Lawyer advertising playbooks by practice area.
The 10 paid-media-active legal practice areas. Channel mix, daypart strategy, intake economics, and compliance per category.
Different legal practice areas have very different advertising mechanics. Personal injury runs on bar TV + rideshare with year-round flights. Mass tort runs as awareness layer alongside broadcast for the long qualification cycle. DUI defense is rideshare-led for the post-bar conversion window. Workers' comp wins on commute-corridor bar TV plus Spanish-language creative. Each practice area below has its own playbook.
Personal injury and mass tort dominate the top of the paid-search CPC ladder in legal: top PI keywords routinely break $100/click, with mass tort docket-specific keywords often exceeding that. Lower-CPC practice areas have correspondingly different channel-mix economics.