Keyword and Ad Copy Optimization

• Align ads with intent: Review the search terms report and pause irrelevant queries (e.g.
“bookkeeping jobs,” “free QuickBooks course,” etc.) by adding them as negative keywords 1 . Focus
on high-intent phrases like “Ontario virtual bookkeeping service”, “QuickBooks bookkeeping for
small business”, or “online small business bookkeeping Ontario.” This ensures ad copy matches
user intent. Use phrase or exact match on tightly relevant keywords to prevent broad match from
triggering unrelated queries (WordStream notes that switching to broad match effectively “changes
ALL of your existing keywords to broad match terms” and can dilute relevance 2 ).
• Refine match types: Given the limited budget, favor Phrase Match and Exact Match for core
queries (e.g. “virtual bookkeeping services”, “Ontario bookkeeping QuickBooks”) so you retain control.
Broad match can still be used cautiously (ideally with Smart Bidding), but monitor search terms
weekly and add new negatives immediately 1 2 .
• Optimize ad copy: Incorporate the exact keywords and location into headlines and descriptions.
Include your brand or unique offer (e.g. “QuickBooks-certified Ontario bookkeeper”, “50% off first 3
months”) to build trust and differentiation 3 4 . Use clear calls-to-action like “Book a Free Consult”
or “Claim Free Quote” to guide users to the next step 5 6 . Emphasize benefits, not just features:
for example, say “Stress-free bookkeeping for Ontario SMEs – focus on sales while we handle your books”
rather than just listing services. Ads that quantify outcomes (“Increase cash flow clarity” or “Save
5+ hours/week”) stand out – for instance, Unbounce’s own ad (below) highlights “Increase
conversions by 30%” in the description to catch attention. Use concise benefit-driven language and
urgency (limited-time offer, free consult), and test variations (e.g. Benefit-focus vs. Problem-focus vs.
Feature-focus 7 ).

Above: A high-impact Google ad example (Unbounce) shows a strong benefit (“Increase conversions by 30%”) and
clear CTA. Similarly, your ads should highlight key benefits and use action verbs 5 8 .

• Include relevant extensions: Add Location and Call extensions to highlight Ontario presence and
facilitate immediate contact. If possible, use a Lead Form extension on brand or general ads to
capture interested users who click.

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Landing Page UX and Content Improvements
• Simplify design and focus: Remove site navigation and extraneous links to reduce distractions.
Conversion-focused pages should have “one core offer, one headline, one CTA” 9 . For example,
eliminate the header menu or “Explore Services” links so visitors stay on the booking path. Ensure
the main headline clearly mirrors the ad’s promise (e.g. “Virtual Bookkeeping for Ontario Small
Businesses”) to create a cohesive journey 10 . Place a bold CTA (“Book Free Consultation”) above the
fold, in a high-contrast button, so it’s immediately visible without scrolling 11 12 . Surround that
CTA with ample white space and concise benefit text (bullet points are good) as shown in the hero
section.

• Strengthen trust signals: The landing page currently lacks social proof. Add real client
testimonials or reviews from other Ontario small businesses to reassure visitors. Prominently
display your credentials (e.g. “QuickBooks ProAdvisor Certified”, “18+ years experience”, or membership
logos). Embedding a professional team photo or even a branded office image can humanize the
service (image below). Include any badges (e.g. QuickBooks logo, secure SSL padlock) and link to
case studies or Yelp/Google reviews. Research shows that adding trust badges and customer proof
can boost conversions ~40% 13 14 . In short, leverage security badges, certifications, and
testimonials as visual cues to lower visitor anxiety 14 15 .

Above: Visual trust elements (a professional team photo, customer logos, or security badges) can boost credibility.
Strong trust signals (reviews, badges, testimonials) significantly increase conversions 15 14 .

• Clarify value proposition: The opening text should immediately state the key benefits. Use
subheadings like “Save Time & Focus on Growth” or “Cloud-Based & Secure”. Break up dense paragraphs
into scannable bullets or sections (the current bullet list under “Boost Your Business” is good).
Consider adding a short video or infographic explaining “Virtual Bookkeeping Process” to engage
users. Remove any jargon or irrelevant content.

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 • Improve trust & credibility sections: Rework sections like “Our Services” to be more concise or
tabbed. If quoting features (e.g. “Automated invoicing, reduced errors”), tie each to a real benefit. Add
a brief About snippet or a mini-bio of the founder on the page (leveraging Oscar’s 18+ years
experience 16 ). This personal touch builds trust. Also, explicitly mention local expertise (e.g. “based
in Kingsville, serving Ontario businesses”) since the ads target Ontario – local context can boost
relevance.

• Optimize headlines and CTAs: A/B test different headlines (focus on problem or solution). For
example: “Drowning in receipts?” vs. “Bookkeeping made easy”. Make all CTAs consistent in wording
(e.g. always “Free Consultation” vs. mixing “Contact Us” and “Consultation”). Ensure CTA buttons
scroll with the page or appear again after long sections to reduce friction 9 12 .

Booking Process and Conversion Flow

• Reduce scheduling friction: Simplify the Calendly booking flow. Ensure it’s fully mobile-responsive
(over 90% of users browse on mobile 17 ). Remove any unnecessary fields: only collect essential info
(name, email, maybe phone). According to FormAssembly, every extra field adds friction 18 .
Consider breaking a long booking form into steps (Calendly already does time-selection then
details), and label each step with progress so users see how simple it is 19 . Enable reminders and
confirmations within Calendly to prevent drop-offs. (Calendly’s “Workflows” feature has been shown
to cut no-shows by ~88% via automated reminders 20 .)
• Mobile-first optimization: Given high mobile usage, ensure buttons and inputs are large/tappable.
Preview the Calendly widget on phones to check for usability. Test autofill/ autocomplete for
returning visitors (saving them retyping info). Implement input validation (e.g. inline errors) so
visitors don’t get stuck after submission 21 .
• Build trust on booking: Place a brief security/privacy note near the booking form or “Book Now”
button (e.g. “Your data is secure – GDPR/SSL protected”). Even a small lock icon or “SSL-secured” text
improves confidence 22 . The contact form already shows email and phone – add a short sentence
like “No obligation – free consult!” to reduce perceived risk.
• Alternate contact options: Some visitors may prefer contacting directly. Add a visible phone
number (with click-to-call) and mention email/LinkedIn as alternatives. For example: “Prefer email?
Write to [email protected]” or “Call us now: (226) 546-4428”. The Contact page has this
info; echo it on the landing page to reduce friction.
• Leverage Chat or Pre-qualification (Optional): As an advanced step, consider a brief chatbot or
screening questions that pop up before scheduling. For instance, a quick chat flow that asks “What’s
your business size?” or “What bookkeeping needs you have?” can route serious leads to scheduling
and politely encourage non-fit leads to leave contact instead 23 . This pre-qualification helps focus
appointments on hot leads.

Funnel & Retargeting Strategies

• Lead magnets & email capture: Since immediate appointments are low, capture more leads. Offer
a free downloadable guide (e.g. “5 Tax Tips for Ontario Small Businesses” or a bookkeeping checklist)
in exchange for an email. Studies show lead magnets can boost conversions significantly – about
50% of marketers report higher conversion rates using them 24 . Follow up collected emails with a

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 nurture sequence (value emails, success stories, then a booking invitation). This keeps your brand
top-of-mind and warms leads gradually.
• Retarget visitors: Set up Google Remarketing (RLSA) lists for all site visitors. Then run a separate
Search or Display campaign targeting those who visited but didn’t book, with ads like “Still Need
Bookkeeping Help?” or highlighting the limited 50% offer. RLSA allows showing search ads to past
visitors, reaching “high-intent” audiences again 25 . Similarly, deploy a simple Facebook retargeting
ad (e.g. “Don’t miss our offer – book a free call!”). Retargeting typically increases conversions by
reminding prospects of your service after they’ve seen the site.
• Remarketing with value: Use different messaging for retargeting ads. For example, highlight a
different angle: instead of the initial “free consult” pitch, try “Overwhelmed by HST filings? We can help!”
or testimonials from small businesses. The goal is to re-engage browsers who didn’t convert initially.
• Use Analytics data: If available, integrate Google Analytics to create audience segments (e.g. people
who visited pricing but didn’t submit form) and tailor ads to them. Also consider “Similar Audiences”
to reach new, lookalike prospects once some data is accumulated.
• Monitor & iterate: Continually review the search terms report and site analytics. A/B test different
ad headlines and landing page variants (changing CTA text, headline focus, images). Even small tests
(button color, headline wording) can uncover improvements. Google’s experiments or basic split-
testing should be used to refine both ads and page elements over time.

Priority Action Plan

1. Tighten targeting: Switch all broad-match keywords to phrase or exact; add negatives for irrelevant
terms (e.g. “jobs,” “course,” “training”) 2 1 . Adjust bids to focus on Ontario-specific and
QuickBooks-related queries.
2. Revamp landing page: Remove navigation links; simplify content into a single, focused funnel.
Update the headline/subhead to clearly match the ad message (mention “Ontario” or “Virtual
Bookkeeping” up front) and emphasize core benefits. Insert trust elements — customer testimonials,
QuickBooks badges, and the founder’s 18+ year credentials — visibly on the page 15 14 . Ensure the
CTA (“Free Consult”) is prominent and repeated with minimal competing links.
3. Optimize booking form: Audit the Calendly/setup for friction. Eliminate any non-essential fields;
verify mobile usability. Add trust signals (SSL icon or privacy note) near the booking CTA 12 22 .
Enable scheduling reminders to reduce no-shows. Also highlight alternative contact options (click-to-
call, email link) for those unwilling to schedule online.
4. Test and iterate: Launch A/B tests on critical elements (headline text, CTA wording/color, hero
image) as per landing page best practices 9 12 . Monitor on-page behavior (heatmaps, session
recordings) to spot any unexpected drop-offs.
5. Implement remarketing funnel: Set up remarketing lists for site visitors and run RLSA or display
ads to those audiences 25 . Create a simple lead magnet to collect emails (50% conversion lift
expected) 24 and follow up via email or ad nurturing. Schedule periodic reviews of keyword queries
and ad performance, adjusting copy and bids based on what works.

By systematically refining keywords/ad copy, sharpening the landing page’s focus and trustworthiness, and
adding a follow-up funnel (retargeting and lead nurture), the campaign should see higher engagement and
booked appointments. Each change should be data-validated (A/B testing and conversion tracking) to
ensure measurable gains 26 27 .

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 1 The Definitive Guide to Negative Keywords in Google Ads - WordStream
https://www.wordstream.com/blog/ws/2018/06/06/negative-keyword-guide

2 Updates to Google Ads Search Query Matching in 2025: What to Know

https://www.wordstream.com/blog/google-ads-query-matching-updates

3 5 Google Ads Ad Copy Best Practices For 2024

https://www.definedigitalacademy.com/blog/google-ads-ad-copy-best-practices-for-2024

4 7 8 10 Google Ads copywriting 101: How to write copy that converts

https://unbounce.com/ppc/write-best-google-ads-copy/

6 9 11 13 15 26 From Clicks to Conversions How to Build Landing Pages That Actually Sell
https://www.salesfully.com/single-post/from-clicks-to-conversions-how-to-build-landing-pages-that-actually-sell

12 17 21 22 7 Tips for Providers to Improve Appointment Form Conversion Rates - Penrod

https://penrod.co/7-tips-for-providers-to-improve-appointment-form-conversion-rates/

14 Integrating Trust Signals on Your Landing Page to Boost Credibility

https://www.site123.com/learn/integrating-trust-signals-on-your-landing-page-to-boost-credibility

16 About Us - HighPeak Bookkeeping

https://highpeakbookkeeping.com/about/

18 19 27 Top Tips for Optimizing Form Conversion Rates - How to Increase Form Conversions
https://www.formassembly.com/blog/top-tips-for-optimizing-form-conversion-rates/

20 21 pro tips to transform you into a Calendly power user | Calendly

https://calendly.com/blog/power-user-tips

23 5 ways chatbots can optimize your Calendly meetings conversion | Calendly

https://calendly.com/blog/5-ways-chatbots-can-help-optimize-your-calendly-meetings-conversion

24 What is a lead magnet? The ultimate guide (+10 examples)

https://www.zendesk.com/it/blog/lead-magnet/

25 Remarketing with Google Ads: Best Practices for Conversions in 2025 - inBeat Agency
https://inbeat.agency/blog/remarketing-with-google-ads