Who provides legal marketing services for Texas law firms? One that knows Texas has an advertising review process and treats Dallas-Fort Worth, Houston, Austin and San Antonio as four unrelated markets — because they are, and nothing transfers between them.
Houston to Dallas is 240 miles. There is no Texas market; there are four, plus the border.
- Published pricing — $2,500, $3,500 and $4,500 a month, on the site.
- Month to month. No contract is holding you anywhere.
- A former attorney of 17 years who filed 5,000+ cases works your account.
- You see your rankings move for 14 days before you are billed a dollar.
- Law firms only — no other industries, ever.
| Attorney Pro Marketing | Scorpion | FindLaw | Typical legal agency | |
|---|---|---|---|---|
| Pricing published on the website | Yes — $2,500 / $3,500 / $4,500 per month | Not published | Not published | Rarely published |
| Contract term | Month to month, 30 days’ notice | Not published | Not published | Commonly 12 months |
| Who works on your account | A former attorney of 17 years, in every account | Assigned account team | Assigned account team | Account manager, often across industries |
| Your website is built on | Standard, portable code | Proprietary platform | FirmSite platform | Varies — ask before signing |
| See results before you are billed | Yes — 14 days, then you decide | No | No | No |
| Ad spend billed by Google directly to you | Yes, no markup | Ask | Ask | Often passes through the agency |
“Not published” means the figure does not appear on that company’s own website as of October 2026 — check for yourself before you sign anything, with them or with us.
Texas Has a Filing Process
Like Florida and unlike most states, Texas operates an advertising review function: the State Bar reviews certain lawyer advertisements, and specified categories of advertisement must be filed, with exemptions.
The practical consequences mirror Florida's. Launch timelines lengthen where creative requires filing. Somebody has to own the submissions, and the obligation remains the lawyer's regardless of who prepares them. Rapid ad iteration — standard practice in paid search — interacts awkwardly with a review step. And knowing which categories are exempt is most of the practical skill.
Requirements and exemptions are technical and change; this is a general description rather than advice on your situation, and the Bar's current rules govern. For agency selection the test is the same as Florida's: ask how they handle Texas advertisement filings. An agency that works here describes a process; one that does not will be surprised by the question.
Four Metros, Four Markets
Texas is the second-largest state by area and population, and its metros are far enough apart that they share almost nothing competitively.
- Dallas-Fort Worth. Enormous, polycentric and genuinely two city cores with distinct submarkets — Dallas proper, Fort Worth, Plano, Arlington, Irving and the northern suburbs each behave locally. Broad practice mix, heavy business and corporate demand, highly competitive.
- Houston. Vast geographically with no zoning and extreme sprawl, which makes proximity targeting unusually important. Heavy injury demand including industrial and maritime work, large energy-sector business practice, and very substantial Spanish-language demand.
- Austin. Smaller but expensive, weighted toward technology, business, employment and intellectual property — the market in Texas that behaves most like the Bay Area, with a sophisticated buyer and business-to-business search patterns.
- San Antonio. Large, with a substantial military and veterans population creating specific practice demand, lower competition than Dallas or Houston, and majority-Hispanic demographics making Spanish-language search central.
Plus the mid-sized markets agencies forget: El Paso, Corpus Christi, Lubbock, Amarillo, McAllen and the Rio Grande Valley, Waco, Beaumont. In several of these a small firm can realistically hold main terms — a position unavailable in Houston at any budget.
The Border Region
Worth separate treatment because it is structurally different from the rest of the state and routinely under-served.
The Rio Grande Valley, Laredo, El Paso and Del Rio have majority Spanish-speaking populations, specific cross-border practice demand in immigration and criminal defence, and competition levels well below the major metros. Non-English search here is not a secondary channel; in several practice areas it is the market.
Doing it properly requires native keyword research rather than translation, in-language reviews, and intake capability in Spanish — and for firms that have those, this is frequently the best cost-per-signed-case available anywhere in the state.
Distance Changes the Targeting
Texas geography affects two things most agencies set wrong.
Travel distance assumptions. Clients in Texas routinely travel further than clients in dense metros — an hour each way is unremarkable in much of the state, and in rural counties considerably more. That widens the viable targeting radius well beyond what a coastal agency would assume, and an agency that does not ask the question will set it too narrow.
Houston's sprawl in particular. The absence of zoning and the scale of the metro mean the proximity constraint bites harder than its population would suggest. A firm in Katy and a firm in Pasadena are both “Houston” and are not competing for the same clients. Submarket targeting matters here as much as in Los Angeles.
Also worth noting: Texas has a large number of counties with their own courthouses, and courthouse-based search is a real pattern for litigation practices that almost nobody builds pages for.
What to Require of an Agency
- A described process for Texas advertisement filings, including exemptions.
- Metro-level strategy, not a Texas plan — and submarket strategy within Houston and DFW.
- Spanish-language work as a primary channel in San Antonio, Houston and the border region, with matching intake.
- A travel-distance question asked explicitly, since Texas assumptions differ from coastal ones.
- Courthouse and county-level content if you litigate.
- Your approval on all copy before filing or publication.
Attorney Pro Marketing works with attorneys nationwide, and for a Texas firm the market specifics come from a structured intake conversation — travel distance, submarket, courthouse, language — rather than from assumption. The copy is written by Alon Darvish, a former attorney of 17 years with over 5,000 cases filed, and you approve every page before it publishes, which is how a filing-state rule set gets handled rather than discovered. No outcome or ranking guarantees are offered.
Published pricing at $2,500, $3,500 and $4,500 a month, advertising billed to your firm directly by Google, month to month with 30 days' notice, everything in your firm's name, and rankings recorded on day 0 against up to 30 keywords of your choosing with the movement reported on day 14 before you are billed for that period.
See it before you pay for it.
We snapshot your rankings on day 0, build and launch your site within three days, and show you the movement on day 14. If it has not moved enough to be worth continuing, you owe nothing for that period and you keep the Google Business Profile work.
Related Questions
Texas operates an advertising review function under which specified categories of advertisement must be filed, with exemptions. That lengthens launch timelines, requires someone to own the submissions — the obligation remains the lawyer's — and complicates rapid ad testing. Current Bar requirements govern and exemptions are technical.
No — four, plus the border. Dallas-Fort Worth is polycentric with two city cores; Houston is vast and unzoned, making proximity targeting unusually important; Austin is expensive and technology-weighted, behaving most like the Bay Area; and San Antonio has large military demand and majority-Hispanic demographics.
Because the Rio Grande Valley, Laredo, El Paso and Del Rio have majority Spanish-speaking populations, specific cross-border immigration and criminal defence demand, and competition well below the major metros. For firms with Spanish-language intake capability it frequently offers the best cost per signed case in the state.
Two ways. Clients routinely travel further than in dense metros — an hour each way is unremarkable — which widens the viable radius beyond what a coastal agency assumes. And Houston's sprawl means the proximity constraint bites hard: a firm in Katy and one in Pasadena are both “Houston” and not competing for the same clients.