With a well-managed Google Ads campaign, accountancy businesses can significantly reduce the time and costs associated with finding and converting new customers. In this article, we’ll explain how PPC (pay per click) advertising on Google opens the door to a measurable flow of high-quality leads for your business. Read on to find out more.
Does PPC Work For Accountants?
Yes. PPC advertising is the fastest way of getting your business in front of the customers actively searching for accountancy services today. As a search visibility tool, PPC complements organic content marketing by improving your brand recognition and reach, and is also a good way of increasing sales at key times of year, such as the end of the HMRC financial year.
How To Run a Successful Google Ads Campaign For Your Accountancy Business:
1. Use Video Ads:
Video content is engaging, memorable, and versatile as an advertising format. Not everyone wants to wade through pages and pages of accountancy articles and web content, but with a well-made company video, you can highlight your businesses experience, professionalism, and services in an accessible manner that can be consumed in minutes. Once you’ve created a compelling video, you can transform it into a Google Video Ad targeting local or national users, or even past website visitors via remarketing.
2. Invest In Local Search Ads:
A lot of individuals and business owners are looking for an accountant nearby to help them handle their finances or taxes. Local search adverts help you tap into this demand by drawing in customers from your town or area. With Google Ads, you can zoom right to the top of local search results when customers search for important terms such as ‘chartered accountant near me’, and ‘self-assessment tax services in Sheffield.’ Don’t forget to update your Google My Business profile to maximise your visibility to local customers, and be sure to use location-specific keyword in all your content.
3. Promote Niche Accounting Services
If you offer niche accounting services with strong revenue potential, such as business auditing, financial consulting, or forensic accounting, you can run search ads specific to these services to attract high-value customers who are ready to invest in advanced support. Honing in on these specialist services can help your business stand out as an expert in key areas, increasing your business authority and achieving a good ROI. The same applies for adverts for industry-specific searches, for instance if you specialise in accounting for independent contractors, the construction sector, or financial service businesses. Narrowing your advertising focus in this way increases the chance of connecting with your ideal buyers.
4. Efficient Telemarketing
Many accountancy businesses run a traditional business model in which phone enquiries are the most common source of leads, so it’s important to have an effective phone answering system in place before you run your adverts. Many prospects will pick up the phone directly after seeing your advert, so it’s vital that someone from your team is available to answer promptly. Some telemarketing service providers are available to help your team handle calls professionally if you don’t have the in-house resources to do so.
5. Brand Ads For Your Company Name
Once customers start recognising your company name, you will organically begin receiving more inbound enquiries, so start the momentum by running brand-specific ads for greater visibility in Google searches. Unfortunately, if a prospect searches for Your Accountancy Name Ltd and nothing comes up in the top ten, you might lose them to a competitor, so a brand-specific advert that comes up whenever your business name is searched for will help to reinforce your credibility and capture important traffic from warm leads.
Next Steps
If you are an independent accountant or operate an accountancy business, and would like to find out more about the issues raised in this article, please contact JDR today for a discussion of your requirements.
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