6 min read

Infinte CA

Published on

08 Apr 2025

Key Results and Impact

15 Medium-Sized Clients Monthly

Meta Campaigns: 100+ Monthly Leads

Increased Brand Visibility

Contributors

Holly Adelaide

Brand Messaging Specialist

Rohit Sood

Managing Director

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Campaign Breakdown

When Monir first approached us, he was juggling a full-time accounting role while nurturing a dream—to launch his own accounting firm. He was already dabbling in lead generation through platforms like Bark but found the quality lacking and the competition stiff. Our goal? Help Monir build a recognisable, trusted brand that attracts clients, not just leads.

With a dual-platform approach, we rolled out sizzling video campaigns across Facebook and Instagram, tapping into solo entrepreneurs and tradies who needed a reliable bookkeeper. Simultaneously, we launched a laser-focused Google Ads campaign aimed at medium-sized businesses—especially those with 10+ staff—who could benefit from Monir's expertise in payroll services using platforms like XERO, MYOB, and Employment Hero.

We transformed Monir's WordPress site into a conversion machine, showcasing all his services—BAS, tax lodgements, payroll—while ensuring contact forms were always within reach.

The results? Jaw-dropping. $600/month on Google Ads pulled in 15 high-value clients. The same spend on Meta platforms delivered over 100 leads monthly, converting 35+ solo biz owners. We didn’t stop there—we built a face for the brand with UGC campaigns, boosting trust and recognition. Today, Monir leads a team of three full-time accountants. Not too shabby for a side hustle!

Problem: The Lead Drought & Digital Fog

Before Monir became a brand of his own, he was trapped in the digital noise. Sure, Bark delivered leads—but at a price. The quality was hit or miss, and there was no control over the experience. He needed to break out and create a system that not only generated interest but attracted the right kind of clients.

Here’s where things got murky:

Low-Quality Leads from Lead Marketplaces

Buying leads from Bark meant Monir was constantly competing with other accountants and bookkeepers. It was a race to the bottom, where pricing often became the only differentiator. Clients who came through these platforms were less loyal, more transactional, and usually just price-shopping.

No Digital Presence

Despite his skills, Monir had little online presence. His WordPress website was underdeveloped, lacked clarity, and didn’t effectively highlight the services he offered. This led to lost trust and missed opportunities when potential clients tried to learn more.

No Brand Recognition or Identity

In a crowded digital marketplace, Monir had no visual identity or brand voice. He looked like “just another bookkeeper.” No familiar face, no compelling story, no reason for clients to remember him after scrolling past.

Targeting Too Broad or Too Random

Without a focused ad strategy, Monir’s message was diluted. He was trying to speak to everyone—and ended up reaching no one. There was no segmentation between solo tradies and mid-sized businesses needing payroll services.

All these elements combined created a messy funnel. He had the skills, but the message was lost. We had to flip the script.

From Ghost Mode to Growth Mode

We knew Monir’s services were golden—but he needed the right spotlight. Enter a two-pronged, zesty marketing strategy aimed at igniting growth on both ends of the spectrum: solo entrepreneurs and medium-sized businesses. We created a high-converting digital ecosystem across Meta and Google, powered by scroll-stopping creatives and trust-building web design.

Here’s what we cooked up:

Platform Split: Meta for Awareness, Google for Intent

Facebook and Instagram were perfect playgrounds for building brand awareness. We ran engaging video ads targeting tradies, solo business owners, and self-employed professionals. Google Ads, on the other hand, captured high-intent traffic looking for accountants and payroll help in real time.

Custom Video Creatives

We leaned heavily into video—because nothing beats storytelling for a service-based business. From quick explainer reels to authentic testimonials, every creative was designed to feel native to the platform and earn attention, not just impressions.

Website Overhaul & CRO Focus

Monir’s website got a facelift. We organised the services clearly, added compelling copy, embedded strategic CTAs throughout, and ensured mobile-first design for on-the-go business owners.

Niche Targeting with Custom Audiences

On Meta, we segmented based on profession, job title, business type and behaviours. On Google, we built keyword clusters focused on “payroll services for small business,” “BAS accounting,” and “XERO bookkeeper.” No wasted clicks, no broad-stroke targeting.

Solutions: Building Trust and Tech

Once the basics were nailed, it was time to elevate. We moved from ads-only to brand-building, introducing consistent content, human-first creatives, and a trust-driven strategy that would make Monir unforgettable in the accounting crowd.

User-Generated Content Creators

We partnered with creators who mirrored Monir’s target audience—tradies, small biz owners—so they could speak directly to their tribe. These creators became the brand’s face, offering a relatable human touch across all ad platforms.

Content System for Recognition

We implemented a recurring content plan that ensured consistency in visual and tonal elements. Repetition + familiarity = recognition. People began to remember the face, and by extension, the brand.

Service Stacking for Upsell Opportunities

We clearly highlighted Monir’s multiple services—bookkeeping, BAS, payroll, quarterly lodgements—on ads and website copy. This led to bigger client accounts and fewer one-off projects.

Always-On Optimisation

Ads were refreshed biweekly. New creatives. Tweaked headlines. Refined targeting. The campaign never went stale.

Example Creatives Used in Campaign:

Results & Impact

The results were nothing short of jaw-dropping. Monir’s journey went from solo bookkeeper to the head of a team—all within a few months. With careful ad spend, a killer website, and clever creatives, we built a pipeline that never sleeps.

Google Ads: 15 Medium-Sized Clients Monthly

With just $600/month, we secured 15 mid-sized business clients, many requiring ongoing payroll and tax support. These weren’t one-offs—they became long-term partnerships.

Meta Campaigns: 100+ Monthly Leads

Our Facebook and Instagram strategy delivered more than 100 leads monthly, with 35+ converting into paying clients. Most were tradies or solo operators who needed consistent bookkeeping help.

Example Creatives Infinite CA instagram and facebook ad campaign

Brand Visibility

The UGC strategy paid off. Monir’s brand became instantly recognisable, and we saw higher click-through and retention rates on videos featuring our creators.

All this, with a lean budget and heaps of hustle. Monir now leads a thriving accounting brand with a growing team. Talk about a turnaround!

Key Lessons from the Campaign

The next step is to build on the momentum and keep those leads rolling in. Here’s what Jarred’s business can do next.

Niche Wins

Focusing on tradies and medium-sized businesses gave Monir a clear voice in a crowded space.

Budget Efficiency Matters

Even with just $1,200/month, the ROI was massive.

Brand Trust Takes Time

Recognition came after months of consistency—not overnight.

Multiple Services, One Funnel

Showcasing all services helped increase account value per client.

Conclusion

Monir’s journey is a masterclass in how strategic advertising and brand-building can turn a humble side hustle into a booming business. From running campaigns with just $600 a month to leading a team of expert accountants, every decision was made with precision. By leaning into platforms that matched his audience, using relatable content, and building a recognisable brand face, Monir has carved out a stronghold in a saturated market. The future is bright—and the books are only getting bigger.

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