Supporting the Growth of UK Accountancy Firm, TC Group
Overview
TC Group is a leading accountancy firm in the UK, specialising in both personal and business financial services, with an experienced team of tax specialists and business advisers across the UK. Over the last five years, TC Group has seen impressive growth and expansion, being named one of the Top 20 Accountancy Firms in the UK in 2024.
We’ve been working with them for several years, implementing targeted Google Ads campaigns focused on driving qualified inbound leads and supporting their growth through partnerships, mergers, and acquisitions.
Key objectives for TC Group’s Google Ads project
TC Group has dozens of offices across the UK. For this project, they wanted to focus on continuous growth through a clear, location-focused Google Ads strategy.
The project was split into two key focuses:
- Driving qualified inbound leads from TC Group’s accountancy and tax services, targeting both consumers and local businesses
- Improving brand awareness with smaller, local accountancy firms that may be interested in selling or partnerships, helping TC Group grow through acquisition
Driving qualified inbound accountancy leads
For the lead generation part of the project, our PPC specialists built improved location-based Search campaigns targeting both consumers and local businesses searching for high-intent accountancy service terms.
We paired these with Performance Max campaigns to enhance retargeting reach, increase opportunities, and reduce the cost-per-lead across the account.
To continually improve performance, our specialists:
- Review ad copy performance and create new, engaging messaging
- Constantly review search terms and refine negative keywords
- Build new search themes and asset groups for Performance Max
- Recommend landing page changes to enhance UX and conversion rates
- Analyse competitor activity to improve messaging and offers
- Adjust budgets to improve efficiency, results and ROI
Supporting growth through acqusition & partnerships
To help TC Group reach potential partners, we focused on increasing visibility for acquisition-focused queries and driving traffic to their partnerships page.
We created a mix of location-based Search, Display, and PMax campaigns, targeting keywords that smaller firms are likely to use when exploring partnership options. Clear audience signals were created for Display and PMax to help reach decision-makers at the right time.
A key goal for the Search campaigns was to maintain a top impression share of 90% or above, which we achieved with an account average of 92.85%.
The result
We’ve supported TC Group’s growth over the past few years by generating qualified inbound leads and supporting their partnerships and acquisition goals. Through their lead generation campaigns, we have consistently improved the account performance, increasing qualified opportunities while reducing the cost-per-lead, which has seen a 61% decrease over the last 10 months.
As TC Group continues to expand, our PPC specialists are launching new location-based campaigns to support new offices and service areas.
Here are some account performance figures between 1st January 2025 and 31st October 2025, compared with the same period in 2024.
265%
Increase in qualified leads
49%
Decrease in cost per conversion
30%
Decrease in cost-per-click
