What Growing PI Firms Do Differently

Growing firms run 90+ day campaigns (ROAS +24%), pair CTV with search, and measure to cases. Stagnant firms start-stop with last-click only.

Some PI firms grow consistently. Others stagnate despite similar markets and resources. The difference isn’t luck. It’s specific practices and choices. Here’s what growing firms do differently.

They Think in Systems, Not Campaigns

Option A

Option B

Growing firms understand that ROAS improves 24% after 90 days. They commit to systems, not campaigns.

They Create Demand, Not Just Capture It

Stagnant Approach

  • Focus on search advertising
  • Compete for existing searches
  • Fight on CPCs
  • Limited by search volume

Growth Approach

  • Invest in awareness (CTV)
  • Create demand that didn’t exist
  • Capture demand they created (branded search)
  • Scale beyond search limits

62% of consumers discover new brands through TV. Growing firms create awareness that becomes future demand.

They Measure What Matters

Stagnant Approach

  • Track leads
  • Maybe track CPL
  • Hope leads become cases
  • No closed-loop data

Growth Approach

  • Track from impression to signed case
  • Know cost per case by channel
  • Understand lead quality by source
  • Optimize for cases, not just leads

CTV accounted for 38% of impressions but 63% of conversions with proper attribution. Growing firms see the full picture.

They Invest in Creative

Stagnant Approach

  • Cheapest production possible
  • Same creative for years
  • Generic messaging
  • “Good enough”

Growth Approach

  • Professional production investment
  • Regular creative refresh
  • Distinctive positioning
  • Creative as competitive advantage

Campaigns with 3+ creative variations see 32% higher conversion. Growing firms invest accordingly.

They Move Fast on Leads

Stagnant Approach

  • Respond when convenient
  • Business hours only
  • Multiple-hour delays common
  • Leads go cold

Growth Approach

  • Respond in minutes, not hours
  • Extended hour coverage
  • Intake process optimized
  • Speed as competitive advantage

35-50% of PI clients hire the first attorney who responds. Growing firms win that race.

They Think Long-Term

Stagnant Approach

  • Quarter-to-quarter thinking
  • Cut marketing when slow
  • Start-stop cycles
  • No compounding

Growth Approach

  • Multi-year planning
  • Consistent investment
  • Build brand equity
  • Patient capital

Brand building compounds. Growing firms plant trees. Stagnant firms chase butterflies. Five years from now, the firms that invested consistently will own their markets.

They Integrate Channels

Stagnant Approach

  • Separate agencies, separate channels
  • No coordination
  • Conflicting attribution
  • Silo optimization

Growth Approach

  • Unified strategy
  • Coordinated execution
  • Connected attribution
  • System optimization

CTV without search protection wastes investment. Growing firms connect their channels.

See CTV and Search Coordination.

They Protect Their Brand

Stagnant Approach

  • Run TV, hope for calls
  • No branded search campaigns
  • Competitors conquest freely
  • Leakage unaddressed

Growth Approach

  • TV generates branded searches
  • Branded search campaigns capture them
  • Competitor conquesting monitored
  • Full-funnel protection

75% of viewers search after seeing TV ads. Growing firms capture what they create.

They Hire Expertise

Stagnant Approach

  • DIY everything
  • Cheapest vendors
  • No strategic partners
  • Learn through expensive mistakes

Growth Approach

  • Hire specialists
  • Pay for expertise
  • Strategic partnerships
  • Learn from others’ experience

They Track Competition

Stagnant Approach

  • Ignore competitors
  • React when forced
  • Surprised by changes
  • Defensive posture

Growth Approach

  • Monitor competitor activity
  • Anticipate moves
  • Proactive positioning
  • Competitive intelligence

They Make Decisions with Data

Stagnant Approach

  • Gut feelings
  • Anecdotes
  • “I think…”
  • No testing

Growth Approach

  • Data-driven decisions
  • A/B testing
  • Continuous optimization
  • Evidence-based strategy

They Commit Resources

Stagnant Approach

  • Minimum viable investment
  • Just enough to say “we’re advertising”
  • Below effective thresholds
  • Wasted spend

Growth Approach

  • Investment matches objectives
  • Above minimum effective thresholds
  • Concentrated for impact
  • Resources enable results

There are minimum budgets for CTV to work:

  • Small market: $15-25K/month
  • Mid market: $30-50K/month
  • Major market: $50-80K/month

Growing firms hit these thresholds.

They Build Defensive Positions

Stagnant Approach

  • No competitive moat
  • Easily replicated
  • Compete on price
  • Vulnerable to new entrants

Growth Approach

  • Build brand recognition
  • Exclusive audience targeting
  • Client relationships
  • Referral networks

Growing firms build advantages competitors can’t easily copy.

See Exclusive CTV Audiences.

They Focus Operations

Stagnant Approach

  • Partner doing marketing
  • Scattered attention
  • No dedicated function
  • Afterthought

Growth Approach

  • Dedicated marketing function
  • Clear ownership
  • Regular review cadence
  • Strategic priority

The Compounding Effect

These differences compound:

  • Better systems → better results → more resources → better systems
  • Faster response → more cases → more revenue → more investment
  • Stronger brand → lower CPL → higher profit → more brand investment

Growing firms create virtuous cycles.

Starting the Shift

If you recognize stagnant patterns, start here:

  1. Commit to 12-month timeline. No more start-stop
  2. Add CTV to search. Create demand, don’t just capture it
  3. Implement attribution. Measure what matters
  4. Speed up intake. Win the response race
  5. Invest in creative. Stand out from competitors

For complete strategy, see the PI marketing guide.

References