Microsoft Ads is typically the cheapest paid-search channel in UK financial services, with CPCs 20-28% below Google for equivalent keywords, though volume is capped.
Cheapest Paid-Search Channel in UK Financial Advice
Ranked by typical CPC for equivalent high-intent keywords:
1. **Microsoft Ads** - lowest CPC, capped volume 2. **Google Ads** - middle CPC, highest volume and quality signals 3. **LinkedIn Ads** - highest CPC, best B2B and high-AUM targeting
Cheap does not mean best ROI. Microsoft Ads wins on CPC because the auction is less crowded, not because the traffic is worse - audiences actually skew older and higher-income, which is favourable for advisory firms.