Key takeaways
- Google Ads reaches people actively searching for an accountant, so leads are usually warmer but clicks can be expensive.
- Facebook and Instagram ads reach people by location and interests before they search, which builds awareness and suits seasonal offers.
- Most firms should start with Google Ads for high-intent searches, then test Meta ads for local awareness or remarketing.
- Success depends on landing pages, follow-up speed and tracking, not just the platform.
- Advertising tracking on your website needs cookie consent.
Google and Meta (Facebook and Instagram) are the two biggest paid advertising platforms available to small firms, but they work in fundamentally different ways. Choosing the right one first saves budget and frustration.
The core difference: intent
| Google Ads (Search) | Facebook and Instagram ads | |
|---|---|---|
| How people see your ad | They search for something, such as “accountant for landlords Bristol” | They are scrolling, and you target them by location, age and interests |
| Intent | High: actively looking | Low to medium: not necessarily looking yet |
| Typical cost per click | Often higher for competitive accountancy terms | Often lower per click, but more clicks needed per enquiry |
| Best for | Capturing existing demand | Creating awareness and demand, remarketing |
| Ad format | Text ads with assets, plus maps and calls | Images, video, carousels, lead forms |
When Google Ads works best
- people searching for a specific service: “Self Assessment accountant”, “payroll services for small business”
- local searches: “accountant near me”, “accountants in [town]”
- urgent needs: “missed tax return deadline help”
- specialist niches with clear search terms: “contractor accountant”, “dental accountants”
See our Google Ads beginner’s guide and is Google Ads worth it for accounting firms?.
When Facebook and Instagram ads work best
- seasonal offers to local audiences, such as Self Assessment packages before January
- reaching new business owners and sole traders in your area
- awareness of a new office or specialist service
- remarketing to people who visited your website but did not enquire (with consent)
- promoting events or webinars
See Facebook for accounting firms.
Lead quality and follow-up
Google searchers often convert better because they are already looking. Facebook leads, especially from instant lead forms, can be less qualified: some people submit details without strong intent. Either way:
- respond to enquiries quickly, ideally the same day
- qualify leads with a short call
- track which campaigns produce clients, not just enquiries
Costs and budgets
Costs vary by location, competition and season. Rather than relying on averages, start with a test budget, measure cost per enquiry and cost per new client, and compare with each client’s lifetime value. See how much to spend on Google Ads and calculating ROI.
Tracking and consent
To measure results, set up conversion tracking for forms, calls and bookings. On your website:
- Google Ads conversion tags and the Meta Pixel are advertising technologies that require consent before they run
- configure your cookie banner and Google Consent Mode so tags respect visitors’ choices
- expect some data gaps from people who decline, and use enquiry source questions to fill them
See conversion tracking set-up and cookie consent.
A sensible starting plan
- Start with Google Search ads on a small set of high-intent local keywords for your most profitable services.
- Build strong landing pages for each service.
- Track enquiries properly from day one.
- After a few months, test Meta ads for a seasonal offer or remarketing.
- Review monthly and move budget to what brings clients.
Compliance
Ads must not be misleading: prices, “free” offers and claims such as “save tax” must be accurate and substantiated, in line with advertising codes and your professional body’s rules on publicity.
Frequently asked questions
Should accountants use Google Ads or Facebook Ads?
Most firms should start with Google Ads for people actively searching, then test Facebook and Instagram ads for local awareness, seasonal offers and remarketing.
Are Facebook ads cheaper than Google Ads?
Clicks are often cheaper on Facebook, but more clicks may be needed per enquiry because people are not actively searching. Compare cost per new client, not cost per click.
Do Facebook lead forms work for accountants?
They can generate volume, but lead quality varies. Qualify leads quickly and consider adding a qualifying question to the form.
Can I run both at the same time?
Yes, once each has proper tracking. They often work well together, with Google capturing searches and Meta building awareness and remarketing.
Sources
Facts and rules in this guide were checked against the sources below in October 2026. Platforms, prices and regulations change, so check the current position before acting. This guide is general information, not legal or professional advice.