Media Buys

Where We Spend, and Why

We build media plans across paid search, paid social, native advertising, connected TV, and affiliate and publisher networks, weighted according to what actually performs in each vertical rather than a one-size-fits-all channel mix. Search tends to capture high-intent, bottom-of-funnel demand: someone already looking for legal help or an emergency repair. Social and native are often better suited to building awareness and capturing demand earlier, before a consumer has started actively searching. Affiliate and publisher relationships extend reach into channels a direct media buy can't always access on its own.

Vertical Considerations

Legal and mass tort media buying means competing for some of the most expensive keywords and placements in digital advertising, while staying inside rules that vary by jurisdiction and case type. We plan campaigns around qualifying criteria first, so spend goes toward claimants who are actually eligible rather than broad, expensive traffic that never converts.

Insurance media has real seasonality: open enrollment periods, renewal cycles, weather-driven demand spikes for property coverage, plus carrier restrictions on how certain products can be advertised. We build media calendars around those cycles instead of running flat, always-on budgets that overspend in slow periods and underspend when demand peaks.

Home services and home warranty media blends local and national targeting. A homeowner searching for an emergency repair nearby behaves differently than one comparing home warranty providers nationally, so we build campaigns that separate local, urgent intent from broader consideration-stage traffic.

Personal injury advertising sits under some of the strictest attorney advertising rules in the industry. We build creative and targeting that stays compliant while still reaching people at the moment they're deciding whether to seek help after an accident.

Attribution That Matches How These Leads Actually Convert

A lead in these verticals doesn't always convert on the first visit. A shopper compares three insurance quotes over a week, a homeowner researches a repair before calling, a claimant talks to more than one firm before signing. We build attribution models that account for that longer, multi-touch path instead of crediting only the last click, so budget doesn't get pulled away from the channels doing real work earlier in the funnel.

Compliance Review Before Spend Goes Live

Every piece of creative in a regulated vertical (legal, insurance, and increasingly home warranty) goes through a compliance review before it launches, checking required disclosures, prohibited claims, and platform-specific advertising policies. Catching an issue before a campaign goes live is far cheaper than pulling it after a platform flags it or a regulator does.

Creative That Earns the Click

Ad creative in these verticals has to do more work than a typical retail ad. It has to signal legitimacy and answer an implicit question first, like whether this is a real law firm, a licensed contractor, or a real insurance option, before it can ask for a click. We build creative around that trust-first requirement rather than borrowing templates built for lower-consideration purchases.

Working With What You Already Have

Not every account starts from zero. When a business already has an established media presence, we audit what's running before recommending a rebuild: keeping what's working, restructuring what's wasting spend, and layering in the vertical-specific targeting and compliance review that's often been missing from a generic media buy.

Testing and Efficiency

Every media plan runs on a testing framework: creative variants, audience segments, and landing experiences tested against each other continuously, with budget shifting toward what's actually producing qualified leads rather than what's producing the cheapest clicks. In categories where cost per acquisition is this high, small efficiency gains compound fast.

Put Your Budget to Work

If you're not sure whether your current media mix matches how your buyers actually behave in your vertical, we'll review it with you and show you where the spend is working, and where it isn't.