Use Google Search for in-market terms (pension transfer advice, consolidate pensions, lost pension), Meta for over-50s awareness campaigns, and a named lead magnet like a "pension review checklist". Expect £120 to £280 CPL and strict FCA scrutiny on all creative.
Channel mix - Google Search: demand capture, £8 to £22 CPC. - Meta: awareness + retargeting, 50+ targeting. - LinkedIn: for professionals with multiple old workplace pensions.
Compliance essentials - Never imply guaranteed gains from transferring. - Defined-benefit transfer marketing is heavily restricted (PS20/6). - Any past-performance claims need full disclosure. - Use cooling-off, capital-at-risk and regulated-advice disclaimers.
High-converting offers - Free pension review (the classic) - Lost-pension tracing service - Retirement income calculator - Consolidation savings estimator
Expected performance - CPL: £120 to £280 - Lead-to-meeting: 30 to 55% - Meeting-to-client: 25 to 45%