Google Ads vs SEO Blogging: Which works best for accountants?

Sarena Harwood
3 days ago
4 min read

Series: Your Website’s Live — Now What?

Part 3 of 5

(If you missed Part 1 "Why your website launch is just the beginning" - I explain what happens after the launch of the website.

Part 2 — “How Blogging helps your website get found on Google” — catch up there first. It explains how regular blogging helps accountants build visibility and attract organic traffic.)

You’ve launched your accountancy website, it looks professional, your services are clear, and now you’re ready for new clients to find you online.

The question is: Should you pay for Google Ads to get seen faster, or invest in SEO and blogging to build long-term traffic?

Both can work brilliantly for accountants, but they serve different purposes, and understanding how they work together is the key to a smart marketing strategy.

Option 1: Google Ads — The Quick Wins

Google Ads (also called PPC – Pay-Per-Click) let you pay to appear at the top of Google for specific search terms like “accountant in Surrey” or “tax return help for small businesses.”

When someone clicks your ad, you pay a small fee, usually between £2 and £10 per click depending on competition and keywords.

The Pros of Google Ads for Accountants:

Instant visibility: You can start appearing at the top of search results within days.
Highly targeted: You can show ads to people searching for exactly what you offer (e.g. “Xero accountant Surrey”).
Control: You can set budgets, turn campaigns on/off, and target by location, time, and device.
Data-driven: Ads give clear insights into which services, keywords, and locations perform best.

The Cons of Google Ads:

Costly over time: Once you stop paying, your visibility disappears instantly.
Clicks aren’t guaranteed clients: Some people click but don’t convert into a lead.
Can be competitive: Especially for terms like “accountant near me” or “tax advisor Surrey.”
Requires ongoing management: To avoid wasted spend, campaigns need regular tweaks and testing.

In short: Google Ads are great if you want leads quickly, but are costly they stop working the moment you stop paying.

Option 2: SEO Blogging — The long-term growth

SEO (Search Engine Optimisation) and blogging take a bit longer to see results, but they build visibility that lasts.

Instead of paying per click, you’re investing in content that continues to attract potential clients for months (or even years) after it’s published.

For example: If you write a blog like “5 Simple Tax Tips for Surrey Small Businesses” and it ranks well, it can bring steady traffic every month, without you spending a penny on ads.

The Pros of SEO Blogging for Accountants:

Builds authority: Helpful, educational blogs show you’re an expert in your field.
Evergreen results: Your posts can bring in visitors long after they’re published.
Trust-building: Organic visitors are often more engaged and likely to convert.
Compounds over time: The more blogs you add, the stronger your overall SEO becomes.
Cost-effective: Once created, your content keeps working for free.

The Cons of SEO Blogging:

Slower start: It usually takes 3–6 months to see results.
Requires consistency: You’ll need to post regularly to maintain momentum.
Needs optimisation: You’ll get better results if your blogs are planned around search keywords.

In short: Blogging takes time and effort, but it builds lasting visibility and trust, something paid ads can’t replicate.

Google Ads vs SEO Blogging: Which works best for accountants?

So… Which should you choose?

Here’s the honest answer: Use both, but in different ways and at different stages.

If your accountancy firm is brand new:

Start with a small, targeted Google Ads campaign to generate early leads, while you begin building your blog content in the background.

Once you’ve built up 15–20 blog posts:

Start reducing ad spend and focus more on organic SEO, letting your blog take the lead in attracting traffic.

As your firm grows:

Use Google Ads strategically for high-value services (e.g. tax planning, audits, or specialist advice) and let your organic content drive consistent long-term leads.

Comparing the two:

Type	Short-Term Impact	Long-Term Value	Cost	Best For
Google Ads	Immediate traffic	Stops when you stop paying	££ (ongoing)	Launching a new website or promoting offers
SEO Blogging	Slower start	Lasting visibility	£ (time or retainer)	Building authority and steady leads

Think of it like this:

Google Ads = renting visibility.
SEO blogging = owning visibility.

How they work best together

The best-performing accountants don’t see Google Ads and SEO as either/or they see them as team players.

Here’s how you can combine them effectively:

Run Google Ads for quick enquiries and local brand awareness.
Use blogging to educate, inform, and attract clients over time.
Analyse your Ads data to inspire new blog topics (e.g. which search terms people clicked most).
Let your blog boost your SEO, so you rely less on Ads over time.

This balanced approach means you get the best of both worlds — short-term results and long-term growth.