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.
TL;DR Google captures demand, Meta creates it. Most successful UK adviser firms run both.
Google Ads strengths - 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.