How a regional law firm turned hyperlocal CTV into its primary lead channel

Key takeaways:

• Stange Law Firm used Roku Ads Manager to run an always-on, hyperlocal awareness campaign across 20+ DMAs.
• By pairing broad awareness with a dedicated remarketing tier, the firm successfully re-engaged over 300,000 households.
• Remarketing with Roku Action Ads delivered lead-gen efficiency roughly 3x better than typical legal benchmarks.¹ 

For a law firm scaling rapidly across state lines, advertising in new markets can be a heavy lift: locking into rigid contracts with dozens of local TV stations, managing fragmented media buys. 

For Stange Law Firm, a prominent Midwest-based family law practice eager to expand into more than 14 states, that old playbook presented many hurdles with uncertain payoffs. 

To build brand recognition in fresh territories while driving client acquisition, Stange Law turned to Roku Ads Manager. By combining an always-on, hyperlocal awareness campaign with a dedicated remarketing layer powered by Roku Action Ads, the firm reached over 3 million households, re-engaged 300,000 potential clients, and achieved lead-gen efficiency roughly 3x better than typical legal benchmarks.¹ 
 

Hyperlocal awareness at scale

Stange Law’s growth strategy required more than just digital banner ads. It needed the impact of connected TV to establish trust where the firm was still building a reputation. Running through Roku Ads Manager, the firm deployed an awareness campaign across 22 designated market areas (DMAs), strategically split between established regions like Missouri, Illinois, and Kansas and newer expansion markets.  

By using broad targeting across adults aged 25-55 with an income of $50K, the campaign delivered over 8.1 million impressions and reached more than 3 million unique households—a scale that far outstripped what a mid-size firm could efficiently piece together through station-by-station linear buys. 

That always-on structure gave Roku's optimization engine the runway it needed. Instead of short, choppy bursts, running fewer and longer campaigns allowed Stange Law to match ad spend to where brand-building was needed most. In newer states where general recognition for family law was lower, heavier budget allocations ensured that Stange became synonymous with the practice area. The shift away from traditional media also eliminated inefficiencies. Without the headache of negotiating contracts across 30 different local television affiliates, the firm gained the agility to upload creative assets in seconds and adjust budgets instantly. 

"With Linear TV, there's no flexibility. Roku makes it much easier to upload video commercials in seconds and stand up campaigns in the localities we want to hit without dealing with 30 different TV stations,” said Stange. 

With Linear TV, there's no flexibility. Roku makes it much easier to upload video commercials in seconds and stand up campaigns in the localities we want to hit without dealing with 30 different TV stations.

Kirk Stange | President/Founding Partner, Stange Law Firm

A separate remarketing campaign to re-engage

Building top-of-funnel awareness was only the first step. To capture prospects, Stange Law layered on a distinct remarketing campaign to target viewers who had already engaged with their initial CTV exposure or previously visited the firm's website.

Often deployed by large brands, this two-step strategy is less common in the legal vertical. It paid off for Stange. The remarketing tier delivered over 2.4 million impressions. Stange Law's remarketing layer re-engaged 300K+ households and generated 689 goal actions. That efficiency ran roughly 3x better than typical legal lead-generation benchmarks, outperforming category standards on direct response.¹ Pairing this broad reach with smart remarketing didn't just build awareness—it generated 689 goal actions and delivered lead-generation efficiency roughly 3x better than typical legal benchmarks, outperforming category standards on direct response. 

To prevent ad fatigue and keep messaging fresh, the firm deployed multiple creative variations, so viewers were not subjected to the exact same commercial repeatedly. On average, new creatives were uploaded, audited, approved, and launched in under 24 hours. Over time, this disciplined, always-on remarketing approach compounded in value. 

"Definitely on the remarketing campaign, we see more views and events over time," said Stange.

Action ads turn remarketing into direct response

To bridge the gap between passive viewing and urgent client action, Stange Law deployed Roku Action Ads within that remarketing layer. By giving viewers an interactive prompt to press OK-to-text to receive a direct message, those passive impressions transformed into immediate, active next steps.  

For legal advertisers evaluating CTV solely as a top-of-funnel branding vehicle, Stange Law’s results demonstrate that the channel can out-perform category standards on direct response when combined with a smart remarketing layer. 

The bigger picture: demonstrating TV's value for legal services

Stange Law’s success demonstrates that law firms don't have to choose between broad brand-building and direct lead generation. By leveraging Roku Ads Manager’s self-serve platform, eliminating unnecessary agency markups, and maintaining total budgetary control, the firm turned CTV into its most efficient acquisition channel. 

If you want the download on how legal and professional service advertisers can put a playbook like this to work, connect with our ad team today. 


¹ Stange Law Firm results: Roku Ads Manager campaign data. Benchmark: Legal Brand Marketing, "What Is a Reasonable Cost per Lead? Legal Lead Pricing & ROI Breakdown," updated July 9, 2026.