Search ads for accounting firms: requests from businesses, not job seekers.
The query «accountant Almaty» is typed by LLP owners and by people looking for a job or a course. We build campaigns by service and client type, clean them with negative keywords and send traffic to landing pages with plans, so the budget goes to those ready to sign a contract.
Search advertising is the fastest source of clients for an accounting firm: someone searching for «LLP accounting services» or «bookkeeping recovery» has already decided they need an accountant. The first requests come in the first week after launch.
The main difficulty of the niche is junk traffic. The words «accountant», «form 910», «e-invoice» are searched by job seekers, course students, in-house accountants of other companies and owners who want to download a form and file it themselves. Without a tight structure and negative keywords, a large part of the budget goes to them. So we build campaigns by service and intent and leave informational queries to SEO.
The second is seasonality. Before annual and semi-annual filing deadlines, demand and competition rise and the cost per click goes up. We plan the budget by the tax calendar, and in quiet months shift the focus to registration, liquidation and switching from another accountant.
What search ads management for an accounting firm includes.
Separate campaigns and ad groups for sole proprietor and LLP support, VAT, bookkeeping recovery, liquidation, registration — each with its own ads and landing pages.
We exclude «vacancy», «job», «courses», «download form», «sample», «free» and hundreds more; the list grows weekly from the search terms report.
A «from» plan price, what is included, response time and extensions with services, address and call — specifics instead of «quality and affordable».
Each campaign leads to its own service page with a price, calculator and request form, not to the home page.
Call tracking by campaign, goals for the calculator, form and WhatsApp, handoff to the CRM tagged with the query.
Raising bids and budget before filing deadlines, separate campaigns on code changes, scaling down in quiet months.
Google Business Profile and Yandex Business linked with ads — for «accountant near me» and district queries.
Cost per request and cost per signed contract by campaign from the CRM, weekly decisions on bids and queries.
Campaigns and queries.
- Search «Sole proprietor support»: accountant for sole proprietor, simplified regime, price
- Search «LLP support»: accounting services, VAT, payroll
- Search «Bookkeeping recovery»: restoring books, correcting returns
- Search «Liquidation and registration»: LLP liquidation, close a sole proprietorship, registration
- Search «Nil returns»
- Search «Tax audits»: tax authority notice, audit support
- Brand: firm name
- Remarketing: calculator and plan page visitors without a request
- Yandex Direct: duplicates of priority campaigns for Russian-language queries
How to cut off job seekers and do-it-yourselfers.
In the accounting niche up to half of the impressions on broad queries go to people who don't need your services: they're looking for an accountant job, taking courses, downloading a blank form or filling-in instructions. The solution has three layers.
- Structure by intent: queries with «services», «support», «outsourcing», «price», «recovery» go to ads; «how to fill in», «blank», «sample» go to SEO.
- Negative keywords from day one and weekly cleaning based on the search terms report.
- A landing page with a price: someone who wants a free form leaves immediately without a request, while a target client sees the plan and writes to you.
What a client from search ads costs.
A click in this niche is cheaper than in medicine or real estate, but competition in Almaty and Astana is noticeable, especially before filing deadlines. It makes sense to count not the cost per click or even per request, but the cost per signed contract and the client's revenue for the year.
In our experience and according to market data, a retainer client stays for a year or longer, so a contract cost at the level of one or two months of their fee usually pays off. One-off services — bookkeeping recovery and liquidation — bring a larger ticket right away but need separate landing pages and careful qualification. We calculate the forecast on your plans before launch.
What affects the management price.
Managing one platform for one firm — ₸150,000–₸250,000 per month; Google and Yandex together, several cities or two languages — ₸250,000–₸400,000. The ad budget is separate, minimum ₸200,000 per month; before filing deadlines in Almaty it is reasonable to plan from ₸250,000. Setup is included in the first month; one-off setup without management — ₸150,000.
Service landing pages are estimated separately as landing pages. General terms are on the search advertising page.
The short version.
How much does search advertising for an accounting firm cost?
Management — ₸150,000–₸250,000 per month for one platform, ₸250,000–₸400,000 for Google and Yandex together. The ad budget is separate, from ₸200,000 per month.
Which is better — Google Ads or Yandex Direct?
In Kazakhstan most search traffic is on Google, so we start there. Yandex Direct is added second for Russian-language queries if the budget allows.
When will the first requests come?
Usually in the first week after launch. The first month goes to cleaning queries and testing ads; a stable cost per contract comes from the second or third month.
Can bookkeeping recovery and liquidation be advertised?
Yes, these are among the highest-converting queries. They need separate landing pages with the scope of work and a «from» price, because the ticket and the client's questions are different.
Do we need a new website for ads?
Landing pages for the main services with a plan price and request form are enough. If there is no website at all, we start with a website for accounting firms or a landing page.
Same service for other industries
Want business requests from hot queries? Send your list of services — we'll calculate a budget.
Tell us which cities you work in, which services are a priority and what your plans are. We'll reply with a campaign structure and budget forecast within 1–2 business days.