Law firm marketing is local in a way most marketing is not. What a campaign is allowed to say, where the map pack draws its boundary and what a click costs change from one county to the next — so rather than one page claiming to cover the state, there is a page for each market we actually work in, with what is true there.
15
Georgia markets with their own page
5
Counties across metro Atlanta
1
State, properly, rather than fifty thinly
The differences between these markets are large enough to change the plan, and an agency that treats them as interchangeable will build the wrong campaign somewhere.
Fulton, DeKalb, Cobb, Gwinnett and Clayton each have their own courthouse and their own competitive picture. A campaign drawn as a radius around downtown buys clicks across all of them at the same price and wins in none.
Atlanta personal injury is among the hardest markets in the country. Two hours south, the same practice area is winnable by a firm that simply finishes its Google Business Profile.
A firm in Marietta and a firm in Decatur are forty minutes apart and effectively invisible to each other in the map pack. Which suburb you list is a bigger ranking decision than most of what an agency will sell you.
The State Bar does not require ads to be filed for review, which is more freedom than Texas or Florida allow — but the rules on results claims and testimonials still bite, and they are where firms get caught.
