Google Ads · Professional services Google Ads for professional services.
Enquiries for the services you want to grow.
Enquiries for the services you want to grow.
A search for an accountant, architect or engineer usually starts with a particular need, and the client at the end of it can be worth a lot. So the aim is the enquiries that fit the firm, rather than more traffic.
Professional firms also have a smaller pool of potential clients, which makes irrelevant searches costly. A student researching an assignment shouldn't become an enquiry for an engineering practice, and someone after general tax information isn't necessarily looking for an accountant.
We look at:
Some professions have rules about how they advertise. Only registered tax and BAS agents can advertise that they provide tax or BAS agent services, and only registered architects can call themselves architects. Ad copy is drafted with those rules in mind and approved by the firm.
“Tax accountant near me”, business accounts, BAS and bookkeeping are different searches, and often need separate campaigns. Demand peaks around EOFY and BAS deadlines.
Projects take months before a client appoints a firm, and the portfolio does most of the convincing. Building designers' ads can't describe the firm as architects.
People search for the problem, not the service name, so the account is built from how clients describe what they need.
Specific, valuable searches, and an easy place to waste budget if the campaign is too broad.
Employer enquiries and candidate applications need separate campaigns, budgets and pages.
A long list of services doesn't need a long list of campaigns. Building the account around the two or three services you most want keeps the budget on that work. Each search then goes to a page that answers it: someone searching for business tax lands on business tax, not the firm's homepage.
Most firms work locally, so the targeting follows the area you take clients from.
Using up budget on broad searches.
Splitting a small budget too thin to learn from.
Proposals and signed clients say more about a campaign than the number of enquiries.
Other firms appearing when people search for yours.
Accounting, architecture, engineering, consulting and recruitment firms with defined core services and a way to see which enquiries become clients.
It can be, when one client is worth a lot. Where very few people search for what you offer, other channels may do more, and the search volume usually shows that early.
Yes. Building the account around your two or three core services keeps the budget on the work you want. Other services can be added when there's enough search volume to support them.
It's up to you. It can be a helpful way to protect your name when competitors appear in searches for your firm, and it lets you choose the message and the page people land on. If no one else bids on your name and your website already ranks first, the budget may do more elsewhere.
ReadGoogle Search for high-value servicesWhy Google Search suits businesses where one customer is worth a lot, and how to judge a campaign when a sale takes months.Read the post
Focused on the services you want to sell, and the work that comes after the click.
Platapode specialises in Google Ads.
Based in Sydney, NSW, Australia, working with businesses worldwide.
