Martin
Founder, strategy and audits
Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010.
SEM for SMSF Advisers
Google Ads for SMSF Advisers in Australia
Paid search puts your practice in front of people already asking for SMSF help. We tighten the audience with match types and negatives, send clicks to a page per advice type, and judge spend on booked meetings, not clicks.
Google Ads can produce enquiries within days, which makes it useful for testing messages and services. Your practice stays responsible for advertising rules.
Running Google Ads for an SMSF practice
Context from how your customers search, compare and book.
SMSF keywords attract more than prospective clients. People searching about super also include students, job seekers, DIY trustees wanting forms and templates, and people looking for accounting or audit services the practice does not sell. Without careful control, budget flows to these searches. Match types and a maintained negative keyword list are how we protect spend.
Campaigns are split by what the practice actually sells. Establishment searches go to one landing page, ongoing advice and adviser switches to another, and second opinions to a third. Each page repeats the searcher's wording, explains the process in plain language, and offers one clear next step, which is a call or a booking.
Timing matters as well. SMSF enquiries are considered, and people often call in office hours or fill in a form in the evening. We schedule ads and call handling around when your team can answer, and use form follow-up so an evening enquiry is not left waiting for days.
Financial advice advertising carries rules, and platforms may ask for advertiser verification for financial services. Your practice remains responsible for compliance, and we work within your approval process, submitting ad text and landing pages for review before launch instead of assuming a wording is acceptable.
Who benefits from Google Ads for SMSF advice
groups Customer segments
- person Practices with spare advice capacity to fill
- person Advisers launching a new office or service line
- person Firms wanting to test SMSF messages before investing in content
- person Practices that need enquiries while SEO builds
psychology What drives their decision
- check_circle Speed to the first qualified enquiries
- check_circle Control over who sees the ads and in which cities
- check_circle A view of cost per booked meeting rather than cost per click
- check_circle Freedom to pause or shift budget between services
How we deliver SEM
A clear, repeatable process built around how smsf advisers customers search and decide.
1
Account and goal setup
We agree what counts as a qualified enquiry, set up conversion tracking for calls, forms and booked meetings, and review any existing account so past data and negatives are kept rather than thrown away.
2
Keyword and match-type plan
Keywords are grouped by establishment, ongoing advice, switching adviser and second opinion. We use phrase and exact match for core terms and add broad match only where tracking shows it earns qualified enquiries.
3
Negative keywords
We build a negative list at launch covering jobs, courses, forms, templates, free advice, audit and accounting-only searches, and other cities. Search term reports are checked weekly at first, and the list keeps growing.
4
Landing pages and call tracking
Each service gets a dedicated page with a tracked phone number and a short form that asks for the fund status and suburb. Dynamic numbers show which ad and keyword produced each call.
5
Schedule, review, refine
Ads run when your team can answer calls, with a quick form response outside those hours. We review search terms, ad text and landing page performance regularly, and shift budget toward what produces booked meetings.
query_stats
What SMSF Advisers SEM includes
Reach people who are ready to book on Google, without paying for clicks that never turn into customers in Australia
- check_circle Account build or audit with conversion tracking
- check_circle Keyword, match-type and negative keyword management
- check_circle Ad copy written for your compliance review
- check_circle Landing pages and call tracking setup
- check_circle Monthly reporting with qualified meetings by campaign
What you can expect
- verified Qualified trustee enquiries within weeks of launch
- verified Less budget wasted on students, job seekers and DIY form hunters
- verified Establishment and ongoing enquiries reported separately
- verified Calls and forms traced to the keyword and ad behind them
- verified Landing pages that reflect each search and its intent
- verified Clear guidance on when to scale, hold or pause spend
Deliverables you receive
inventory_2 Google Ads account structure separated by establishment, ongoing advice, switching adviser and second opinion campaigns
inventory_2 A negative keyword list covering job seekers, students, free-advice seekers, accounting-only searches and out-of-area queries
inventory_2 Dedicated landing pages for each advice type, written for compliance review before launch
inventory_2 Call tracking with dynamic numbers, and call recording only where lawful and disclosed to callers
inventory_2 Conversion tracking that counts qualified calls, forms and booked meetings, not just clicks
inventory_2 Ad scheduling and location targeting matched to your intake hours and staffed cities
Technical approach
The mechanics behind SEM for smsf advisers, explained plainly.
Conversion tracking that counts what matters
We track calls over a minimum length, form submissions and booked meetings as separate conversions, and import qualified meetings back from your calendar or CRM where possible so bidding learns from real outcomes.
Call tracking and recording
Tracked numbers show which campaign produced each call. Where recording is used, callers are told, and recordings are handled in line with privacy obligations. Your team can then listen back and mark which enquiries were qualified.
Landing page speed and structure
Ad landing pages load fast on mobile, keep the form short, show the licence details and avoid distracting navigation. We test headline and form variations one at a time so results are clear.
Marketing from $500 USD a month
Month to month, no commitment. One fee covers the pages, the search and ad work and the tracking. Ad spend is separate and stays in your own accounts.
Starting at
$500 USD per month
Free to cancel with 1 month's notice. Tell us what you sell and where. We come back with what the first month would fix.
Get a Free AuditWhat $500 a month covers
Pages
IncludedPages built around the searches your buyers actually type.
Search and ads
IncludedSearch and ads aimed at people ready to enquire.
Tracking
IncludedCalls, forms and bookings tagged to the search, ad or page behind them.
What to expect from SMSF Google Ads
Paid search produces data quickly, but learning which queries and messages bring qualified trustees takes several weeks of adjustment.
Days 1 to 14
Tracking, account structure, negatives and landing pages are built and reviewed. Campaigns launch at a modest scale so we can see real search terms before spending more.
Days 15 to 45
Search term reports drive tighter negatives and better match types. We test ad wording and landing page changes, and compare the first qualified meetings against the source of each.
Days 46 to 90
With enough data, budget shifts toward the services and cities that book meetings. We report on qualified meetings by campaign and recommend whether to scale, hold or pause.
Other SMSF Advisers marketing services
Our team
The same people on the audit and on the work
Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences.
Certified and experienced
Certified where it matters. Accountable for the outcome.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓Frequently Asked Questions
How quickly can Google Ads produce SMSF enquiries? expand_more
Campaigns can begin producing enquiries within days of launch, once tracking, pages and compliance review are complete. Learning which searches bring qualified trustees takes several weeks, so early results should be read as data, not a verdict.
How do you keep DIY trustees and students out? expand_more
Through match types and a negative keyword list covering templates, forms, courses, jobs, free advice and accounting-only searches. We review search term reports frequently at the start and keep adding negatives as patterns emerge.
Can ads mention returns or performance? expand_more
We do not write them. Ads describe the service, the licence and what the first meeting covers. The practice remains responsible for compliance with the advertising rules that apply to it, and we work through your approval process before anything runs.
Does Google require verification for financial advertisers? expand_more
Google and other platforms may require advertiser verification for financial services, depending on the market and the type of advertising. We check the current requirement early so it does not delay launch, and your practice supplies the details needed.
What counts as a conversion? expand_more
We count qualified calls above a minimum length, form submissions with the right details, and booked meetings. Clicks and page views are watched but not treated as results. Where possible, we import meetings your team marks as qualified so bidding learns from real outcomes.
How is budget managed? expand_more
We recommend how to split budget across services and cities and adjust it as results come in. Reporting, with GST shown where it applies, and you decide the overall level against the meetings your team can staff.
Can you run ads for several offices? expand_more
Yes. Each office can have its own campaign, location targeting and landing page so enquiries reach the right team. We only target cities the practice staffs or offers video meetings to, so budget does not go to areas you cannot serve.
Should we run Google Ads or SEO first? expand_more
It depends on timing and capacity. Ads produce enquiries sooner and generate search data that informs the SEO plan, while SEO builds a base that keeps working over time. Many practices start with ads and add SEO once tracking shows what works.
Ready to get more from SMSF Advisers SEM?
Get a free audit and we will show you where you are losing enquiries today.
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