Instagram Ads Guide for Accounting Firms to Bring More Clients [2024]

Instagram Ads Guide for Accounting Firms to Bring More Clients [2024]

Thinking about using Instagram ads to get more eyes on your accounting firm? First things first: your Instagram account needs to be in top shape. Here’s why: When you run ads, potential clients are going to click through to check out your profile. What they see there can make or break their decision to trust you with their business.

If your profile looks neglected or unprofessional, it might not create the strong first impression you need to turn viewers into clients. Not quite sure how to spruce up your profile or what kind of content works best? No problem. We’ve already laid out everything you need to know about setting up your Instagram for success in one of our earlier posts. 
Check it out here and make sure your Instagram is ready to make those ads count!

If your Instagram profile is already polished, optimized, and consistently updated with relevant content, you’re ready to tap into the power of Instagram Ads and attract more clients. This blog will guide you through the essential elements of advertising on Instagram. You’ll learn how to fine-tune your profile for ads, understand different ad placements, delve into Instagram ad specifications, and much more. Let’s get started!

What are Instagram Ads?

Instagram Ads Guide for Accounting Firms: What are Instagram Ads?

Instagram ads are promotional content that brands pay to display on the Instagram platform, reaching a broader and more targeted audience than their organic posts. 

They’re versatile, engaging, and can be tailored to fit a company’s specific goals and audience.

When you scroll through your Instagram feed or stories, you’ve likely come across ads on Instagram that seamlessly blend with regular posts. These might be Instagram story ads, Instagram carousel ads, or even Instagram video ads. 

They’re all part of Instagram’s robust ad system that helps brands connect with potential customers in a visually appealing and effective manner.

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      The Anatomy of Successful Instagram Ads

      Every effective Instagram ad shares some key features. As you’re just starting out with Instagram ads, it’s crucial to familiarize yourself with these elements. Take some time to understand each component thoroughly. Then, browse through your Instagram feed and carefully analyze the ads marked with a ‘Sponsored’ tag. Try to figure out what makes them catch your eye. This will help you grasp what makes an Instagram ad successful.

      Let’s start with demystifying the anatomy of a successful Instagram ad that turns scrollers into clients for your accounting firm

      • Attention-Grabbing Visuals: In a platform built on images and videos, your visuals need to stand out. Consider using high-resolution images, engaging graphics, or short videos that accurately represent your firm’s services. Clear, professional images that convey trust and reliability should be your go-to.

      • Compelling Caption: An image might grab attention, but the caption will get people to act. Craft your messages carefully. Be concise, clear, and compelling. Speak directly to the needs and pain points of your potential clients, offering solutions and prompting them to learn more.

      • Strong Call-to-Action (CTA): A great ad is incomplete without a clear CTA. Guide your audience toward the next steps, whether it’s visiting your website, downloading a resource, or getting in touch with your team.

      • Targeted Hashtags: While not the star of the show, relevant hashtags can extend your ad’s reach, helping you tap into specific communities or trends related to accounting and finance.

      • Engagement: Respond to comments and direct messages promptly. Engaging with your audience builds relationships and fosters trust, turning viewers into clients.

      Setting Up Your Accounting Firm’s Instagram Profile

      Setting Up Your Accounting Firm’s Instagram Profile
      Source: Latermedia

      As I mentioned earlier, you need to make sure your Instagram account is top-notch before you dive into ads. I’m going to walk you through the must-do steps to get your profile ready. If you’ve already got this part down, go ahead and skip to the next part of our guide.

      Setting up an Instagram profile for your accounting firm isn’t as complicated as cracking the tax code, promise! Here’s a straightforward run-down:

      • Professionalism is Key: Choose a username closely aligned with your firm’s name to enhance recognizability. Your profile picture should either be your firm’s logo or something equally professional.

      • Bio that Sells: Your bio is your elevator pitch. In just a few words, convey who you are, what you do, and how you can solve your potential client’s accounting woes. Make it engaging and straightforward.

      • Contact Information: Instagram offers business profiles the option to include contact information. Ensure your email, phone number, and office location are accurate and easily accessible.

      • Website Link: You have space for one clickable link. Use it wisely. Direct potential clients to your firm’s website or a specific landing page designed for Instagram traffic.

      • Story Highlights: Story Highlights are a fantastic way to showcase your firm’s services, client testimonials, or any other valuable information you’d like to keep visible on your profile. Think of them as the chapters of your Instagram story, each one providing insights into the value you offer.

      Remember, consistency in your branding elements (like color scheme and logo) across various platforms, including Instagram, is vital for recognition and trust-building.

      Now that your profile is set, you’re well on your way to launching successful ads, connecting with potential clients, and showcasing your expertise in the Instagram realm. But before we go into that, let’s look at how to build your brand on Instagram.

      Must Read – Facebook Ads Beginner’s Guide with Examples For Accountants

      Instagram Ad Formats Suitable for Accounting Firms

      Before diving into Instagram advertising, let’s explore the ad formats that can amplify your firm’s message.

      Instagram Ad Formats Suitable for Accounting Firms

      1. Photo Ads:

      • What Are They?: Simple, elegant, and straightforward – photo ads allow you to showcase your services or share insights through captivating images.
      • How to Use:
        • Select high-quality images that resonate with your services.
        • Combine with compelling captions and CTAs.
        • Use for announcements, insights sharing, or promoting specific services.

      2. Reels Ads:

      • What Are They?: With up to 120 seconds of video, you can convey more complex messages or give an inside look at your firm.
      • How to Use:
        • Share video testimonials, service explanations, or a day in the life at your firm.
        • Ensure your videos are professionally edited and visually engaging.

      3. Carousel Ads:

      • What Are They?: Carousel ads allow users to swipe through a series of images or videos, each with its own link.
      • How to Use:
        • Perfect for showcasing different services or sharing multiple client testimonials.

      4. Stories Ads:

      • What Are They?: These full-screen ads appear between users’ Stories, providing a seamless viewing experience.
      • How to Use:
        • Use for limited-time offers or announcements. Given their 24-hour lifespan, they create a sense of urgency.

      5. Explore Grid:

      • What Are They?: Appears when you click on search icon in footer. It includes 2-3 reel videos, 6-7 carousels, 1-2 photos
      • How to Use:
        • Ideal for webinars, in-depth discussions on financial topics, or interviews with experts in the field.

      Each Instagram Ad format serves a different purpose, so choose based on your campaign goals, content type, and target audience. Ensure your ad content is not only promotional but also provides value to your audience, positioning your firm as a reliable source of information and services in the accounting realm.

      Instagram Ad Specs 

      Understanding the Instagram ad specs is crucial if you want your advertising campaigns to be successful on this platform. This guide to Instagram ad specs will help you create ads that not only look great but also perform well.

      Ad Format Accepted Formats Resolution Requirements Aspect Ratio Max File Size Min Width
      Photo/Image Ad JPG or PNG At least 1080 x 1080 px 1:1 or 1.91:1 30 MB 320 px
      Carousel Ads JPG, PNG, MP4, MOV, GIF 1080 x 1080 px 1:1 or 1.91:1 Image: 30MB, Video: 1GB 320 px
      Video Ads MP4, MOV 1080 x 1920 px or 1920 x 1080 px 9:16 to 16:9 Up to 4 GB 320 px
      Story Ads JPEG, MP4 1080 x 1920 px 9:16 30 MB 320 px

      Why Knowing Instagram Ad Specs Matters?

      1. Optimal Display: Each type of Instagram ad has specific dimension and file size requirements. Knowing these helps ensure that your ads display correctly without being cropped or distorted, making your content look professional and engaging.

      2. Better Engagement: Ads that adhere to Instagram’s specifications are more likely to attract attention and engage users. This means better click-through rates and more effective campaigns.

      3. Cost Efficiency: When you follow the ad specifications, your ads are more likely to be approved quickly, reducing the time and money spent on revisions.

      4. Enhanced Performance: Properly sized and optimized ads load faster and provide a better user experience, which can lead to higher conversion rates.

      5. Creative Freedom: Understanding the technical limits allows you to be more creative within the bounds, helping you to craft impactful messages tailored to your audience

      Step-by-Step Guide to Setting Up Instagram Ads

      Step 1: Set Up Your Facebook Page

      • Create a Facebook Page: If you don’t already have a Facebook page for your accounting firm, you’ll need to create one. This is essential as it links to your Instagram page to run ads.
      • Connect Your Instagram Account: Link your Instagram account to your newly created Facebook page. This connection is crucial for using Facebook Ads Manager for your Instagram ads.

      Step 2: Prepare Your Accounts

      • Switch to a Professional Account: Ensure your Instagram is set to a Professional or Creator account. If it’s still set to personal, go to your settings on Instagram to make the change.
      • Verify the Connection: Double-check that your Facebook page is correctly connected to your Instagram account.

      Step 3: Access Facebook Ads Manager

      • Navigate to Facebook Ads Manager: This is your all-in-one tool for creating ads.
      • Choose a Payment Method: Set up your preferred payment method during the initial setup. This is vital for launching paid campaigns.

      Step 4: Create a Campaign

      • Understand Campaigns: A campaign in Facebook Ads Manager is where you set your advertising objective. For instance, if you want to increase brand awareness, select the “Brand Awareness” objective.
      • Set Up Ad Sets: Within your campaign, create different ad sets to test various versions of your ad. This allows you to see which performs best.

      Step 5: Ad Placement and Content

      • Select Manual Placements: In the placement section of your ad set, choose ‘Manual Placements’ to specify where you want your ads to appear on Instagram.
      • Craft Your Ad Copy: Write compelling ad copy that grabs attention. Keep it clear, concise, and relevant to your audience.

      Tips for Managing Instagram Ads Cost:

      • Budget Wisely: Set a daily or lifetime budget that you are comfortable with. Starting small can help you understand what works best without overspending.
      • Monitor and Adjust: Keep an eye on how your ads perform and adjust your strategy and budget accordingly. Use the insights provided by Ads Manager to optimize your campaigns.

      By following these steps and regularly monitoring your ads’ performance, you can effectively manage your Instagram ads cost and maximize the impact of your ads on Instagram. This approach will help you reach potential clients and grow your accounting firm’s presence online.

      Crafting Compelling Ad Content

      Crafting captivating ad content is an art form, crucial in grasping your audience’s attention and driving them to take action. 

      For accounting firms looking to appeal to potential clients on Instagram, content must be succinct, visually engaging, and resonate with the needs of your target audience.

      To create ad content that gets results on Instagram, you need to keep the following in mind.

      1. Craft a Strong Message

      Your ad’s core message should be crystal clear. The services your accounting firm offers are serious and complex, but your message should be straightforward and easy to understand. Craft copy that speaks directly to your audience’s needs, concerns, and pain points related to accounting and financial services.

      2. Utilize Visuals Wisely

      Instagram is a visually-driven platform. Incorporate high-quality images and videos that align with your message. Visuals should not be cluttered or overly complicated; simplicity often drives the most engagement.

      3. Include a Clear Call-to-Action (CTA)

      Your CTA should guide your audience toward the next steps. Whether it’s visiting your website, downloading a resource, or getting in touch with your team, make the action you want them to take unmistakable.

      4. Maintain Brand Consistency

      Your ad content should be cohesive with your overall brand image and voice. Consistency in colors, fonts, and tone of communication fortifies brand recognition and trust among your audience.

      Do Instagram Video Ads Work for Accounting Firms?

      In the visual-centric world of Instagram, video content often stands out. But is it suitable for accountants? 

      Well, let’s take a look at the benefits first, and then we’ll tell you what we think after that.

      Analysis of the Potential Benefits: Instagram video ads offer a unique opportunity to showcase more than just services. Through video, accounting firms can:

      1. Humanize Their Brand: Introduce team members, showcase client testimonials, or provide a behind-the-scenes look at the firm.

      2. Educate: Short video clips can break down complex accounting topics or share tips, positioning your firm as a trusted industry expert.

      3. Engage: Videos are more likely to be shared, commented on, or saved, increasing your brand’s visibility.

      4. Versatility: With options ranging from short Instagram reel ads to longer IGTV content, there’s flexibility in content delivery.

      So, to answer the earlier posed question: Yes, when done right, Instagram video ads can be a game-changer for accounting firms, offering a fresh way to engage and connect with potential clients.

      Must Read – 20 Must-Know Social Media Marketing Tips for Accountants in 2024

      Targeting and Retargeting Strategies

      Mastering the art of targeting and retargeting is pivotal for the success of your Instagram ad campaigns. Precision here ensures your ad content is seen by individuals who are most likely to be interested in your accounting services.

      Here is a proven targeting strategy that would help you accomplish this.

      1. Define Your Audience:

      Start by identifying your ideal client profile. Consider demographics, location, industry, and financial behavior. Having a clear picture of who you want to reach makes your targeting strategy more effective.

      2. Leverage Instagram’s Targeting Features:

      Instagram provides granular targeting options, allowing you to reach specific audiences. Utilize features like Custom Audiences to target existing contacts or Lookalike Audiences to reach people similar to your current clients.

      3. Retargeting Strategies:

      Engage individuals who have interacted with your firm but haven’t converted. Retargeting ads should be compelling and offer something valuable, like a free consultation, ebook, or a special service package, nudging them to take action.

      4. Monitor and Adjust:

      Regularly assess the effectiveness of your targeting and retargeting strategies. Adjust your approach based on the data and insights collected from ongoing campaigns, always aiming for improvement and better ROI.

      By intertwining compelling content with sophisticated targeting, your Instagram ads won’t just attract views—they’ll draw in clients, nurturing leads into valuable relationships for your accounting firm. Each ad is an opportunity to showcase your firm’s expertise, build trust, and demonstrate the unique value you bring to the table. So, craft wisely and target precisely.

      Budgeting and Bidding for Instagram Ads

      Budgeting wisely for your Instagram ad campaigns is indispensable for accountants seeking valuable returns on investment. Remember, it’s not about how much you spend, but rather how smartly you allocate your funds. And here’s the best way to do that.

      1. Setting a Realistic Budget:

      Craft a budget that mirrors your firm’s marketing objectives and the value of acquiring a new client. Start small if you’re new; you can always increase your budget as you understand what works.

      2. Understanding Bidding Strategies:

      Instagram uses a bidding system. You bid against other businesses for the ad space your target audience sees. Understanding the bidding strategies helps in effectively utilizing your budget without overspending. Automated bids are ideal for starters, while manual bidding gives you more control once you’re familiar with the process.

      3. Ad Scheduling:

      Use ad scheduling to show your ads at times when they’re likely to perform best. This approach not only maximizes visibility among your target audience but also optimizes your budget.

      What Tools Integrate With Instagram For Better Ad Management?

      Effectively managing your Instagram ad campaign can be streamlined with third-party tools. Some of these tools that work well with Instagram ad management include.

      1. Hootsuite

      Hootsuite: Top Instagram Tools for Ads Management

      Hootsuite is a comprehensive social media management platform that allows you to manage all your social media accounts and activities from one dashboard. Hootsuite integrates with Instagram to help you create and manage your ad campaigns, whether they are organic or paid.

      With Hootsuite, you can:

      • Create and publish Instagram posts and stories from your desktop or mobile device.
      • Schedule your posts and stories in advance to save time and ensure consistency.
      • Boost your organic posts to reach more people and increase engagement.
      • Create and manage Facebook and Instagram ad campaigns from Hootsuite using the Advertise feature.
      • Track your ad performance and optimize your campaigns using real-time data and insights.
      • Collaborate with your team members and assign tasks and approvals for your ad campaigns.

      Hootsuite also offers add-ons that support advocacy, advanced analytics, social listening, and ads management. You can learn more about Hootsuite’s features and pricing plans here.

      2. Sprout Social

      Sprout Social : Best Insta Tool

      Sprout Social is another powerful social media management platform that integrates with Instagram to help you manage your ad campaigns. Sprout Social is designed for businesses that want to grow their social presence and reach their goals.

      With Sprout Social, you can:

      • Plan, create, and publish Instagram posts and stories using the Compose feature or the Sprout mobile app.
      • Schedule your posts and stories ahead of time using the Publishing Calendar or the Queue feature.
      • Promote your organic posts to expand your reach and drive more traffic to your website.
      • Create and manage Facebook and Instagram ad campaigns from Sprout using the Advertise feature.
      • Monitor your ad performance and optimize your campaigns using detailed reports and analytics.
      • Collaborate with your team members and streamline your workflow using the Smart Inbox, Task Manager, and Approval Workflow features.

      Sprout Social has been recognized as a leader in social media management by G2, based on customer feedback. You can learn more about Sprout Social’s features and pricing plans here.

      3. Later

      Later: Best Instagram management Tool

      Later is a visual marketing platform that specializes in Instagram management. Later helps you plan, create, schedule, and analyze your Instagram content with ease.

      With Later, you can:

      • Create and schedule Instagram posts and stories using the drag-and-drop Visual Planner or the Later mobile app.
      • Preview how your feed will look like before you publish using the Feed Preview feature.
      • Boost your organic posts to reach new audiences and grow your following.
      • Create and manage Facebook and Instagram ad campaigns from Later using the Promote feature.
      • Track your ad performance and optimize your campaigns using simple metrics and insights.
      • Collaborate with your team members and manage multiple accounts using the Team Access feature.

      Later also offers features for user-generated content, shoppable posts, hashtag analytics, Linkin.bio, and more. You can learn more about Later’s features and pricing plans here.

      Monitoring and Measuring Ad Performance

      Efficiently monitoring and measuring the performance of your ads is essential for identifying what’s working and what needs tweaking. An analytical approach provides insights to continuously refine your campaigns for better results.

      Utilize Instagram Insights:

      Instagram’s built-in analytics tool, Instagram Insights, offers valuable data on ad performance and audience engagement. Familiarize yourself with the metrics it provides, such as reach, impressions, clicks, and conversions.

      Track Conversion Rates:

      Monitoring how many clicks lead to conversions—like form submissions or contact inquiries—is crucial. This data provides insight into the effectiveness of your CTA and overall ad design.

      Adjust Strategies Based on Data:

      Data-driven adjustments are key. If certain ads or audiences aren’t providing the expected results, don’t hesitate to tweak your approach. Continuous improvement, informed by real-time data, enhances the effectiveness and ROI of your Instagram ad campaigns.

      Through conscientious budgeting, bidding strategically, and diligently analyzing ad performance, your accounting firm will not only navigate the Instagram ad space successfully but also drive engagement and conversions that lead to tangible business growth. 

      Each step and strategy plays a pivotal role in ensuring your ads resonate with potential clients, drawing them closer to your services and brand.

      Best Practices for Instagram Ads

      • Use high-quality visuals that resonate with the accounting audience.
      • Abide by Instagram ad guidelines and Instagram video ad specs.
      • Ensure your Instagram ad dimensions are optimized for mobile viewing.
      • Consider the types of Instagram ads that work best for your firm’s message and audience.
      • Engage regularly, reply to comments, and make the most of Instagram ads best practices.

      Must Read – The only Guide Accountants need for LinkedIn Marketing in 2024

      Common Mistakes and How to Avoid Them

      Navigating Instagram ads isn’t without challenges. However, being aware of common mistakes can keep your accounting firm from stumbling. Let’s uncover these errors to ensure your ad campaign runs smoothly.

      1. Ignoring the Visual Aspect

      Instagram is a visual platform, and your ads must be visually appealing. Avoid using low-quality images or videos. Instead, opt for high-resolution, professional-looking media that accurately represents your firm.

      2. Neglecting the Target Audience

      Not understanding who you’re trying to reach is a recipe for ineffective ads. Define your target audience meticulously, considering their needs, preferences, and behaviors related to accounting services.

      3. Setting and Forgetting

      Instagram ads require ongoing attention. Regularly review and adjust your campaigns in response to performance data to continually improve results over time.

      Are Instagram Ads Worth It For My Accounting Firm?

      Examining the cost and potential returns of Instagram ads can be a complex affair. Are they genuinely a worthy endeavor for accountancy firms or not?

      Let’s take a look at these few points below.

      Weighing the Benefits and Costs

      1. Cost vs. ROI: While the initial Instagram ads cost might seem daunting, the potential client reach and conversion can result in substantial ROI.

      2. Granular Targeting: Ad targeting on Instagram ensures your ads reach those genuinely interested in accounting services.

      3. Brand Visibility: Beyond immediate conversions, ads on Instagram can significantly boost brand visibility and recognition.

      4. Feedback Loop: With immediate metrics on ad performance, firms can continuously refine their approach for better results.

      Given these advantages, it’s evident that when executed correctly, Instagram Ads hold immense potential for accounting firms.

      Conclusion

      Embarking on the Instagram Ads journey, especially as an accounting firm owner, can initially seem like navigating through uncharted waters. 

      However, with the comprehensive guide provided above, you are not only equipped with a map but also a clear path to success.

      From understanding the significance of Instagram as a potent marketing tool to setting up a professional profile that mirrors the credibility and proficiency of your firm, each step is integral in crafting an online presence that speaks volumes. 

      The anatomy of a successful ad isn’t just in its visual appeal but deeply rooted in its ability to communicate, connect, and convert. Through a blend of compelling content, strategic targeting, and a structured budget, your ad not only reaches its intended audience but also engages them effectively.

      Lastly, armed with the answers to possible questions you might have, this guide is designed not just to instruct but also to empower. The digital landscape is vast and ever-changing, but with the right tools, knowledge, and approach, your accounting firm isn’t just navigating; it’s thriving and succeeding.

      Frequently Asked Questions about Instagram Ads for Accounting Firms

      Navigating new marketing terrains can be perplexing. Below are answers to frequent questions accounting firms might have concerning Instagram ads.

      1. How much do Instagram Ads Cost for Accounting Firms?

      The cost varies. Factors include the ad format, placement, time of year, and bidding strategy. With a clear budget and targeted strategy, firms of all sizes can successfully leverage Instagram ads.

      2. Is it Necessary to Have a Large Following First?

      No. While having a following can increase engagement, Instagram ads allow you to reach a broader audience beyond your followers.

      3. How Do I Know if My Ads Are Successful?

      Success is measured through the achievement of your set objectives, whether it’s brand awareness, engagement, or conversions. Utilize Instagram Insights and other analytics tools to track performance and measure ROI.

      4. Can I Run Ads Myself or Should I Hire an Expert?

      While the platform is user-friendly, there’s a learning curve. If you’re new, consider working with a marketing expert familiar with Instagram ads to maximize your investment.

      5. How Soon Can I See the Results?

      Results vary. Some campaigns see immediate engagement, while others take time to gain traction. Consistency and adjustment in response to analytics are key to long-term success.
      By avoiding common missteps and having a clear understanding of how Instagram ads function, your accounting firm is well on its way to executing successful campaigns that not only reach but also resonate with your target clients, ensuring a steady flow of inquiries and conversions in the long run. Armed with this knowledge, you’re more prepared to harness the power of Instagram advertising effectively.


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