The Fundamentals of Facebook Ads for Accounting Firms

Facebook Ads

Facebook has a user base of over 3.030 billion monthly active users. This number clearly shows the potential it has when it comes to advertising. Whether a seasoned accountant firm seeking to boost its online presence or a digital marketer looking for the perfect advertising strategy to supercharge a client’s accountancy business, the opportunities within the digital era are limitless.

Digital advertising techniques have evolved over the years, reshaping business dynamics with their broad reach, incredible marketing features, effectiveness, and remarkable results. In this blog, we will explore three key areas of Facebook advertising, including:

Table of contents

Facebook Advertising Strategy for Accounting Firms

The Facebook advertising strategy for an accounting firm is similar to other businesses. All it requires is a proper approach and the correct advertising strategy; the rest will fall into place. Here are some critical steps for running a Facebook advertising campaign for an accounting firm. 

1. Post valuable posts on Facebook

For building trust, it’s essential to be consistent with Facebook postings and create meaningful and informative content for the audience. Whether choosing to create blogs, videos, or any other content, regularly sharing it on the page will help build trust.

This approach is a testament to the firm’s commitment to reliable accounting services. It showcases the firm’s expertise and demonstrates how well aware the accountancy firm is of the current updates and how it knows the best accounting practices.

2. Define Target Audience

Before start creating ads, it’s essential to identify the potential audience. Whether the aim is to target business professionals, individuals, or a specific demographic, the firm must clearly understand its target audience.

Facebook offers powerful audience-targeting options to help ensure the ads reach the right people at the right time, making the whole advertising journey more successful. 

3. Set clear objectives

A clear-cut objective is extremely essential. An advertiser must know what the business wants to achieve by the end of the day. Is it leads, brand awareness, engagement, website traffic, or something else?

As an accounting firm, the primary goal is likely to generate leads because every business aims to increase revenue and ROI. When setting up the campaign, define Ads objectives clearly, then proceed to the next step. 

4. Create engaging content and visuals

Invest time in crafting compelling ad content because an ad is all about creative visuals, a headline, and a clear CTA. Something that looks good ultimately attracts more users.

Try to use clear, simple, and attractive visuals. The headline should be short, sweet, and show how their services benefit users. For example, instead of writing, ‘Get accountant services by XYZ at discounted rates,’ go for ‘Expert Accounting for More Profit, Less Stress!’ Instead of focusing on the features, try to write about the USP of accountancy services the business offers.

Apart from this, a clear CTA helps a lot. For example, instead of writing ‘Get in touch today’ or ‘Contact us now,’ write ‘Book a Free Consultation.’ All these tips can be beneficial for creating a Facebook advertising strategy for an accounting firm. 

5. Facebook Pixel

As a Facebook/ Meta advertiser, it is essential to know how important it is to integrate a Facebook pixel into the website. The Facebook pixel helps track user interactions and conversions, providing the firm with insightful information for better ad optimisation.

Obtain a pixel code from the business Facebook page and ask the developer to paste it before the </head> tag into the website’s HTML. 

6. Budget Management

Decide how much the business is financially capable enough and willing to spend on Facebook ads. Start with the lowest budget and adjust it according to the campaign’s overall performance.

7. A/B Testing

Test different ad creatives, headlines, and targeting options to identify what resonates best with the audience and business objective. Facebook’s split-testing feature makes this process easy. 

Facebook vs. Google Ads for Accountants

Facebook ads and Google ads, often known as PPC, have their own pros and cons regarding features, cost, etc. Therefore, it is essential to compare their benefits and determine which works best for an accounting firm.

Facebook Ads

· Facebook ads offer unique features of audience targeting based on demographics, interests, and behaviours.· Limited search intent; users may not actively seek accounting services on Facebook.
· Experiment with visual and interactive ad formats, including image and video ads.· Conversion tracking can be more challenging compared to Google Ads. 
· Facebook ads work best for creating brand awareness and lead generation.· Reduced conversions for professional services businesses.

Google Ads

· With Google Ads, targeting based on keywords has become easier. Google Ads can actively target the audience with each match, including broad match or phrase match keywords.· It can be more competitive and expensive, depending on keywords.
· Optimise PPC ad campaigns by excluding negative keywords that prevent ads from appearing in irrelevant searches. This will help maximise the ROI as well.· Less visually engaging compared to Facebook ads. 
· High purchase intent: users are closer to making a decision.· Require more active management.

Do you know?

Statistics show that the average click-through rate (CTR) in Google Ads in 2023 will be 4.73% for attorney and legal services, and it is more likely to be doubled by the end of 2024. This statistic shows strong user engagement with Google ads.

On the other hand, the average click-through rate (CTR) in Facebook ads is 1.4% for professional and consulting services. That clearly shows that it is better for accounting firms to opt for Google Ads to generate good leads. But side by side, run Facebook ads for better exposure and branding. 

Facebook Ads Guide For Accounting Services

For accounting firms, Facebook ads can be a valuable tool to connect with clients. Here’s a guide tailored to the accountancy industry:

1. Compliance and Regulations

Ensure ad content complies with financial industry regulations. Avoid making misleading claims or guarantees about financial outcomes. A slight mistake can ban the ad account. Therefore, stay conscious while creating a Facebook ad campaign for accounting firms.

2. Educational Content

As mentioned in the first section of this blog, sharing informational content on Facebook is essential. You might be wondering what kind of information to share.

Consider sharing tax planning tips, financial strategies, accounting advice, updates related to taxation, and more. This will help the accounting firm establish itself as a trusted source of financial information for the audience. 

3. Retargeting

Retargeting is one of the best approaches to reaching users who have previously visited the business profile or company’s website. It can help narrow down the potential audience and generate leads effectively. 

4. Landing Pages

Design dedicated landing pages for Facebook ads that are clear, concise, and focused on converting visitors into clients. A clutter-free, simple, and well-designed landing page with a solid call to action is the key to getting leads.

5. Video Content

Consider using video ads to explain complex financial topics or introduce the team. Videos tend to perform well on Facebook and capture the audience’s attention.

6. Client Testimonials

Testimonials are a great way to showcase the trustworthiness and reliability of the accountancy services. Video testimonials, in particular, are considered more credible and authentic. They play a vital role in building trust with the audience for the accounting firm quickly and effectively.

Final Thoughts

In conclusion, Facebook ads can be a valuable addition to the marketing strategy of an accounting firm. Having an accounting firm advertise via Facebook is a good approach. However, it can only be effective with the right strategy and approach.

To excel in Facebook advertising, it is vital to have a well-defined strategy. While designing a Facebook advertising strategy, consider Facebook’s pros and cons and design accordingly. Apart from accounting, firms must be conscious while advertising on Facebook; don’t manipulate or mention anything against Facebook guidelines.

Remember that successful Facebook advertising requires continuous monitoring, optimisation, and staying updated with the latest trends and features offered by Facebook.