Marketing is strategy and advertising is tactics. Marketing your legal practice is a long term plan that adapts to changing circumstances. Paid advertising is merely a tool to implement strategy, and the techniques of effective advertising are constantly changing.
As an example. If a potential client sees your advertising and you seem to be a likely candidate to meet her need for professional legal services, will she immediately call your phone number and schedule a meeting?
It's doesn't happen that way very often, and it's not the fault of your advertising.
These things take time, repetition and reinforcement.
This being the 21st Century, what is your prospective client's next move?
It might be to perform a Google search of your name to find out more about you.
The information available online and what a Google search of your name discloses is not wholly within your control. It is, however, partially within your control.
To the extent that you can influence your online reputation it is the proper subject of marketing. An large advertising budget may not overcome a negative, or non-existent, reputation.
This is not legal advice and I am not a lawyer.
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