Exhibit A
Financial Advisors work in Kansas City
Kansas City households search for financial advice in steady volume, and the searches cluster around retirement planning, rolling over a 401k, saving for college and finding someone to prepare taxes. The metro spreads across both sides of the state line, so a firm in Johnson County and a firm in Jackson County draw from different sets of searchers even when they offer the same services. Paid search in this trade is expensive because a single client relationship is worth a lot, which is why so many firms bid on the same terms. The firms competing for those searches range from large national brands with local pages to small owner run practices in the suburbs, and the small practices often win on the specific searches because they write about the neighbourhoods and situations they know.
