My Journey with Google Ads: Making Every Click Count

Hi everyone,  

As accountants, we’re often left asking, ‘How do we stand out when people need us most?’ I faced this challenge for years, until I found a reliable answer in Google Ads.  

Did you know, businesses that advertise on Google Ads capture 65% of clicks from users? Done right, it doesn’t just attract leads – it connects you with clients who are already looking for what you offer. 

So, what exactly is Pay Per Click Advertising? These are the ads that show up at the top of search results, in those prime top three or four slots. It’s like paying for the spotlight when someone searches for specific services.  

The Basics: Setting Up with Precision 

The first step in Google Ads is choosing the right keywords. This might sound simple, but in reality, it’s one of the trickiest aspects.  

Do I go for broad terms like "accountant" or niche down to phrases like "accountants for dentists"? With time, I’ve learned that specificity and regular keyword monitoring is pivotal. Using exact-match keywords rather than broad ones helps keep the ad spend efficient and avoids unnecessary clicks.  

For instance, I target keywords like “accountants for dentists” or “dental accountants” – precise terms that attract the right audience. 

And oh, by using exact-match targeting, businesses can reduce irrelevant clicks by up to 30%. 

Another key tip, I stick to Google Search ads only, avoiding their partner networks, as these can drain your budget with little return. 

Managing the Spend Carefully 

I check my Google Ads account every couple of days to review performance.  

Are the ads bringing in quality leads? Should I tweak the budget or adjust the keywords?  

Google Ads isn't something you set up once and forget about. It needs regular attention. By carefully managing my budget and staying on top of performance, I’ve achieved returns that are three to four times my initial spend.  

In fact, Google's Economic Impact Report reveals that for every $1 spent on Google Ads, businesses typically see an average return of $8. 

That’s the power of investing strategically in digital marketing for accountancy firms. 

Why Google Ads? 

In 2023, nearly 50% of U.S. small-to-midsize businesses used Google Ads as a core marketing tool.  

Unlike other forms of advertising, Google Ads puts your services in front of people who are actively searching for them.  

Think about it: if someone’s searching for “dental accountants,” they’re likely serious about finding help. Being the first option they see when they search? That’s invaluable. 

With Google’s AI advancements, it's also become simpler to optimise ads and maximise impact. Google now does a lot of the heavy lifting, helping you set up and monitor your campaigns.  

Is It Right for You? 

My first run with Google Ads was a costly learning curve. I burned through cash fast, simply because I didn’t fully get the mechanics. But over time, with trial and error, I cracked the code. 

If you haven’t tried Google Ads, I recommend giving it a go – but with a few precautions. Monitor your budget closely, and watch those credit card charges. But once you get it right, Google Ads can be a direct line to new clients. 

If you’re ready to dive deeper into Google Ads—or if you’re interested in other strategies to grow your firm—join us at the Samera Global Summit this December!  

We’ll be hosting sessions on digital marketing, scaling strategies, and more, all tailored for accounting professionals looking to level up.  

Don't miss out—secure your spot today!

Happy advertising! 

Arun