When you walk the floor at legal conferences, absorbing case studies, engaging with colleagues, and listening to industry leaders, one thing becomes clear: there is no single path to increasing case volume. It’s humbling to see the variety of strategies that firms use successfully. Some dominate television, others swear by radio. Billboards remain a powerful force for some, while others have mastered the art of engaging social media content.
Yet, very few firms have mastered all of these channels, let alone orchestrated a harmonious symphony of media efficiency with all at the ideal, optimized spend. The reality is all of these advertising channels work on some level. The key question is: what media mix and messaging is most efficient for your firm? Said differently, which strategy delivers the lowest qualified cost per case while also establishing a unique brand presence that commands market engagement?
At Scale Marketing, we’ve had the honor of working with a number of leading personal injury firms across the country. Here are some of the key lessons we’ve learned along the way.
How you buy media — pricing, programming, ad length, flighting, and audience targeting — can dramatically impact your cost per case. The same media channel can yield vastly different results depending on execution. Simply spending more isn’t the answer; spending smarter is.
Many PI firms assume that if they just increase their media budgets, their case volume will increase proportionally. However, this can quickly lead to diminishing returns without a strategic approach. The key is to buy media strategically to maximize exposure to your ideal audience at the lowest cost. This means negotiating competitive rates, understanding your ads' most effective time slots, and ensuring your placements are aligned with high-intent audiences.
Standing out in a crowded legal market requires more than just frequency — it demands differentiation. What makes your firm unique? Why should someone choose you over the competitor with the same billboard placement? Crafting messaging that resonates emotionally and strategically lowers your cost per case by improving engagement.
Your messaging should speak directly to the pain points of potential clients. Are you emphasizing what sets your firm apart — whether it’s your trial experience, history of high settlements, or client-first approach? In a world of saturated ads that lack originality, those that break through do not need to overspend on excessive frequency. Consistency is also critical. Your TV, social media campaigns, website, and PPC ads should all tell the same story and reinforce your unique brand identity, but be adapted to the role that media is playing in your prospect’s journey.
Many firms look at last-click attribution as the definitive measure of success, but this is only part of the story. A potential client may have seen your TV ad, driven past your billboard, engaged with your social content, and finally clicked on a paid search ad before converting. Understanding the entire customer journey leads to better decision-making and budget allocation.
Understanding and identifying the role that each media channel plays in your client’s journey, such as upper funnel, mid-funnel, and lower funnel, will help you adapt your core message to speak to where your potential clients are. Ask yourself these questions:
Firms that scale efficiently embrace constant testing — new channels, new messaging, new audience targeting, and more. What worked last year might not work this year, and the competition always adjusts. The best firms are willing to experiment, analyze, and refine their strategies based on real performance data. Many times, learning what doesn’t work is just as valuable as maintaining efficiency before scaling up spending.
Collaborate with your marketing partners to experiment with different buying strategies and determine the most effective and efficient approach for purchasing inventory. Beyond media buying, continuous optimization through audience targeting, creative A/B testing, and strategic adjustments is essential to improving campaign performance.
This iterative testing process can be applied across all media types. By refining strategies across platforms and partners, you can drive better results and maximize your marketing investments.
Not all media channels serve the same purpose. Understanding their strengths, weaknesses, and role in your media mix is crucial. For example:
Understanding the role of each medium allows you to create a holistic marketing strategy that maximizes efficiency. For example, you may use TV and billboards for brand awareness, paid search for direct conversions, and social media for ongoing engagement. Each element plays a role in nurturing potential clients through the funnel.
The most successful PI firms use data-driven marketing to refine their approach continuously. A few examples:
By making data-informed decisions, you can allocate your marketing budget more efficiently and avoid wasted spend on underperforming channels.
The firms that scale most effectively aren’t necessarily the ones that spend the most—they’re the ones that spend the smartest. By optimizing media buying, refining messaging, understanding attribution, embracing testing, and leveraging the right mix of channels, personal injury firms can scale their case volume while maintaining efficiency.
Michael Mann
Senior Account Strategist
Scale Marketing
Michael Mann is the Strategy Lead for Scale Marketing’s Legal Vertical. He began his advertising career at Young and Rubicam, working on media buying for AT&T, United Airlines, and Lincoln Mercury. He spent 20 years in sales and sales management with Newsradio 780, WBBM, WLS-AM, and Salem Media Group. For nearly the last 6 years with Scale, Michael has focused on brand performance marketing and lead generation, managing clients grossing over $570 million annually.
About Scale Marketing
Scale Marketing is a full-service marketing agency with decades of expertise driving revenue growth across 15 industries. They specialize in crafting innovative, data-driven marketing strategies that deliver measurable results.
Their team of experts is dedicated to providing a seamless and personalized experience. Whether it’s strategy development to execution and measurement, Scale delivers in a high-service, boutique environment but with the benefits of large agency talent.
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