PPC for accounting firms, judged on booked work.

Enough to reach a decision rather than a round number picked in a meeting. We size the test against your average engagement value and close rate: at a $4.44 average click and a 4.40% conversion rate, you can calculate how many clicks stand behind one booked consultation before spending anything, then multiply by the number of bookings needed to judge it fairly. A firm selling $400 individual returns and one selling a $3,000-a-month controller retainer need very different budgets, and we will tell you if the numbers do not support a test yet.

Delivery signals — impressions, clicks, query data, obvious waste — appear within days, and the first structural improvements usually land in the first fortnight. A reliable read on the price of a booked consultation takes six to eight weeks in most practices, longer where the engagement is large enough that volume is naturally thin. We agree in advance what number would make it a keeper, so the decision is not made on the mood of a single week.

They answer different questions. Search captures somebody who already has the problem; LinkedIn reaches the right person before they go looking. Benchmark data puts LinkedIn cost per lead at $84.40 against a $101 acquisition on Google Ads for accounting, and notes LinkedIn outperforming for business-client lead cost, so for a firm chasing larger commercial engagements it deserves a share of budget. For tax season and local demand, paid listings win outright. We usually run them first, prove the measurement, then test the second channel with a defined budget.

Reduce, rarely pause. More than 60% of annual acquisition in this profession falls between January and April, so the season deserves the majority of the budget — but the off-season is when advisory, bookkeeping and controller searches are cheapest and least contested, and it is when a full pause costs you the learning the account needs. We plan the year in advance: heavy in season, lean and advisory-focused in summer, rebuilt and tested in autumn so January starts warm instead of cold.

Almost always yours, kept in your firm's name. Existing accounts carry conversion history that new ones do not, and starting fresh throws that away for no reason beyond tidiness. We audit what is there, keep what works, restructure the rest, and document every change so the account stays operable by anyone. A new account only makes sense when the history is genuinely unusable, and we would explain why before doing it.

Negative keywords, maintained weekly rather than written once. Before launch we seed the lists from your last twelve months of query data and from the patterns common to this profession: definitions, coursework, salary and jobs queries, software comparisons, free templates and DIY questions. After launch the weekly query review is where most of the money is saved, because it catches new waste while it is still small. It is unglamorous and it is the single highest-return habit in the account.

Most firms need two or three, not a rebuild. The predictable failure is a specific query arriving on a general services page, which pays full price for a click and then asks the visitor to do the sorting. Against an accounting landing page conversion benchmark of 3.20%, matching the page to the query is usually the cheapest improvement available. Those pages also help your organic search presence, so the spend works twice.

A fixed monthly fee, quoted separately from media, covering strategy, the weekly optimisation loop, ad copy, reporting and a working session with the people actually running your account. Media is paid by you, on your own card, in your own account — we never mark it up or hold it, so the numbers in the platform and the numbers in the report are the same numbers. Where the right scope is a one-off rebuild and a handover rather than a retainer, we say so on the first call.

Yes, and it is straightforward once it is written down. We keep an approved language list for the account: no guaranteed refunds, no implied outcomes with a tax authority, no advice that requires a licence, clear identification of the practice behind the ad, and any disclaimers your state board or professional body expects carried through to the page itself. Copy that would sit awkwardly with your regulator gets flagged before it is built, not after somebody complains.

One page in plain language: spend, booked consultations, cost per booked consultation and cost per engagement won, the service lines that moved, what we changed and why, and what happens next month. Paid sits beside organic in the same view so the firm can see where the next dollar belongs rather than comparing two suppliers' best months. When a month is poor we say so and explain what we are doing about it — a report that only contains good news is not a report.

We tell you, in the monthly review, with the arithmetic attached, and we recommend moving the money — usually into organic listings, better pages or the follow-up process, which is where a surprising share of lost work actually goes. Paid media is a tool, not a religion, and a practice with no capacity to take three new clients this quarter does not need a bigger budget. Being useful about that is how we keep clients for years rather than months.

Yes, and the reporting gets more honest when one team holds it. Our SEO, landing page and analytics specialists work from one plan with the paid team, so a booked consultation is attributed once rather than claimed by three vendors. It is equally fine to hire us for the ads account alone while another agency keeps the rest — everything is documented and left open in your name.