Bridging is a high-CPL, high-fee niche. Use Google Search (intent is immediate) with CPLs of £80 to £220 and landing pages that emphasise speed, LTV and rate. Expect 25 to 40% conversion to application and average procuration fees of £1,500 to £7,500.
Why Google wins here Bridging is urgency-driven — borrowers search when they have 14 to 60 days to complete. Meta awareness ads under-perform because there is no educational window.
Benchmarks - CPC: £8 to £35 - CPL: £80 to £220 - Application conversion: 25 to 40% - Procuration fee: 1% to 2% of loan (avg £1,500 to £7,500)
What to emphasise on landing page - Speed to completion (14, 21, 28 days). - Max LTV (70 to 75%). - Rates from X% pm. - No-deal, no-fee. - FCA/NACFB accreditations.
Lead qualification Qualify on: loan size, exit strategy, property type, LTV, timescale. Sub-£50k bridging rarely makes commercial sense for brokers.