Professional and financial services
PPC for accountants, solicitors and financial firms
PPC for professional services succeeds when it brings enquiries from the clients a firm wants, at a cost one instruction can carry, and when the ads meet the rules that apply to the profession. For financial services that includes Google's UK verification, which requires FCA authorisation or an exemption; for solicitors it includes the SRA's price transparency rules on the pages the ads lead to.
In short
- Google's UK financial services verification
- SRA price transparency on landing pages
- Leads qualified before they cost you time
Not sure where to start? We review your account, tracking and landing pages first, in writing.
Financial services: verification comes first
To show financial services ads in the UK, including ads shown to UK users looking for financial services, Google requires advertisers to be verified. Verification means showing that the firm is authorised by the Financial Conduct Authority, or qualifies for one of the exemptions Google lists. It covers categories such as banking, credit and loans, insurance and investments. Without it the ads do not run, so we check verification status before building anything.
Solicitors: the landing page is regulated too
The SRA's Transparency Rules require firms that offer certain services, including residential conveyancing and uncontested probate, to publish price and service information prominently on their website. A PPC landing page for those services should carry that information, because it is both a requirement and one of the things searchers most want to see before they enquire.
Accountants: busy months and the right clients
Accountancy demand peaks around tax deadlines and year ends, and searches mix people wanting a one-off return with businesses wanting ongoing bookkeeping and advice. Separate campaigns for each, with ads that state who the firm is for, keep the low-value enquiries from crowding out the clients worth having.
Qualifying leads in the ad
Professional firms pay twice for a bad lead: once for the click and again for the time spent on a call that goes nowhere. Ads and forms that state the type of client, the minimum engagement or the fee basis put off the wrong enquiries before they click. Where you can tell us which enquiries became instructions, we import that back into Google Ads so bidding learns from it.
Related
Where this connects
B2B PPC
Paid search for long sales cycles, where one lead can be worth a year of clicks.
Landing pages and CRO
The page the ad lands on, rebuilt and tested until more visitors become leads.
Analytics and tracking
GA4, Tag Manager, server-side tagging and enhanced conversions, set up so the numbers are true.
Google Ads management
Search, Performance Max, Display and YouTube, built around the searches that buy.
Questions people ask us
Do financial advisers need Google verification to advertise?
To show financial services ads in the UK, Google requires advertisers to be verified, which includes showing FCA authorisation or qualifying for an exemption Google lists.
Do solicitors' PPC landing pages need prices?
For services covered by the SRA Transparency Rules, such as residential conveyancing and uncontested probate, firms must publish price and service information on their website, and the landing page for those services is the natural place for it.
Is PPC worth it for accountants?
For firms that want specific client types, such as limited companies needing ongoing accounts, it can be. Keep one-off tax return searches separate so they do not use up the budget.
How do you reduce low-quality enquiries?
State who the service is for in the ad, ask one or two qualifying questions in the form, and feed back which enquiries became clients so bidding learns from it.
Stop guessing. Start scaling.
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