Google Ads for Insolvency Practitioners: FTS Recovery Case Study

Jun 2025

It started with a free audit

Andy from FTS filled in the form on one of our free audit ads, so we recorded a video walk-through of their Google Ads account and sent it over.

The account took a very broad approach. Most of the budget went on general searches about liquidation and Bounce Back Loans, rather than on the people most likely to need an insolvency practitioner. It also counted a click on an email address or a phone number as a lead, which made it hard to match the figures in Google Ads to the enquiries the team actually received.

Liquidation (4 campaigns)

49%

Bounce Back Loans

34%

Closing a company (3 campaigns)

9%

Other (3 campaigns)

9%

Where the ad budget went in the 12 months before we started, July 2024 to June 2025.

Jul 2025

We tested quickly, then consolidated

In July 2025 we tested lots of campaigns quickly, each one aimed at a different kind of search.

The campaign for people searching for an insolvency practitioner brought in 52 of the first 60 leads. Someone who searches for an insolvency practitioner already knows they need one, so we consolidated the account into that one campaign and put the whole budget behind it.

Insolvency practitioner searches

52

Competitor names

5

Liquidation searches

2

Bounce Back Loan searches

1

Leads by campaign, July to September 2025.

Aug 2025

Then we made sure every lead was a real enquiry

We set up StrikeTwice, our call and lead tracking software, so that a lead is now a phone call or a form sent by a real person.

Every call and form is logged against the search that led to it and passed straight to the FTS team to follow up. Google Ads now learns from enquiries rather than clicks, and FTS can see exactly what the budget is buying.

A business owner taking a phone call in her shop — Most enquiries start with a phone call.

2025

Every click goes to a landing page

We send everyone who clicks an ad to a landing page built for people looking for an insolvency practitioner, with a free call back form and the phone number close at hand.

About one in twelve people who click an ad now call or send a form.

liquidation.co.uk

The FTS Liquidation insolvency practitioner page, with a free call back form and the phone number

The page the ads send people to.

Nov 2025

Then we scaled the budget

By November 2025 the FTS team had taken 26 enquiries in a single week, so we scaled the budget.

There was still plenty of demand left over. In February 2026 the ads missed 44% of the searches they could have appeared for, because the day’s budget had already been spent.

A site manager in a hard hat and hi-vis vest on scaffolding — FTS work with company directors across the UK, in every kind of business.

Jul 2026

After a year, each lead cost 40% less

In our first 12 full months the account brought in 34 leads a month, up from 23 in the 12 months before, and each one cost 40% less.

The account now pays for about 400 clicks a month instead of 2,500. Each click costs more, because it comes from someone looking for an insolvency practitioner, but far more of them turn into an enquiry. The old figures also counted email and phone number clicks as leads, so the real difference is larger than the one shown here.

Cost per lead, 12 months before

100%

Cost per lead, first 12 months with BOLT

60%

Leads a month, 12 months before

23

Leads a month, first 12 months with BOLT

34

Cost per lead is shown against the 12 months before, which is set at 100%. July 2024 to June 2025, against August 2025 to July 2026.

Now

FTS now have a steady flow of enquiries from directors who need them

FTS started with a broad account that counted clicks as leads. Today one focused campaign connects company directors with a licensed insolvency practitioner, every lead is a real call or form, and each one costs 40% less.

From October 2026 we are raising the budget again, so that more of the directors searching for help find FTS first.