Creative
What ad creative works best for financial advisers?
Last reviewed 22 April 2026 · Reviewed by Jake McQuillan
Quick answer
What ad creative works best for financial advisers?
The best-performing creative for UK IFAs is person-led, problem-specific, UK-shot, with a single clear offer — not stock imagery of handshakes or graphs.
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Top-performing creative for UK IFAs is grounded in three principles: a real person on camera (ideally the adviser), a specific problem ("Are you still paying 1% on a stakeholder pension from 2008?"), and a single offer ("Free 20-minute pension review"). Stock imagery of handshakes, calculators and piggy banks consistently underperforms. UGC-style short video has become the dominant format on Meta for 2025-2026.
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