Most small businesses don’t switch accountants until something happens. They start up, outgrow their sole proprietorship, or are unhappy after the tax return. That’s when they search. Here is how we would set up Google Ads to meet them right then.
Real ads we have made for our clients
A business that wants to switch and one that has just been registered need different answers. We would split the account by why people search.
“bytte regnskapsfører” (switch accountant), “ny regnskapsfører” (new accountant), “regnskapsfører [by]” (accountant [city]). The page answers what makes switching hard: how the handover works, and who contacts the old accountant.
“regnskapsfører enkeltpersonforetak” (accountant for sole proprietorship), “starte AS regnskap” (start limited company accounting). Here the “from” price matters most, along with an explanation of what a new company has to file in its first year.
“regnskapsfører Fiken” (accountant Fiken), “regnskapsfører Tripletex” (accountant Tripletex). Anyone who already uses a system wants someone who knows it. Searches for just “Fiken” are people looking for the software, and are kept out.
“regnskapsfører for håndverkere” (accountant for tradespeople), “regnskap restaurant” (restaurant accounting). If there are industries you know well, they get their own ads and a page that shows it.
A business comparing accountants wants to know roughly what it costs before getting in touch. A “from” price per month, for example for a sole proprietorship with few vouchers, is enough. Add what makes the price go up: number of vouchers, employee payroll, VAT registration. Then customers know where they’ll land, and you don’t have to work out a quote for everyone who was just curious.
Also say which systems you work in. Fiken, Tripletex and PowerOffice are what many small businesses use, and many don’t want to change systems when they change accountants.
We would ask about company type, roughly how many vouchers a month, which system they use today and when they want to switch. Four fields. Then you can see who should be called first, and who would be a better fit elsewhere.
“Regnskap” (accounting) on its own is largely students, courses and people looking for software. We would keep out: kurs (course), jobb (job), lønn (salary), utdanning (education), gratis (free), mal (template), regnskapsprogram (accounting software), and the names of the accounting programs when they appear on their own.
Hi, Victor here. We haven’t had an accounting firm as a client. The closest is Generalfinans, which sells leasing to businesses. There, it’s the size and needs of the business that decide whether an inquiry is worth anything, not how many come in. It’s the same with accounting, so I would start with the form and the “from” price, not with the budget.
Send us your website and we’ll put together a concrete proposal for ads and a landing page for your firm, the way it would look with your brand. You’ll get it by email within a couple of days, and it’s yours to keep either way.
Send us your website →A client paying NOK 30,000 a year, with a 40% contribution margin, brings in NOK 12,000 a year. If the client stays for three years, that’s NOK 36,000. If one in three inquiries becomes a client, an inquiry is worth NOK 12,000 before the ads break even. The numbers are an example. Swap in your own, and we’ll know what we can bid.
The tax return deadline for self-employed businesses is May 31, and the turn of the year is a natural time to switch. We would check the search volume for your city in Google’s Keyword Planner before setting the budget around it.
After launch we go through the search terms every week, and you get a report every Monday with cost and inquiries per ad group.
More industries: marketing for service businesses. For B2B in general: B2B marketing.
The numbers come from our clients’ own ad accounts.
See also: Google Ads agency · Meta Ads agency · Performance marketing agency · What is UGC? · Google Ads agency Oslo
“We’re getting more leads than ever!! Amazing”
“Great work, boys! Very good.”
“There’s a before and an after working with you”
Send us your website and we’ll put together a concrete proposal for ads and a landing page for your business, the way it would look with your brand. You’ll get it by email within a couple of days, and it’s yours to keep either way.
Free · no lock-in contract · we never share your information
Would you rather just talk? Book 30 minutes in the calendar → · victor@arcads.no
