Summary
Someone deciding whether or not to hire a personal injury lawyer is rarely out in the world. They’re home, on the couch, and likely with a screen on. This understanding formed into one insight for a long-standing personal injury law firm client: CTV reaches people in the quiet moments when they’re weighing what to do next.
As a Paramount Partner, New Path Digital decided to figure out if that attention could turn into qualified calls and high-value cases, and at what cost. So we built the campaign to be measured from the first streaming ad view to the signed case.
Over 90 days, CTV generated 186 qualified calls, 44 retained clients, and more than $800,000 in won case value, while maintaining the firm’s overall blended marketing ROI of 600%. Results compiled by New Path Digital from CM360 and CRM data
What is Connected TV Advertising?
Connected TV (CTV), sometimes known as over-the-top marketing, is advertising that runs on televisions through streaming services rather than through cable or broadcast. Think Netflix, Hulu, ESPN, Paramount Plus.
It’s also one of the fastest-growing places to advertise: in 2026, CTV ad spend is projected to grow 11% to $29.3 billion. And, if you’re an advertising professional like us, we’ll bet you’ve been targeted generously with CTV advertising tools, agencies, and additional services.
Our Approach: Local Targeting, Geo-Exclusion, and Tracking From Ad to Case
We built our clients’ 8 campaigns around three things:
- Local, privacy-compliant targeting: Ads reached 148,000 households in a metro area of 1.8M people, using geographic targeting and privacy-compliant audience segments.
- Streaming and CTV placements: Ads ran on Paramount, Disney+, HBO Max, ESPN, and WBD’s Stream Sports Live, bought through Paramount Ads Manager, DV360, and MNTN.
- Geo-exclusion methodology: We applied our geo-exclusion methodology to this campaign.
- Tracking from first ad view to signed case: Call tracking and CRM data connected each result back to the campaign.
What the Data Showed in 90 Days of CTV
148,000 Households Reached, 97.1% Video Completion
The campaign reached 148,000 households with a 97.1% video completion rate.
1,777 Clicks Across the CTV Placements
The CTV placements drove 1,777 clicks during the campaign.
Ads Ran Across North Carolina and Concentrated in the Triad
The cities with the highest volume of impressions were in the Triad area:
| City | Impressions | Clicks | Click rate |
|---|---|---|---|
| Greensboro | 535,283 | 125 | 0.02% |
| Winston-Salem | 452,708 | 98 | 0.02% |
| High Point | 298,670 | 38 | 0.01% |
Qualified Calls Cost $214 Each
We defined a qualified call by practice area, geography, and case type, not by raw call count. Cost per qualified call was $214, across 186 qualified calls across Q1 in 2026.
Branded Search Rose 34%
A 90-Day Window Gave Us Enough Data to Decide What to Scale
CTV needs time to gather data and optimize. A 60 to 90 day window gave us enough volume to measure results and decide what to scale.
Results Tracked From First Ad View to Signed Case
Call tracking and CRM data followed results from first ad view to signed case:
- Consultation booking rate: 71%
- Signed case rate: 24%
- Retained clients: 44, including multiple six-figure cases
- Average case value influenced: $18,600
- Won case value: More than $800,000, the total settlement value of signed cases tracked from campaign attribution through the firm’s CRM
- Blended marketing ROI: 6x, the firm’s total case value divided by total marketing spend over the 90-day window
Four Steps for Personal Injury Firms Considering CTV
For personal injury firms weighing CTV, here’s what we’d carry forward:
- Set up tracking first: Connect call tracking to your CRM before the first ad runs.
- Plan for 60 to 90 days: Give the campaign time to gather data before deciding what to scale.
- Match the plan to your market: Larger metros offer more reach, while smaller markets often have less competition and lower costs.
- Reuse your TV creative, then trim it: Existing commercials work on CTV, but shorter edits made for streaming often perform better.
Bottom Line: 90 Days of CTV Produced 44 Retained Clients
This campaign wasn’t just about generating more calls. It was about using the right tools creatively for this type of business, to get in front of people at the moment they’re considering what to do next. CTV did just that.
186 qualified calls. 44 retained clients. $800K+ in won case value. And full visibility, from first ad view to signed case, into what’s working and what to do next.
