Budgets

Under $15K/month:

  • CTV minimums not met
  • Search can work at lower levels
  • Concentrate rather than spread thin

Already Dominant Brand

If everyone already knows you:

  • Less need for awareness
  • Focus on capture
  • But still protect branded terms

The Integrated Approach

The best performers don’t choose. They integrate:

ChannelRoleBudget %
CTVCreate demand35-45%
Branded searchCapture CTV-generated demand10-15%
Generic searchCapture market demand15-25%
SEOFoundation15-20%

CTV feeds search. Search captures CTV’s work. The system outperforms either alone.

75% of consumers search after seeing TV ads. Without CTV, you’re only fishing in the existing search pool. With CTV, you’re filling the pool.

Making the Shift

For Search-Heavy Firms

Don’t abandon search. Add CTV:

  1. Maintain branded search (essential)
  2. Add CTV at minimum viable budget
  3. Track branded search volume growth
  4. Measure system CPL, not channel CPL
  5. Shift budget as CTV proves out

For New Programs

Build integrated from the start:

  1. CTV + search together
  2. Attribution connecting both
  3. Unified optimization
  4. System-level goals

Measuring the Comparison

Track both channels fairly:

CTV Metrics

  • Verified visits
  • Attributed conversions
  • Branded search lift
  • Cost per attributed lead

Search Metrics

  • Leads by keyword type (branded vs. generic)
  • CPC trends
  • Conversion rates
  • Cost per lead

System Metrics

  • Total leads
  • Blended CPL
  • Lead quality by source
  • Cost per signed case

For measurement framework, see Multi-Channel Attribution for Lawyers.

References