How Can My Accounting Firm Use Google Ads to Attract High-Value Clients?

As a financial services provider, you're not looking to protect anyone and everyone's piggy bank. You likely have an ideal clientele. It could be smaller business owners who need help staying compliant with tax laws. Maybe it's start-ups and entrepreneurs who need help budgeting and forecasting. Or perhaps you're aiming for nonprofit organizations with audits to prepare and grants to manage.

Regardless of the target audience you're trying to reach, Google Search Ads attract high-value clients searching for precisely what your firm provides.

What is a "High-Value" Client? 

A "high-value" client is a fancy name for your ideal client. This individual has a specific problem that your accounting firm can solve. For example, suppose you're an accountant who works exclusively with retirees and seniors. In that case, you're not looking to work with a real estate professional who needs guidance through property depreciation and deductions. Once you conduct buyer persona research to define who you're targeting, you can attract these high-value clients with the power of Google Search Ads. 

Why Should My Accounting Firm Use Google Ads? 

There's a reason roughly 1.7 billion people use Google's search engine daily—we have questions, and Google leads us to answers. Google Search Ads have a variety of benefits, but here are just a few: 

• They lead clients to discover your accounting firm.
• They differentiate your firm from competitors. 
• They reach users who are searching on Google across multiple devices. 
• They increase traffic to your website. 
• They build credibility and trust for your firm. 
• They keep you top-of-mind for potential clients. 

When a user searches Google for "accountants in [city]" or "CPA near me," the results at the top of the page receive the highest engagement levels and lead conversions. Let's face it: your ideal clients are busy and more likely to click through the first few results of their search than comb through multiple pages. 

So, how do other accounting firms reach the coveted spots on the first page of Google search results? 

• They understand the importance of search engine optimization (SEO).  
  • SEO is the process of boosting the quality and quantity of visitors to your website through organic search engine results. Improving SEO for your accounting firm is essential for increasing your firm's visibility, credibility, and profitability. And the good news is that you can start enhancing your SEO for free. But the most successful firms don't stop there. 
• They pay to play. 
  • Google sells advertising space at the top of the first page of search results. Hierarchically, paid ads are often (if not always) the first to capture attention because of their placement. These digital ads are clearly labeled so users can differentiate between ads and organic results. 
  • Even though Google sells advertising space, it doesn't sell rankings or better placement in that dedicated ad space. Once you pay to be there, the placement is up to what Google deems most relevant to the user conducting a search. 

What Should I Include in My Accounting Firm's Google Ad? 

Now that you know the benefits of Google Ads, here's what you should include in your ad. 

• Compelling headline and description copy should capture attention, introduce your company, and highlight the specific services that set you apart. As you begin writing, try addressing clients' pain points, avoiding generic and vague messaging, and inserting relevant keywords in your headline and description. 
  • Pro tip: Use Google's Keyword Planner to choose the right keywords to target your ideal clients. 
• Location details help attract prospective clients in your area and compete with local competitors. 
• High-quality assets reflect your accounting firm's brand, including but not limited to: 
  • Your firm's name and logo 
  • Image assets if you have relevant visuals to show 
  • Sitelink assets that take users to specific pages on your website 
  • Callout assets that supplement the information you've already included in your ad copy and sitelinks 
• Engaging call-to-action buttons like "book a free consultation" or "schedule your tax planning session today" direct users to their next step. 

As you craft each element of your Google search ad, generate as many relevant variations as possible. Google's system assembles assortments of different headlines, descriptions, and call-to-action buttons you provide and tests which combinations perform the best with users in terms of metrics like clickthrough rates and conversion rates. This insight helps you learn what's most relevant to potential clients and how to further reach them through similar creative assets and messaging. 

Testing and Optimizing Ads for Your Accounting Firm 

As you publish your ads, tracking their performance metrics over time is vital. As Google uses different varieties of your ad copy, it will reveal which combinations are performing best using A/B testing. A/B testing is a common test digital advertisers use to randomly show two or more versions of an ad to users. This testing utilizes statistical analysis to determine which version of the ad performs the best. 

For example, A/B testing allows you to see whether ad copy that says, "Call now for a free consultation" or "Book your free consultation now" works better with your target audience. 

Conduct A/B tests like this over time until you gather enough data about your ads' performance. From there, you can pivot your advertising strategy to use creative assets that convert leads into clients instead of taking a shot in the dark. Optimizing your ads with data-driven insights will save you money and attract the high-value clients you want. 

Why Work With an Agency 

Managing digital advertising campaigns for your accounting firm can be challenging, especially during tax season. That's why it's worth considering to work with an experienced agency. From digital ad campaigns to brand enhancement, we provide customized solutions to help you achieve your business goals efficiently and effectively. Reach more potential clients and build trust in your accounting expertise with our targeted marketing strategies.