Paid Media
Does Microsoft Ads work for UK financial advisers?
Last reviewed 22 April 2026 · Reviewed by Jake McQuillan
Quick answer
Does Microsoft Ads work for UK financial advisers?
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.
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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.
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