If results haven’t matched effort lately, your gut is probably kicking in. Before calling anyone, here’s how to check it yourself: the same four areas we walk through in a Media Revenue Review, broken down so you can run a rough version of it on your own marketing plan and executions.
1. Audit Your TV Buying
Pull your last 12 months of buys and lay them next to the current market rate for your DMA, not what you were quoted, or what similar time and programming costs. Check whether your spend is concentrated in dayparts and programs that overlap heavily with your competitors, and whether you’re paying premium rates for their leftover inventory. Look at how long your current creative has been on air. If it’s been running unchanged for a year or more, frequency has likely outpaced effectiveness, the same eyes are seeing the same spot, and returns are quietly declining while your budget has remained flat.
2. Audit Your TV Creative
Watch your own spot as a stranger would, not as the person who approved it. Does it move someone emotionally toward calling, or does it just confirm the firm exists? Time where a viewer’s attention would naturally start to drop, and check whether the call to action shows up before that point or after it. Then put your spot next to a competitor’s. If you can’t tell the two firms apart within the first five seconds, the creative isn’t differentiating you, no matter how much it costs to air.
3. Audit Your Digital Media
List out your channel mix (search, social, display, YouTube, etc.) and the percentage of budget in each. Compare that split against how an injured person moves from the point of familiarity to the decision moment, not against what’s easiest to manage. Confirm your conversion tracking is configured correctly; a lot of firms have analytics set up and assume it’s tracking the right events, without ever checking. Look at your landing pages and ask honestly whether they’re built to continue the right conversation and convert a visitor, or just built to house an ad. And check whether anyone who showed interest but didn’t convert is ever retargeted, or if that opportunity just disappears.
4. Audit Your Attribution
This is the step most firms skip, and it’s the one that matters most. Pull cost per lead by channel, then pull cost per signed case by the same channels, side by side. A channel that looks cheap on leads can be your most expensive channel on cases, and a channel that looks expensive on leads can be your best performer once you follow it to signed clients. Rank every channel by cases, not activity, and be honest about which ones you’d cut first if your budget was reduced tomorrow.
The Heavy Lift
Doing all four of these properly, at the same time, with real rigor, takes access to information most firms don’t have pulled together in one place: a year of buy history, current agency reports, GA4 and CRM data cross-referenced against each other, and enough distance from your own plan to see it without defending it. Most marketing leaders can do a version of one or two of these on a weekend. Almost none have the bandwidth to do all four with real evidence behind them, while still running the firm.
The Roux Take
If your media spend isn’t delivering the revenue you’d expect, and you don’t have clarity on what’s working or where the opportunity’s being missed, that’s exactly what a Media Revenue Review is built to find. It tells you where to focus first, with prioritized recommendations showing which media changes will close revenue gaps fastest. If that’s where your plan is right now, reach out, we’ll walk you through what it would look like for your firm.
About the Author
Roux Advertising
Roux Advertising builds media strategies that connect investment to revenue. We work with ambitious law firms that demand proof, want to win the moments that matter, and are driven to lead their category. Eric Morgan is President of Roux Advertising and can be reached at 504-561-5055 or eric@rouxadvertising.com.
