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