The Situation
A regional accounting firm with several branch offices has grown for years almost entirely on referrals and local reputation, but growth has flattened as referral volume alone can no longer fill the pipeline each office needs.
What They'd Already Tried
The firm ran a generic Google Ads campaign pointing to its homepage and occasionally boosted posts on social media, without location-specific pages or a defined lead-capture process.
Where They Got Stuck
Paid clicks weren't converting into consultations, and each office's local visibility in search results was inconsistent — some ranked reasonably, others were nearly invisible for their own city's search terms.
The Approach
- Build dedicated, genuinely useful location pages for each office instead of routing all traffic to one generic homepage
- Claim and fully optimize each office's Google Business Profile, since local map-pack visibility matters as much as organic ranking for this kind of search
- Restructure paid search around service-plus-location intent (e.g. tax planning in a specific city) instead of broad, generic keywords
- Add a low-friction consultation booking flow to every service and location page, replacing 'call us' as the only path to contact
- Build referral-adjacent content — practical tax and compliance guidance that gets shared by the same clients already sending referrals — to compound organic reach on top of the existing word-of-mouth engine
The Outcome
A lead-generation system that doesn't rely on referral volume alone, with each office building its own local search visibility and a clearer, lower-friction path from a search click to a booked consultation.