Google Ads for accountants and CPA firms
Half the clicks want a job,
a course or a login page.
Search for anything with the word accountant or bookkeeping in it and you'll find students, job seekers and people looking for their software login alongside the owners who want to hire a firm. An account left on Google's defaults pays for all of them. We run Google Ads for accountants and bookkeepers around the searches that come from buyers, service by service, and report what a new client cost.
Which work do you
want more of?
A one-off tax return, a monthly bookkeeping client and a year-round advisory client are worth very different amounts over their lifetime. Bid the same for all three and the cheap enquiries crowd out the valuable ones. Start with what a client of each kind is worth in a year.
One campaign per service
Tax returns, bookkeeping, payroll and business accounts each get their own campaign, budget and landing page, so a recurring client isn't bid like a one-off form.
Jobs, courses and logins blocked
Salary, jobs, degree, course, certification, free template and software login searches are excluded from day one, and the search terms report is read every week for new ones.
Spend follows the deadlines
Demand for tax help climbs before each filing deadline and falls after it. Budgets and ad wording move with the calendar, and recurring services carry the quieter months.
From click to signed client
Calls counted only past a minimum length, forms and booked consultations tracked, and signed clients matched back each month so the account learns which searches pay.
Your ads aren't broken.
Your setup is.
Most firms that tried Google Ads tell us the same thing: plenty of clicks, a few calls, and nobody who became a client. The cause is rarely the market. It's an account built on defaults. Here is what that looks like, and what a properly built account does instead.
What wastes the budget
- One campaign with every service and keyword mixed together
- Broad match left on, so accountant jobs and accounting courses trigger your ads
- No negative keywords for software names, logins and templates
- Location set to presence or interest, reaching people far outside your area
- Every click sent to the home page
- The same budget in the week before a deadline and the month after it
- Every call counted as a conversion, however short
What we build instead
- A campaign per service, each with its own budget and page
- Match types chosen on purpose and tightened as data arrives
- A negative list for jobs, education and software from day one
- Location set to people physically in the area you serve, or a wider area for niche work
- A landing page per service with fees or a starting price
- Budgets planned around each filing season
- Calls past a minimum length and booked consultations as the only conversions
The founders we work with.
Here's what founders say after working with us - unfiltered.
NCMborz rebuilt our site, then unleashed focused Meta and Google ads that filled coaching calendars fast. Branding, traffic, engagement, revenue - every dot now connects and we speak to ideal students. They made bold decisions feel easy with calm, data-backed reasoning.
Our old site was clunky and our ads were bleeding cash. Their team stepped in, rebuilt everything, and suddenly shoppers could buy without any fuss. They explain the numbers in plain language and always lay out the next move. First agency that's truly felt like part of our crew.
They built our Shopify store from sketch to polish, and the ads keep bringing in people who actually appreciate the product. Fast, thoughtful, no guessing games. For a brand that sweats the small stuff, having a partner who gets that is a big deal.
Six systems.
One full build.
This is the build order for every practice account we take on. Each step depends on the one before, which is why tracking comes ahead of any new campaign.
Pricing, scoped to you.
No packages to pick from. A sole practitioner advertising one service and a firm advertising five across several towns need different amounts of work, so we quote after the call.
- Month-to-month · No setup fees · No long-term contracts
- Scoped to your services, area and budget, not a fixed package
- You keep full ownership of your Google Ads account
ALL PRICES IN USD · MANAGEMENT FEE ONLY, EXCLUDING AD SPEND
NCMborz vs. the alternatives
You have options. Here is how we compare with what most practices try first.
Here's exactly what you get.
Here is the first month. Each stage ends with something in writing, and within a week you'll know which searches have been costing you money.
Strategy call and access
Half an hour on the services you want more of, the area you serve and what a client is worth. We ask for account access the same day.
Audit and plan
We read the account line by line: settings, the searches you've paid for, and what counts as a conversion. Nothing changes until you've seen the plan.
Launch
New campaigns go live service by service. We watch daily, block bad searches as they appear and place test calls to check the tracking.
Tune to signed clients
By the end of the month you'll see which services and searches bring enquiries, and the first match against clients signed.
What we have written on Google Ads for a practice.
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Read it →We get asked these every week.
Have you run Google Ads for accounting firms before?
Yes. We work with an accounting and bookkeeping practice today. The method on this page, service campaigns, tight negatives and tracked calls, is how we'd run your account, and you can judge it on the call.
Do Google Ads work for accountants?
They can, for searches with clear buying intent, such as tax accountant near me, bookkeeper for small business or payroll services. They fail when broad keywords pull in job seekers, students and software users, which is what Google's default settings tend to do.
Which keywords should an accounting firm bid on?
Service plus buyer terms: accountant for a named trade, tax return help, bookkeeping services, payroll provider, and the same with your town. Avoid single broad words like accounting, which mostly attract people who aren't hiring.
Which searches should we block?
Jobs, salary, careers, degree, course, certification, exam, free, template, and the names and login pages of accounting software unless you sell help with that software. We add to the list every week from the search terms report.
How should the budget change through the year?
Tax services need most budget in the two to three months before a filing deadline, such as April 15 in the US or 31 January in the UK. Bookkeeping, payroll and advisory searches are steadier and can run all year.
Should an accounting firm use Local Services Ads?
Where your category is offered, they're worth testing next to search ads. Be aware that Google doesn't give lead credits for tax specialists, or for any advertiser in the UK and the rest of EMEA, so lead quality has to be managed through service areas and categories.
How much should an accounting firm spend on Google Ads?
Work back from client value. If a monthly client is worth $3,000 a year and one in five enquiries signs, an enquiry is worth paying real money for. We set a starting budget from those numbers on the call, not from a rule of thumb.
How much does Google Ads management cost?
Management with us runs $500-$2,000 a month, month-to-month. Ad spend is separate and paid by you straight to Google.
Who owns the Google Ads account?
You do. The account is in your firm's name and billed to your card. If you ever move on, the campaigns, history and conversion data stay with you.
Pay for clients, not login searches.
30 minutes. We'll open your account, look at what you've been paying for and how enquiries are counted, and tell you the three changes we'd make first. Pick a time.