Why Google Ads Works for Local Tax Prep
When tax season hits, prospects search with urgency and local intent (“tax preparer near me”, “1099 tax help”). With a tight structure, you can capture that intent and convert reliably—even on a $500/month budget.
The Foundation: Landing Page & Offer
- Speed & UX: You’ve nailed ~98 mobile speed—great. Keep one clear CTA (Call or “Book Free Consult”).
- Local Trust: City/ZIP in headline, map embed, proximity copy (“Serving [ZIP/City]”).
- Proof: Reviews, credentials, years in business, “Not a CPA? No problem—most clients don’t need one.”
- Conversion Options: Click-to-call + short form. Add call tracking numbers.
Campaign Blueprint (Search Only)
- 1 Campaign: Search — Local Tax Prep (ZIP ######)
- Geo: Target the zip + a 3–5 mile radius if your market is small.
- Schedule: Start 8am–8pm, 7 days; monitor & trim low-performing windows.
- Budget: $20–$30/day (scale on cost per lead).
- Bidding: Start with Maximize Conversions (if no data, Max Clicks with a CPC cap for 1–2 weeks, then switch).
Ad Group Structure (Tight → High Quality Score)
Create separate ad groups by intent; echo the keywords in headlines/paths:
- Tax Preparer Near Me
- Exact: [tax preparer near me], [tax preparer city]
- Phrase: “tax preparer”, “tax preparer near me”
- Ads: “Local Tax Preparer — Free Consult | Fast Filing”
- Tax Filing Help
- Exact: [tax filing help], [tax filing service]
- Phrase: “file taxes near me”, “help with tax filing”
- Ads: “File Your Taxes Today — Licensed Local Pro”
- Small Business / 1099
- Exact: [1099 tax help], [small business tax preparation]
- Phrase: “1099 taxes”, “business tax preparer”
- Ads: “1099 & Small Business Tax — Maximize Deductions”
- W-2 Tax Service
- Exact: [w2 tax service], [w-2 tax filing]
- Phrase: “w2 tax return help”
- Ads: “W-2 Tax Filing — Simple, Accurate, On Time”
- CPA Near Me (Qualifier)
- Exact: [cpa near me]
- Phrase: “cpa tax help”
- Ad copy clarifies: “Licensed Tax Preparer — CPA Not Required for Most Filings”
Match Types: Start with Exact + Phrase. Keep Broad out until you’ve built a strong negative list and see consistent CPAs.
Ad Copy Template (RSA)
- H1s: Local Tax Preparer, 1099 & Small Business Tax, File Today — Free Consult, [City] Tax Prep — Transparent Pricing
- Paths:
/tax-prep/[city] - Descriptions: Fast, accurate tax preparation for individuals & small businesses. Free consult. Call now or book online. Serving [City/ZIP].
Must-Have Extensions
- Call (tracking number)
- Location (link to GMB)
- Sitelinks: Pricing, 1099 Help, W-2 Filing, Book Consult
- Structured Snippets: Services (W-2 filing, 1099, small business, amendments, extensions)
Conversion Tracking (Non-Negotiable)
- Primary: Form submit, phone call (from ads + from website), booked appointment.
- Enhanced Conversions (if eligible).
- Google Analytics 4 + Call Recording.
Negative Keywords (Starter Set)
free, job, hiring, careers, training, classes, course, tutorial, HR, blog, cheap, IRS, TurboTax, H&R Block, Jackson Hewitt, online only
Review Search Terms every 2–3 days during ramp.
Click-Fraud Prevention
- Use IP/device rules via a reputable tool or scripts.
- Exclude repeat non-converting IPs; tighten geo to “People in or regularly in your targeted locations.”
Weekly Optimization Rhythm
- Day 3–5: Pause obvious poor queries; add negatives.
- Week 2: Shift budget to winning ad groups; rotate new RSAs; test a second landing page headline.
- Week 3–4: Apply tCPA if you have 30+ conversions; trim under-performing hours/days.
KPI Benchmarks (guide, vary by market)
- CTR: 8–15%
- Conv. Rate (LP): 10–25% (phone+form)
- CPL/Lead: Target what supports your close rate and profit (e.g., if close rate is 30% and profit per client is $400, aim CPL ≤ $40–$60).
Simple Calculator
If you want 2–3 clients/mo and your close rate is 30%, you need 7–10 leads.
At $500/mo, your target CPL ≈ $50–$70. Structure and negatives make this achievable in many local markets.