Personal bankruptcy marketing: 27 contracts in two months
A law firm received 305 inquiries, including 143 with debts of 300K₽ or more, and signed 27 contracts at 11,875₽ per contract
Prospects were uncomfortable discussing debt and distrusted promises to write it off. The emotional barrier prevented people from exploring whether the service was appropriate for them
The campaign presented the service as professional help with a difficult financial situation. Client stories described individual circumstances rather than a universal outcome. An anonymous first consultation lowered the barrier to asking questions, while qualification separated the target debt range from other inquiries
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Context
A law firm specialising in personal bankruptcy needed inquiries from people whose debts matched the service. Its campaign targeted debts of at least 300K₽. Prospects often felt uncomfortable discussing their situation, even with a lawyer
What changed
The first conversation. Advertising introduced a consultation about the person’s circumstances. It avoided presenting a legal procedure as an automatic outcome for every applicant
Individual client stories. The campaign used the firm’s published examples with concrete circumstances. The creative approach made it easier to understand the type of help offered
An anonymous first consultation. A prospect could ask whether the service suited their case before disclosing their identity. The lawyer explained suitability and consequences individually
Qualification. Search terms and creative materials focused on the target debt range. Smaller-debt inquiries could receive advice about alternatives instead of being counted as qualified prospects
Results
During January-February 2024, there were 305 inquiries. Of these, 143 met the target debt threshold, and 27 became contracts. Cost per contract was 11,875₽. The 19% conversion refers to qualified inquiries in this campaign; it is not a claim about the outcome of a legal procedure
See B2B and professional-services advertising for how qualification is defined before launch
Story of the week, number of the week, one campaign setup taken apart and what to do before the season. Dubai, Phuket, Georgia
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