How a U.S. Personal Injury Law Firm Expanded Its Reach With Digital Billboards
The Challenge
The personal injury firm was advertising through Google Ads and Local Services Ads in a highly competitive market, but lead volume was limited and the cost of competing for generic searches was high.
The firm also purchased a small number of traditional billboards through one publisher. That approach was relatively expensive, offered limited creative and scheduling flexibility, and provided little measurable evidence of who the campaign reached. The immediate objective was not to turn billboards into a direct-response lead source. It was to build local awareness and name recall so the firm would be more likely to come to mind when an injured person later searched for legal help.
The Strategy and Execution
We recommended digital out-of-home (DOOH) as a more flexible, measurable awareness layer within the firm’s broader personal injury marketing program.
- Broader inventory: Access to screens from multiple media owners expanded reach beyond a single billboard publisher.
- Flexible creative: Ads could be changed and rotated without the production limits of traditional boards.
- Contextual scheduling: Campaign timing could be updated automatically based on weather conditions.
- Strategic role: DOOH supported brand recall around the same moments prospective clients encountered competitive Google Ads and LSAs, with the longer-term aim of reducing reliance on expensive generic searches.
The media plan included digital billboards and screens in healthcare facilities, airports, office buildings and other high-traffic locations, all for less than half the firm’s previous billboard budget.
Explore our digital billboard and out-of-home advertising and personal injury law firm marketing services.
The Results
The campaign generated more than 2 million impressions. During the same period, branded searches increased 10% year over year and new search queries related to the firm’s brand appeared.
Measurement note: Campaign reporting supplied the impression and media-cost figures, while branded-search data was compared year over year. The timing supports an association, but it does not prove that DOOH alone caused the increase in branded searches.
Key takeaway: In a costly search market, awareness media can reinforce paid-search activity when it is planned as part of a connected client-acquisition strategy—not treated as a standalone source of immediate leads.