Accounting enquiries by service
Separate self-assessment, bookkeeping and limited company services. Align spending with capacity around filing deadlines.
Google Ads for accountants
Filing deadlines and monthly bookkeeping fill a diary in different ways. Advertise the service you can still accept, and count signed engagements rather than every enquiry.
Request a consultation
Choose the work the firm can take
Qualify and measure enquiries
Ask about business type and the work requested. Track accepted engagements as well as booked consultations.
Pause a service when the month is full
If January returns already occupy the team, more self-assessment clicks only create a waiting list. Move spend toward bookkeeping or advisory work you can start.
Enquiries that should not share a budget
A return with a deadline
Someone searching in January often needs a filing date, not a retained accountant. Say whether you are still taking returns and the last date you can accept records.
Monthly bookkeeping
A retainer is worth more if the client stays. Ask which software they use, roughly what the business turns over, and how many months need catching up.
Limited company accounts
A newly formed company and a contractor leaving another accountant arrive with different records. Ask what must be filed and whether anyone is currently appointed.
What the first form should ask
Collect the business type, the work required and the deadline. Track consultations booked and engagements you accept. Keep tax records in the firm’s system, not in the ad account.
What this looks like in practice
Self-assessment rushes and steady bookkeeping enquiries affect your diary differently. Ask what the client needs and by when, then measure signed engagements.
Questions before you spend on ads
What should an accountant advertise outside tax season?
Use the services you have capacity for, such as bookkeeping or year-end work of a certain size. Compare signed engagements rather than calls.
How do I work out what I paid for the work?
Add Google ad spend and management fees, then divide that by the number of signed engagements linked to those ads. Include any setup fee in a separate first-month calculation. Use the same period for spend and results, and keep repeat calls, cancellations and unfinished enquiries out of the final count.
Questions from local owners
Should every accountancy service sit in one campaign?
Deadline work and retainers have different values and different busy weeks. Split them so a full January does not keep buying the same leads.
Which conversion is worth reporting?
A booked call is a start. The figure that changes the budget is engagements you accept, compared with spend for that service.
Is a price in the ad useful?
A starting fee, or a clear note that fees are agreed on the call, puts off people who only want the cheapest quote. Say what the first meeting covers.
Plan your campaign
Explore related businesses
Talk to us about your Google Ads
Tell us what you want to sell, where you can travel and which enquiries are worth taking.
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