Understanding PPC Vs. SEO for Bankruptcy Law Firms

A bankruptcy attorney faces a lot of challenges, especially because potential clients, by definition, may not have a lot of resources. Bankruptcy lawyers need to focus on marketing strategies that will generate quality leads.

Two types of online campaigns can offer the best return on investment when considering digital marketing for bankruptcy attorneys:

  • Website search engine optimization (SEO)
  • Pay-per-click (PPC) advertising

SEO can help a bankruptcy attorney attract new clients over time, though it will take months or years to reap the full benefits.

On the other hand, PPC marketing kicks in as soon as your bankruptcy law firm starts paying for paid ads on Google or buying ads on another search engine. The downside is that it costs money.

Consider hiring an expert in bankruptcy attorney marketing like our law marketing team at Clicks Geek to make sure your law firm is spending its time and money wisely.

Go Far With SEO

An attractive, helpful, and navigable website will push your website to the top of organic (non-paid) search results. A firm can provide answers for people searching for information on bankruptcy to push its website toward the top of Google results.

While content is important, it’s only one of the issues that matter to users and to Google. A law firm also needs a site with a clean design and well-engineered architecture. An easy-to-navigate design will keep users engaged longer, and an appropriate template with relevant keywords will help search engines recognize useful information.

Once your website establishes that your bankruptcy attorneys are experts in the field, your firm will rise in rank in search results.

SEO is an effective long-term strategy, but it takes time to build up a library of optimized and authoritative articles. For faster results, you might consider a PPC campaign.

Go Fast with PPC Ads

Law firms can take on more bankruptcy cases quickly with an effective PPC campaign run through a service like Google Ads (formerly Adwords). However, it can be tricky to create efficient PPC ads. You must consider the cost per acquisition and choose search terms that will attract both interested leads and committed clients to your bankruptcy firm.

With PPC advertising, a bankruptcy lawyer negotiates with Google to pay a certain price for particular search terms to target. When searchers Google those words, your firm’s ad will appear at the top of the page with a link to your website’s landing page. You pay Google only for the number of times that searchers actually click through to your site.

This type of advertising can be helpful because you’ll start reaching prospective clients as soon as you purchase ads. To run an effective PPC campaign, you have to invest in appropriate keywords and create landing pages that will convince leads to call your office and hire your team.

Which Marketing Strategy Should My Bankruptcy Law Firm Pursue?

SEO and PPC advertising can each be an effective marketing tactic, and your practice should consider both to take advantage of short-term opportunities while investing in long-term prospects.
However, neither is easy. You may want to consider contracting with an experienced marketing professional to help get your campaign off the ground. Our experts at Clicks Geek are here to help — call us today at 917-310-1597.


Ed Stapleton, Jr is a ‘Google Partner’ marketing expert who’s sold over 1,500 Google Ads clients and managed millions in ad spend. He heads up the front of the house at his marketing agency Clicks Geek where he manages sales and strategic relationships.

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As a Google Premier Partner Agency, we’ve joined the cream of the crop in PPC specialists. This designation is reserved for only a small fraction of Google Partners who have demonstrated a consistent track record of success.
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