Google Ads for Accountants: Lead Gen That Works

Accounting firms don’t need “more traffic.” They need qualified clients—business owners who value expertise and stick around. Google Ads can deliver those leads if the offer, keyword strategy, and landing page match the intent.

This guide shows how to build a lead‑gen funnel that actually works for accounting and CPA firms.

Start With the Right Service Focus

Trying to advertise “all accounting services” usually underperforms. Pick your best revenue drivers and build campaigns around them:

• Tax preparation (individual or business)
• Bookkeeping / monthly reporting
• CFO advisory / fractional CFO
• Payroll + compliance

Each service has different intent and costs—separate them.

Keywords That Convert (and Those That Don’t)

Focus on high‑intent keywords that imply purchase intent:

• “CPA near me”
• “business tax preparation”
• “bookkeeping services for small business”
• “fractional CFO services”

Avoid broad, research‑heavy terms like “what is bookkeeping” or “CPA salary.”

Offer Strategy That Wins

The best accounting PPC offers are consultation‑based:

• “Free tax strategy call”
• “New client onboarding consultation”
• “Business financial health assessment”

You’re selling trust and expertise—so position the offer as a consultation, not a discount.

Mid‑article CTA: Want predictable lead flow for your firm? See PPC for Accountants.

Landing Pages That Convert for Accounting Leads

A high‑performing landing page should include:

• A clear service headline (matching the ad)
• Proof: certifications, reviews, or experience
• Simple form (name, email, phone, business type)
• Trust indicators (years in business, client count)
• A strong CTA: “Book a Strategy Call”

Keep pages service‑specific. A generic homepage usually lowers conversion rate.

Tracking That Matters

Don’t just track form fills. Track:

• Qualified calls (60+ seconds)
• Booked consultations
• Lead‑to‑client conversion rate

This allows you to optimize for client quality, not just volume.

Budget and Expectations

Accounting PPC is competitive, but not as extreme as legal. As a starting point:

• Local firm: $2,000–$4,000/month
• Multi‑service firm: $5,000–$10,000/month

Lead quality improves once campaigns stabilize and negative keywords are refined.

The Bottom Line

Google Ads can work extremely well for accounting firms—but only when the funnel is built around high‑intent services, clear offers, and strong landing pages.

Bottom CTA: Want lead gen that’s built for CPA profitability? Explore PPC for Accountants.