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Should a financial adviser use Google Ads or Meta ads?

Last reviewed 22 April 2026 · Reviewed by Jake McQuillan

Quick answer

Should a financial adviser use Google Ads or Meta ads?

Use Google Search for high-intent, bottom-of-funnel queries (pension transfer, equity release, IFA near me). Use Meta for prospecting, retargeting and nurture to older demographics who have the need but are not yet searching.

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TL;DR

Google captures demand, Meta creates it. Most successful UK adviser firms run both.

  • Captures high-intent searches (pension transfer, equity release specialist, IFA near me).
  • Conversion rates 5 to 12% on well-built landing pages.
  • CPC £3 to £22 depending on niche and geography.

Meta (Facebook / Instagram) strengths

  • Best-in-class demographic and interest targeting for 45+ audiences.
  • Lower CPL on lead-form objectives (£25 to £85 typical).
  • Excellent for retargeting warm traffic off Google.

Recommended mix

  • Google Search: 50 to 70% of budget for demand capture.
  • Meta: 25 to 40% for prospecting and retargeting.
  • LinkedIn: 10 to 20% if targeting HNW or professional audiences.

Rule

Start with Google for any niche where people actively search ("pension transfer advice"), layer Meta once you have a warm retargeting pool.

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JM
Reviewed by
Jake McQuillan
Founder at Platinum Prospects
Last reviewed 22 April 2026

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