At a Glance
-
Firm type: Personal injury (auto & accident)
-
Market: Los Angeles metro
-
Ad spend: $75k/month digital + $25k/month billboards
-
Timeline: 90 days
-
Stack: MMM, call tracking, PPC restructuring
-
Primary challenge: Flat case intake despite heavy spend
Key Insight
The surprise wasn’t that billboards “worked” — it was that they were powering digital performance. Without MMM, the firm would have kept over-paying for branded clicks that offline already generated.
Problem
A PI firm was investing aggressively in both digital and billboards but couldn’t understand why case intake was stagnant. They suspected diminishing returns from Google Ads but couldn’t prove what was driving leads.
Approach
QuantiMedia built a Marketing Mix Model that tied offline billboard spend with digital activity. We layered in call tracking and lagged attribution windows to measure how awareness translated into branded searches. The MMM revealed that branded clicks were heavily influenced by billboards, but PPC campaigns were over-bidding on those same terms, essentially double-paying for the same awareness.
Results
By reallocating spend away from cannibalized branded campaigns, the firm reduced wasted PPC spend by 28%. Intake volume rose by 41% as budget was shifted to high-intent accident-related terms. CPAs dropped significantly, and the firm gained clarity into the role of offline media in digital performance.
Benefits
1
Holistic Attribution Across Channels
Instead of treating billboards and digital campaigns as separate, we built a unified view of how they worked together. This revealed that billboards weren’t just “awareness” tools — they directly influenced branded searches online. That insight gave the firm confidence that their offline dollars were not being wasted and helped connect every marketing dollar to measurable outcomes.
2
Smarter Spend Reallocation
By identifying overlap between branded PPC and billboard-driven searches, we were able to cut unnecessary paid search spend without losing case volume. This allowed the firm to redirect budget to unbranded accident terms where competition was fierce but returns were higher, improving both efficiency and volume at the same time.
3
Clear ROI Visibility for Partners
The firm’s partners gained a level of clarity they had never had before: the ability to see which combination of offline and online spend drove real cases. This transparency not only made media planning more effective but also gave leadership confidence to keep investing in both billboards and PPC with precision.