Your Firm’s Google Ads Are Doing Fine—If ‘Lighting Money on Fire’ Was the Goal

Introduction: How's That Burning Smell Coming Along?

If you’re reading this, there’s a non-zero chance your accounting firm’s Google Ads campaign is smoldering somewhere between "moderately inefficient" and "five-alarm disaster."

You’re not alone. Accountants are some of the smartest people on earth when it comes to numbers—except when it comes to the ones bleeding out of their marketing budgets.

So, let’s get honest: If wasting ad spend were a deductible expense, most accounting firms would be eligible for massive refunds.

But don’t worry. Catalyst Growth Marketing is here to walk you through why your Google Ads feel like tossing twenties into a bonfire—and, more importantly, how to fix it before your CFO starts asking uncomfortable questions.

Uh-oh. Your ad budget is on fire.

Problem 1: You’re Targeting Keywords That Make Absolutely No Sense

Let’s play a quick game: Which of these keywords should an accounting firm spend money on?

• “CPA for small business taxes near me”

• “Bookkeeping services Miami”

• “DIY tax filing software free download”

If you said anything other than the first two, congratulations—you’re currently paying to educate freeloaders who will never hire you.

One of the biggest mistakes accounting firms make is bidding on broad, low-intent keywords. If your Google Ads account shows spend on phrases like “how to file my own taxes” or “accounting jobs,” guess what? You’re paying to attract people who have no intention of becoming your client.

The Fix: Get hyper-specific. Target keywords that scream "I need a professional." Not "I need free advice from a blog."

Examples:

✅ "Tax preparation services for small businesses"

✅ "Best accountant for LLC taxes"

✅ "Outsourced CFO services near me"

Problem 2: Your Ads Are About As Enticing as an IRS Audit Notice

Imagine this: A stressed-out business owner Googles “small business CPA.” They see three ads.

One says:"Professional CPA Services. Call Today."

Another says:"Expert Tax Planning and Accounting for Small Businesses. Flat-Rate Pricing. Schedule a Free Consultation."

Which one do you think gets the click? (Hint: Not the one that reads like the title of a fax.)

Boring, bland ad copy kills performance. You have to talk like a human, address real client problems, and offer a reason to click.

The Fix: Use ad copy that highlights outcomes, pain points, and solutions.

Example:"Missed deductions cost you money. Get an accountant who finds them. Free consultation."

Talk to your prospects like you actually want their business, not like you're filing a motion to dismiss.

Problem 3: Your Landing Page Was Built by Someone Who’s Clearly Never Met a Client

Here’s what a lot of accounting firms do: They pay for Google Ads... and then dump all their expensive clicks onto the homepage.

You know, the one that talks about your "60 years of combined experience" and features a grainy photo of your office plant.

This is how you lose leads. Fast.

Visitors need instant proof they’re in the right place—and a single, obvious next step (like filling out a form or calling you).

The Fix: Send ad traffic to a dedicated landing page that:

• Matches the ad they clicked on

• Talks about their exact need (business taxes, bookkeeping, audits, etc.)

• Includes a strong call to action ("Schedule Your Consultation")

• Loads in under 2 seconds

If you make it easy, people will convert. If you make them dig through your website like it’s a lost filing cabinet, they’ll bounce.

Problem 4: You Have No Negative Keywords (So You're Paying for Garbage)

Negative keywords are the marketing equivalent of telling the bouncer who not to let into your party.

Without them, you’re paying for clicks from people who are:

• Looking for free accounting software

• Searching for accounting classes

• Reading about celebrity tax evasion scandals

Every dollar wasted on irrelevant clicks is a dollar you could have spent on real prospects.

The Fix: Build a killer negative keyword list. Start with terms like:

• "free"

• "jobs"

• "courses"

• "software"

• "DIY"

• "salary"

Add to it every month based on your real search term reports. Trim the junk. Keep the gold.

Problem 5: You’re Letting Google Spend Your Money However It Feels Like

News flash: Google doesn’t care about your ROI.

If you’re running campaigns on "Maximize Clicks" without setting a Target CPA (Cost Per Acquisition) or focusing on conversions, you’re basically giving Google your credit card and saying, "Go nuts."

The Fix: Switch to smarter bidding strategies. If you have enough conversion data:

• Use Target CPA to tell Google how much you’re willing to pay for a lead.

• Use Maximize Conversions (only if you have a strong landing page and high intent traffic).

If you're still building up conversion data, start small, track religiously, and optimize every week—not every fiscal quarter.

Problem 6: You’re Not Retargeting—Which Means You’re Leaving Money on the Table

Most people won’t hire a CPA on the first click. Shocking, we know.

If you don’t have retargeting campaigns set up, you're losing out on visitors who:

• Checked you out once

• Got distracted by their dog/kids/Netflix

• Forgot to come back

The Fix: Run a retargeting campaign that follows up with site visitors. Remind them you’re still here. Offer value. Make it easy for them to finish what they started.

Example:"Still need expert tax help? Let's make it simple. Book your free consultation today."

Conclusion: Your Google Ads Shouldn’t Feel Like a Charity Donation

Look, we get it. You’re busy running a real business, managing real clients, and making real money moves for other people. But if you treat your own advertising like a set-it-and-forget-it 401(k), you're burning cash—and not the deductible kind.

Catalyst Growth Marketing helps firms like yours stop bleeding money on bad clicks and start turning ad spend into booked calls, signed contracts, and real revenue.

Ready to fix your Google Ads before the next billing cycle makes you cry? Let’s talk. We’re the people accountants trust to clean up the mess—and not just during tax season.Your Firm’s Google Ads Are Doing Fine—If ‘Lighting Money on Fire’ Was the Goal