The verdict in three sentences
For a four-office accountancy firm in London, Google Maps is where sole traders, startups and small business owners compare nearby accountants and read recent reviews before booking a call. The best support in 2026 is usually a specialist local SEO agency that understands ICAEW guidance on publicity, cleans up duplicate listings and builds a steady review flow per office. Budget a 2026 market ballpark of GBP 400 to 1,200 a month for four listings, plus an audit of GBP 600 to 1,800.
Provider types, ranked
The ranking covers categories of provider, not named firms. Figures are prudent 2026 market estimates for four listings in London.
| Rank | Provider type | Monthly cost, 4 listings (2026 ballpark) | Initial audit | Knows professional rules | Reversibility | Best fit |
|---|---|---|---|---|---|---|
| 1 | Specialist local SEO agency with regulated-profession clients | GBP 700 to 1,200 | GBP 1,000 to 1,800 | Good | Good if listings are in the firm's account | 3 or more offices |
| 2 | Freelancer focused on Google listings | GBP 400 to 700 | GBP 600 to 1,000 | Variable | Depends on one person | 1 to 3 offices, tight budget |
| 3 | In-house, practice manager or marketing assistant | Staff time | Training GBP 300 to 800 | To be built | Excellent | Firm with someone available weekly |
| 4 | Generalist digital agency | GBP 600 to 1,400 | Often bundled | Variable | Average | When the website is rebuilt at the same time |
| 5 | Multi-location software alone | Subscription, public price varies by plan | None | None | Good | A complement, not a full solution |
The specialist agency ranks first because accountancy firms collect duplicates (former partners, old addresses, listings created by clients) and their marketing must stay within professional guidance. A freelancer is a solid choice for two offices if every post is approved by a partner.
Kolonell can be one option among others: the Traffic Engine visibility audit costs 100,000 FCFA (about EUR 152), monthly plans over 12 months run from 125,000 to 350,000 FCFA (about EUR 191 to 534), and setup is 300,000 FCFA (about EUR 457).
Requirements specific to an accountancy firm
| Requirement | What it means on the listing | Frequency or target |
|---|---|---|
| Categories | Accountant as primary, tax consultant or payroll service as secondary if offered | Review twice a year |
| Duplicates | Merge or remove old partner and old address listings | At audit, then yearly |
| Client reviews | 10 to 30 new reviews per office per year | Ask after year-end accounts are filed |
| Review replies | No client data, no figures, confidentiality first | Within 72 hours |
| Posts | Self assessment deadlines, Making Tax Digital, startup clinics | 2 per office per month |
| Claims | Accurate, not misleading, no disparaging other firms | Partner approval |
| Tracking | Calls, directions, booking clicks per office | Quarterly report at minimum |
The ICAEW Code of Ethics allows firms to promote their services provided publicity is honest and does not make exaggerated claims or disparage others, and the ASA's CAP Code applies to all UK marketing. In practice, a post can promote a free startup clinic but should not promise to cut a client's tax bill by a percentage. Replies to negative reviews must never refer to the client's affairs, fees or tax position: confidentiality obligations apply, and UK GDPR, enforced by the ICO, governs personal data.
Mini case study
Illustrative example: James, managing partner of a London accountancy firm with four offices (Islington, Canary Wharf, Croydon, Ealing). The firm has six listings including two duplicates and 41 reviews in total.
He hires a specialist agency at GBP 900 a month after a GBP 1,400 audit, GBP 12,200 in year one. After merging duplicates, refining categories and gathering 80 new reviews in a year, Google enquiries rise from 20 to 32 a month. If 1 in 4 becomes a client worth GBP 1,800 in annual fees, the 12 extra enquiries bring 3 clients a month, GBP 5,400 of recurring annual fees added each month. Year one is covered within the third month of results.
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FAQ
How much does Google Maps support cost for a four-office accountancy firm in London?
The 2026 market ballpark is GBP 400 to 1,200 a month for four listings, plus an audit of GBP 600 to 1,800. Specialist agencies sit at the upper end.
Can accountants market themselves on Google?
Yes, within the ICAEW Code of Ethics and the CAP Code: honest, accurate, not disparaging. Avoid promising specific tax savings.
How many reviews should each office aim for?
Ten to thirty new reviews per office per year is realistic. The best moment to ask is after year-end accounts are filed.
How are duplicates handled?
The audit finds listings for former partners or old addresses, then requests merges or closures from Google. Allow a few weeks for full cleanup.
How should we reply to a negative review?
Within 72 hours, without referring to the client's affairs, fees or tax position. Offer a direct conversation with the responsible partner.
Get found by the customers looking for you. Start with a visibility audit at 100,000 FCFA (about EUR 152), credited against setup if you start within 30 days, then a Traffic Engine plan sized for your offices to bring in more enquiries from founders and small businesses, with a weekly report. Traffic Engine. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
