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Google Ads for accountants, timed to the tax calendar

Most accountancy searches arrive in waves: self assessment in January, year end, VAT quarters, Making Tax Digital. An account that spends the same every week pays full price in the quiet months and runs out of budget in the busy ones.

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The diagnosis

Where accountancy ad budgets go

The most common fault is advertising the practice rather than a service. "Accountant [town]" is the most expensive search a practice can buy and the least specific. A sole trader who needs a tax return, a landlord facing Making Tax Digital and a growing limited company each search differently, and each should see an ad and a page written for them.

The second is timing. Demand for tax return help rises sharply towards the 31 January deadline and falls away after it. An account with a flat monthly budget either misses the peak or wastes money outside it.

The third is price shoppers. Searches for the cheapest possible tax return or a free accountant bring people who leave at the first quote. Where your fees are not the lowest in town, those searches are excluded rather than paid for.

Before any budget is set, work out the most a new client is worth paying for.

Scope

What is included

Search intent

What the account should be buying

Illustrative examples rather than keyword data. The last line matters as much as the others.

  • accountant for self assessment tax return near me
  • landlord accountant [your town]
  • contractor accountant fixed monthly fee
  • Making Tax Digital accountant for sole traders
  • accountant for a small limited company
  • And what it should not: accountancy jobs, AAT courses, free tax calculators

What happens next

What happens after you get in touch

  1. Step 01

    Audit

    Your site, your rankings, your ad account and your analytics, and a written account of what is wrong. You get the report whether or not you hire me.

  2. Step 02

    Agree the target

    One number we are both working to, usually cost per enquiry or enquiries per month. Not sessions, not impressions, not rankings on their own.

  3. Step 03

    Do the work

    Technical fixes first, because content on a broken site does nothing. Then the pages and campaigns that go after the searches worth having.

  4. Step 04

    Report monthly

    What moved, why it moved, what happens next, and an honest note on anything that cannot be measured.

Straight answers

Common questions

Is Google Ads worth it for a small practice?
It can be, if each new client is worth enough over the years they stay with you and the account buys specific searches rather than the generic ones. I will tell you after the audit whether the numbers work for your fees, rather than take a budget and hope.
When should we spend most?
In the weeks before the deadlines your clients face, which for most practices means the run-up to 31 January. The exact shape depends on which client types you want more of.
Should we advertise our prices?
If your fees are competitive and published on your site, saying so in the ad filters out people who will not pay them and raises the quality of what is left. If they are not published, the ad should not invent a figure.
Do you charge a percentage of ad spend?
No. That model rewards spending more of your money. It is a fixed monthly fee.
Who owns the account?
The practice does, always. I work in your account with my own access, and if we stop working together you keep it, with its history.
Should we do SEO or Google Ads first?
Ads bring enquiries within weeks and show which services and searches actually convert. SEO takes months but costs nothing per click once it ranks. Many practices start with ads around a deadline while the SEO work builds.

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Free audit

An audit of your Google Ads written for accountants

A written audit of your site, your rankings and your ad account, back within five working days, plus a call to walk through it.

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No obligation to go further, and plenty of firms do not.