Meta Ads (Facebook and Instagram) for accounting firms
Meta Ads (Facebook and Instagram) show an ad to people who are scrolling, not searching. We manage Meta Ads (Facebook and Instagram) for accountants, CPA firms and bookkeepers who want the firm's lines of work in front of business owners and households in the towns it serves.
The firm owns both the account and the card behind it, and the owner reads each line of ad text before an ad goes out.
Social feeds
Feed ads set against search ads
A search ad answers a question someone has just typed, which is why Google Ads reads differently. A feed ad meets a person who has not asked anything, so its wording stays plain: it names the work the firm does and the towns it serves, and it does not guess at what the reader is going through.
No ad here mentions a client, a result, a fee or a figure. Meta publishes its own advertising policies, including rules that touch financial services, and so do the bodies that govern how an accounting firm may describe itself. Those are the owner's to read, and we write to whatever the owner tells us to include or leave out.
Whether Meta Ads (Facebook and Instagram) suit a given firm is a question for the owner's calendar and capacity. If the front desk is already full of work the firm does not want, an ad for that work is the wrong ad, and the plan follows the owner's choice. The wider paid ads page shows how the platforms fit together, and each click lands on a page from the firm's website design work, never on a form inside the platform.
What goes into a feed campaign
- Audience
People in the towns the firm serves
We aim ads at the areas the owner names and describe the audience in plain terms, such as owners of small businesses. Nothing in an ad speaks to a person's finances.
- Ad text
Wording the owner has read
We draft each ad in short lines and send the set to the owner. A line the owner will not say about the firm comes out.
- Pictures
Images with no clients in them
The firm's logo, a plain graphic or the outside of the office. No client faces, no documents and no figures or forms on screen.
- Landing page
The firm's own page for the work
A click goes to a page on the firm site written for the line of work in the ad. Calls and form messages from that page are tallied against the ad that sent the visit.
Which line of work an ad speaks to, and who it is drawn for
| Line of work | Who the ad is drawn for | The spot a click lands on |
|---|---|---|
| Bookkeeping for small businesses | Owners of local shops and offices in the towns served | The firm's bookkeeping page |
| Payroll work | Owners with staff, within the towns served | The firm's payroll page |
| Tax preparation | Households within a set distance of the office | The firm's tax preparation page |
| Startup and entity work | People starting a small company nearby | The firm's startup page |
| Business advisory | Owners of established local companies | The firm's advisory page |
From first sketch to a campaign that is running
Choose the lines of work
The owner picks the work the ads should draw in and the work that stays out. The firm's busy and quiet stretches are the owner's input, and the ads follow them.
Draft the ads for approval
We write the text and choose simple images, then send the set to the owner. Anything the owner will not say about the firm is taken out.
Hand the account to the firm
The ad account belongs to the firm, with our name added as manager, and the card on file is the firm's own.
Post the month's lines
Month end brings a sheet with spend, calls and form messages for each ad, and a note on any ad we paused or reworded.
Settled by the partners before an ad is written
- Which lines of work to show, and which to leave out
- The towns, or the distance from the office, the ads are drawn for
- A monthly spend figure, paid by the firm's card to the platform
- Who at the front desk answers calls and reads messages that come from the ads
- Which wording stays out, after reading Meta's published advertising policies
- That no client names, figures or tax details appear in an ad, an image or a tracking tag
A change to any of these is a change to the next month's sheet. Nothing is rewritten without the owner's word.
Three beliefs about feed ads, set straight
Said at the partners meetingAn ad should mention a client's good news.
What the ledger showsNo client story, name or outcome goes into any ad. An ad here states what the firm does and the towns it serves, and that is all.
Said at the partners meetingA feed ad is a search ad in a different place.
What the ledger showsA search ad meets someone who has typed a question. A feed ad meets someone who has not. The copy is written for that, and it claims no need the reader has not voiced.
Said at the partners meetingMore platforms make for better ads.
What the ledger showsA plan can run one platform or several, and the owner chooses. Meta Ads (Facebook and Instagram) can be the only platform, or sit beside Google Ads and Bing Ads (Microsoft Advertising).
Where Meta Ads (Facebook and Instagram) sit in the ad plans
Inside each of the three ad plans
- The ad account is owned by the firm, and our name is added to it as manager
- Ad copy, keyword lists and call-tracking numbers get prepared in advance of any ad running
- Negative keywords turn away job seekers, students and software shoppers
- Clicks are paid for by your card, platform by platform, and no click money ever flows through our invoice
- Each month a summary lines up spend, calls and forms on one sheet
One ad platform
$895/month
Pick one from Google Ads, Bing Ads (Microsoft Advertising) and Meta Ads (Facebook and Instagram), and the plan covers it.
Two ad platforms
$1,595/month
Two of the three platforms, Google Ads, Bing Ads (Microsoft Advertising) and Meta Ads (Facebook and Instagram), share one report.
Three ad platforms
$2,295/month
Google Ads, Bing Ads (Microsoft Advertising) and Meta Ads (Facebook and Instagram) all running under a single summary.
Plans are entered month by month. Tell us before the month is closed and the next entry never gets made.
Questions about feed ads for a firm
Do the ads show client reviews or stories?
Where does a person land after tapping an ad?
Does your invoice include the ad spend?
Does the firm need a Facebook page?
Can ads be paused while the office is full?
Tell us which work should appear in the feed
Send the towns the firm serves and the line of work it wants more of, or choose a slot and the CEO rings at that time. Client names and figures should stay out of anything you send.
Which lines of work get the first pages?
Name the kinds of work the firm wants more of, the towns its clients come from and the referral partners who send people over. Leave out every client name and every figure from any return or statement.
Ready to post the first entry?
Book a call with the CEO by choosing a weekday and a time of day, or tell us which work the firm wants more of. Please keep client names and figures out of the note.
The pencil and its double rule are drawn for show. They forecast nothing.