If you’re an accountant looking to attract new clients, Google Ads is an excellent way to reach people who are actively searching for your services. With the right approach, you can create highly targeted campaigns that drive qualified leads to your website. In this guide, we’ll walk you through the process of setting up Google Ads for your accounting firm, ensuring you get the most out of your investment.
Why Use Google Ads to Find New Clients?
Google Ads is one of the most powerful tools available for businesses looking to find new clients, and this is especially true for accounting firms. Here’s why:
- Targeted Reach: Google Ads allows you to reach potential clients at the exact moment they are searching for accounting services. This means you’re connecting with people who have a high intent to find and engage with a professional accountant.
- Measurable Results: With Google Ads, every aspect of your campaign is measurable. You can track clicks, conversions, and even the return on your investment, allowing you to make data-driven decisions and continually improve your campaigns.
- Cost-Effective: Google Ads operates on a pay-per-click (PPC) model, meaning you only pay when someone clicks on your ad. This ensures that your budget is being spent on actual prospects rather than just impressions.
- Flexibility: Whether you want to drive traffic to your website, increase phone calls, or promote specific accounting services like tax preparation, Google Ads offers a variety of campaign types and targeting options to meet your specific needs.
Step 1: Set Clear Objectives for Your Google Ads Campaign
Before you dive into creating ads, it’s essential to have a clear understanding of what you want to achieve. Are you looking to generate more leads, increase phone calls, or drive traffic to your website? Defining your objectives will guide your campaign setup and help you measure success.
Step 2: Create a Google Ads Account
If you don’t already have a Google Ads account, the first step is to create one. Go to ads.google.com and sign up with your business email. During the setup process, you’ll be asked to provide basic information about your business and your advertising goals.
Step 3: Choose the Right Campaign Type
Google Ads offers several campaign types, but for accountants, the most effective are typically:
- Search Campaigns: These ads appear in Google search results when someone searches for keywords related to your services. This is ideal for reaching potential clients actively searching for accounting services.
- Local Services Ads: If your accounting firm primarily serves a local area, this campaign type can be highly effective. These ads appear at the top of Google search results and allow users to contact your business directly.
Step 4: Define Your Target Audience
Targeting the right audience is crucial to the success of your Google Ads campaign. For accountants, it’s important to consider factors such as location, demographics, and search intent. Use the following targeting options:
- Location Targeting: Focus your ads on specific geographic areas where your potential clients are located. If you operate locally, narrow down your targeting to your city or region.
- Demographic Targeting: Google Ads allows you to target users based on age, gender, and household income. Tailor these settings to match your ideal client profile.
Step 5: Choose the Right Keywords
Selecting the right keywords is perhaps the most critical step in setting up a successful Google Ads campaign. Keywords are the terms potential clients type into Google when they’re looking for services like yours. Here’s how to choose the best keywords for your accounting firm:
Types of Keywords to Consider:
1. Focus on High-Volume Keywords
- “Self employed tax calculator” and “HMRC tax refund” both have an impressive average monthly search volume of 50,000. Creating content around these topics, such as detailed guides, tools, or calculators, can drive substantial traffic to your website.
- “Tax return self assessment” and “Tax rebate calculator” also have high search volumes (50,000). You can create dedicated landing pages or blog posts that provide in-depth information on how to use these calculators or the process involved in tax rebates.
2. Target Niche but Relevant Keywords
- Keywords like “Tax refund UK” and “Self employed tax return” (5,000 searches each) are highly relevant for businesses or individuals dealing with UK tax returns. Writing blog posts that explain the specifics of these processes or offering online tools can be highly beneficial.
- “Online tax returns” and “Tax self assessment” also have substantial search volumes (5,000 searches each). Providing step-by-step instructions or services that assist in these areas could attract a well-targeted audience.
3. Leverage Local and Specific Services
- Keywords such as “Tax return accountant near me” and “Self employed accountant near me” may have lower search volumes (500 searches), but they are highly specific. Optimizing for local SEO and ensuring your business appears in local searches for these terms can help capture this intent-driven traffic.
- Similarly, “Tax advisor London” and “Personal tax advisor near me” can be targeted with localized content, making sure your services appear in regional searches.
4. Long-Tail Keywords for Specific Needs
- Though they have lower search volumes, long-tail keywords like “Cheap tax accountant near me” and “Self assessment software free” (50 to 500 searches) cater to specific needs. Crafting content or service pages around these can help you rank for more precise queries and attract users with specific intents.
- “Tax rebate HMRC” and “Help with tax return” can be targeted by offering informative content or services that simplify the tax rebate process or provide assistance with tax returns.
Keyword Research Tips:
- Use Google’s Keyword Planner: This free tool helps you discover new keywords and provides estimates on search volume, competition, and cost per click.
- Focus on High-Intent Keywords: Prioritise keywords that indicate a strong intent to hire an accountant, such as “hire an accountant” or “best accounting firm near me.”
- Avoid Broad Match Keywords: While broad match keywords can increase your ad’s reach, they might also attract irrelevant clicks. Instead, use phrase match or exact match to target more specific searches.
Step 6: Set Your Budget
Decide how much you’re willing to spend on your campaign. Google Ads operates on a pay-per-click (PPC) model, meaning you only pay when someone clicks on your ad. Start with a daily budget that aligns with your overall marketing spend. You can always adjust this as you see how your campaign performs.
Step 7: Write Compelling Ad Copy
Your ad copy is what will convince potential clients to click on your ad, so it’s important to make it compelling. Here are some tips for writing effective Google Ads copy for accountants:
- Highlight Your Unique Selling Points (USPs): What sets your accounting firm apart? Whether it’s your years of experience, personalised service, or expertise in a specific niche, make sure your USPs are clear in your ad.
- Include a Strong Call to Action (CTA): Encourage users to take action, such as “Call Today for a Free Consultation” or “Get Your Taxes Done Right.”
- Use Keywords in Your Ads: Incorporate your targeted keywords into your ad copy to improve relevance and increase the chances of your ad being shown to the right audience.
Step 8: Set Up Landing Pages
When someone clicks on your ad, they should be taken to a landing page that matches the intent of their search. For example, if your ad is promoting tax preparation services, the landing page should provide more information about that service, along with a clear CTA, such as a contact form or phone number.
Step 9: Track Your Campaign Performance
Once your campaign is live, it’s important to monitor its performance regularly. Use Google Ads’ built-in reporting tools to track key metrics such as:
- Click-Through Rate (CTR): The percentage of people who click on your ad after seeing it.
- Cost Per Click (CPC): How much you’re paying on average for each click on your ad.
- Conversion Rate: The percentage of clicks that result in a desired action, such as filling out a contact form or making a phone call.
By keeping an eye on these metrics, you can identify what’s working and make adjustments to improve your campaign’s effectiveness.
Step 10: Optimise Your Campaign
Google Ads is not a set-it-and-forget-it platform. To get the best results, you’ll need to continually optimise your campaign. This might involve adjusting your keywords, tweaking your ad copy, or refining your targeting settings. Regular optimisation can help you reduce costs and increase the return on your investment.
Conclusion
Setting up Google Ads for your accounting firm doesn’t have to be complicated. By following these steps and focusing on the right keywords, you can create a campaign that effectively reaches potential clients and drives valuable leads to your business. Remember, the key to success with Google Ads is continuous monitoring and optimisation, so be prepared to make adjustments as you go.
If you need expert help with setting up and managing your Google Ads campaign, contact us at mattjamesppc.co.uk. We specialise in PPC management for professional services and can help you achieve your advertising goals.