A well-built adviser landing page converts 5 to 12% of paid traffic into a lead. Under 3% usually means poor offer or message-match; over 12% usually indicates lead quality is low and needs tighter qualification.
Benchmarks - Low-intent traffic (Meta prospecting): 3 to 6% conversion. - Medium-intent (retargeting): 8 to 15%. - High-intent (Google Search): 5 to 12%.
What drives the rate 1. Message match (ad copy = landing page H1). 2. One clear call-to-action above the fold. 3. Social proof (case studies, regulator status, numbers). 4. A named lead magnet, not "contact us". 5. Mobile speed under 2 seconds.
Diagnostic guide - Under 3%: rebuild the offer, not the page. - 3 to 5%: tighten the hero and CTA. - 5 to 10%: normal range, iterate creative. - Over 12%: check lead quality before celebrating.