Kayrouz has since dialed back her ad budget and refreshed her campaign, with new billboards featuring her familiar, stern pose and the words, “Always Watching,” an idea hatched by Outfront, which also does some of the creative work for Bernstein, Short said.

At the same time, Kayrouz is considering TV commercials and jumping into digital advertising for the first time. She said she also recently began associating with outside law firms to grow business.

“I get so many leads that have nothing to do with what we do here,” Kayrouz said. “I am able to help now even more people.”

She declined to name the law firms or offer further details, for competitive reasons.

“There are a couple of lawyers in town who watch me like a hawk, who try to copy and sabotage,” Kayrouz said.

Kayrouz is an outlier in that her advertising has been almost exclusively on billboards. Despite the rise of digital, and TV continuing to dominate the ad spends of Bernstein, Morse and other competitors, billboards remain a fixture in most of their budgets.

Maurice Davis, founder and managing partner of Detroit-based Davis Law Group PLLC, said he figured out early in his career that advertising would be key to his success.

“With personal injury, it’s all about visibility,” Davis said.