Google Ads Campaign Structure for Accountants
A clear structure decides where your budget goes. This page shows the campaign trees we use for one-city and multi-city accounting firms, and when to split or merge.
What is the best Google Ads structure for an accounting firm?
The best Google Ads structure for most accounting firms is one campaign per main location or service line, with ad groups for each service or audience inside it. Each ad group has its own keywords, its own ad and its own landing page. That way, a search for bookkeeping never shows a corporate tax ad.
How should a multi-location accounting firm structure campaigns?
A multi-location accounting firm should usually run one campaign per office area, because budgets, competition and services differ by market. Within each campaign, keep the same ad group pattern so results are easy to compare. Use separate landing pages only where the local content is genuinely different.
This mirrors the market differences on our Ottawa and Kanata pages. A firm with offices in Mississauga and Brampton would make the same split for the same reason.
When should you split or merge accounting campaigns?
Split an accounting campaign when you need a different budget, location, schedule or bidding target for part of it. Merge campaigns when each one has too little data to learn, which usually shows as a handful of conversions a month spread across many campaigns.
| Situation | Do this | Reason |
|---|---|---|
| Corporate tax and personal tax both run | Separate campaigns | Client values differ, so targets and budgets should too |
| Two offices 30 km apart | Separate campaigns | Different markets and competition |
| Bookkeeping and small business ad groups | Same campaign | Similar value and audience |
| Tax season push | Separate seasonal campaign or budget change | Easy to start and stop without touching the core |
| Each campaign gets under 5 conversions a month | Merge | Bidding needs data to learn |
| Brand searches | Own small campaign | Keeps cheap brand clicks from flattering results |
Which campaign settings matter most for accountants?
The campaign settings that matter most for accounting firms are location targeting, ad schedule, network and bidding. Set location to people in or regularly in your area, schedule ads for the hours you can answer calls, keep Search campaigns off the Display network, and choose a bid strategy that matches how much conversion data you have.
Google's advanced location options explain the difference between "presence" and "presence or interest". For a local firm, presence avoids paying for people elsewhere who only searched your city's name. For a firm that serves clients anywhere in Canada, such as remote bookkeeping, a wider setting can make sense.
- Ad schedule: run around the clock only if calls and forms are handled quickly. Otherwise favour business hours and evenings.
- Ads: one strong responsive search ad per ad group, with headlines written for that group's intent.
- Bidding: start with Maximize Clicks with a cap or Maximize Conversions, and move to a target only once you have steady conversions. Our Google Ads bidding guide explains the options.
- Performance Max: treat it with care for accounting. It can spend on placements far from search intent; read Search vs Performance Max first.
Split campaigns by budget decision, not by keyword.
Make a new campaign when you want to control its budget, location or schedule separately. Otherwise, add an ad group.
How should budget be split across accounting campaigns?
Budget across accounting campaigns should follow client value and proven performance. Give most of it to the campaign that brings the highest-value clients at an acceptable cost, keep a small share for testing new services or areas, and keep brand spend minimal. Review the split monthly, not daily.
Use your own cost per signed client to make these moves. The method is on marketing budget for accounting firms, and the keyword guide shows what to put in each ad group. The general version of this structure is in our Google Ads campaign structure guide.
Frequently asked questions
How many campaigns should an accounting firm run on Google Ads?
Most single-office firms need two to four: one or two for services, one for brand, and sometimes one seasonal campaign. More only when budgets or locations differ.
Should each accounting service have its own ad group?
Yes. Each service or audience should have its own ad group with matching keywords, ad and landing page.
Should I bid on my own firm name?
Usually yes, in a small separate campaign. It is cheap, protects the top position from competitors, and keeps brand results separate from new-client results.
What location setting should a local accounting firm use?
People in or regularly in your targeted locations. This avoids paying for searchers elsewhere who only mention your city.
Should accountants use Performance Max?
Only with care and good conversion data. Search campaigns give accounting firms more control over which queries they pay for.
How do I structure campaigns for several cities?
One campaign per office or market, with the same ad group pattern in each, so you can compare results and budgets fairly.
Should tax season have its own campaign?
It can. A separate seasonal campaign is easy to start, cap and stop without changing your year-round campaigns.
Sources & further reading
Platform rules, tax dates and local data change. These sources let you check the facts on this page, last checked October 5, 2026.