Running Google Ads as an accountant might seem straightforward – set a budget, write a few ads, and watch the leads roll in. If only it were that simple. The truth is, Google Ads is powerful, but unforgiving. One wrong move and your budget evaporates with little to show for it.
After years of working with accountancy firms across the UK, I’ve seen the same mistakes crop up time and time again. So if you’re wondering why your ads aren’t delivering the results you hoped for, chances are you’re making at least one of these missteps.
Let’s walk through the top 7 mistakes accountants make with Google Ads – and how to fix them before they cost you another pound.
1. Targeting Keywords That Are Too Broad
Here’s the thing – not every search for “accountant” is a good lead. Someone typing “what does an accountant do” isn’t looking to hire. Yet too many campaigns target keywords like “accountant” or “accounting services” with zero filtering.
Broad keywords burn through budget fast and attract the wrong audience. Instead, focus on high-intent keywords like:
- “tax accountant in Manchester”
- “limited company year-end accounts London”
- “VAT return help for small business”
Layer in location, service type and intent. This narrows your audience to people who are actually ready to book a call.
2. Ignoring Negative Keywords
Negative keywords are your best friend – and most accountants don’t use them.
Let’s say you’re bidding on “self-assessment help”. Without negative keywords, your ad could show for “self-assessment course” or “free self-assessment template”. Those clicks add up, but they won’t convert.
Build a strong negative keyword list. Start with terms like:
- free
- job
- training
- template
- salary
And keep refining based on your search term reports.
3. Sending Traffic to a Generic Homepage
You’ve paid for the click – now don’t waste it by sending visitors to a page that doesn’t match their search.
If someone searches for “payroll services for SMEs”, don’t drop them on your homepage with a generic list of services. Send them to a landing page that speaks directly to payroll, with clear benefits and a strong call-to-action.
Every service you promote should have a dedicated landing page. It’s more work, yes – but it doubles conversion rates when done right.
4. No Conversion Tracking (Or Poor Tracking)
I still see this far too often – accountants spending hundreds or thousands per month on Google Ads with no proper tracking in place.
If you don’t know what’s converting, you can’t optimise. At the very least, you should be tracking:
- Form submissions
- Phone calls (use dynamic number insertion)
- Booking completions
Use Google Tag Manager to keep things clean and manageable. Without tracking, your campaign is flying blind.
5. Writing Ads That Don’t Speak to Pain Points
Most ad copy I see from accountants sounds like this:
“Professional accountancy services in [Location]. Call today.”
That’s fine, but it’s forgettable. Great ads speak to the client’s pain and offer a clear solution.
Try something like:
“Stressed about your year-end accounts? Get expert help with zero jargon. Fixed fees – no surprises.”
Use language your clients use. Keep it human, helpful, and clear.
6. Only Running Search Ads
Search ads are powerful, but don’t stop there.
A lot of accountants overlook remarketing – those display ads that follow visitors after they leave your site. They’re cheap, targeted, and ideal for staying top-of-mind.
If someone clicks your ad but doesn’t convert, a well-timed remarketing ad could be the nudge they need to come back and book.
You can also test Performance Max campaigns if you’ve got enough data – but only once your tracking is spot-on.
7. Setting and Forgetting the Campaign
Google Ads isn’t a “set it and forget it” platform. It needs ongoing attention.
You need to check search terms weekly. Pause underperforming keywords. Test new ad variations. Adjust bids based on performance.
Even small tweaks can unlock big improvements over time. Treat your campaign like an ongoing experiment, not a one-off task.
Rounding Up
Google Ads can absolutely work for accountants – when done properly. But without the right strategy, it’s just another expense that doesn’t deliver.
If you’re serious about growing your accountancy practice online, you need to treat Google Ads like any investment – with the right targeting, messaging, and measurement in place.
