For accountants and CPAs ยท Paid ads
Paid ads for accountants, timed to the season.
Accounting ads have a short, expensive window. If the landing page and intake are not ready before January, the budget buys clicks that never book.
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The accounting firm version
Why it matters.
Turning on ads in February is a reliable way to waste money. The ads send people to the homepage. The phone is already ringing nonstop with existing clients, nobody picks up for new ones, and the form lands in an inbox nobody checks until May. The firm pays for every click and gets nothing back. Ads only work if the page converts and someone can actually take on the new client.
For accountants, paid search works best narrow and well-timed. A campaign for small business tax or bookkeeping in your area, sent to a page built for that niche, running when you have capacity to onboard. Late fall and early winter for new business clients, a tight window in season if you have room, and off-season campaigns for advisory.
What I would build
For an accounting firm.
Small business tax, bookkeeping, new business setup. Tight radius and tight keywords, with negatives to filter out people looking for free tax help or do-it-yourself software.
A bookkeeping ad goes to a bookkeeping page with booking, not the homepage. Clear on who it is for, what it includes and what happens after someone books.
Tracking on every call and form, so you know which campaign produced a signed engagement and what each new client actually cost to bring in.
When you stop accepting new returns, the ads stop the same day. Paying for clients you cannot take is the quickest way to waste an ad budget in this business.
The mistake I see
Advertising generic tax preparation
Bidding on broad tax-prep terms puts you up against national chains and software companies with enormous budgets, and the clicks come from people shopping on price. A small firm does better advertising the specific, higher-value work it wants: small business, rental property, bookkeeping. Fewer clicks, better clients.
What you get
Paid ads.
Ads amplify whatever is already there. If the page does not convert, ads make you lose money faster.
- Search and call-only campaigns for people already looking
- Retargeting for the ones who bounced
- Landing pages built for the ad, not the home page
- Call tracking so you know what a booked job cost
- A pause rule for when you are booked out
How it goes
For an accounting firm, step by step.
→ Keep scrolling. It moves sideways.
Check the destination
If the page is not ready, I fix that first or I do not start.
Start small and local
Tight radius, tight keywords, real budget cap.
Measure to booked work
Not clicks, not impressions. Jobs.
Scale or stop
Both are acceptable outcomes and I will tell you which.
Step five is you.
The free Receipt shows what your accounting firm should fix first. About half a minute, no card.
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Questions
What accountants and CPAs ask.
When should we run ads?
Plan the timing around capacity. New business and bookkeeping clients can be marketed in late fall and early January. In season, only run ads if you can actually onboard. Advisory and planning campaigns fit late spring through fall, when clients are thinking about the year ahead.
How much should we spend?
Enough to learn something in one narrow niche, which depends on how competitive local search is. I set a real cap and start small. The budget itself is paid straight to the platform, and my management fee is separate. Once there is enough data, you get a straight answer on whether to keep going.
Should we use Google Local Services Ads?
They are available for some tax and financial categories and charge per lead instead of per click. They need a complete profile and reviews to compete. Worth testing if you are eligible and can respond quickly to every lead, which in season is the hard part.
What comes after
Pairs well with.
Everything else
Other services for accountants and CPAs.
Where I work
Southeastern Massachusetts and Rhode Island.
Start here
See what your customers see.
The Receipt looks your accounting firm up the way a customer would and itemizes what is costing you calls. It is free. Or skip it and book fifteen minutes with me.
Or text (508) 546-9942