Test the questions buyers actually ask
18 buyer questions across the service lines, run through Google's AI Mode for the UK on 29 June 2026. Every question returned an AI answer with named firms.
18 questions, 1 already wonWorkCase study · AI visibility
Wilson Partners · Woking and Sevenoaks
Named in Google's AI answer, alongside Grant Thornton and FRP.
When a buyer asks Google, ChatGPT, or Gemini for an accountant, an answer is written for them with a shortlist of named firms. We tested 18 of those questions for Wilson Partners. Every one returned a shortlist, and the firm was already in one of them. The programme reshapes nine pages it already owns to win the rest, and runs the Google Ads account beside it, reported every week since 10 May 2026.
4th
Headline resultFirm named in the AI answer for corporate finance advisers, 29 June 2026.
- Sector
- Accountancy and business advisory
- Service
- AI visibility and paid search
- Engines
- AI Mode
- Market
- UK, Woking and Sevenoaks
- 18
- Buyer questions tested in Google's AI Mode, 29 June 2026.
- 15
- Conversions from the SME Accounting ad group, the account's volume driver, May to July 2026.
- £15,100
- Open pipeline from the two campaigns, year to date at 21 July 2026.
- 17
- Weekly Google Ads reports, 10 May to 29 August 2026.
The challenge
The firm already had the pages.
They ranked in Google. They weren't written the way an AI lifts an answer: the question wasn't the heading, the answer wasn't in the first three sentences, and the figures were general where they needed to be specific. And the paid account beside them was spending on ad groups nobody had judged on evidence.
For 18 of the questions Wilson Partners' buyers ask, Google now writes the answer and names the firms in it before anyone scrolls a page of links. In several of those answers the firms named today are smaller than Wilson Partners.
Five moves, one weekly meeting.
Map the pages they already own
Nine pages, each already ranking: R&D tax relief, inheritance tax, business valuation, US and UK tax, outsourced finance, audit, tax investigations, selling a business, and EMI share schemes. Patent box was the one gap, so that page gets written rather than reshaped.
9 pages, 1 gapReshape the top of each page, keep the URL
The buyer's exact question as the heading. The full answer in the first two or three sentences. A short questions-and-answers block underneath. Rankings stay because the URL and the rest of the page stay.
9 pages, same URLsJudge every ad group on the evidence
Google Ads joined to GA4 at ad group level. R&D Tax Credits was paused at £3,170 per conversion and Technical Financial Reporting at £1,346. The budget went to Audit, SME Accounting, and Startup Accountant.
2 ad groups pausedRe-run the check and report
The same AI check three to four weeks later, reported the same way Search Console is tracked, in the weekly meeting that has run since 30 April 2026. The Google Ads report lands every week alongside it.
17 weekly reportsNine pages reshaped, one written.
Already won
Corporate finance advisers.
Wilson Partners is named in Google's AI answer for corporate finance, alongside Grant Thornton, FRP, and Price Bailey.
R&D tax reliefReshaped
Inheritance taxReshaped
Business valuationReshaped
US and UK taxReshaped
Outsourced financeReshaped
AuditReshaped
Tax investigationsReshaped
Selling a businessReshaped
EMI share schemesReshaped
Patent boxWritten new
Cleantech landing page, hero copy
Before
Renewable & Clean Technology
Financial clarity and strategic support for businesses shaping the future of energy
After
Accountants for renewable and clean technology businesses
Financial clarity and commercial support for the businesses building the energy transition.
- The heading now says "accountants", in sentence case, so the page can rank for the search it exists for.
- "Shaping the future of energy" became "building the energy transition": concrete, and it names the buyer's own work.
- The setup-and-correction opener went. The paragraph now starts on the point.
- "Robust" is out, and the closing triplet became three things the firm delivers.
The numbers
AI answersOf 18 buyer questions · 29 June 2026
Wilson Partners is named in 1 of the 18 AI answers its buyers get.
NamedNot named
LeadsSME Accounting · May to Jul 2026
1,241 sessions became 15 conversions.
Show the numbers
| Sessions | 1,241 |
| Form starts | 46 |
| Conversions | 15 |
In their words
They worked hard to provide the tools to help us future-proof our digital strategy, ensuring not only that we remained visible and competitive as the search landscape evolved, including the emergence of AI search, but also gave us a clear understanding as to how they do it. Their focus on quality, authority, and commercial impact made a measurable difference.
Jeremy CuthbertDirector of Brand and Marketing, Wilson PartnersWhat changed
Wilson Partners is named in Google's AI answer for corporate finance, alongside Grant Thornton, FRP, and Price Bailey. The programme applies the shape of that page to the other eight.
Two ad groups were paused on the evidence, R&D Tax Credits at £3,170 per conversion and Technical Financial Reporting at £1,346, and the budget went to the three the report told us to back. The two campaigns hold £15,100 of open pipeline year to date.
One weekly meeting covers search, AI search, and the Google Ads campaigns for the Woking and Sevenoaks offices, so the client sees one picture, not three reports.
The site, and the pages behind the ads
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