FTB mortgage leads cost 22-65 pounds on Meta and 55-140 pounds on Google, with "5% deposit" and "first-home scheme" keywords driving the best intent.
Benchmarks
- Meta (renter lookalikes, 22-35 age band): 22-65 pounds - Google Search: 55-140 pounds - TikTok (emerging channel): 14-45 pounds but longer nurture cycle
Nurture reality
FTB enquiries take 60-120 days to complete; build an email/SMS nurture sequence from day 1.