Google Ads has revolutionised advertising for small and medium sized businesses. This includes those in accounting and other service industries.
For accountants, Google Ads offers a cost-effective and targeted way to reach potential clients. The reason it works so well, is you can target people at the exact moment they are searching for your services.
The Google Ads platform allows accountants to tap into a large pool of potential clients. It is able to target their audience and measure the effectiveness of their campaigns. This allows them to increase online visibility, attract quality leads, and grow their business.
The Best Google Ads Network for Accountants
In general, the Search Network is the most effective for promoting accounting services. Search traffic enables accountants to display their ads when someone uses specific keywords in Google. Due to this traffic being so targeted, it can provide fantastic ROI. As a result, it can work for national advertisers, as well as smaller local businesses on a budget.
As well as search advertising, there are several other advertising options to explore. For example:
- Search Partners – This allows you to expand your campaign to smaller search engines that partner with Google
- Remarketing – Using this type of campaign lets you re-engage previous website visitors.
- The Display Network – Whilst Display is much broader it offers a huge amount of traffic. This can enable you to reach a wider audience, and increase brand awareness.
All of these are effective ways to scale when search campaigns are performing well.
Traffic and Costs in the Accounting Industry
In the accounting industry, there is a large amount of traffic available, which can translate into an abundance of low-cost conversions.
Please refer to the table below for examples of keywords, traffic, and average costs per click.
Keep in mind, this represents only a small part of the keywords available. There are literally thousands of long-tail keywords in this industry, offering even more potential visitors to your business.
|Keyword||Avg. monthly searches||YoY change||Competition||Top of page bid (low range)||Top of page bid (high range)|
|accountant near me||22200||50%||Medium||2.89||8.96|
|small business accountant near me||1300||0%||Medium||5.08||11.91|
|small business accounting||3600||-19%||Medium||6.78||17.63|
Based on the data above, the competition for accountant keywords on Google Ads is low to medium. This indicates plenty of opportunity to advertise, without excessive competition from other advertisers.
The average Year-over-Year (YoY) change in search volume demonstrates a varying degree of growth. Some keywords have experienced significant increases in search volume. For example:
- “Accountant London” saw a 175% YoY change,
- “Accountant near me” saw an increase of 50% YoY
- “Local accountant” saw a 46% YoY increase.
These changes indicate a growing interest in accounting services. This means there is more traffic available on Google. As a result, this can help accountants capture more leads and clients.
Overall, the data suggests a large opportunity for accountants advertising on Google Ads.
The importance of highlighting Unique Selling Points (USP’s)
As an accountant, it’s essential to emphasize your USP in your Google Ads campaigns. Your ad copy should showcase your firm’s expertise, certifications, industry specializations, or personalized services. These will help you stand out from the competition. By highlighting USPs, you’ll attract clients who are looking for the services and expertise you offer.
Local Targeting and Geo-specific Keywords
Focusing on local targeting is crucial for many accountants. By including geo-specific keywords (e.g., “accountant in Manchester” or “London tax consultant”) and adjusting location targeting, you will reach potential clients in your service area. This targeted approach can lead to more high-quality leads and a better return on investment.
Setting up Your Own Campaign
Accountants can set up their own Google Ads campaigns. However, they may face challenges. This could include things like:
- Picking the right keywords
- Using the correct match types
- Managing negative keywords
- Creating good ads that highlight their USP’s and get clicks/conversions
- And optimizing campaigns.
Additionally, navigating the complexities of Google Ads can be a challenge. This includes things like:
- Setting up location-based ad groups
- Leveraging ad extensions
- And staying up to date with best practices
All this can be time-consuming and overwhelming, especially if you are running a busy accounting firm.
Getting Help with Your Accountant Google Ads Campaign
Working with a professional Google Ads company offers many advantages. These include:
- Expert guidance
- Time savings
- Ability to fix things in the account
- Knowledge of when and how to adjust
- Detailed reporting
- Overall better time and financial ROI.
These companies have the expertise to navigate the complexities of Google Ads. This helps them tailor campaigns to your specific needs, ensuring you receive the best results.
Seasonality and Tax Season Opportunities
The accounting industry often experiences seasonality. This is particularly true during tax season when demand increases significantly.
You should capitalize on these periods by adjusting bids, budgets, and ad copy to attract more clients when volume is high. By staying proactive and adapting your campaign to seasonal trends, you can maximize your Google Ads results.
In conclusion, Google Ads offers accountants a powerful way to grow their business. While setting up and managing a campaign can be challenging by yourself, it is doable.
Also, if you do want to save time and guarantee things are set up well, working with a professional can help you maximize your results.
Google ads is definitely a great opportunity to attract high-quality leads and expand your accounting business.
Click the link below to receive a FREE online quote and get started with your Google Ads campaign today.