Yes. Microsoft Ads typically delivers 20-28% lower CPC than Google for the same advisory keywords, with an older, higher-net-worth UK audience that suits pension, IHT and equity-release campaigns.
Microsoft Ads for UK Financial Advisers
Microsoft Ads (formerly Bing Ads) is a **complementary channel to Google Ads** rather than a replacement. For UK financial advisers it typically delivers:
- **20-28% lower CPC** on pension, IHT, equity release and annuity keywords - **45+ audience over-index** - Edge and Outlook users skew older and wealthier - **Desktop-led conversion journeys** that suit longer advisory forms - **Google Import** that brings across your campaigns in minutes
The main constraint is volume - you typically see 18-32% of the search impressions you get on Google, depending on sector. That makes it ideal as the second paid-search channel once Google is optimised, not as a standalone starter channel.