Skip to main content
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.

Want us to do this for your firm?
Get a compliant lead-gen plan tailored to your niche and compliance setup.
Book a discovery call

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.

Was this useful?
JM
Reviewed by
Jake McQuillan
Founder at Platinum Prospects
Last reviewed 22 April 2026

Ask your own question

Describe your firm’s situation and we’ll reply with a tailored answer and benchmarks.

We’ll email you once with an answer. No marketing sequences.

Related questions

What are the best ad angles for IHT planning campaigns?
Family legacy protection, business relief, gifting strategy, trust planning, pension as legacy, and case study led "how we saved X pounds for our client" angle…
What are the best ad angles for protection campaigns?
New parent, mortgage coverage, self employed income safety, critical illness reality check, family protection for business owners, and cost vs cover comparison…
What are the best ad angles for mortgage broker campaigns?
Whole of market access, specialist case handling (self employed, contractor, adverse), rate lock saves, portfolio landlord expertise, and first time buyer hand…
How many creatives do I need for a Meta campaign?
Launch with 4 6 distinct creative angles per ad set, refresh 2 3 weekly once fatigue hits (CTR drops 20%+ from baseline).
What makes a good financial services testimonial?
Full name, photo, firm (if B2B), specific outcome stated, no forward looking claims, compliant approval. Generic "great service" testimonials add no trust.