THE SEARCH LEDGER · BALTIMORE EDITION · SATURDAY, JULY 25, 2026
Every month, Baltimore types 1,794,420 searches looking for a local business, and advertisers pay $3.94M chasing them. Somebody gets found. Somebody doesn't. This is the weekly ledger of who, at what price, and what's still up for grabs — refreshed every Friday.
Baltimore searches 2,489,660 times a month in total. The other 695,240 go to brands and places — the airport, the hospitals, the universities — which no local business can win. Those 201 brands are tracked separately.
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Before anyone wins a customer, the customer has to ask. Here is what Baltimore asked Google for last month.
searches a month across the 194 keyword families where a local business can actually be chosen. That's roughly 60,000 people a day looking for something — or someone — in Baltimore, with nobody in mind yet.
Each square is 1% of monthly search volume.
THE IMBALANCE
Food & Dining is 72% of the demand but only 82% of the tracked listings. A food & dining business here gets 55 searches per tracked competitor. Hotels & Lodging gets about 55.
| Food & Dining | ~55 |
| Health & Wellness | ~55 |
| Shopping | ~55 |
| Real Estate | ~55 |
| Hotels & Lodging | ~55 |
Search interest by month, 0–100 per vertical. The pink outline marks each vertical's peak — the month the phones ring.
| VERTICAL | JAN | FEB | MAR | APR | MAY | JUN | JUL | AUG | SEP | OCT | NOV | DEC |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Home Services | 92 | 100 | 84 | 78 | 66 | 67 | 95 | 81 | 90 | 76 | 50 | 66 |
| Legal | 98 | 100 | 87 | 60 | 60 | 61 | 77 | 71 | 100 | 88 | 51 | 67 |
| Health & Wellness | 90 | 69 | 83 | 76 | 83 | 77 | 100 | 93 | 97 | 83 | 83 | 93 |
| Real Estate | 86 | 87 | 100 | 88 | 84 | 84 | 100 | 97 | 87 | 84 | 72 | 72 |
| Food & Dining | 72 | 73 | 85 | 83 | 99 | 95 | 88 | 100 | 84 | 84 | 82 | 83 |
| Hotels & Lodging | 87 | 100 | 92 | 87 | 87 | 87 | 77 | 65 | 70 | 87 | 65 | 77 |
| Education | 67 | 68 | 68 | 83 | 83 | 55 | 55 | 83 | 100 | 82 | 67 | 55 |
| Shopping | 86 | 70 | 86 | 86 | 100 | 100 | 86 | 100 | 85 | 97 | 86 | 86 |
| Attractions | 54 | 54 | 74 | 69 | 82 | 75 | 99 | 100 | 77 | 77 | 71 | 55 |
| Entertainment | 47 | 54 | 74 | 70 | 92 | 100 | 87 | 92 | 92 | 87 | 65 | 54 |
| Travel & Transit | 79 | 54 | 76 | 63 | 78 | 100 | 88 | 81 | 81 | 78 | 68 | 62 |
| Professional Services | 79 | 100 | 86 | 53 | 38 | 35 | 47 | 51 | 47 | 53 | 31 | 43 |
Breakout searches, recent weeks.
Attention in this city has a spot price, and Google publishes it: the cost per ad click. Here's what a customer's attention trades for in Baltimore.
"BALTIMORE CAR CRASH LAWYER" · COST OF ONE AD CLICK
One click. Not a customer — a click. That's what a single visit from this search trades for in Baltimore right now.
All 464 tracked keywords by cost per click, log scale. Amber gets deeper as the click gets pricier.
Every tracked keyword, priced. These are live market rates — the same numbers we manage against daily as a Google Ads Partner.
bar length = CPC, linear scale · amber deepens with price · ad value = searches × CPC · Δ FRI = change since last Friday's pull
Half the people who click leave in seconds. The businesses bidding know that — and keep bidding. Here's the math that makes a $244 click rational, using legal industry benchmarks.
Call and close rates are vertical benchmarks, not promises. But the principle sets every price on the board: a click costs what the customer behind it is worth. Bounce rate is priced in.
ONE CUSTOMER FUNDS
How many clicks a single customer's revenue buys back, at that keyword's CPC. Customer values are industry benchmarks.
Same market, different economies. This is why "is $X a click expensive?" has no answer without knowing what a customer is worth to you.
Monthly ad-equivalent value of all clicks in each vertical — what you'd pay Google to buy the demand you could rank for.
Ranking organically doesn't pay that bill — it makes it someone else's.
High demand and open gaps put Baltimore near the top of the markets we track. Translation: the door is open — and the rent on staying outside keeps going up.
A market this valuable doesn't sit unclaimed. Here's who holds Baltimore's front page, who's climbing, who's slipping — and where the seats are still empty.
of Baltimore's tracked page-one results belong to national directories — www.yelp.com, www.opentable.com, www.tripadvisor.com — companies with no Baltimore address. Their share is large. It is also beatable: Google prefers a good local answer when one exists.
Who currently leads the top 6 fights worth having. Leader = top organic result; OPEN RACE = no map pack on the page.
Share of 11 tracked keywords showing each SERP feature.
The map pack appears on 100% of these searches — for most local queries, the map is page one.
Of 1200 tracked businesses, 100% are independents — this is a local-owner's market.
ANATOMY OF A #1
Hyatt & Goldbloom
Top-rated of 99 tracked Personal Injury Lawyer
None of this is magic. It's 31.5× the category's median review count. The playbook is public.
Of the 1,200 businesses we track in Baltimore's map results, 227 have no website at all — 19% of the field, showing up on reputation alone.
BUSINESSES RANKING WITHOUT A SITE
The most-reviewed of them has 803 reviews and a 4.1 rating. If they are beating you, it is not because of their website.
Search demand doesn't come from nowhere. It comes from people, their paychecks, their rents, and their broadband. The economics underneath explain the market above.
Sales tax runs 16% below the national benchmark in this market's favor; avg. local cpc runs 59% above against it. Both sides of that ledger shape what customers here search for — and what winning them costs.
Composite of 1 operating-cost factors vs. national benchmarks — sales tax runs below the national average here.
Everything else we track about living and working here — one line each, open what you need.
Air quality tracked from EPA monitors.
In the news: "Local startup secures major funding round - Baltimore" (Baltimore Local News). Event weekends measurably lift "restaurants near" and "parking" searches around the venues.
The 201 brands, institutions and landmarks this metro looks up by name — 695,240 searches a month. No local business can win these. They are what the city is.
| 1 | nicks baltimore | 33K | |
| 2 | mva in glen burnie | 27K | |
| 3 | rye street tavern baltimore | 22K | |
| 4 | the food market hampden | 22K | |
| 5 | jimmys seafood baltimore | 12K | |
| 6 | angie's seafood baltimore | 12K | |
| 7 | mama's on the half shell baltimore | 12K | |
| 8 | manor hill tavern ellicott city | 12K | |
| 9 | baltimore seafood | 10K | |
| 10 | rusty scupper baltimore | 8K |
5 numbers, one conclusion: the demand is real, the price of ignoring it compounds, and the leaderboard is not settled. The only question the ledger can't answer is whether you're on it.
STEP 1 · TWO MINUTES
Run the free 47-point audit against your site. Five issues free, all 47 after signup. No credit card.
Scan your site freeSTEP 2 · IF YOU'RE ON THE MAP
If your business profile is unclaimed, you're invisible on the map — and forfeiting by default. Claiming it is free.
Claim your businessSTEP 3 · EVERY FRIDAY
The ledger reprints Friday 6am — movers, price changes, and open seats, in your inbox before your competitors read it.