Google Ads for Accounting Firms
Some work cannot wait for organic search to catch up.
We build and manage paid search campaigns for established accounting, bookkeeping and tax firms in cities across Canada, aimed at the services you want and the areas you genuinely serve.
It suits firms with capacity to fill now, and markets where the first page is already crowded.
How We Run Google Ads for a Practice
Build by service
Campaigns are grouped by the work you have capacity for, not lumped into one. A firm chasing corporate year ends and one chasing personal tax returns are bidding on different searches.
Cut wasted searches
Plenty of searches look relevant and never turn into work, from students and job seekers to people shopping for software. Negative keywords and a weekly look at search terms keep them out.
Match ad to page
Each ad points at a page written for that specific search rather than the homepage. This works best on a website with a page for each service. Someone looking for bookkeeping should not land somewhere they have to go hunting.
Track cost per client
Calls and form submissions are recorded as conversions, so spend can be judged by cost per enquiry rather than cost per click. Without it there is no way to tell a good month from an expensive one.
Paid Search With a Clear Path
The aim is not more clicks. It is knowing which searches deserve budget and what happens once someone lands.
- Search campaign structure
- Keyword research and negatives
- Landing page alignment
- Conversion tracking
Ads give you controlled visibility while the slower organic search work builds underneath.
What We Would Not Recommend Just for the Sake of It
Ads Without a Conversion Path
Buying clicks is easier than turning them into enquiries. The page and the tracking need to be in place before ad spend goes up.
Broad Match Left Unattended
Google’s AI Max now widens matching by default, so reading the search terms report and excluding bad matches is weekly work.
Display and Video for Enquiries
Both have their uses, but for a practice looking for new clients, search is where the intent already exists.
Bidding on Every Service at Once
A modest monthly budget split four ways rarely gives any campaign enough data to improve on.
What Usually Needs Fixing First
1. The Landing Page
Clicks arrive on a homepage that was never built to answer one specific search.
2. The Search Terms
Budget goes to students, job seekers and people shopping for software. Our guide to why Google Ads bring accountants the wrong leads shows how to trace where it happens.
3. The Tracking
Nobody can say which campaign produced last month’s enquiries.
Start with the Service You Want More Of
You do not need a media plan before getting in touch. Tell us which work you want, where you serve and what you have spent so far.
We can help you work out what deserves attention next.