by
Sam Mansour, CPA, Mansour Advisory Group
| July 14, 2025
Marketing for CPA firms isn’t just about running ads or posting on social media. It’s about building trust. After spending tens of thousands of dollars on marketing tactics — some that worked, but most that didn’t — I’ve seen firsthand the common pitfalls CPA firm owners fall into when trying to attract high-value clients.
The reality is, many marketers claim they can help accountants grow, but very few truly understand what it takes. That’s because marketing for a CPA firm isn’t the same as marketing for a restaurant or an e-commerce store. The clients you want — business owners with significant revenue — are cautious, skeptical and not easily swayed by flashy promotions.
So why is it so hard to bring in new clients? And more importantly, what can you do differently to make your marketing efforts actually work? Let’s dive into some of the most common misunderstandings and mistakes I’ve seen in the industry.
1. Underestimating the Trust Barrier
Why it’s a mistake: Accounting firms aren’t selling a commodity. You’re not just offering a service — you’re asking potential clients to trust you with their business’s most sensitive information. That’s a massive ask. Many accountants assume that if they just present themselves as the “better option,” clients will switch. But switching accountants is a big deal for most businesses.
Business owners already have an accountant, and even if they’re unhappy with their current provider, they’d rather stick with someone they know than take a risk on someone new. The saying, “Better the devil you know than the devil you don’t,” rings true here.
The fix: Your marketing strategy needs to focus on building trust over time rather than expecting immediate conversions. Instead of pushing aggressive sales tactics, focus on education-based marketing — sharing insights, addressing common pain points and positioning yourself as the expert they can rely on when they’re ready to make a change.
2. Treating Marketing as a Short-Term Experiment
Why it’s a mistake: One of the biggest marketing failures I see among CPA firm owners is running a campaign for two or three months, seeing little to no results and then shutting it down. Trust and credibility take time to establish — especially in professional services.
Unlike e-commerce or retail, where a Facebook ad can generate quick sales, your ideal clients require a much longer decision-making process. If you turn off your marketing efforts after a short period, you’re cutting off your chances of gaining traction.
The fix: Shift your mindset to long-term consistency. Marketing for an accounting firm is more like public relations than direct response advertising. Your efforts should focus on consistently showing up in front of your target audience, proving your expertise and nurturing relationships.
Commit to a marketing plan for at least 12 to 18 months before evaluating its full effectiveness. Trust-building doesn’t happen overnight.
3. Falling for Overpromising Marketers
Why it’s a mistake: There’s no shortage of marketers promising to flood CPA firms with leads. But many of these companies excel at selling to accountants but fail at actually bringing in clients for accountants.
The problem? Many marketing firms don’t understand how to sell professional services. The approach needed to sell accounting and advisory work is completely different from selling a product or a low-commitment service.
The fix: Before investing in any marketing firm, demand proof. Ask for specific case studies of how they’ve helped other service-based businesses like CPA firms. Look for clear ROI metrics — not just vanity metrics like website visits or ad impressions.
Better yet, learn to run some of your own marketing. There are incredibly cost-effective ways to generate leads without spending thousands per month on a marketing firm. For example, leveraging LinkedIn direct outreach can be far more effective than hiring an expensive agency that doesn’t truly understand your business.
4. Relying on a Generic Outreach Strategy
Why it’s a mistake: Many CPA firms waste money on broad, one-size-fits-all advertising. The problem? Your potential clients don’t respond to generic marketing. A business owner looking for a CPA isn’t just going to Google “accountant” and pick one at random. They’re going to ask for referrals, research your background and take their time making a decision.
The fix: Instead of blasting out broad messages, think of your marketing as a targeted outreach campaign. Identify exactly who your ideal client is — what industry they’re in, what revenue they generate, what pain points they have — and create a specific marketing message just for them.
A few effective tactics include the following:
Attend industry-specific events. Instead of posting on Facebook, attend industry events in fields where you want clients. If you want medical clients, show up to a healthcare conference. If you want construction firms, be at their networking events.
5. Expecting a Quick and Easy Sales Process
Why it’s a mistake: Many accountants want a quick and low-effort way to land clients. Unfortunately, bigger businesses — the ones that are worth working with — aren’t going to switch accountants just because of an ad.
Signing a new client requires two steps:
They need to be willing to break up with their current accountant.
That second step is a huge obstacle. Many business owners have already switched accountants before and have been burned. They’re wary of change, even if they know their current accountant isn’t great.
The fix: Your marketing should acknowledge and address this hesitation. Show that you understand their fears and that you’re not just another accountant making empty promises. Offer a low-risk way for them to engage with you, like a free financial assessment, so they can see what working with you would be like before making a full commitment.
Final Thoughts
Marketing a CPA firm is about playing the long game. If you want to attract high-value clients, you must focus on building trust, staying consistent, and using a targeted, strategic approach.
Your marketing shouldn’t feel like throwing money into a black hole. It should feel like a system that reliably brings in the right clients, month after month.