BY Adam Ambro
How to raise awareness for a local law firm using a multimedia ad campaign?
Colette Boudreaux, account executive for E.W. Scripps, approached a local law firm with a multimedia ad campaign idea to help them expand their presence.
“[The owner] is a solo attorney specializing in family law and estate planning,” said Boudreaux. “He’s local, approachable, values personal service, [has a strong community and is] family focused. His reputation is built on being accessible and genuinely caring for his clients.”
“They needed to reach local legal prospects who are increasingly online and using streaming services. He wanted to stand out from bigger law firms and have proof his ads were driving actual leads.”
How AudienceSCAN helped Boudreaux’s multimedia ad campaign pitch
“When I sat down with [the business], I knew the digital side had to be the centerpiece,” said Boudreaux. “From my AdMall deep dive, it was clear: Local legal clients are searching online, [watching] streaming TV and using mobile. And over half of local legal ad spend now goes to digital.”
“I started by showing [them] how competitive the digital landscape is. 70% of legal service clients act after seeing ads on streaming services. Almost half (47%) get most of their TV from streaming. The majority never go past page one of Google, so search visibility is critical. I didn’t just pitch features, I focused on what really matters: connecting [the business] to people who need legal help. Right when they’re looking for it.”
“What really sealed it was walking them through how we report results. That transparency, plus our local approach versus national digital firms, was a gamechanger. We used AdMall data to keep everything grounded, with no guessing. Just proof their investment would reach real, local people at the exact moment they were making legal decisions.”
“Combining targeted streaming, display and solid attribution won their trust. And it helped them see Scripps as their digital partner, not just another vendor.”
What was the result?
“$1,000 a month on digital and $2,000 a month on broadcast for six months [for the multimedia ad campaign],” said Boudreaux. “I am hoping to up that budget when the six months is up.”
With the total amounting to $18,000, Boudreaux has advice for anyone not using AdMall to its full potential.
“AdMall turns you from a feature seller into a true consultant,” said Boudreaux. “Every pitch is grounded in actual data, which builds trust immediately. It’s easy to use, and it always gives you something practical to take into a sales call.”
You can submit your own sales success story HERE! If your story qualifies for an AdMall Sell Smarter Award, you'll receive a $75 Amazon e‑gift card.
AudienceSCAN® is SalesFuel’s proprietary annual study of online shoppers, digital audiences, and consumer behavior in America. Now in its 16th year, this in-depth analysis of over 20,000 U.S. online adult consumers gives you the exclusive insight to better understand what’s in the hearts and minds of your account’s best customers. More than 1,355 customer groups are profiled with details on consumer behavior, purchase intent, digital+technology usage, health+wellness concerns, automotive preferences, leisure interests, dining habits and more. Business development specialists use AudienceSCAN to identify new markets, new opportunities, and new channel partners. Marketers can use AudienceSCAN data to reach the people who count (instead of counting the people they reach), while crafting a message with impact to those who are most likely to buy.
More About: Attorneys, Family Law
Family law attorneys handle legal matters like divorce, child custody, child support, adoption, spousal support, domestic violence, visitation rights, prenuptial agreements, and guardianships.
They provide advice, representation and document drafting for families facing these issues. In the US, this sector serves both individual clients and some business needs through lawyer offices and legal services firms.
Over the past five years, the industry's revenue has declined at a 0.1% CAGR. The market size stands at $13.1 billion in 2026.
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