Case studies · Accountants · South East England
How a South East accountancy firm won 38 new recurring clients in eight months
A South East accountancy firm specialising in contractors was losing ground to cheap online platforms and had no paid advertising. We launched targeted Google Ads, built a content strategy and set up automated lead nurture. Within eight months it had 38 new recurring clients.
38
new recurring clients
- Client
- Accountants
- Location
- South East England
- Monthly ad spend
- £1,800 a month
- Campaign length
- 8 months
- Industry
- Accountants
The challenge
This boutique firm, specialising in contractor and small business accounts, was losing clients to online platforms offering fixed-fee packages. Its website brought in almost no organic traffic and it ran no paid advertising. New clients came only through referrals, which had slowed sharply after the pandemic.
It needed to reach contractors and freelancers actively searching for an accountant: people ready to switch provider or setting up their first limited company.
What we did
- Google Ads campaigns on high-intent searches such as contractor accountant, limited company accountant, IR35 advice and small business accountant.
- A comparison landing page setting the firm against online platforms, leading on personal service, a dedicated accountant and proactive tax planning.
- An SEO content plan of two articles a month answering contractors' real questions: allowable expenses, dividends against salary, IR35 status.
- A three-part automated email sequence: tax savings calculator results, a case study and a link to book a consultation.
- A CRM pipeline with lead scoring based on company turnover and the services needed.
The results after 8 months
- £58
- Average cost per lead (Google Ads)
- 31
- Organic leads, months 5 to 8
- 28%
- Lead to client conversion
- 38
- New recurring clients
- £91,200+
- Estimated annual client value
"The leads are exactly the type of clients we want: contractors with real businesses who value proper advice. And the SEO content is now generating enquiries without us spending a penny on ads for those leads."