Lead generation for UK accountancy firms, with the follow-up that signs them.
IC Leads runs Google and Meta ads for UK accountancy practices, then works every enquiry with instant replies, structured follow-up and reactivation until it signs or says no. One fixed monthly fee from £850, published in full. For SWS, a UK accountancy firm, the same system turned 325 introductions into more than 250 closed deals.
Your enquiries aren't the problem. What happens next is.
Most practices get enough enquiries. They lose them in the gap between the form and the first call. Someone asks for a quote on Tuesday, gets a reply on Thursday, and has already booked a call with the firm that rang back in ten minutes.
- Slow first reply. Firms that responded within an hour were nearly 7 times as likely to qualify the lead, yet the average first response took 42 hours (Harvard Business Review).
- Proposals that go quiet. A fee proposal goes out, nobody chases it, and the prospect signs with whoever followed up.
- January overload. Self Assessment season brings the most enquiries at the moment your team has the least time to answer them.
- Old enquiries written off. Leads that didn't sign in week one never get a second conversation.
Making Tax Digital is the biggest demand shift in years.
| What | Figure | Source |
|---|---|---|
| MTD for Income Tax, qualifying income over £50,000 | Mandatory from 6 April 2026 | GOV.UK |
| MTD threshold drops to £30,000, then £20,000 | April 2027, then April 2028 | GOV.UK |
| Typical Google Ads cost per click, UK accounting keywords | £3.50–£5.50 | Whitehat SEO |
| Typical target cost per new client from paid search | £300–£800 | Whitehat SEO |
| Registered audit firms, 2020 to 2024 | 5,007 to 3,760 (down 24.9%) | FRC |
Every sole trader and landlord crossing the MTD threshold needs software, quarterly updates and, very often, an accountant. They are searching now. The firms that answer first take that work.
The market is also consolidating. Fewer, bigger firms are buying practices and spending more on marketing. Smaller practices win on response time and service, which is exactly where a follow-up system pays.
Four steps from search to signed engagement letter.
Google Search on the terms people use when they are ready to appoint an accountant: sole trader accountant, MTD accountant, self assessment accountant near me. Meta for practices selling a packaged service, like bookkeeping or rebate claims.
Every enquiry gets a reply in under a minute, by text and email, with a link to book a call straight into your diary.
Structured follow-up on every lead and every proposal you send, so nothing dies because someone was busy in January.
We go back through older enquiries and reopen the conversation. That is where the money nobody else collects gets collected.
325 introductions in. 250+ closed. Still running.
SWS is a UK accountancy firm. Its leads were never the problem: they arrived, then went cold before anyone worked them properly. We built and still run the system that works every one.
"The funnel doesn't just bring people in. It closes them, and it keeps closing the ones we would have written off. A third of what we're signing now came in weeks ago."
Robert, SWS
The price is on the page.
Most practices start on Run, with one platform and £2,000 to £5,000 a month in ad spend, or Build if they want Google and Meta working together. Every band includes the full follow-up system.
| Run | Build | Growth | |
|---|---|---|---|
| Monthly ad spend | £2,000–£5,000 | £5,000–£15,000 | £15,000–£35,000 |
| Fixed monthly fee | £850 | £1,600 | £2,500 |
| Build month | £1,700 | £3,200 | £5,000 |
| Platforms | 1 | 2, run as one | Full multi-channel |
| Minimum term | 3 months | 3 months | 6 months |
| Follow-up system | Included | Included | Included |
Two more bands, Partner and Partner+, cover spend above £35,000 a month. Fees exclude VAT where it applies. See every band and the full terms.
Same budget. Different incentive.
| IC Leads | Percentage-of-spend agency | Freelancer | |
|---|---|---|---|
| How you pay | One fixed fee, published | Typically 10–20% of ad spend | Hourly or day rate |
| Follow-up on every enquiry | Included and automated | Rarely | No |
| Who replies to a new lead | The system, in under a minute | Your team | Your team |
| Price on the website | Yes, all five bands | Usually not | Varies |
| What they gain from | Your signed clients | A bigger ad budget | Hours billed |
Questions we get asked
How much should an accountancy firm spend on Google Ads?
Most practices we work with spend £2,000 to £5,000 a month on ads. At typical UK click costs of £3.50 to £5.50, that buys roughly 360 to 1,400 clicks a month, enough data to optimise properly. Below that, results come in too slowly to tell what is working.
Is Making Tax Digital a good time for accountants to advertise?
Yes. From 6 April 2026, sole traders and landlords with qualifying income over £50,000 must use Making Tax Digital for Income Tax. The threshold drops to £30,000 in April 2027 and £20,000 in April 2028. That is a defined group actively looking for help with quarterly updates, and campaigns built around MTD searches reach them while they are choosing.
Should accountants use Google Ads or Facebook ads?
Google first, for most practices. People searching for an accountant are already looking to appoint one. Meta works when you sell a clearly packaged service, such as fixed-price bookkeeping or tax rebate claims, where the offer does the selling.
Why do accountancy leads go cold?
Mostly speed and silence. The prospect contacts several firms, the first to reply properly usually wins, and fee proposals rarely get chased. Fix the first hour and the follow-up on proposals, and conversion rises without spending more on ads.
Do you work with small accountancy practices?
Yes. The Run band is built for firms spending £2,000 to £5,000 a month on ads. If you are below that, the one-off £1,700 build sets up the ads and the follow-up system for you to run yourself.
See what your practice should be spending.
Tell us your revenue and ad spend. We reply with your band, your price, and where your current setup is losing enquiries. If we're not the fit, we say so.
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