LinkedIn Ads for Accountants

Last Updated on: 29th August 2024, 03:51 pm

You’ve mastered the art of balancing books. What if I told you that mastering LinkedIn Ads could be just as simple – and equally rewarding for your business?

Whether you’re an accountant with a flair for networking or a numbers genius looking to bring in more clients, LinkedIn offers a powerhouse of opportunities that you can’t afford to miss.

Even if you’re currently saying, “But Claire, I’m an accountant, not a marketer! How do I even start?” – don’t worry, I’m here to help.

By the end of this guide, you’ll be ready to launch your first LinkedIn Ad campaign with confidence.

Let’s get right into it!

Why LinkedIn Ads?

Before we get into the nuts and bolts, let’s talk about why LinkedIn Ads should be your priority when finding accounting leads.

LinkedIn is a platform where professionals – your potential clients – spend their time. It’s a business-focused environment where loads of business owners seek solutions like financial advice, tax planning, and bookkeeping services.

While platforms like Facebook and Instagram have their place, LinkedIn is where your target audience is in the right mindset to think about work.

LinkedIn offers precise targeting options, allowing you to go much deeper than “professionals”. You can target business owners, CFOs, financial controllers, and other key players in need of accounting services.

Plus, it’s a platform built on trust – people expect to talk business here.

Setting up Your LinkedIn Ads Campaign for Accountants

I know this might sound a bit intimidating, but remember, you’ve already mastered much more complicated things!

Step 1: Choose Your Objective

What do you want your ads to achieve? LinkedIn offers several campaign objectives like Brand Awareness, Website Visits, Lead Generation, and more. Since you’re just starting, I recommend focusing on lead generation – at least if you’re still unsure of which objective to pick for now.

This will help you build a client list quickly by capturing leads directly on LinkedIn.

Step 2: Define Your Target Audience

You can target your audience based on job title, company size, industry, and even specific skills. This way, you’ll be reaching CFOs, CEOs, and business owners who are actively searching for accounting services.

And if you’re wondering how specific you should get with your targeting…

My advice: start broad enough (but not too broad) to gather some data – say, targeting all finance professionals in mid-sized companies.

Run your ads for a few weeks, then dig into the performance metrics. Look for the job titles, industries, or company sizes that are engaging the most.

For example, are CFOs from tech companies clicking more? Narrow your focus to these high-performing segments and double down on what’s working.

Step 3: Budget and Schedule for LinkedIn Ads for Accountants

Start with a daily budget that you’re comfortable with. LinkedIn can be a bit pricier compared to other platforms, so I suggest starting with a minimum of $50 a day to see results.

You can always adjust this as you go.

Step 4: Craft Your Ad Content

What message do you want to convey? Your ads should speak directly to the pain points of your target audience.

Are they struggling with tax compliance? Do they need help with bookkeeping? Your ad should offer a solution. Use clear, concise language, and don’t be afraid to get a little creative.

Here’s an example of LinkedIn Ads for accountants you can get inspiration from:

The ad copy takes the stress out of tax season by offering a simple three-step guide to prepare for it. It’s direct, reassuring, and action-oriented, guiding the reader to book a Discovery Call for extra help. The tone is friendly, approachable, and it ends with a clear CTA, making it easy for business owners to take the next step.

As for the creative, it’s eye-catching with a big “HELP” sign, capturing the exact emotion many feel during tax season. Pairing this with “Are your books ready for Tax Season?” instantly resonates with the audience’s pain point.

It’s a perfect example of how the visual and copy work together to address a common problem while offering a straightforward solution.

The CTA is also spot on. It invites viewers to “book a discovery call today,” making the next step clear and accessible. The urgency is subtly implied without being pushy, and the link comes directly after, making it incredibly simple to click and convert.

Types of LinkedIn Ads for Accountants

“What type of LinkedIn ad should I choose?”

Excellent question! LinkedIn currently offers 11 main ad formats you can choose from, and I’m here to guide you through the LinkedIn ad formats that work best for accountants.

(By the way, I’ve talked more in-depth about all 11 types in my Definitive Guide for LinkedIn Ads!)

Text Ads

These ads appear on the sidebar and are typically charged per click or impression. Text Ads are great for driving traffic to your website or landing page. They’re great for converting the leads who are ready to choose their next accounting provider!

Dynamic Ads

If you want to take personalisation up a notch, Dynamic Ads like the ones above are it. These ads automatically pull in LinkedIn profile data to tailor the content for each viewer, creating a highly personalised experience.

For example, you could create an ad that addresses the prospect by name, like “Hey (Name), ready to streamline your accounting?” Or, an ad featuring their profile picture next to your company’s logo, with a message like “Join (Name) in making smarter financial decisions.”

These personal touches can make your ad feel like it’s speaking directly to the person, which significantly boosts engagement and click-through rates.

Optimising Your LinkedIn Ads for Accountants

Setting up your campaign is just the beginning. To get the best results, you’ll need to optimise continuously. It’s the only way you’ll know what’s working and be able to adjust your strategy and budget.

With that in mind, here are a few ways you can optimise your ads:

A/B Testing

Never settle for just one version of an ad. Test different headlines, images, and calls-to-action (CTAs) to see what resonates best with your audience. Even small tweaks can lead to big improvements in performance.

I’ve written a blog post on what you can split-test in Google Ads, but my suggestions work just as well for LinkedIn ads!

Monitor Your Metrics

Keep an eye on key metrics like CTR, CPC, and conversion rates.

LinkedIn provides detailed analytics to help you understand how your ads are performing. If something isn’t working, don’t be afraid to pause and tweak it.

Refine Your Audience

Remember how I said to start “broad enough”? When it’s time to refine, look at your best-performing ads and see which audience segments are responding the most.

Use this data to narrow your targeting and get even better results!

Bet Your Budget on Retargeting

What if someone visits your website but doesn’t convert? No problem!

LinkedIn offers retargeting options to re-engage those visitors with follow-up ads. This is a powerful way to stay top-of-mind and encourage them to take the next step.

And speaking of retargeting…

Budgeting for Success with LinkedIn Ads for Accountants

You’re probably thinking, “How much should I really be spending on LinkedIn Ads if I’m serious about it?”

My answer: LinkedIn is an investment, and it can be a hefty one at that. But when done right, it’s worth every penny.

If you’re still testing the water with LinkedIn, start with a smaller budget that aligns with your goals. As I’ve suggested previously, start with $50 a day.

However, if you’re aiming for steady growth, I recommend setting aside at least $300 to $600 per month for retargeting alone. This is key if you’re continually engaging with potential clients who have already shown interest in your services.

For example, take a look at the screenshot below:

an example of a retargeting campaign on linkedin ads

Look at those audience names – “All purchasers and purchase intent,” “Webinar Reg,” “All page visitors”… these are gold.

With retargeting, you’re reconnecting with people who’ve already dipped their toes into your world.

For example, see the “All visitors 180 days” group? That’s a whopping 4,300 members! Imagine having the power to keep popping up on their radar.

With a budget of $300 to $600 per month, you can stay top of mind with these high-potential leads and give them an offer they won’t be able to refuse!

Common Mistakes to Avoid with LinkedIn Ads for Accountants

We all make mistakes, but when it comes to LinkedIn Ads, a little guidance can go a long way. Here are some common pitfalls to watch out for:

Not Defining Your Audience Properly

Even if you’re just starting out, I recommend not going out on a limb, even if your targeting is broader for the time being. You’re still spending a bit of money, after all.

So, make sure your audience is just right – relevant, engaged, and ideally primed to convert. Use LinkedIn’s targeting tools (and pair them with my suggestions) to zero in on decision-makers or specific industries that align with your business goals.

Not Optimising Your Content for the Selected Ad Format

When it comes to LinkedIn Ads, one size definitely does not fit all. Imagine you’ve got a phenomenal piece of content – but then you toss it into an ad format that doesn’t do it justice.

Every LinkedIn ad format has its own set of best practices and specifications.

For example, if you’re using a single-image ad, it’s essential that the image and ad copy work together to deliver your message clearly and concisely. But if you’re working with something like a carousel ad, you can tell a multi-step story or showcase different products or features.

Always, always make sure you’re familiar with LinkedIn’s ad specs and best practices for the format you choose. They’re there to help you make the most out of your campaign.

And hey, if you’re unsure, take a peek at LinkedIn’s helpful resources – it’s packed with all the details you need!

Skipping the Follow-ups

Don’t let your leads fall through the cracks! Have a solid follow-up strategy in place to nurture those leads into long-term clients. Nurture them with timely and relevant content to guide them down the funnel.

Whether it’s a personalised email, a valuable resource, or a simple check-in, make sure you don’t let leads go cold. You’ve got the lead – but now it’s time to turn them into long-term, loyal customers.

LinkedIn Ads Need Your Accounting Expertise

By now, you should be feeling confident and excited to try LinkedIn ads for yourself. Remember, like any good investment, it takes time and patience to see the best returns from LinkedIn Ads.

But with the right strategy, it can become a cornerstone of your accounting firm’s growth.

And if you’d prefer to have LinkedIn Ads done for you, knowing that you’re in experienced hands, contact me. My team and I have helped hundreds of accounting clients win better business through LinkedIn Ads. And today, we’re here to help you!

LinkedIn Ads for Accountants

Why LinkedIn Ads?