Reach Your Ideal Clients
Everywhere They Are
Online.

Programmatic advertising uses automated technology to buy and place digital ads across thousands of websites, apps, streaming platforms, and connected TV channels — targeting specific audiences based on demographics, behavior, location, and intent signals. For law firms, this means your ads can reach people who have recently searched for legal help, visited accident-related content, or match the demographic profile of your ideal client — across display, video, OTT/CTV, native, and audio formats.

Google Ads targets people actively searching on Google. Facebook Ads targets social media users. Programmatic advertising reaches your audience everywhere else — across millions of websites, apps, streaming services, and connected TV platforms. It's particularly powerful for brand building, retargeting website visitors, and maintaining top-of-mind awareness with people who are in the consideration phase of finding an attorney. The three channels work best together as part of an integrated paid media strategy.

OTT (Over-the-Top) and CTV (Connected TV) advertising places your firm's video ads on streaming platforms — think Hulu, Peacock, Tubi, Pluto TV, and thousands of other streaming services — on smart TVs, Roku, Apple TV, and similar devices. Unlike traditional TV, OTT/CTV allows precise targeting by geography, demographics, and behavior, with no minimum spend requirements that traditional broadcast TV demands. For law firms, this is an opportunity to run TV-quality brand advertising in your market at a fraction of traditional TV costs.

We use a combination of targeting strategies depending on your goals: geographic targeting (your service area down to zip code level), demographic targeting (age, income, household composition), behavioral targeting (people who have recently searched for legal services or visited accident/injury-related content), contextual targeting (placing ads alongside relevant content), retargeting (reaching people who have already visited your website), and lookalike audiences (reaching people who resemble your existing clients). We layer these strategies to maximize efficiency and minimize wasted impressions.

We track a full funnel of metrics: impressions and reach, engagement rate, video completion rate (for video/OTT), website visits attributed to programmatic exposure, form submissions and contact events, and — most importantly — we work to connect ad exposure to actual case inquiries. We also track brand search lift, which measures whether programmatic exposure increases the number of people searching for your firm by name — a key indicator of brand-building effectiveness.

Programmatic advertising is scalable and can be effective at a range of budget levels, though we generally recommend a minimum monthly budget to generate enough data for meaningful optimization. The right budget depends on your market size, practice area competitiveness, and campaign goals. During your strategy session, we'll assess your market and recommend a budget range that makes sense for your specific situation — and be honest if we don't think programmatic is the right fit for your current stage.