Google Ads for finance and accounting
How do finance and accounting firms win enquiries on Google Ads?
Long cycles, expensive clicks, quality over volume. This page answers that question in full: the auction you compete in, what I change in the first thirty days, and how an engagement runs.
The auction
The auction in finance & accounting
The most expensive clicks
These are among the most expensive keywords anyone bids on, because the lifetime value of a client is high and everyone in the auction knows it. Comparison sites and lead resellers sit on top of the commercial terms with budgets a single firm cannot outspend, so competing head-on for the broadest terms is usually a way to lose money slowly.
A gate before you start
Before any of that, there is a gate other sectors do not have. Certain financial services and products require verification with Google before ads can run at all, and the rules differ by what is being advertised. Accounts that skip this find out through a disapproval rather than a warning.
Slow, shared decisions
The decision is also slow and rarely made by one person. Someone researches in March and engages in May, often after a referral conversation the account never sees. Short attribution windows make good campaigns look dead, and the firms that cut spend based on a thirty-day view usually cut the thing that was working.
First thirty days
What I change first
- Certification and compliance checked before anything else is touched
- Bidding narrowed to specific services rather than category terms
- Attribution windows lengthened to match how long clients take
- Lead qualification built in, so enquiries worth having drive bidding
The work in this sector
How the work runs here
Anonymised account · New Zealand · $7K/mo
−89.5%
Cost per Signup
Read straight from the account, like-for-like periods, with spend stated.
Paid search for a superannuation firm in a competitive market.
Joe has been great to deal with, always collaborating with us on ideas, and the new look Ads have been very successful. We are in the superannuation sector which is very competitive and requires fresh thinking and approaches. We would definitely recommend working with Joe and look forward to seeing more positive results.
How an engagement runs
01
Read the account
Search terms, wasted spend and whether the tracking is honest.
02
Cut the waste
Losing queries and dead campaigns go before anything new starts.
03
Rebuild structure
Campaigns rebuilt around margin, intent and geography.
04
Report plainly
One page a month. No jargon, no theatre.
I work with businesses spending$2,000+a month on ads
Management from $1,280/month. No lock-in.
Send me your account, or tell me where you're starting from. I'll tell you what's working, what isn't, or how to get going.
- where your spend is going to waste (if you're already running ads)
- whether your tracking is telling the truth
- the three fixes that matter most, or the right way to start if you're not running ads yet
He put together a really detailed audit and plan to optimise the account, and we saw profit improvements pretty much straight away after he took over.
Jason · Oz Loading RampsAlready running ads? I'll audit the account. Just getting started? I'll tell you what to set up first. Either way, it's free.