Online Marketing Options for Selling Your CPA Practice

The accounting practice M&A market is highly competitive. Good firms in metro areas often sell quickly - demand for quality practices frequently outpaces supply. Still, it’s essential that your practice is marketed strategically and broadly to maximize both price and terms.

While we hope you or your broker lists your practice on Accounting Practice Exchange, there are additional channels to consider. Below are top online platforms used by sellers, with pros, cons, and pricing notes for each.

BizBuySell – General Business Marketplace

Visit BizBuySell

One of the most widely used business-for-sale platforms, BizBuySell is popular with brokers for affordability and simplicity. However, it lacks CPA-specific targeting and strong organic reach for accounting keywords.

  • Pros: Inexpensive for brokers; easy listing setup; reliable email alerts; well-known and trusted.
  • Cons: CPA listings grouped with Engineering; weak search engine presence for accounting-related terms.
  • Cost: FSBO ads with a 6 month duration start at $419.70; Showcase ads $539.70; Diamond ads $1199.70

CPA Society State Websites

Many State CPA Societies offer classified ad sections, though visibility and traffic vary. Some sites prominently feature listings, while others bury them several layers deep.

  • Pros: Directly target CPAs in your state; confidential reply options available.
  • Cons: Limited exposure beyond your state; weak Google visibility; hard to find on some state websites.
  • Cost: Varies by state. Expect $50–$100/month for 35-word ads. Some charge up to $300/month.

BizQuest – LoopNet-Owned Listing Site

Visit BizQuest

Owned by the same parent company as BizBuySell, BizQuest offers greater visibility on Google but less of a polished presentation. Brokers like that ads placed on BizBuySell can also appear on BizQuest.

  • Pros: Better search engine presence; solid email alerts; easy dual-listing with BizBuySell.
  • Cons: CPA firms grouped with Legal firms; duplicate audience overlap with BizBuySell.
  • Cost: FSBO ads with a 6 month duration start at $359.70

Broker Websites

Most brokers advertise listings on their own websites. However, this only works if the broker has strong SEO. Google your state and "CPA firm for sale" to see if they rank well. If not, you may want to push for broader listing exposure.

Professional Association Sites (e.g., NATP)

View NATP Listings

If you're selling a tax-focused practice, listing with the National Association of Tax Professionals may add visibility. NATP offers simple classified-style ads on their site.

  • Cost: $200/month per listing for non-members, 1st post free for NATP members.

Conclusion: Cast a Wide Net

We didn’t include Accounting Practice Exchange in the comparison above - if you’re reading this here, you already know our value. But for maximum buyer reach, consider listing on several platforms. For around $750, you can advertise across multiple outlets and boost both lead volume and deal quality.

Tip: Be proactive. Ensure your broker is too. Successful marketing goes far beyond just placing an ad on BizBuySell or BizQuest.

Questions? Contact us here. I’m happy to discuss M&A strategy with fellow CPAs and sellers.

Ready to connect with serious buyers? Listing your CPA firm on Accounting Practice Exchange is quick and effective. Start by creating your free account below.

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