For most Australian accounting firms, word-of-mouth is great, but it’s unpredictable. Setting up Google Ads allows you to turn on a tap of high-intent leads—people specifically searching for 'accountant near me' or 'small business tax return' right when they need you most.
In this guide, we’re going to walk through how to set up a campaign that doesn't just waste money on clicks, but actually brings in the right type of clients for your Brisbane practice or national firm.
Before You Start: The Essentials
Before we dive into the Google Ads dashboard, make sure you have these things ready. It’ll save you a lot of back-and-forth later.- Your ABN: Google now requires 'Advertiser Verification' in Australia. You'll need your business details handy.
- A Landing Page: Don't just send people to your homepage. If you're advertising 'SMSF Audits', have a page specifically about that.
- A Monthly Budget: Decide what you're willing to spend. For a local firm in a city like Brisbane, we usually recommend starting with at least $30–$50 per day to see real data.
- Conversion Tracking: You need to know if a click turned into a phone call or a form submission. (We'll touch on this, but it's vital).
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Step 1: Create Your Google Ads Account (The Right Way)
Head over to ads.google.com. If you already have a personal Gmail, you can use that, but it’s usually better to use your work email. The Trap: Google will try to force you into 'Smart Mode'. This is a simplified version that gives Google all the control and usually results in your ads showing up for irrelevant searches like 'accounting jobs' or 'free accounting software'. What to do: Look for a tiny link at the bottom that says "Switch to Expert Mode". Click it. Don't worry if it sounds intimidating—it just gives us the tools we need to actually save you money. Screenshot Description: You'll see a blue 'Get Started' button. Once inside, look for the 'Settings' icon or the link at the bottom to bypass the 'Smart' setup guide.Step 2: Choose Your Campaign Objective
Google will ask what your goal is. For an accounting firm, you want 'Leads'.After selecting Leads, it will ask for the campaign type. Select 'Search'. These are the text-based ads that appear when someone types a query into Google. For professional services, Search is the gold standard because it captures 'intent'.
Step 3: Campaign Settings (Location & Language)
This is where many firms blow their budget by showing ads to people they can't actually serve.- Locations: Don't just select 'Australia'. If you are a local firm in Milton or Chermside, select 'Enter another location' and type in 'Brisbane' or specific postcodes.
- Location Options (Pro Tip): Click 'Location options' and select 'Presence: People in or regularly in your targeted locations'. By default, Google includes people 'interested in' your location. This means someone in London searching for 'Brisbane tax laws' might see your ad. You probably don't want to pay for that click.
- Languages: Set this to English.
Step 4: Setting the Budget and Bidding
Budget: Set a daily budget. If you want to spend $1,000 a month, set it to roughly $33 a day. Google might spend a bit more on some days and less on others, but it will average out. Bidding: This is where it gets fiddly. Google will push you toward 'Maximise Conversions'. However, since this is a brand-new account with no data, I recommend starting with 'Manual CPC' (Cost Per Click) or 'Maximise Clicks' to get some initial traffic. Observation: Google hides Manual CPC under 'Or, select a bid strategy directly'. They really want you to use their AI, but in the beginning, the AI doesn't know who your best clients are yet.Step 5: The Secret Sauce – Keyword Selection
Keywords are the terms you want your ads to show up for. For accountants, we categorise these into 'Intent Buckets'.- General: "Accountant Brisbane", "Tax agent near me"
- Service Specific: "Small business bookkeeping", "SMSF setup costs", "Company tax return"
- Niche: "Medical professional accountant", "Construction industry bookkeeping"
- Phrase Match: "tax accountant brisbane" (Ad shows for searches that include the meaning of your keyword).
- Exact Match: [tax accountant brisbane] (Ad shows only for that specific term).
Step 6: Writing Your Ad Copy
You’ll be using Responsive Search Ads. You provide up to 15 headlines and 4 descriptions, and Google rotates them to see which combination works best. Tips for Accountants:- Be Specific: Instead of "Great Service", use "Registered Tax Agents - 15+ Years Experience".
- Include a Call to Action (CTA): "Book a Free 15-Min Consultation" or "Get Your Tax Refund Fast".
- Use Local Landmarks: If you're in Brisbane, mention it! "Trusted Brisbane CBD Accountants".
- Address Pain Points: "Tired of ATO Fines? We Can Help."
Step 7: Ad Extensions (Assets)
Extensions make your ad look bigger and more professional. They also improve your click-through rate (CTR).- Sitelinks: Links to other pages like 'About Us', 'Business Tax', or 'Contact'.
- Callouts: Short snippets like "Fixed Fee Pricing", "Xero Gold Partners", "After Hours Appointments".
- Call Asset: Adds your phone number to the ad so mobile users can click to call you immediately.
Step 8: Negative Keywords (The Money Saver)
This is the most important step for an accounting firm. Negative keywords tell Google what you don't want to show up for.Go to the 'Keywords' tab, then 'Negative Keywords' and add these immediately:
- Jobs, Careers, Salary, Resume (Unless you are hiring)
- Free, Pro-bono
- Course, Degree, University
- Software, Login, Portal (You don't want to pay for your existing clients trying to find their login page!)
Step 9: Setting Up Conversion Tracking
If you don't do this, you are flying blind. You need to know which keywords lead to phone calls or form completions.- Go to Tools and Settings > Measurement > Conversions.
- Create a new conversion action for 'Website' (for your contact form) and 'Phone Calls'.
- If you use a plugin like 'Contact Form 7' or 'WPForms' on WordPress, Google provides a snippet of code to place on your 'Thank You' page.
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Common Mistakes to Avoid
- Sending ads to the Homepage: If someone searches for "Trust Accounting", and you send them to a generic homepage, they have to work to find what they need. Most will just leave. Send them to a page about Trusts.
- Ignoring Mobile: Most people search for professional services on their phones. Ensure your website loads fast and the 'Call' button is easy to find.
- Setting and Forgetting: Google Ads is not a slow cooker. You need to check your 'Search Terms' report at least once a week to see what people actually typed to trigger your ad, and exclude the junk.
Troubleshooting
- Ad Not Showing? Check your 'Ad Preview and Diagnosis' tool. Often, it's because your bid is too low or your daily budget has already been spent.
- High Clicks, No Leads? This usually means your landing page isn't convincing. Does it have a clear phone number? Does it look professional? Does it load in under 3 seconds?
- Low Quality Score: This happens when your ad copy doesn't match your keywords. If your keyword is "Business Tax", make sure "Business Tax" is in your ad headline.
Next Steps
Now that your campaign is live, give it 2–4 weeks to gather data. Don't make massive changes every two days—Google's algorithm needs time to learn.Once you're seeing results, you can look into Remarketing (showing ads to people who have already visited your site) or Display Ads to build brand awareness around Brisbane.
Setting up Google Ads for an accounting firm is a marathon, not a sprint. It takes a bit of technical setup, but once it's humming, it becomes your most reliable source of new business.
Need a hand getting your tracking set up or want a professional audit of your current account? We've helped dozens of Brisbane firms get this right. Contact the team at Local Marketing Group and let’s grab a coffee.