Paid search for Australian accounting practices, whether your focus is tax, self-managed super funds (SMSF), business advisory or bookkeeping. Campaigns are divided by service line so the money chases ongoing advisory clients rather than single returns, and every enquiry is traced to its keyword.
A firm can pay for plenty of clicks and still end up with a diary full of individual returns. These four patterns turn up again and again.
Mock-up only; both ads are invented examples.
Your budget leans towards the services you want more of, like advisory or SMSF, rather than being spread evenly across everything you do.
Why it matters: an ongoing advisory client is usually worth far more than a one-off return, so where the money goes decides whether it pays.
Your ads speak to the clients you want, so people who aren't a fit tend to scroll past rather than click.
Why it matters: fewer tyre-kickers means less wasted spend and fewer hours on calls that go nowhere.
You show up when local businesses search for the kind of accountant you are, not just for "accountant".
Why it matters: the people searching for a specialty near them are the ones most likely to become clients.
We follow enquiries through to the work they became, so you can see which ads bring in the clients that matter.
Why it matters: budget follows the clients you want, not just the number of enquiries.
Campaigns go live well ahead of the end of financial year (EOFY), so they're tested and tuned by the time business owners start thinking about tax planning.
With tax time open, focus shifts to new clients looking for someone to handle their return, filtered towards the ones likely to stay.
Budget leans towards advisory, SMSF and campaigns aimed at existing clients, while SEO for accountants builds rankings for next season.
Monthly enquiries
Cost per enquiry
Conversion rate lift
These are a Darwin law firm's results after we rebuilt its Google Ads account, measured Jul 1 to Jul 31, 2026. Your results would depend on your own market. Read the case study →
Accounting ads have to satisfy the Tax Practitioners Board (TPB) and the Australian Consumer Law. Promoting tax agent services is limited to registered tax agents, promoting business activity statement (BAS) services to registered tax or BAS agents, and misleading claims are off limits for everyone. Every ad is reviewed against our summary of the rules for accountants before launch, and never promise a refund or a tax outcome.
Paid search also does more alongside the rest of your accounting firm marketing. Search rankings carry the load in months when the ad budget drops back, and if Facebook and Instagram suit your clients, our paid ads team runs Meta too.
The full plan for a practice, across search and ads.
Accounting firm marketing →Rankings that keep working when ad spend eases.
Read more →A referral partner profession, with its own approach.
Read more →Also in professional services: Google Ads for law firms. Or return to all industries.
It genuinely varies. Clicks in the capitals can cost well above regional prices, SMSF and advisory terms are more fought over than others, and a properly structured account stretches every dollar further. We'll suggest a sensible opening budget for your practice as part of the free marketing review.
Campaigns flex through the year. Spend lifts ahead of 30 June for tax planning and new clients, rises again when tax time opens in July, and in slower months moves towards advisory work and existing clients.
It depends on the service. Specialist searches like SMSF and advisory usually carry a higher price per click than everyday tax queries, yet the people clicking them tend to become far more valuable clients. Cost per client won matters far more than cost per click.
Of all our channels, paid search is quickest, because ads can show once Google approves them. From there, results sharpen as conversion data builds and we cut out searches that waste money. Ahead of EOFY we go live early, so testing is finished before the rush.
Yes. Tax agent services can only be promoted by registered tax agents, BAS services only by registered tax or BAS agents, and falsely claiming to be registered can lead to civil penalties. The TPB Code requires honesty, and consumer law bans misleading claims. General information only, not legal advice.
No. Your click budget is paid to Google, entirely apart from what we charge to manage the account, so the spend is always visible to you.
Yes. Bookkeeping and BAS work can run as their own campaigns, usually with a tighter local focus, and the wording is matched to the registration your practice holds.
We'll go through your ads, website and socials, see who you're up against and how much room there is to grow, then show you the layer we'd fix first. No pitch deck, no hard sell.
Redeem your free marketing review →