How much does an IFA lead cost on Google?

An IFA lead sourced from Google Search in the UK costs between £60 and £140 on typical campaigns and between £25 and £45 on disciplined, tightly geo-targeted, intent-matched campaigns. Platinum Prospects' live IFA accounts on Google are running campaign floors at £30 to £40 per cold lead for pension advice and retirement planning keywords.

The variance is driven by six factors. Intent match: exact-match "independent financial adviser near me" sits at the high end; broader "pension advice" at the low-to-mid range. Geo: London and the South East run 35 to 55 per cent higher than the national average; Northern Ireland, the North East and Wales run 20 to 30 per cent lower. Niche: pension transfer and equity release push CPL above £120 due to compliance complexity and higher bid pressure; ISA and general savings sit nearer £30 to £50. Landing page quality: pages with a named adviser, FCA number, and five or more recent reviews outperform generic firm pages by 30 to 45 per cent on conversion. Quality score: accounts averaging 7-plus quality score pay 20 to 35 per cent less per click than 4-5 accounts on identical keywords. Bid strategy: Maximise Conversions with conversion-value signals outperforms Target CPA in most IFA accounts under £5k per month spend.

The right question is not "what does an IFA lead cost" but "what CPL is profitable given my AUM retention and my lifetime client value". A firm charging 0.75 per cent ongoing and retaining clients for 12 years can sustain a CPL of £150 to £250 on pension-transfer pipeline; a protection-focused firm earning £500 per policy cannot.

See the 2026 intelligence report CPL benchmarks by sector, the Google Ads cost pension advice answer, and the IFA Google case study.