Advisory Lab accounting marketing is built around one simple goal: helping accounting firms become more visible, attract the right prospects and generate more enquiries. Over the past 90 days, we’ve worked across SEO, Google Ads, websites, content marketing and lead generation — and learned some important lessons about what actually works for London accounting firms.
An agency might be excellent at marketing restaurants, e-commerce brands or SaaS companies. That does not automatically mean it understands how accounting firms attract and convert clients.
Accounting is a trust-driven industry.
Potential clients want to know whether you understand their type of business, whether you can communicate complex services clearly, whether your marketing generates genuine enquiries and whether you understand the seasonal nature of the profession.
So before signing a contract, there are seven questions worth asking.
Use this guide to evaluate Advisory Lab — and anyone else you’re speaking to.
1. Do You Specialise in Marketing for Accounting Firms?
This should be one of the first questions you ask.
Marketing an accounting firm requires more than knowing how to run Facebook Ads or optimise a website.
The agency needs to understand:
- How people search for accountants
- Local SEO and location-based searches
- Accounting services and terminology
- High-intent searches such as “accountant near me”
- Google Ads for accounting services
- Trust and credibility signals
- How accounting firms generate recurring clients
- Seasonal demand around tax and accounting deadlines
A general marketing agency may understand digital marketing.
A specialist agency should understand digital marketing for accountants.
For example, a campaign targeting “accountant London” requires a different approach from an e-commerce campaign targeting someone looking for a pair of trainers.
The audience, search intent, buying journey and value of the enquiry are completely different.
That is why Advisory Lab focuses specifically on accounting firms and financial services businesses.
If you want to understand the broader approach, our guide to marketing for accountants explains how SEO, Google Ads, content, websites and local search can work together.
What to ask:
“How many accounting firms do you currently work with, and what experience do you have marketing accounting services?”
A good agency should be able to answer this clearly.
2. Can They Show You Relevant Case Studies?
This is where you separate marketing promises from actual evidence.
Anyone can tell you they are good at generating leads.
Ask them to show you.
More importantly, ask for examples involving businesses similar to yours.
Look for case studies that explain:
- What the client’s starting point was
- What problems the agency identified
- What marketing channels were used
- What changed
- How long the work took
- What results were achieved
The more specific the case study, the more useful it is.
For example, Advisory Lab’s published case studies include work with accounting firms such as Kudos Accounting and The Accounting People.
The Kudos case study is presented as taking the firm from zero online presence to Page 1 rankings and 50+ leads in five months.
That gives a potential client something concrete to evaluate rather than simply being told that the agency “gets results.”
What to ask:
“Can you show me a case study from an accounting firm with a similar goal or target audience to mine?”
If an agency cannot provide relevant examples, ask why.
3. How Do You Report Results?
This question is often overlooked.
You should know exactly what you are paying for and how success will be measured.
A monthly report filled with impressions, clicks and social media likes may look impressive, but those numbers do not necessarily tell you whether your accounting firm is getting more business.
A useful marketing report should connect activity to commercial outcomes.
Depending on the services being used, you may want to see:
- Website traffic
- Organic rankings
- Search visibility
- Google Ads clicks
- Ad spend
- Cost per lead
- Enquiries
- Conversion rates
- Landing page performance
- Lead quality
For PPC campaigns, Advisory Lab specifically describes monthly reporting around spend, clicks, cost per lead and enquiries generated, alongside ongoing optimisation.
That distinction matters.
You are not paying an agency to make your marketing dashboard look busy.
You are paying them to help improve your firm’s ability to attract potential clients.
What to ask:
“What will be included in my monthly report, and which numbers will you use to measure success?”
If the answer is vague, keep asking questions.
4. What Does Onboarding Look Like?
The first few weeks of working with an agency can tell you a lot about how seriously they approach your account.
A proper onboarding process should involve understanding your firm before campaigns are launched.
That can include reviewing:
- Your current website
- Existing rankings
- Google Business Profile
- Competitors
- Target locations
- Services you want to grow
- Ideal client types
- Existing advertising
- Previous marketing activity
- Conversion tracking
- Current content
This matters because marketing should be built around your business rather than around a generic template.
For example, an accounting firm wanting more bookkeeping clients needs a different campaign strategy from one trying to attract high-value corporation tax or advisory clients.
The same applies to location.
A firm targeting businesses in London may need a different SEO and Google Ads strategy from a firm targeting one specific town.
A good onboarding process should make those differences clear before work begins.
What to ask:
“What happens during the first 30 days after I sign?”
You should be able to understand what happens first, what information the agency needs from you and what you can expect during the initial stage.
5. Do They Understand Accounting Seasons?
Accounting firms have their own calendar.
There are periods when demand increases around tax deadlines, Self Assessment, year-end accounts, VAT, payroll and other financial requirements.
That means your marketing should not operate completely independently from your firm’s workload and the wider accounting calendar.
A good agency should understand that:
January is not the same as July.
The type of content people search for can change.
The services you want to promote can change.
Your team’s capacity can change.
Your advertising strategy may also need to reflect seasonal demand.
This is particularly important when planning content marketing for accountants.
Instead of publishing generic articles every month, your content calendar should consider:
- What potential clients are searching for
- Seasonal deadlines
- Services you want to grow
- Common client questions
- Commercial opportunities
The agency does not need to be an accountant.
But it should understand the environment in which accounting firms operate.
What to ask:
“How would you adapt our marketing around the accounting calendar and our busiest periods?”
6. What’s the Contract Structure?
This is one of the most important commercial questions.
Ask exactly how the agency charges and what commitment is required.
You should understand:
- Initial setup fees
- Monthly management fees
- Advertising spend
- Minimum contract period
- Notice period
- What happens if you want to pause
- What is included
- What is charged separately
There is no universally correct contract length.
SEO, for example, is generally a longer-term investment, while Google Ads can begin producing enquiries much sooner.
The important thing is that the contract makes sense for the service being provided.
For example, Advisory Lab’s PPC and Google Ads service for accountants explains that PPC requires active management and ongoing optimisation rather than simply being “set up once.”
The same principle applies to other marketing channels.
You should understand what the agency expects to do each month and why.
What to ask:
“What is the minimum commitment, and what happens if we decide the service isn’t right for us?”
A transparent answer is a good sign.
7. Do They Have Testimonials or Proof From Accounting Firms?
Finally, ask whether the agency has evidence from accounting firms specifically.
Testimonials are useful because they can tell you what working with the agency is actually like.
But look beyond generic statements such as:
“Great service. Highly recommended.”
More useful testimonials explain:
- What problem the firm had
- What the agency changed
- What the working relationship was like
- What improved
- Why they would recommend the agency
Case studies can provide the numbers.
Testimonials can provide the experience behind those numbers.
Together, they give you a better picture of what working with an agency may actually involve.
Advisory Lab’s website currently features a dedicated case studies section focused on results for accounting firms.
The 7-Question Checklist
Before choosing a marketing agency for your accounting firm, ask:
1. Do you specialise in accounting firms?
2. Can you show me relevant accounting firm case studies?
3. How will you report and measure results?
4. What does onboarding look like?
5. Do you understand the accounting calendar and seasonal demand?
6. What is your contract structure and minimum commitment?
7. Can you show me testimonials or proof from accounting firms?
You do not need to ask these questions only to Advisory Lab.
Ask them to every agency you are considering.
The answers will make it much easier to compare what you are actually being offered.
What Should You Look For in the Answers?
The strongest answers should be specific.
You should understand:
Who the agency works with.
What it will actually do.
How performance will be measured.
What you will receive each month.
How long the strategy is expected to take.
What happens during onboarding.
How much you will pay.
How the agency understands your industry.
If the answers are full of vague promises such as “more visibility”, “better branding” or “increased engagement”, ask how those improvements will be measured.
If the agency talks about leads, ask what counts as a lead.
If it talks about SEO, ask which keywords and services will be targeted.
If it talks about Google Ads, ask how irrelevant clicks and wasted spend will be controlled.
For example, Advisory Lab’s PPC service specifically discusses keyword targeting, negative keywords, landing-page optimisation, conversion tracking and monthly optimisation rather than treating Google Ads as a one-time setup.
That level of detail is what you should expect when evaluating any specialist agency.
Don’t Just Ask What an Agency Does — Ask What It Will Change
The best question may actually be the simplest:
“What would you change about my marketing if you were responsible for it?”
A good agency should be able to look at your current website, search visibility, content, advertising and conversion journey and identify opportunities.
For example, an accounting firm website audit can reveal issues with messaging, local visibility, calls to action, page speed, social proof and enquiry forms before you start spending more money on traffic.
That is the difference between buying a list of marketing activities and buying a strategy.
You do not need an agency that simply promises to “do SEO.”
You need to understand why SEO is needed, what it will target and how it connects to your firm’s wider growth goals.
The same applies to Google Ads, content, website design and lead generation.
Why Specialist Experience Matters
Choosing a marketing agency is ultimately about fit.
You need an agency that understands your industry, your target clients, your services and the commercial outcome you are trying to achieve.
For accounting firms, that means looking beyond generic marketing experience.
Ask for relevant evidence.
Ask how results are measured.
Ask what happens during onboarding.
Ask how the agency handles seasonality.
Ask about contracts.
Ask for accounting-specific proof.
And most importantly, ask what the agency would actually change.
At Advisory Lab, our focus is marketing for accounting firms and financial services businesses. Our approach connects SEO, Google Ads, websites, content and lead generation around the wider goal of generating better opportunities.
If you are currently speaking to several agencies, use this guide as your checklist.
Ask us the same questions you ask everyone else.
Then compare the answers.
Ready to Evaluate Your Accounting Firm’s Marketing?
If you want an independent look at where your current marketing may be losing potential clients, book a free strategy call with Advisory Lab.
Our approach to Advisory Lab accounting marketing continues to evolve based on what we see working across different accounting firms, channels and campaigns.
No complicated pitch.
Just a clearer view of what your accounting firm’s marketing could be doing better.
Frequently Asked Questions
What should I look for in a marketing agency for my accounting firm?
Look for an agency with experience in accounting and financial services, relevant case studies, transparent reporting, clear contracts and a strategy tailored to your firm’s services, locations and growth goals.
Why should I choose a specialist marketing agency for accountants?
A specialist marketing agency understands the search behaviour, terminology, client journey and seasonal demands of accounting firms. This can make strategies such as SEO, Google Ads and content marketing more relevant to potential clients.
How much does marketing for an accounting firm cost?
The cost depends on the services you need, such as SEO, Google Ads, content marketing, website improvements or lead generation. Ask the agency to clearly separate management fees, advertising spend, setup costs and any additional charges before signing a contract.
How long does SEO for accountants take to produce results?
SEO is generally a longer-term marketing strategy. Results can vary depending on your website, competition, target locations, existing search visibility and the services you are targeting. A good agency should explain what it expects to achieve and how progress will be measured.
Is Google Ads effective for accounting firms?
Google Ads can help accounting firms reach people actively searching for relevant services. However, performance depends on factors such as keyword targeting, negative keywords, landing pages, conversion tracking and ongoing campaign optimisation.
How can an accounting firm generate more leads online?
Accounting firm lead generation can involve several channels, including SEO, Google Ads, local search, content marketing, website optimisation and clear calls to action. The right combination depends on your target clients, services and locations.
What questions should I ask before hiring an accounting marketing agency?
Ask about their experience with accounting firms, relevant case studies, reporting, onboarding process, understanding of accounting seasonality, contract terms and testimonials. You should also ask what they would change about your current marketing.
Should an accounting firm use SEO or Google Ads?
It does not always have to be one or the other. SEO can build long-term organic visibility, while Google Ads can help capture relevant search demand more quickly. A suitable strategy may combine both depending on your goals, budget and competition.
How do I know if an accounting marketing agency is delivering results?
Look beyond impressions and clicks. Depending on the services, track organic rankings, search visibility, website traffic, enquiries, cost per lead, conversion rates and lead quality. The most useful reporting connects marketing activity to genuine business outcomes.
