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Should a financial adviser use Meta or Google for lead generation?

Last reviewed 22 April 2026 · Reviewed by Jake McQuillan

Quick answer

Should a financial adviser use Meta or Google for lead generation?

Use Google for high-intent, lower-volume leads (pension transfer, IFA enquiry) and Meta for broader-reach, lower-CPL niches (equity release, mortgage, protection).

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Decision framework

Google Search wins when:

  • Query intent is strong ("DB pension transfer advice")
  • Average deal value exceeds 2,000 pounds
  • You can absorb 200-400 pounds CPL

Meta wins when:

  • Creative angle is strong (equity release, protection)
  • You need volume and can nurture
  • CPL needs to stay under 120 pounds

Reality

Most scaled UK advisers run both, with 60-70% budget on the channel that matches their best converting deal type.

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

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