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PPC Management for Bankruptcy Lawyers: An Ultimate Guide

Dominate the competition in bankruptcy law with our proven PPC tips. Streamline your efforts and stay ahead of the game with our ultimate game plan

10 min


Apr 29, 2024

In the competitive landscape of digital marketing where competition runs rampant, bankruptcy lawyers absolutely have to employ innovative strategies to stand out and attract potential clients. One powerful option is PPC (pay-per-click) advertising, specifically tailored for bankruptcy attorneys.

This targeted form of search engine marketing can drive high-quality traffic to your bankruptcy law firm website, while ensuring that your ads reach the right audience at the right time. In this post, we will explore:

  • The meaning of PPC bankruptcy lawyers 
  • How PPC brings more bankruptcy clients to your law firm
  • How to perform a bankruptcy law firm PPC campaign in 7 simple steps

So, let's dive in and discover the potential of PPC marketing for bankruptcy attorneys!

What Is PPC for Bankruptcy Lawyers?

PPC bankruptcy law firm management is a popular form of digital marketing for law firms. When prospective clients type phrases like "bankruptcy attorney" into Google, it comes up with a search engine results page (SERP) with a handful of paid ads. Below those are the organic search results. 

ppc for bankruptcy lawyers
Google displays a few paid ads at the top of search results pages

The search engine algorithm decides which ads to display by analyzing how much each marketer bids. If your ad was one of the highest three bids, it will be displayed, but if not, then your competitors' ads will be displayed. To run a successful bankruptcy law firm PPC campaign, it is important to pay close attention to bid amounts and other factors.

How Does PPC Bring More Clients to Your Bankruptcy Law Firm?

  • Increased visibility: Using PPC marketing tactics, bankruptcy lawyers can appear at the top of search engine result pages for keywords related to their practice area, such as "bankruptcy lawyer Chicago." This high visibility builds name recognition and helps attract more clients to the firm.
  • Targeted advertising: Paid search allows bankruptcy law firms to target their ads to specific geographic areas, ages, genders, and interests. This ensures that their ads are seen by their desired audience, resulting in more qualified leads.
  • Cost-effective: PPC advertising is a cost-effective way for bankruptcy lawyers to reach potential clients. Firms only pay when someone clicks on their ads, which means they are only paying for leads that have expressed interest in their services.
  • Quick results: Unlike traditional advertising methods, PPC ads can be created and launched quickly. This means that bankruptcy attorneys can start seeing results from their advertising efforts in a matter of days.
  • Analytics reporting: PPC platforms provide detailed analytics reports that allow bankruptcy law firms to track the success of their ads. This data can be used to optimize campaigns and ensure that ads are reaching the right audience.
  • Increased website traffic: Paid search can drive more traffic to a bankruptcy law firm's website, which increases the chances of generating leads and converting them into paying clients.
  • Brand awareness: Consistent PPC advertising helps bankruptcy lawyers to increase brand awareness for bankruptcy law firms. The more frequently potential bankruptcy clients see the firm's ads, the more likely they are to remember the firm's name when they need legal services.

How to Perform Bankruptcy Law Firm PPC Campaign in 7 Simple Steps

We've put together 7 steps that practices can use to create effective bankruptcy law firm campaigns. 

bankruptcy law firm ppc campaigns

1. Perform Competitor Research

The first step in PPC for bankruptcy attorneys is conducting thorough competitor research. This involves identifying other bankruptcy law firms that are targeting the same keywords and audience as your own law firm.

Start by identifying the keywords that other bankruptcy attorneys are targeting in their PPC ads. This will give you an idea of the keywords that you should also be targeting to reach your potential customers. Check out the ad copy that your competitors are using to see what's working for them and what's not.

ppc keyword research for bankruptcy lawyers
You can use the Google Ad Preview Tool to find the PPC keywords used by competitors

Next, analyze the landing pages of your competitors to understand how they are converting visitors into leads. This can give you ideas for your own landing pages and identify any gaps in your competitors' efforts that you can capitalize on.

Finally, take note of any promotions or special offers that the bankruptcy firm you're analyzing is running. This can give you an idea of what types of promotions and offers are effective and what can put you ahead of the competition.

2. Research Your Target Audience and Create Buyer Personas

Once you have completed your competitor research, the next step is to identify your target audience. Start by creating buyer personas, and detailed descriptions of your ideal bankruptcy clients. Your personas should include information such as age, income, employment, education, and specific pain points related to bankruptcy. The data will help you craft compelling ad copy, target the right keywords, and create effective landing pages. 

bankruptcy lawyer target audience

Then, use this data to create messaging and ad copy that speaks directly to the needs and desires of your target audience. For example, if your target audience is struggling with mounting debt, your messaging should emphasize the importance of seeking help before it spirals out of control. Afterward, test and refine your messaging based on the results of your campaigns in order to continuously improve your approach and maximize your ROI.

To gather this information, you can conduct surveys and interviews, or analyze customer data from your bankruptcy law firm website or social media pages.

3. Choose the Right Keywords for Your Bankruptcy Ad Campaigns

Keywords are the foundational element of any pay-per-click (PPC) advertising campaign. You need to select the right keywords for your Bankruptcy Law Firm PPC campaign to ensure the advertisement appears in front of potential clients who are actively searching for your services. Here's how you can select the right keywords for your PPC for bankruptcy attorneys:

  • Research: Begin by researching the keywords that potential clients are using to search for bankruptcy attorney services. Use keyword research tools like Google Adwords Keyword Planner, SEMRush, or Ahrefs. Avoid highly competitive keywords with low search volume because they're not worth the money or effort.
  • Niche keywords: Focus on niche-specific keywords rather than broad terms. Use keywords that cater to your specific services, like “Chapter 7 Bankruptcy lawyer” or “Foreclosure Defense Attorney”
  • Include negative keywords: Negative keywords can be added to your PPC bankruptcy law firm marketing campaign to ensure that your ads are not triggered by irrelevant searches, helping you maintain a targeted approach. For instance, if your law firm does not offer services related to corporate bankruptcy, you can add “Corporate bankruptcy” as a negative keyword.
  • Use geo-targeting: This helps to limit the targeting of keywords to specific locations. Use location-specific keywords like "Chapter 7 bankruptcy attorney in Chicago" to attract a local audience.
  • Optimize ad copy: Optimize your ad copy to incorporate your selected keywords. By doing this, you increase the relevance of your ads, leading to a higher click-through rate (CTR).
google ads for bankruptcy law firms
Google Ads can provide you with ad copy ideas

4. Set Up Your Bankruptcy PPC Campaigns on Google Ads (or Other Search Engines)

After selecting your keywords, the next step is setting up your Bankruptcy PPC law firm campaign on Google Ads or other search engines. Follow these steps to set up your campaigns:

  1. Define your target audience based on specific locations, demographics, or device types.
  2. Set a budget for your campaign. Determine how much you are willing to pay per click, and how much you'll spend daily.
  3. Organize your keywords into different ad groups based on their relevance to the ad copy. For instance, group together keywords related to Chapter 7 or 13 bankruptcy.
  4. Write an ad copy that incorporates your selected keywords and highlights your law firm's unique selling proposition (USP).
  5. Launch your campaign, monitor the results, and make changes where necessary. Keep optimizing your ad copy and testing new keywords to improve the overall performance of your campaigns.
An example of ad groups for PPC campaigns
An example of ad groups for PPC campaigns

If you're interested in learning how to run a PPC law firm marketing campaign using Google Ads, we recommend checking out our comprehensive "Google Ads for Lawyers Guide". This guide will walk you through the process step-by-step, providing valuable insights and tips to help you create a successful campaign that actually brings in new clients.

For bankruptcy attorneys (or any other practice area attorney) looking to learn more about running an advertising campaign on Local Service Ads, our "Local Service Ads for Lawyers Guide" is a valuable resource. This guide covers everything you need to know about utilizing Local Service Ads effectively, from setting up your account to optimizing your ads for maximum impact in attracting more leads.

5. Monitor and Adjust Bids, Budgets, and Keywords Regularly

Managing a successful PPC marketing campaign is not a one-time deal. It requires constant tracking and optimization to maintain or improve results. In the case of a bankruptcy law firm, you want to attract the right audience and communicate your services with clarity and conviction. To achieve that, you need to follow these steps:

  • Continuously review your ad performance. Set a daily or weekly appointment on your phone or computer to check on your PPC campaigns. Look at key performance indicators (KPIs) such as impressions, clicks, conversions, conversion rates, cost-per-click, etc. Identify which ads and keywords are performing well, and which ones are not delivering results. This ongoing analysis will help you optimize your ad spend and maximize your return on investment (ROI).
  • Adjust your bids and budgets. Based on the data gathered during your performance review, adjust your bids and budgets accordingly. This means increasing bids for high-performing keywords and lowering bids for underperforming keywords. Also, increase your marketing budget for ads that are delivering significant conversions and decrease the marketing dollar for ads that are not bringing in leads.
  • Refine your keyword targeting. Use the data you collect to refine your keyword strategy. Remove irrelevant or high-cost keywords that are not generating traffic or conversions- they're a waste. Conduct keyword research to find new opportunities to target users who might be interested in your services.

6. Create a Converting Bankruptcy Law Firm Landing Page

A landing page is the first page a user encounters after clicking on your ad. The goal of a landing page is to persuade the visitor to take a specific action, such as filling out a contact form, calling your office, or scheduling a consultation. But how do you create converting bankruptcy law firm landing pages?

bankruptcy landing pages for ppc
  • Use a compelling headline: Your headline should instantly convey the benefits of your bankruptcy services. Use powerful words that grab attention and evoke the right emotions.
  • Keep it simple and straightforward: Don't clutter your page with unnecessary elements. Focus on the key message, and make it easy for visitors to take action.
  • Use clear and concise content: Communicate your unique value proposition as a bankruptcy lawyer and the benefits of choosing your firm. Use bullet points, images, and videos to break up the text and make it more engaging for potential clients.
  • Have a clear call-to-action: Make it clear what action you want visitors to take. Use a prominent button or form to guide them to the next step.

7. Track Conversions and Optimize Bankruptcy PPC Campaigns Accordingly

ppc stats for bankruptcy lawyers
Analyze the performance of your PPC campaigns and adjust them as needed to optimize results

The purpose of any PPC campaign is to generate conversions, whether that's a phone call, form submission, or lead. Tracking conversions helps bankruptcy lawyers understand the effectiveness of campaigns and optimize them accordingly. Use Google Ads or other tools to track your conversion rates. This will help you monitor how many users complete the desired action after clicking on your ad. 

Once you have sufficient data, analyze it to identify trends, patterns, and areas for improvement. Focus on the ads, landing pages, keywords, and demographics that generate the most conversions. Based on your analysis, make changes to your campaigns to improve their performance. This might involve adjusting your bidding strategy, adding new keywords, refining your landing pages, or targeting specific audiences.

Managed PPC Bankruptcy Marketing Services Might Be the Answer

Using PPC for bankruptcy lawyer advertising can help businesses generate leads, increase website traffic, bring in potential bankruptcy clients, and ultimately drive more conversions. However, setting up your own bankruptcy attorney marketing campaign can be quite challenging. You can try it yourself, or you can find a bankruptcy law firm PPC agency to take care of it for you.

Dedicated bankruptcy law firm advertising services are available from talented, dynamic law firm digital marketing companies like Grow Law Firm. Our multidimensional team not only manages PPC campaigns but law firm SEO services as well to help clients increase their lead flow and grow their revenue. If you want to learn more about our suite of PPC advertising services, contact Grow Law Firm today.

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