Craig Swapp & Associates is a personal injury and accidents law firm with locations throughout the U.S. Focused on growing their share of voice, Marketing Director Jeremy Hendricks wanted a fresh way to efficiently drive traffic to their website to create more qualified leads, resulting in a higher number of closed cases. It wasn’t just about producing meaningful performance, though; he was also looking for an advertising solution that was as quick and nimble as the law firm itself. MNTN Performance TV’s flexible and easily scalable platform proved to be just what Hendricks needed to market to multiple locales and generate impressive results for Craig Swapp & Associates.
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Craig Swapp & Associates Wins Big on Connected TV With MNTN
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When it comes to MNTN, my expectations have been met and surpassed. I was expecting pretty good CPMs, I got great CPMs. I was expecting a solid reporting dashboard and good data flow, but it’s even better than I was anticipating. We’re super tech forward and we want to make sure that we are spending our money well, so MNTN’s attribution model has been crucial for us.
Jeremy Hendricks
Marketing Director, Craig Swapp & Associates
39%
increase in Verified Visits™ YoY ‘23 vs ‘24
23%
increase in overall visits Q4 ‘23 vs Q1 ‘24
15%
CPA lower than goal in Q1 2024
Objective
Drive Website Traffic and Qualified Leads to Beat the Competition
In a crowded and noisy industry, Craig Swapp & Associates wanted to stand out from the competition by ensuring that their website traffic and qualified leads grew consistently. To do this, Hendricks needed to know that he could rely on advertising data to drive decision making in terms of where, how often, and to whom the law firm’s ads were running.
“Our biggest focus is growth, and we need to ensure that we are beating our competitors’ share of voice,” Hendricks said. “I knew we could do this by advertising on CTV. I am a big believer in OTT and CTV because that’s how I consume television content.”
Using MNTN, Hendricks was able to accurately track CTV campaign performance in real-time while driving site traffic and high quality leads for the law firm.
Solutions
Prospecting
With numerous niche customer groups, each with a variety of needs, to market to, Craig Swapp & Associates launched multiple MNTN Performance TV prospecting campaigns simultaneously.
Because they serve locations throughout the U.S., precision targeting was vital to communicating their presence in those areas. To best reach customers in specific regions, Hendricks used Performance TV’s geotargeting capabilities to hone in on households in states where Craig Swapp & Associates has offices. Next, Hendricks took advantage of MNTN’s fully integrated advanced audience targeting suite to serve ads to consumer groups that could benefit from the law firm’s services.
That audience strategy went hand-in-hand with their approach to ad creative. Due to the aforementioned specificity of their audiences, Hendricks needed to be able to easily upload — and swap out as necessary — unique ad creative that could serve the goals of each campaign. MNTN’s creative suite enabled him to do just this.
With an audience-first focus, the law firm’s ads addressed a variety of customer needs. In one advertisement, Craig Swapp himself spoke directly to camera and stressed the importance of choosing the right legal team. Another featured a soccer mom and her kids in need of legal support after getting in a car accident. All of their advertisements followed MNTN’s creative best practices with clear branding throughout and strong calls to action (CTA) at the end, driving urgency and encouraging viewers to engage.
The Results
Increased Conversion Rate and Overall Lift to Their Website, and Decreased Cost Per Acquisition
With MNTN’s comprehensive reporting suite and integration with Google Analytics, Hendricks was able to accurately measure the effectiveness of all of the Craig Swapp & Associates’ Performance TV campaigns — and their results didn’t disappoint.
Since launching their first MNTN campaigns, multiple key performance metrics have improved. Overall visits to the firm’s website increased by 32% when comparing Q4 2023 to Q1 2024. On top of this, their Q1 2024 cost per acquisition (CPA) was 21% better than goal. Looking at year-over year (YoY) performance, their Verified Visits™ grew by 54%.
“When it comes to advertising, we always want to make sure that we’re not missing out on any opportunity and that we’re spending what we should,” Hendricks explained. “MNTN’s integration with GA4 is helpful on this front — it allows us to understand what traffic is actually coming from MNTN and how it’s performing in comparison to our other advertising channels. MNTN is working for us — the best measurable I have is the lift it’s driving to our website. And it’s making me want to put more money into the channel.”
But it’s not just overall campaign performance that Hendricks is happy with — he has come to rely on MNTN to help him understand what kinds of ad creative are most effective in general.
“MNTN has really helped us determine the longevity of our ad creative. And it’s given us clear points around what works and what doesn’t work. It’s helped us make decisions about our creative this year based on how the creative from last year performed.”
As Craig Swapp & Associates grows their business nationwide, MNTN will continue to be a cornerstone of their advertising strategy.
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