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