I didn’t stumble into marketing for accountants. I chose it.

My name is Muhammad Arsam. I’m a full-stack marketer based in London, and for the past five years I’ve worked across digital marketing, SEO, lead generation, paid media, and content — but accounting firms are where I’ve done some of my most meaningful work.

I’ve helped firms like Kudos Accounting go from zero online presence to page 1 rankings and 50+ leads in five months. I’ve scaled The Accounting People’s leads, rankings, and brand recognition over 12 months. Along the way, I learned something most marketing agencies never figure out: accounting firms need a completely different approach. Their clients are trust-driven, their sales cycles are long, and generic marketing simply doesn’t work.

So I built Advisory Lab to offer something that didn’t exist — a dedicated marketing service built entirely around how accounting firms actually grow.