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Creative

How do I write compliant financial adviser ad copy that converts?

Last reviewed 22 April 2026 · Reviewed by Jake McQuillan

Quick answer

How do I write compliant financial adviser ad copy that converts?

Use a specific niche audience, a single clear benefit, a named asset (not "contact us"), plain-English risk disclosure, and a low-commitment CTA. Avoid superlatives ("best"), unsubstantiated numbers, or urgency pressure that trips FCA rules.

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The copy formula

  1. Opening line: specific audience ("Over-55 homeowners with a SIPP...").
  2. Offer: named asset ("...get our 10-minute pension review.").
  3. Proof: regulation + niche experience ("FCA-authorised. 1,200 pension transfers reviewed.").
  4. CTA: low-commitment ("See if you qualify in 2 minutes").

Compliance watch-outs

  • No superlatives ("best IFA in UK") without substantiation.
  • No guarantees of outcome or return.
  • Past performance requires explicit disclaimer.
  • Testimonials are heavily restricted — use outcomes aggregated, not named.

Do-and-dont examples

Do: "Most of our clients consolidate 3 to 5 pensions." Dont: "Get 30% more retirement income guaranteed."

A/B testing

Test opening lines first (60% of ad performance), then CTAs, then creative imagery.

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

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