Paid ads management for CPA firms, tax preparers and bookkeepers
Paid ads management here means ads on Google Ads, Bing Ads (Microsoft Advertising) and Meta Ads (Facebook and Instagram) that point at the lines of work an accounting firm has picked, run from an ad account the firm owns.
We draft the copy and the keyword lists, put call tracking in place and manage the campaigns. The budget is the owner's number, and each platform bills it to the firm's card.
Where the clicks get posted
Ads for the lines of work the firm wants, and nothing wider
An ad answers one search the firm has chosen to be seen for. Someone who types accountant near me
or bookkeeping services for small businesses
may see an ad for a firm that has paid to appear there, and the click goes to the firm's page for that line of work. We aim the paid ads at one line at a time, not at every phrase with the word accountant in it.
A list of negative keywords holds the ads back from job seekers, students, exam-course shoppers, software shoppers and do-it-yourself filers. We write that list before the first ad runs and lengthen it as search terms arrive.
Platforms publish their own rules for financial-services ads, and the rules on how an accounting firm may advertise are separate again. The owner reads both before anything runs. Ads name the line of work, the town and a way to reach the firm, and promise nothing. The lead generation page explains how we count what the ads bring in.
Three platforms, added one at a time
- Search ads
Google Ads for the main lines of work
Text ads beside search results for the services the partners list. See the Google Ads page.
- Microsoft
A second account on Bing Ads (Microsoft Advertising)
A separate account with its own billing, built for the same lines of work. See the Bing Ads page for the detail.
- Feeds
Meta Ads (Facebook and Instagram) for feed placements
Image and short-text ads shown in feeds. The Meta Ads page covers the rules the owner reads first.
Settings in an ad account, and whose they are
| Ad setting | What the firm decides | What we write or tune |
|---|---|---|
| Line of work | Which service the ad is for, such as tax preparation or bookkeeping | The ad copy and keyword list for that one line |
| Towns served | The places the firm takes clients from | The location targeting, matched to the firm's service area |
| Daily budget | The amount the owner is willing to spend, set with the platform | A note in the monthly sheet beside what the ads logged |
| Landing page | Whether the ad lands on an existing page or one of ours | A page that matches the ad and names the line of work |
| Searches to turn away | Anything the partners do not want to appear for | Negative keywords, added as the search terms come in |
How an ad plan is posted
Pick the line of work that goes first
The partners choose one service and the towns to reach.
Draft the ads and the keyword lists
We write the copy and the negative keywords, and the owner reads them before anything is submitted to a platform.
The firm opens the account and adds the card
The account is registered to the firm, with our name added as manager. The platform then charges clicks to the firm directly, with our invoice off to one side.
Run the campaigns, then close the month
Each campaign keeps its own tally of calls and forms, and the month ends with one sheet: spend in one column, those tallies in the next.
Items to have in front of you
- The lines of work the firm wants advertised first
- The towns the firm serves
- The daily budget the owner sets with each platform
- The advertising rules for the firm's own work, already read
- The platform rules for financial-services ads, already read
- The card that the ad platform will bill for clicks
- The business phone number the ads should ring
Client names and figures never go into an ad, a form or a tracking note.
Beliefs about ads that the firm may be carrying
Said at the partners meetingAds should cover every search with the word accountant in it.
What the ledger showsA wide net pulls in job seekers, students and software shoppers. We aim each ad at one line of work and turn those searches away with negative keywords.
Said at the partners meetingThe agency should hold the ad account for the firm.
What the ledger showsThe firm owns the account and the card. We are added as manager, and the owner can take us out whenever the partners choose.
Said at the partners meetingOne monthly fee pays for the clicks and the management.
What the ledger showsIt covers our management of the campaigns. The clicks are billed by each platform on its own invoice, so ad spend never appears on ours.
Ad plans sized by platform count
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.
What partners ask before the first ad runs
Which platform should the firm start with?
That is the owner's call: the one where the partners most want the firm's lines of work to appear. We add a second or third when the firm decides.
Can an ad say what the firm achieves for a client?
No. Ads name the line of work, the town and a way to reach the firm. The owner also reads the platform rules for financial-services ads before anything runs.
Does the plan price include the ad budget?
No. The budget is the owner's number, set and billed by the platform. Our fee covers managing the campaigns.
Where does the firm read what the ads brought in?
On the sheet that closes each month. Every campaign has a row, spend beside the calls and forms logged.
Can the firm stop one platform and keep the others?
Yes. Tell us, and the next entry leaves that platform out. The account stays the firm's.
Name the first line of work to advertise
Write the service and the towns in the message box. If the CEO should ring you, pick a slot, and he calls the number you gave us.
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.