Exhibit A
Bankruptcy Lawyers work in Escondido
Escondido sits in inland North County, and the bankruptcy filings that come out of it run through the federal court in San Diego. The searches are local and they are specific: people type in the city name, they type in Chapter 7 and Chapter 13, and they type in the things that push a household toward a filing, like a wage garnishment or a foreclosure notice. The firms competing for those searches are a mix of Escondido practices and San Diego firms that list the inland corridor in their service area. Paid search on bankruptcy terms is expensive because a single case is worth a lot, so the paid listings at the top of the results are usually bought by firms with a marketing budget behind them. That leaves the organic results, and the map pack, as the ground where a local practice can hold its own.
