Default: 50-60% Meta, 25-35% Google Search, 10-15% LinkedIn, 5% remarketing and display. Flex by niche: HNW tilts LinkedIn, protection/mortgage tilts Meta.
Starting split
- Meta: 55% - Google Search: 30% - LinkedIn: 10% - Display/YouTube retargeting: 5%
Niche adjustments
- HNW wealth: LinkedIn 25-35% - Protection/mortgage: Meta 65-75% - Pension transfer: Google 40-50% - B2B (accountant-to-adviser): LinkedIn 40-60%