When I joined The Accounting People in June 2024, there was no marketing department, no system, no digital channels, and barely a web presence. The partners brought me in with one clear goal: “Build everything from scratch.”
It was both a challenge and an opportunity. I had full ownership of the marketing function, from strategy to execution and was trusted to turn a simple website into a lead-generating ecosystem for a growing UK accounting firm.
Phase 1: Setting the Foundation (Q3 2024)
I began by defining clear quarterly KPIs to measure progress and ensure accountability. To bring focus and long-term consistency to our marketing operations, I developed six key pillars around which all activities would revolve:
- Content Creation – to establish thought leadership and build trust through blogs, educational posts, and client communication.
- SEO (Search Engine Optimisation) – to improve visibility and rank for local and national accounting-related keywords.
- Paid Media (Lead Generation) – to create high-performing campaigns across Google and Meta platforms.
- Newsletters – to enhance client engagement, share updates, and maintain retention through consistent communication.
- Awards and Recognition (PR) – to strengthen brand credibility and industry positioning through targeted award entries and press opportunities.
- Reporting and Analytics – to track performance metrics, measure ROI, and make data-driven decisions for every campaign.
These six pillars became the framework for every marketing initiative moving forward. They helped me prioritise high-impact activities and create an actionable roadmap for sustainable growth.
The first quarter was about setting strong foundations. I started by auditing the firm’s online presence, analysing the website’s performance, page speed, competitors and technical SEO.
The website was static and under-optimised, so I introduced:
- Yoast SEO to improve on-page structure and metadata.
- WP Rocket to enhance page speed and user experience.
- A complete on-page optimisation strategy focused on keywords such as accountants in Stanmore, tax services UK, and bookkeeping and payroll.
I created quarterly marketing plans with defined KPIs to measure progress. For the first time, The Accounting People had measurable marketing goals.
To ensure brand consistency, I developed a digital branding kit, defining colour palettes, fonts, tone of voice, and templates for posts and visuals. I also created a Digital Asset Management system, so every image, logo, and graphic had a proper place.
Meanwhile, I researched UK accounting awards that aligned with our expertise and started planning submissions for the upcoming year to boost credibility and brand recognition.
The firm was beginning to see structure where there had been none.
To keep everything structured and transparent, I managed all marketing operations through Notion. I created a central workspace where every campaign, content piece, and asset was tracked and updated in real time. I also built Gantt charts to monitor timelines, visualise quarterly milestones, and evaluate my own progress. This approach helped me stay disciplined as a one-person department ensuring that every task aligned with the broader strategy while giving me space to self-analyse and reflect on performance at the end of each quarter.
Phase 2: Establishing Our Voice (Q4 2024)
With a stronger foundation in place, I shifted focus to content and social media, the first step in giving The Accounting People a digital voice.
I launched our social media presence across LinkedIn, Facebook, and Instagram, starting from zero followers. I built a content calendar and formal approval process, briefing partners on how posts would align with our brand tone and audience goals.
The content strategy focused on being:
- Educational, by simplifying HMRC rules and tax deadlines.
- Engaging by highlighting our team and client success stories.
- Trust-building, by showcasing awards, nominations, and professional insights.
At the same time, I knew that what gets measured gets improved. So I set up the complete digital tracking infrastructure to ensure every marketing action was measurable:
- Installed Google Analytics to track user behaviour and traffic sources.
- Connected and verified Google Search Console to monitor keyword visibility and performance.
- Deployed Google Tag Manager to streamline tracking codes and event tags.
- Integrated Meta Pixel across all pages to track conversions from social campaigns.
These tools became the backbone of our data-driven strategy, allowing me to evaluate what worked, what didn’t, and where we could allocate time and budget more effectively.
By the end of the quarter, our analytics stack, content process, and SEO roadmap were all in place — setting us up for lead generation and scaling in 2025.
Phase 3: Launching Paid Media (Q1 2025)
By early 2025, it was time to scale. I launched our first Meta (Facebook and Instagram) ad campaign focused on Self Assessment Tax Return Services.
The campaign generated 129 leads on a modest £469 budget, with high engagement and low cost per lead. I built a simple Excel CRM system to track every inquiry, ensuring no lead was left unattended.
Seeing the results, I expanded into Google Ads, testing multiple campaigns around core keywords such as:
- Accountant for limited company
- Local accounting firm
- Bookkeepers near me
- Accountancy firm UK
- Accountants in Harrow
From February to October 2025, the campaigns achieved:
- 1.66K clicks
- 119 tracked phone calls
- £18.42 cost per conversion
- £2.65K total ad spend
The best-performing campaign, “Local Service Ad,” generated 556 clicks at a 2.8% CTR, while maintaining a £2.72 average CPC on Google Search.
I noticed a clear behavioural pattern, 83% of clicks came from mobile devices, and the peak engagement time was around noon (12 PM–2 PM), which helped refine our ad scheduling strategy.
The ads performed especially well among users aged 25–44, evenly split between male and female demographics, ideal for SME owner targeting.
This shift into PPC not only improved brand visibility but also brought a steady flow of inbound leads through search intent, comple
menting the awareness-driven Meta campaigns.
As part of our channel diversification strategy, I expanded our search marketing beyond Google to include Bing and Yahoo. This move aimed to capture a broader audience segment, particularly professionals using Microsoft products or Edge browsers. Within just a few months, our Bing Webmaster Tools data showed over 114K impressions and 1.5K clicks, highlighting the untapped potential of secondary search networks. This not only increased overall visibility but also helped improve brand recall among business users searching for accounting services across multiple platforms.
Phase 4: Building Automation and Conversion Systems (Q2 2025)
As leads increased, my focus turned to conversion rate optimisation (CRO) and automation. making sure we could handle growing inbound interest efficiently while maintaining a personal touch.
I implemented:
- Chatbase AI Chatbot, trained on HMRC and Accounting People resources to automate website queries.
- Lead capture forms with custom thank-you pages and pixel tracking for attribution.
- Mailchimp for newsletters and client nurturing sequences, delivering tax reminders, industry insights, and service updates.
To improve workflow efficiency and eliminate manual tasks, I introduced Zapier automations across our internal systems. For example:
- When a blog post was approved by partners, Zapier automatically posted it live on the website and shared it across channels.
- When we reached specific milestones, like 80+ Google reviews, an automated congratulatory email was sent to the team to celebrate progress and boost morale.
- I also integrated Zapier with form submissions and CRM tracking, so every new lead was instantly logged and categorised.
Alongside Zapier, I used Make.com to generate fresh content ideas and streamline campaign planning, connecting it with analytics and keyword tools to uncover trending accounting topics.
These small but powerful automations not only saved hours of repetitive work but also increased productivity and ensured that every team effort was acknowledged and celebrated.
Simultaneously, I hired a marketing associate in our Islamabad office to support content scheduling, creative design, and reporting, allowing me to focus on strategy and campaign performance from our London office.
Phase 5: Measuring Impact and Optimising for Growth (Q3–Q4 2025)
By mid-2025, our digital ecosystem was running smoothly. I introduced a reporting and analytics framework using Google Analytics and Search Console to track growth across all key channels.
From Search Console data (June 2024 → October 2025):
- Organic impressions increased by 240%.
- Click-through rates improved by 1.9%.
- Top performing pages included /local-small-business-accountants/ and tax-services/ landing pages.
- Queries such as “accountants near me,” “tax return UK,” and “bookkeepers London” consistently ranked in the top search positions.
One of the biggest wins came from our Google Business Profile (GMB) optimisation. When I first started, we had only 4 reviews. By the end of 2025, through consistent client follow-ups and teamwork, we amassed 90+ authentic reviews within a few months. This significantly improved our local search rankings and made The Accounting People more visible to potential clients searching in our area.
We also began ranking on the first page, and often in the top positions, for major local keywords, including:
- Accountants in Stanmore
- Accountants in Harrow
- Accounting services in London
These results directly translated into a steady flow of inbound leads.
To deepen our insights, I implemented advanced tracking systems that measured performance across the full funnel, including the website-to-lead ratio, lead-to-sale conversion rate, and channel-level attribution. This allowed us to refine our campaigns, optimise budget allocation, and focus more on high-performing services and audiences.
We also began advanced segmentation in both Meta Ads and Mailchimp, grouping audiences based on behaviours, interests, and previous interactions. This laid the foundation for contextual marketing operations, allowing us to send more personalised content — for example, tax season reminders to self-employed clients or payroll compliance tips to business owners.
At the same time, we expanded our Google Ads campaigns to focus on business accounting, payroll, and VAT services, while continuing to implement CRO techniques and retargeting.
In recognition of our success, The Accounting People received the Best Accounting & Tax Advisory Firm 2025 award from SME News (source). This national recognition validated our people-first marketing strategy and further boosted brand trust and credibility across the UK market.
By the end of the year, The Accounting People had transformed into a fully optimised, multi-channel brand — ranking organically, winning awards, generating consistent inbound leads, and engaging clients across every digital touchpoint.
Analysing Campaign Performance and Return on Investment
As part of our ongoing optimisation efforts, I reviewed cumulative data from all Google Ads campaigns between February and October 2025 to measure cost efficiency and conversion performance.
The chart above illustrates the consolidated results across multiple campaigns, including Local Service Ads, Lead Form Ads, and Bookkeeping & Payroll Lead Campaigns. During this period:
- We achieved 1.66K total clicks across all campaigns, reflecting growing audience engagement and strong ad relevance.
- The average cost per conversion stood at £18.42, which represented an excellent cost-efficiency benchmark in the accounting sector — well below industry averages for financial services lead generation.
- Campaigns collectively generated 119 verified phone calls and numerous form submissions, marking a consistent stream of inbound inquiries from small business owners and self-employed professionals.
- The total ad spend of £2.65K resulted in tangible business growth, supported by measurable ROI and improved customer acquisition rates.
The fluctuations in performance throughout the graph reflect ongoing A/B testing and budget reallocation across campaign types. Early spikes represented initial learning phases, while the later consistent peaks (around mid-2025) demonstrated a more stable, optimised funnel driven by better keyword targeting, refined ad copy, and data-backed scheduling.
Most engagement occurred during midday hours (12–2 PM), as confirmed in the “Day & Hour” report, leading to scheduling adjustments that further enhanced conversion rates. Additionally, mobile traffic accounted for over 85% of total impressions and clicks, reinforcing the importance of mobile-first design and call-optimised ads for local service conversions.
Alongside Google Ads, I launched targeted Meta lead generation campaigns focused on self-assessment and local accounting services. Over the campaign period, we achieved over 202K impressions, reaching more than 106K users with a CTR of 0.65%. The ads generated 1,316 link clicks and an impressive 168 qualified leads, at an average cost per lead of just £9.50 — a highly efficient benchmark for the accounting sector. The total spend of £1,596.33 demonstrated strong ROI, especially given the campaign’s dual focus on awareness and conversion. This success validated the creative strategy and audience segmentation I developed early on, helping us expand our reach while maintaining cost-effective lead generation performance.
Quantifiable Results
After a year of structured marketing efforts, here’s what the transformation looked like:
| Metric | June 2024 | October 2025 | Growth |
| Website Monthly Traffic | ~200 visits | 3,500+ visits | +1,650% |
| Monthly Leads (Google + Meta) | 0 | 150+ | New Channel |
| Google Business Reviews | 0 | 90+ | +90 reviews |
| SEO Ranking Keywords | ~20 | 200+ | +900% |
| Email Newsletter Subscribers | 0 | 250+ | New Channel |
| Campaign Conversion Rate | — | 6.8% | Established Baseline |
Reflections and Learnings
Looking back, what made this journey work wasn’t a big budget, it was strategy, consistency, and adaptability.
I started as a one-person department, juggling everything from keyword research and ad copywriting to social media design and lead management. Every experiment, from award submissions to chatbot integration, was part of a bigger vision — to make The Accounting People visible, credible, and competitive in a digital-first accounting world.
The experience taught me the importance of:
- Building systems early — even simple CRMs and workflows creates lasting structure.
- Combining inbound and outbound — Meta built awareness, and Google Ads closed leads.
- Data-driven iteration — every quarter, I improved based on performance reports.
- Internal collaboration — involving accountants in content made our brand authentic.
From zero to a thriving multi-channel marketing setup, The Accounting People now ranks organically, drives inbound leads, and enjoys a steady social following.
This case study isn’t just about results — it’s about building something from nothing and proving that with vision and persistence, marketing can transform even the most traditional firms.
Skills & Tools Involved
Core Skills
- Marketing Strategy Development: Designed quarterly growth frameworks, KPIs, and measurable goals.
- Search Engine Optimization (SEO): Conducted keyword research, on-page optimization, and content strategy for ranking local accounting keywords.
- Paid Media Management: Planned and executed Google Ads and Meta campaigns for lead generation.
- Social Media Strategy: Built brand voice and managed content creation across LinkedIn, Instagram, and Facebook.
- Conversion Rate Optimization (CRO): Implemented chatbots, improved form design, and tracked conversion metrics.
- Content Marketing: Directed SEO-optimized blogs, landing pages, and newsletters.
- Marketing Automation: Streamlined internal workflows and marketing tasks using Zapier, Make.com, and Mailchimp automations.
- Project Management: Managed all marketing operations on Notion using Gantt charts for timelines, KPIs, and progress tracking.
- Analytics & Reporting: Set up Google Analytics, Search Console, Tag Manager, and Meta Pixel to create a data-driven feedback loop.
- Collaboration & Communication: Created approval workflows, briefed partners, and coordinated multi-office marketing operations.
Tool Stack
| Category | Tools Used |
| Website & SEO | Adobe Photoshop, Adobe Illustrator, Adobe After Effects, Adobe Premier Pro, Canva, Capcut, MS PowerPoint |
| Analytics & Tracking | Google Analytics, Google Tag Manager, Google Search Console, Meta Pixel, Google Data Studio, Power BI |
| Advertising | Google Ads, Meta Ads (Facebook & Instagram) |
| Automation & CRM | Zapier, Make.com, Excel CRM, Chatbase, Mailchimp |
| Content & Design | Adobe Photoshop, Adobe Illustrator, Adobe After Effects, Adobe Premiere Pro, Canva, Capcut, MS PowerPoint |
| Reputation & Communication | Google Business Profile (GMB), Trustpilot, and Email marketing campaigns |
| Team Collaboration | Notion, Microsoft Teams, Outlook (for internal communication and automation triggers) |
The People Behind the Progress
Behind every metric, milestone, and campaign was a team that believed in collaboration and growth.
The culture at The Accounting People has always been people-oriented, supportive, and genuinely collaborative. Even as I led the marketing transformation, every success was shared, from partners providing trust and creative freedom to colleagues who embraced new ideas with enthusiasm.
I’m grateful to have been part of a team that valued transparency, learning, and progress over perfection. The environment encouraged experimentation and accountability, making the journey not just successful but deeply fulfilling.
(Below are a few candid moments from our workplace — snapshots of the team, collaboration, and energy that made every campaign possible.)
