The Expert’s Guide to Google Ads for Bankruptcy Attorneys

Last Updated on: 17th July 2025, 02:49 pm

Most people don’t type “bankruptcy attorney near me” into Google on the first day they realise they’re in trouble. They start with the quiet questions, like…

• “How much debt is too much?”
• “Can they really take my house?”
• “Is it better to default or try to negotiate?”
• (In the US) “What even is Chapter 13?”

Somewhere along the way, the decision solidifies: Yes, I think I need an attorney.

At this critical moment, your ad shouldn’t be buried beneath national debt-settlement ads or firms that operate in a different state. When your Google Ads for bankruptcy attorneys are done right, you show up at the exact moment your ideal client is ready to hire.

In this guide, you’ll learn how Google Ads works precisely for bankruptcy attorneys, based on nearly two decades of my experience helping lawyers generate predictable and profitable cases.

Why Bankruptcy Lawyers Need a Different Google Ads Strategy

Plenty of PPC agencies treat all legal practices the same, no matter if they’re divorce lawyers, criminal defence attorneys running Google Ads, or corporate law professionals.

Just like each of those, bankruptcy law isn’t just another vertical. It has its own deciding factors, which we know very well in my PPC consultancy for lawyers:

• It’s highly local. You need to appear for searches like “bankruptcy lawyer in (your location)” right when the prospect is ready to contact you. Most people won’t drive an hour for a consultation.
  
• It’s urgent. Clients don’t want to wait a week. They’re often facing immediate wage garnishment, foreclosure threats, or court deadlines.
  
• It’s full of bad leads. If your targeting isn’t airtight, you’ll get flooded with people looking for free advice, legal aid, or asking, “Can I file for bankruptcy without an attorney?”

In other words, the volume of appointments isn’t the goal. Relevance and the number of appointments that lead to signed cases are.

How to Create High-Converting Google Ads for Bankruptcy Attorneys

Get Clear on What You Want From Google Ads

Let’s start by dropping the distractions. Metrics like impressions and CTR might sound impressive in a report, but they’re just noise unless they translate into real client enquiries.

Here’s what my Google Ads consulting helps bankruptcy attorneys focus on instead:

• Calls and contact forms from people ready to talk about filing. Not from students researching for a school project, and definitely not someone looking for free financial advice.
  
• Booked consultations, ideally with those who’ve already checked your reviews, browsed your website, and are weighing you against one or two other firms.
  
• Leads you can trace back to specific keywords, so you’re not always wondering which search terms are paying off.

The entire campaign, from your keyword choices to your ad copy and landing page layout, has to revolve around this. Because if you’re not designing for the right kind of enquiry, you’re designing to hide your firm among the competition.

Pick the Right Campaign Type 

Bankruptcy lawyers don’t need to be everywhere. I usually recommend starting with a Search campaign versus Display or Performance Max (PMax). 

“Why not PMax, Claire?”

Because it spreads your budget across YouTube, Gmail, Maps, Display, etc. That’s fine once you have solid tracking in place and know which channel drives booked consultations. But if you start with it too soon, you’ll have no idea what’s working.

Search lets you see what people typed and what drove them to a conversion. That’s how you find your winning keywords.

Once you’re getting steady leads and your tracking’s bulletproof, then you can start layering in other campaign types.

Separate Your Services Like Your Profit Depends On It (Because It Does)

If you handle both personal and business bankruptcy, you can’t treat them like one and the same (like many attorneys do).

A recently divorced parent trying to protect their wages under, in the US, Chapter 7 is not the same as a restaurant owner staring down a Chapter 11 reorganisation. One is overwhelmed by creditor letters and worried about losing the family car. The other is juggling leases and a ticking clock on supplier debts. 

They search differently, ask different questions, and respond to entirely different messaging. 

You might be thinking, “Yeah, Claire, I know – I’m the attorney!” And if so…why don’t your ads reflect that knowledge?

So if you offer:

• Chapters 7 and 13 personal bankruptcy
  
• Chapter 11 business restructuring
  
• Debt settlement or credit counselling
  
• Foreclosure defence

… each of those needs its own campaign, with a separate budget, strategy, and landing page. 

Many campaigns go awry because that sounds like “too much work”. And then they complain when their Chapter 13 ad shows up for someone looking for free bankruptcy advice. That’s $20 for a click that’s going nowhere!

Segmenting like this gives Google the clarity it needs to deliver your ads to the right people, giving you the control to fine-tune each offer for the clients you want to attract.

Choose Keywords That Lead to Paying Clients

A lot of campaigns lose money before they’ve even started, and the culprit is usually the keywords.

Terms like “bankruptcy help” or “debt relief” might sound relevant, but what you’ll get is a flood of clicks from people hunting for government programs and free worksheets. Only costs, not clients.  

You’re not here to educate the internet. You’re here to attract serious enquiries from people who are ready to pay for legal representation.

So here’s how I build campaigns that focus on cash flow instead of curiosity:

1. Start with High-Intent Keywords When Running Google Ads for Bankruptcy Attorneys

You’re looking for phrases that imply someone is ready to act and understands a lawyer is part of the solution. That might be:

• “Chapter 7 bankruptcy attorney near me”
  
• “Small business bankruptcy lawyer”
  
• “hire bankruptcy lawyer (city or state, or both)”
  
• “attorney file chapter 13 bankruptcy”

These searches tell you the person has done their research and wants to talk to someone who can solve the problem.

2. Use Match Types with Purpose

In bankruptcy law campaigns, I lean on exact match and phrase match for control. You can experiment with broad match later, but only once your campaign is producing profitable results and your negative keyword list is solid. That leads us to our next step.

3. Build and Refine Your Negative Keyword List

This is where you protect your budget. Some terms to exclude right from the start if you don’t want to show up for freebie seekers:

• “free”
• “legal aid”
• “cheap”
• “file bankruptcy online”
• “how to file chapter 7 without an attorney”
• “debt settlement”

That said, don’t stop there. 

Your search terms report will become one of your best allies. Every few days, check what people typed before clicking your ad. If a keyword is bringing in people asking for a free consultation when you don’t offer one, add it to the negative keyword list immediately.

If you’re not regularly reviewing and pruning that list, you’re giving Google permission to waste your budget on the wrong people. And in a niche where clicks can cost $20 to $50 or more, that’s reckless.

An Example of a Great Google Ads Campaign for Bankruptcy Attorneys

This attorney clearly knew who they were targeting. Leading with “Chapter 7 Bankruptcy Attorney Affordable Rates” instantly sets the tone for a paid service and budget-conscious clients. 

They back it up by naming both Chapter 7 and Chapter 13 in the description, showing they have range. 

While I’d have liked to see “Phoenix” right in the headline, they still covered local relevance in the body copy and keywords with “Phoenix bankruptcy attorneys” and “Arizona.” Based on 

keyword choice and ad copy, they’ve done a good job.

Now here’s someone who’s not quite got things lined up…

… And an Example of a Bad Ad

When someone searches for “bankruptcy lawyers in Michigan,” this ad shows up, and it’s for a divorce attorney. 

Needless to say, if I’m in debt and looking for help with bankruptcy, I’m not looking to untangle my marriage. It’s a clear case of mismatched keywords and certainly a case of wasted budget. Be careful!

Understand How Bidding Works (So You’re Not Overpaying for Every Click)

Google Ads for bankruptcy attorneys isn’t just “pay and appear” as some people tend to think. It’s an auction. 

Every time someone searches “chapter 13 attorney (local),” Google runs a real-time bidding war. You’re telling Google how much you’re willing to spend for that click, but you don’t always pay that full amount.

What you should bid depends on several things, including: 

• Your location
• Your practice area
• How much a client is worth to you
• How well your ad performs
• How relevant your landing page is

If your average client brings in $2,000 and you convert 1 in 10 leads, you might afford to spend $200 per client or around $20 per click.

With my consultancy clients, I work backwards from the numbers to figure out what my clients can realistically bid and still see a strong ROI.

If you want the full breakdown (including examples and strategies), I’ve written a comprehensive beginner’s guide to Google Ads bidding.

Build Landing Pages That Reassure and Convert

Your ad gets the click, but your landing page gets the client.

That means your landing page has one job: to make the person feel confident that they’ve found the right law firm for their exact situation.

Let’s start with the basics:

• Show local credibility. Most bankruptcy clients want someone nearby, someone who knows the courts, the trustees, the nuances of their district.
• Mention the city. Name the neighbourhoods you serve. If you’re near the courthouse, say so. These details seem small, but they’re shortcuts to trust.
• Match what they searched for. If someone typed “chapter 7 lawyer in Tampa,” and your landing page just says “we handle all types of bankruptcy cases,” they’ll leave. After all, it doesn’t sound like you specialise in their problem.

They told you what they’re looking for (literally typed it into Google) so do them a favor and show them they’re in the right place. 

Plus, the landing page copy should echo their search terms and speak clearly to their concern. 

Are they looking to restructure personal debt while keeping their home? Then say that. The more general your page, the more you blend in with every other firm saying, “We have decades of experience and offer a free consultation.”

An Example of a Good Google Ads Landing Page for Bankruptcy Attorneys

Most bankruptcy clients are overwhelmed before they even land on your site. They don’t want a downloadable guide right now. They want to know:

• Can you help me?
• How do I get in touch?

If the answer to those two questions isn’t obvious in the first 10 seconds, you’ve lost them.

The following landing page keeps things simple and effective. 

Right away, it reassures visitors they’re in the right place: a clear headline confirming the attorney handles Chapter 7 bankruptcies in Denver, a phone number right at the top, and a friendly face that builds trust. 

The bullet points echo the exact problems someone might be facing (lawsuits, wage garnishments) so they quickly feel seen and more likely to take that next step.

Empathy in landing pages is about design, too. Long forms feel like too big of a task in the midst of despair, and every extra step you add assumes the person has time and mental space, which many don’t. So make your value and the next step unmistakable. 

Want to craft landing pages that lead to more conversions? Check out Top 7 Google Ads Landing Pages & Best Practices.

Track Every Source that Brings in Clients

You wouldn’t show up in court without knowing the case details. So don’t run ads without knowing what’s driving paying work!

The most successful bankruptcy firms I work with track every call, form fill, and booked consultation back to the exact keyword, ad group, and landing page. That’s how we scale what brings in clients and cut what wastes budget.

Here’s what I recommend:

1. Use Dynamic Call Tracking

Call tracking shows which campaigns triggered a phone call and even ties it to specific keywords.

How to set it up:

• In Google Ads, go to Settings → Account Settings → Call Reporting
• Toggle ON “Get detailed information about calls you’ve received”
• Then connect it to a tool like CallRail for searchable data

2. Link Your CRM to Google Ads

If you’re using something like HubSpot, connect it directly to Google Ads. It tells you which leads turned into paying clients.

To connect CRM data:

First, turn on Auto-tagging

• Go to Settings → Account Settings
• Tick the box next to “Tag the URL people click through from my ad”
• Hit Save

Then, use GCLID to import conversions.

When someone fills out a form, the URL captures a unique click ID (GCLID). Your CRM stores this, and later, when that lead becomes a paying client, you upload it back to Google Ads.

In Google Ads:

• Head to Tools & Settings → Measurement → Conversions → Uploads
• Click the blue plus “+”
• Select View templates
• Download a .CSV or Sheet template
• Fill in:
  • GCLID
  • Conversion name (e.g. “Consultation Booked” or “Retainer Signed”)
  • Time of conversion
  • Value
  • Currency

Upload the file, and Google will match the conversion to the original click and show you exactly which ad drove that signed client.

3. Import Offline Conversions

Not everything happens online. Clients might call, book in person, or hire you after a few days of thinking. They won’t check out through your site’s shopping cart. That’s why uploading offline conversions matters.

To do this:

• Go to Tools & Settings → Conversions → Upload
• Upload your file with the GCLID + relevant conversion details

You can also go further by setting up enhanced conversions for leads, which use first-party data to track users more reliably across devices and conversions. It’s a bit of a heavier lift, but it gives you the full picture.

Remember Retargeting 

People don’t always convert the first time, even when they’re in crisis.

Sometimes they land on your site, scroll through your fees or services, and vanish. Not because they’re not serious, but because they need to talk to their partner. Or they’re scared. Or they’re still hoping things magically fix themselves.

Retargeting keeps you on their radar. Your ad shows up later as a reminder that you’re local, you’re ready, and you’re not going anywhere.

With Google’s Display Network, your banner might pop up while they’re checking Gmail or reading the news.

With YouTube, you could appear before a budgeting video or a debt advice clip.

And certainly, you can also retarget people with Search ads using what’s called Remarketing Lists for Search Ads (RLSA).

This lets you re-show your search ads only to people who’ve already visited your site, even weeks later. You can bid higher on them, tweak your messaging, or focus on warmer leads while skipping cold ones entirely.

By the Way, Your Ad Assets Matter More Than Your Position

I can tell you from experience that, 10 times out of 10, a great ad with great assets will outperform a generic blue-link ad. Even if the former is the #1 option. 

Ad assets are attention-grabbing, yes. But, most importantly, they give you extra chances of getting the right people to click through to your landing page. 

Make sure you use every relevant ad asset available (emphasis on relevant):

• Site links that highlight specific services (Chapter 13, debt negotiation, etc.)
• Callouts like “30+ years experience” or “Bilingual services available”
• Structured snippets listing practice areas
• Pricing!
• Location extensions to signal proximity
• Call extensions so mobile users can phone instantly

An Example of a Great Google Ads Campaign for Bankruptcy Attorneys

The following ad is a masterclass in filtering out the freebie seekers.

When someone searches for a bankruptcy lawyer in Dallas, this is what they might see: sitelink and pricing assets that immediately get people thinking, oh, I’ll have to pay for this. And that’s exactly the point. 

If they’re not ready to invest, they’ll scroll past. Which saves your team the time and headache of handling leads that were never serious to begin with.

Bankruptcy Clients Are Already Searching. Show Up Right.

If you’re running ads yourself, start with the basics and build up, not the other way around. 

That’s exactly what I walk you through in my book Rapid Google Ads Success for Lawyers. It’s seven clear steps to set up profitable and streamlined campaigns, even if you’ve never run an ad before.

Need a deeper dive into every setting, strategy, and structure I recommend for law firms? Contact me and my team for a thorough Google Ads strategy that grows with you!