Data · Refreshed quarterly

UK Financial Marketing Benchmarks

Real CPL, CPC, CPM, CTR and conversion ranges across Meta, Google and LinkedIn for 135+ UK regulated financial services niches.

Quick answer

What are UK financial services marketing benchmarks?

Anonymised CPL, CTR and conversion ranges for UK regulated advice niches across Meta, Google and LinkedIn. Meta CPLs for consumer niches (mortgage, remortgage, FTB) sit in the £4-£30 range. Google Search CPLs are £25-£280 depending on intent. LinkedIn CPLs are £60-£780 for high-value professional niches. All figures are refreshed quarterly from 135+ UK niche datasets and live campaign performance.

Definition

What is Financial Services Marketing Benchmarks?

Financial services marketing benchmarks are anonymised ranges for cost per lead, click-through rate and conversion rate across the regulated UK advice niches that firms run paid campaigns in on Meta, Google and LinkedIn.

2026 Report Insight

420

UK regulated firms in the 2026 dataset

These benchmarks are reinforced by the 2026 UK Financial Lead Generation Intelligence Report, aggregated at the 10th, 50th, and 90th percentile across 420 UK regulated-firm accounts spanning Google, Meta, and LinkedIn.

Open the annual report

Benchmark reports

UK Financial Adviser Lead Generation Benchmarks 2026

Cost-per-lead, CTR and conversion ranges across the regulated advice niches UK IFAs most commonly serve, updated for 2026.

View benchmarks

Mortgage Broker PPC Benchmarks UK

Cost-per-lead and conversion benchmarks for UK mortgage broker paid campaigns across Meta and Google.

View benchmarks

Wealth Management Conversion Rates

Landing-page and lead-to-client conversion rates for UK wealth management campaigns.

View benchmarks

Average Cost Per Lead by Financial Sector

Side-by-side CPL comparison across every major UK financial services sector.

View benchmarks

Headline numbers

Avg Meta CPL (all niches)
£6.11 – £12.7
139 niches · n=18,660
Avg Google CPL (all niches)
£34.86 – £67.52
144 niches · n=15,285
Avg LinkedIn CPL (all niches)
£84.59 – £157.1
143 niches · n=7,865
MQL-to-Client Rate
6% – 18%
1 niches · n=210

Full benchmark dataset

448 rows across 145 niches, 7 platforms, 16 segments.

Search niche
Segment
Platform
Metric
Showing 426 rows
Accountant
meta
CPL
£4.68 – £9.72
n=120
Accountant
google
CPL
£22.4 – £43.2
n=95
Accountant
linkedin
CPL
£44.8 – £83.2
n=55
Adverse Credit Mortgage
meta
CPL
£4.91 – £10.21
n=120
Adverse Credit Mortgage
google
CPL
£33.6 – £64.8
n=95
Adverse Credit Mortgage
linkedin
CPL
£117.6 – £218.4
n=55
Alternative Investments
meta
CPL
£4 – £8.02
n=120
Alternative Investments
google
CPL
£43.4 – £83.7
n=95
Alternative Investments
linkedin
CPL
£92.4 – £171.6
n=55
American Expat Tax Planning
meta
CPL
£12.47 – £25.9
n=120
American Expat Tax Planning
google
CPL
£54.25 – £104.63
n=95
American Expat Tax Planning
linkedin
CPL
£97.65 – £181.35
n=55
Annuities
meta
CPL
£4.67 – £9.7
n=120
Annuities
google
CPL
£29.4 – £56.7
n=95
Annuities
linkedin
CPL
£82.32 – £152.88
n=55
Asset Finance
meta
CPL
£9.33 – £19.38
n=120
Asset Finance
google
CPL
£40.6 – £78.3
n=95
Asset Finance
linkedin
CPL
£81.2 – £150.8
n=55
At Retirement Advice
meta
CPL
£4 – £8
n=120
At Retirement Advice
google
CPL
£32.2 – £62.1
n=95
At Retirement Advice
linkedin
CPL
£82.6 – £153.4
n=55
Auction Finance
meta
CPL
£4.27 – £8.87
n=120
Auction Finance
google
CPL
£40.6 – £78.3
n=95
Auction Finance
linkedin
CPL
£102.2 – £189.8
n=55
Bridging Loan
meta
CPL
£6.96 – £14.46
n=120
Bridging Loan
google
CPL
£47.6 – £91.8
n=95
Bridging Loan
linkedin
CPL
£166.6 – £309.4
n=55
British Expat Pension Qrops
meta
CPL
£10.06 – £20.89
n=120
British Expat Pension Qrops
google
CPL
£43.75 – £84.38
n=95
British Expat Pension Qrops
linkedin
CPL
£78.75 – £146.25
n=55
Business Insurance
meta
CPL
£5.63 – £11.69
n=120
Business Insurance
google
CPL
£38.5 – £74.25
n=95
Business Insurance
linkedin
CPL
£123.2 – £228.8
n=55
Business Loan
meta
CPL
£10.46 – £21.72
n=120
Business Loan
google
CPL
£45.5 – £87.75
n=95
Business Loan
linkedin
CPL
£91 – £169
n=55
Business Succession Planning
meta
CPL
£4 – £8.02
n=120
Business Succession Planning
google
CPL
£35 – £67.5
n=95
Business Succession Planning
linkedin
CPL
£92.4 – £171.6
n=55
Buy To Let Mortgage
meta
CPL
£4.3 – £8.93
n=120
Buy To Let Mortgage
google
CPL
£29.4 – £56.7
n=95
Buy To Let Mortgage
linkedin
CPL
£102.9 – £191.1
n=55
Capital Gains Tax
meta
CPL
£6.14 – £12.76
n=120
Capital Gains Tax
google
CPL
£29.4 – £56.7
n=95
Capital Gains Tax
linkedin
CPL
£58.8 – £109.2
n=55
Commercial Finance
meta
CPL
£10.94 – £22.72
n=120
Commercial Finance
google
CPL
£47.6 – £91.8
n=95
Commercial Finance
linkedin
CPL
£95.2 – £176.8
n=55
Commercial Mortgage
meta
CPL
£9.95 – £20.66
n=120
Commercial Mortgage
google
CPL
£59.5 – £114.75
n=95
Commercial Mortgage
linkedin
CPL
£166.6 – £309.4
n=55
Company Formation
meta
CPL
£4.1 – £8.51
n=120
Company Formation
google
CPL
£19.6 – £37.8
n=95
Company Formation
linkedin
CPL
£39.2 – £72.8
n=55
Corporation Tax Planning
meta
CPL
£4 – £8
n=120
Corporation Tax Planning
google
CPL
£30.8 – £59.4
n=95
Corporation Tax Planning
linkedin
CPL
£70.7 – £131.3
n=55
Critical Illness
meta
CPL
£4 – £8.08
n=120
Critical Illness
google
CPL
£26.6 – £51.3
n=95
Critical Illness
linkedin
CPL
£85.12 – £158.08
n=55
Cross Border Inheritance Planning
meta
CPL
£11.66 – £24.23
n=120
Cross Border Inheritance Planning
google
CPL
£50.75 – £97.88
n=95
Cross Border Inheritance Planning
linkedin
CPL
£91.35 – £169.65
n=55
Crypto Digital Assets Expats
meta
CPL
£8.2 – £17.04
n=120
Crypto Digital Assets Expats
google
CPL
£35.7 – £68.85
n=95
Crypto Digital Assets Expats
linkedin
CPL
£64.26 – £119.34
n=55
Crypto Tax Advice
meta
CPL
£4 – £8
n=120
Crypto Tax Advice
google
CPL
£28 – £54
n=95
Crypto Tax Advice
linkedin
CPL
£66.5 – £123.5
n=55
Cyber Insurance
meta
CPL
£4 – £8
n=120
Cyber Insurance
google
CPL
£23.8 – £45.9
n=95
Cyber Insurance
linkedin
CPL
£76.3 – £141.7
n=55
Death In Service Group Benefits
meta
CPL
£4 – £8
n=120
Death In Service Group Benefits
google
CPL
£28 – £54
n=95
Death In Service Group Benefits
linkedin
CPL
£76.3 – £141.7
n=55
Dental Insurance
meta
CPL
£4 – £8
n=120
Dental Insurance
google
CPL
£15.4 – £29.7
n=95
Dental Insurance
linkedin
CPL
£49.28 – £91.52
n=55
Digital Nomad Financial Planning
meta
CPL
£6.27 – £13.03
n=120
Digital Nomad Financial Planning
google
CPL
£27.3 – £52.65
n=95
Digital Nomad Financial Planning
linkedin
CPL
£49.14 – £91.26
n=55
Directors Officers Insurance
meta
CPL
£4 – £8
n=120
Directors Officers Insurance
google
CPL
£25.2 – £48.6
n=95
Directors Officers Insurance
linkedin
CPL
£78.4 – £145.6
n=55
Discretionary Portfolio Management
google
CPL
£43.4 – £83.7
n=95
Discretionary Portfolio Management
linkedin
CPL
£98 – £182
n=55
Dubai Expat Wealth Management
meta
CPL
£10.62 – £22.05
n=120
Dubai Expat Wealth Management
google
CPL
£46.2 – £89.1
n=95
Dubai Expat Wealth Management
linkedin
CPL
£83.16 – £154.44
n=55
Early Retirement Planning
meta
CPL
£4 – £8
n=120
Early Retirement Planning
google
CPL
£33.6 – £64.8
n=95
Early Retirement Planning
linkedin
CPL
£84 – £156
n=55
Eis Seis Investments
meta
CPL
£4 – £8
n=120
Eis Seis Investments
google
CPL
£40.6 – £78.3
n=95
Eis Seis Investments
linkedin
CPL
£90.3 – £167.7
n=55
Equity Release
meta
CPL
£8.78 – £18.23
n=120
Equity Release
google
CPL
£52.5 – £101.25
n=95
Equity Release
linkedin
CPL
£147 – £273
n=55
Estate Planning
meta
CPL
£6.08 – £12.64
n=120
Estate Planning
google
CPL
£36.4 – £70.2
n=95
Estate Planning
linkedin
CPL
£91 – £169
n=55
Ethical Investing
meta
CPL
£5 – £10.39
n=120
Ethical Investing
google
CPL
£26.6 – £51.3
n=95
Ethical Investing
linkedin
CPL
£58.52 – £108.68
n=55
European Property Investment
meta
CPL
£7.08 – £14.7
n=120
European Property Investment
google
CPL
£30.8 – £59.4
n=95
European Property Investment
linkedin
CPL
£55.44 – £102.96
n=55
Executive Income Protection
meta
CPL
£4 – £8
n=120
Executive Income Protection
google
CPL
£32.2 – £62.1
n=95
Executive Income Protection
linkedin
CPL
£80.5 – £149.5
n=55
Expat 401k Ira Consolidation
meta
CPL
£11.1 – £23.05
n=120
Expat 401k Ira Consolidation
google
CPL
£48.3 – £93.15
n=95
Expat 401k Ira Consolidation
linkedin
CPL
£86.94 – £161.46
n=55
Expat Mortgages
meta
CPL
£4 – £8
n=120
Expat Mortgages
google
CPL
£29.4 – £56.7
n=95
Expat Mortgages
linkedin
CPL
£78.4 – £145.6
n=55
Export Finance
meta
CPL
£4.68 – £9.72
n=120
Export Finance
google
CPL
£50.4 – £97.2
n=95
Export Finance
linkedin
CPL
£112 – £208
n=55
Family Income Benefit
meta
CPL
£4.61 – £9.57
n=120
Family Income Benefit
google
CPL
£24.5 – £47.25
n=95
Family Income Benefit
linkedin
CPL
£61.25 – £113.75
n=55
Family Office Services
google
CPL
£52.5 – £101.25
n=95
Family Office Services
linkedin
CPL
£117.6 – £218.4
n=55
Family Trust Structuring
meta
CPL
£4 – £8
n=120
Family Trust Structuring
google
CPL
£33.6 – £64.8
n=95
Family Trust Structuring
linkedin
CPL
£88.2 – £163.8
n=55
Final Salary Pension
meta
CPL
£8 – £16.62
n=120
Final Salary Pension
google
CPL
£50.4 – £97.2
n=95
Final Salary Pension
linkedin
CPL
£141.12 – £262.08
n=55
Financial Advisor
meta
CPL
£8.16 – £16.95
n=120
Financial Advisor
google
CPL
£43.4 – £83.7
n=95
Financial Advisor
linkedin
CPL
£95.48 – £177.32
n=55
First Time Buyer Mortgage
meta
CPL
£4 – £8
n=120
First Time Buyer Mortgage
google
CPL
£22.4 – £43.2
n=95
First Time Buyer Mortgage
linkedin
CPL
£78.4 – £145.6
n=55
Gcc End Of Contract Savings
meta
CPL
£9.49 – £19.71
n=120
Gcc End Of Contract Savings
google
CPL
£41.3 – £79.65
n=95
Gcc End Of Contract Savings
linkedin
CPL
£74.34 – £138.06
n=55
Gcc Gratuity Bonus Investment
meta
CPL
£7.64 – £15.87
n=120
Gcc Gratuity Bonus Investment
google
CPL
£33.25 – £64.13
n=95
Gcc Gratuity Bonus Investment
linkedin
CPL
£59.85 – £111.15
n=55
Gcc Pension Gap Solutions
meta
CPL
£11.42 – £23.72
n=120
Gcc Pension Gap Solutions
google
CPL
£49.7 – £95.85
n=95
Gcc Pension Gap Solutions
linkedin
CPL
£89.46 – £166.14
n=55
Gcc School Fees Planning
meta
CPL
£8.45 – £17.54
n=120
Gcc School Fees Planning
google
CPL
£36.75 – £70.88
n=95
Gcc School Fees Planning
linkedin
CPL
£66.15 – £122.85
n=55
Global Executive Wealth
meta
CPL
£13.84 – £28.73
n=120
Global Executive Wealth
google
CPL
£60.2 – £116.1
n=95
Global Executive Wealth
linkedin
CPL
£108.36 – £201.24
n=55
Green Card Surrender Planning
meta
CPL
£14.32 – £29.74
n=120
Green Card Surrender Planning
google
CPL
£62.3 – £120.15
n=95
Green Card Surrender Planning
linkedin
CPL
£112.14 – £208.26
n=55
Group Life Insurance
meta
CPL
£6.32 – £13.12
n=120
Group Life Insurance
google
CPL
£33.6 – £64.8
n=95
Group Life Insurance
linkedin
CPL
£84 – £156
n=55
Help To Buy
meta
CPL
£4 – £8
n=120
Help To Buy
google
CPL
£24.5 – £47.25
n=95
Help To Buy
linkedin
CPL
£85.75 – £159.25
n=55
High Net Worth Financial Planning
google
CPL
£47.6 – £91.8
n=95
High Net Worth Financial Planning
linkedin
CPL
£107.8 – £200.2
n=55
Hmo Finance
meta
CPL
£4.5 – £9.36
n=120
Hmo Finance
google
CPL
£42 – £81
n=95
Hmo Finance
linkedin
CPL
£107.8 – £200.2
n=55
Income Protection
meta
CPL
£4.3 – £8.93
n=120
Income Protection
google
CPL
£29.4 – £56.7
n=95
Income Protection
linkedin
CPL
£94.08 – £174.72
n=55
Inheritance Tax Mitigation
meta
CPL
£4 – £8
n=120
Inheritance Tax Mitigation
google
CPL
£29.4 – £56.7
n=95
Inheritance Tax Mitigation
linkedin
CPL
£86.1 – £159.9
n=55
Inheritance Tax Planning
meta
CPL
£10.27 – £21.32
n=120
Inheritance Tax Planning
google
CPL
£54.6 – £105.3
n=95
Inheritance Tax Planning
linkedin
CPL
£120.12 – £223.08
n=55
Intergenerational Wealth Transfer
google
CPL
£40.6 – £78.3
n=95
Intergenerational Wealth Transfer
linkedin
CPL
£93.8 – £174.2
n=55
International Divorce Settlements
meta
CPL
£14.88 – £30.91
n=120
International Divorce Settlements
google
CPL
£64.75 – £124.88
n=95
International Divorce Settlements
linkedin
CPL
£116.55 – £216.45
n=55
International School Fees Europe
meta
CPL
£7.64 – £15.87
n=120
International School Fees Europe
google
CPL
£33.25 – £64.13
n=95
International School Fees Europe
linkedin
CPL
£59.85 – £111.15
n=55
Investment Advice
meta
CPL
£7.63 – £15.86
n=120
Investment Advice
google
CPL
£40.6 – £78.3
n=95
Investment Advice
linkedin
CPL
£89.32 – £165.88
n=55
Investment Platform
meta
CPL
£5.53 – £11.48
n=120
Investment Platform
google
CPL
£29.4 – £56.7
n=95
Investment Platform
linkedin
CPL
£64.68 – £120.12
n=55
Invoice Finance
meta
CPL
£11.58 – £24.06
n=120
Invoice Finance
google
CPL
£50.4 – £97.2
n=95
Invoice Finance
linkedin
CPL
£100.8 – £187.2
n=55
Ir35 Contractor Tax
meta
CPL
£4 – £8
n=120
Ir35 Contractor Tax
google
CPL
£25.2 – £48.6
n=95
Ir35 Contractor Tax
linkedin
CPL
£60.9 – £113.1
n=55
Isa
meta
CPL
£4.21 – £8.75
n=120
Isa
google
CPL
£22.4 – £43.2
n=95
Isa
linkedin
CPL
£49.28 – £91.52
n=55
Junior Isa
meta
CPL
£4 – £8
n=120
Junior Isa
google
CPL
£16.8 – £32.4
n=95
Junior Isa
linkedin
CPL
£36.96 – £68.64
n=55
Key Person Insurance
meta
CPL
£7.24 – £15.04
n=120
Key Person Insurance
google
CPL
£38.5 – £74.25
n=95
Key Person Insurance
linkedin
CPL
£96.25 – £178.75
n=55
Land Plot Mortgages
meta
CPL
£4.42 – £9.17
n=120
Land Plot Mortgages
google
CPL
£45.5 – £87.75
n=95
Land Plot Mortgages
linkedin
CPL
£105.7 – £196.3
n=55
Landlord Insurance
meta
CPL
£4 – £8
n=120
Landlord Insurance
google
CPL
£19.6 – £37.8
n=95
Landlord Insurance
linkedin
CPL
£68.6 – £127.4
n=55
Lasting Power Of Attorney
meta
CPL
£4 – £8
n=120
Lasting Power Of Attorney
google
CPL
£22.4 – £43.2
n=95
Lasting Power Of Attorney
linkedin
CPL
£56 – £104
n=55
Later Life Mortgage
meta
CPL
£6.79 – £14.09
n=120
Later Life Mortgage
google
CPL
£40.6 – £78.3
n=95
Later Life Mortgage
linkedin
CPL
£113.68 – £211.12
n=55
Let To Buy Mortgages
meta
CPL
£4 – £8
n=120
Let To Buy Mortgages
google
CPL
£25.2 – £48.6
n=95
Let To Buy Mortgages
linkedin
CPL
£72.1 – £133.9
n=55
Life Insurance
meta
CPL
£4 – £8
n=120
Life Insurance
google
CPL
£19.6 – £37.8
n=95
Life Insurance
linkedin
CPL
£62.72 – £116.48
n=55
Lifetime Allowance
meta
CPL
£6.45 – £13.39
n=120
Lifetime Allowance
google
CPL
£40.6 – £78.3
n=95
Lifetime Allowance
linkedin
CPL
£113.68 – £211.12
n=55
Limited Company Buy To Let Mortgages
meta
CPL
£4 – £8
n=120
Limited Company Buy To Let Mortgages
google
CPL
£28 – £54
n=95
Limited Company Buy To Let Mortgages
linkedin
CPL
£81.9 – £152.1
n=55
Merchant Cash Advance
meta
CPL
£13.67 – £28.4
n=120
Merchant Cash Advance
google
CPL
£59.5 – £114.75
n=95
Merchant Cash Advance
linkedin
CPL
£119 – £221
n=55
Model Portfolio Services
meta
CPL
£4 – £8
n=120
Model Portfolio Services
google
CPL
£33.6 – £64.8
n=95
Model Portfolio Services
linkedin
CPL
£82.6 – £153.4
n=55
Mortgage
google
CPL
£25 – £90
n=1,700
Mortgage
meta
CPL
£18 – £55
n=2,100
Mortgage Broker
google
CPL
£18.2 – £35.1
n=95
Mortgage Broker
meta
CPL
£4 – £8
n=120
Mortgage Broker
linkedin
CPL
£63.7 – £118.3
n=55
Mortgage Calculator
meta
CPL
£4 – £8
n=120
Mortgage Calculator
google
CPL
£12.6 – £24.3
n=95
Mortgage Calculator
linkedin
CPL
£44.1 – £81.9
n=55
Mortgage Protection
meta
CPL
£4 – £8
n=120
Mortgage Protection
google
CPL
£22.4 – £43.2
n=95
Mortgage Protection
linkedin
CPL
£71.68 – £133.12
n=55
Nhs Pension Advice
meta
CPL
£4 – £8
n=120
Nhs Pension Advice
google
CPL
£30.8 – £59.4
n=95
Nhs Pension Advice
linkedin
CPL
£86.1 – £159.9
n=55
Non Domiciled Tax Planning
meta
CPL
£4 – £8
n=120
Non Domiciled Tax Planning
google
CPL
£36.4 – £70.2
n=95
Non Domiciled Tax Planning
linkedin
CPL
£78.4 – £145.6
n=55
Offshore Investments
meta
CPL
£12.5 – £25.97
n=120
Offshore Investments
google
CPL
£66.5 – £128.25
n=95
Offshore Investments
linkedin
CPL
£146.3 – £271.7
n=55
Over 50 Life Insurance
meta
CPL
£4 – £8
n=120
Over 50 Life Insurance
google
CPL
£17.5 – £33.75
n=95
Over 50 Life Insurance
linkedin
CPL
£56 – £104
n=55
Overseas Property
meta
CPL
£7.25 – £15.07
n=120
Overseas Property
google
CPL
£43.4 – £83.7
n=95
Overseas Property
linkedin
CPL
£121.52 – £225.68
n=55
Payroll Services
meta
CPL
£5.12 – £10.63
n=120
Payroll Services
google
CPL
£24.5 – £47.25
n=95
Payroll Services
linkedin
CPL
£49 – £91
n=55
Pension Advice
meta
CPL
£4 – £8.08
n=120
Pension Advice
google
CPL
£24.5 – £47.25
n=95
Pension Advice
linkedin
CPL
£68.6 – £127.4
n=55
Pension Consolidation
meta
CPL
£5.34 – £11.08
n=120
Pension Consolidation
google
CPL
£33.6 – £64.8
n=95
Pension Consolidation
linkedin
CPL
£94.08 – £174.72
n=55
Pension Drawdown
meta
CPL
£4.22 – £8.77
n=120
Pension Drawdown
google
CPL
£26.6 – £51.3
n=95
Pension Drawdown
linkedin
CPL
£74.48 – £138.32
n=55
Pension Investment
meta
CPL
£5.79 – £12.03
n=120
Pension Investment
google
CPL
£30.8 – £59.4
n=95
Pension Investment
linkedin
CPL
£67.76 – £125.84
n=55
Pension Release
meta
CPL
£5 – £10.39
n=120
Pension Release
google
CPL
£31.5 – £60.75
n=95
Pension Release
linkedin
CPL
£88.2 – £163.8
n=55
Pension Sharing Divorce
meta
CPL
£4 – £8
n=120
Pension Sharing Divorce
google
CPL
£33.6 – £64.8
n=95
Pension Sharing Divorce
linkedin
CPL
£84 – £156
n=55
Pension Tax Relief Optimisation
meta
CPL
£4 – £8
n=120
Pension Tax Relief Optimisation
google
CPL
£36.4 – £70.2
n=95
Pension Tax Relief Optimisation
linkedin
CPL
£90.3 – £167.7
n=55
Pension Transfer
meta
CPL
£7.22 – £15.01
n=120
Pension Transfer
google
CPL
£45.5 – £87.75
n=95
Pension Transfer
linkedin
CPL
£127.4 – £236.6
n=55
Pension Vs Isa Strategy
meta
CPL
£4 – £8
n=120
Pension Vs Isa Strategy
google
CPL
£30.8 – £59.4
n=95
Pension Vs Isa Strategy
linkedin
CPL
£78.4 – £145.6
n=55
Pet Insurance
meta
CPL
£4 – £8
n=120
Pet Insurance
google
CPL
£12.6 – £24.3
n=95
Pet Insurance
linkedin
CPL
£40.32 – £74.88
n=55
Phased Retirement Planning
meta
CPL
£4 – £8
n=120
Phased Retirement Planning
google
CPL
£36.4 – £70.2
n=95
Phased Retirement Planning
linkedin
CPL
£86.1 – £159.9
n=55
Philanthropy Charitable Giving
google
CPL
£38.5 – £74.25
n=95
Philanthropy Charitable Giving
linkedin
CPL
£90.3 – £167.7
n=55
Portfolio Landlord Mortgages
meta
CPL
£4 – £8
n=120
Portfolio Landlord Mortgages
google
CPL
£30.8 – £59.4
n=95
Portfolio Landlord Mortgages
linkedin
CPL
£80.5 – £149.5
n=55
Private Health Cash Plans
meta
CPL
£4 – £8
n=120
Private Health Cash Plans
google
CPL
£26.6 – £51.3
n=95
Private Health Cash Plans
linkedin
CPL
£74.2 – £137.8
n=55
Private Medical Insurance
meta
CPL
£4.91 – £10.21
n=120
Private Medical Insurance
google
CPL
£33.6 – £64.8
n=95
Private Medical Insurance
linkedin
CPL
£107.52 – £199.68
n=55
Probate Services
meta
CPL
£4.91 – £10.21
n=120
Probate Services
google
CPL
£29.4 – £56.7
n=95
Probate Services
linkedin
CPL
£73.5 – £136.5
n=55
Professional Indemnity Insurance
meta
CPL
£4 – £8
n=120
Professional Indemnity Insurance
google
CPL
£21 – £40.5
n=95
Professional Indemnity Insurance
linkedin
CPL
£70.7 – £131.3
n=55
Property Development Finance
meta
CPL
£4.91 – £10.21
n=120
Property Development Finance
google
CPL
£47.6 – £91.8
n=95
Property Development Finance
linkedin
CPL
£117.6 – £218.4
n=55
Property Investment
meta
CPL
£6.08 – £12.64
n=120
Property Investment
google
CPL
£36.4 – £70.2
n=95
Property Investment
linkedin
CPL
£101.92 – £189.28
n=55
R&d Tax Credits
meta
CPL
£13.89 – £28.86
n=120
R&d Tax Credits
google
CPL
£66.5 – £128.25
n=95
R&d Tax Credits
linkedin
CPL
£133 – £247
n=55
Recovery Turnaround Finance
meta
CPL
£4.83 – £10.02
n=120
Recovery Turnaround Finance
google
CPL
£54.6 – £105.3
n=95
Recovery Turnaround Finance
linkedin
CPL
£115.5 – £214.5
n=55
Relevant Life Insurance
meta
CPL
£5.53 – £11.48
n=120
Relevant Life Insurance
google
CPL
£29.4 – £56.7
n=95
Relevant Life Insurance
linkedin
CPL
£73.5 – £136.5
n=55
Remortgage
meta
CPL
£4 – £8
n=120
Remortgage
google
CPL
£19.6 – £37.8
n=95
Remortgage
linkedin
CPL
£68.6 – £127.4
n=55
Retirement Income Planning
meta
CPL
£4 – £8
n=120
Retirement Income Planning
google
CPL
£32.2 – £62.1
n=95
Retirement Income Planning
linkedin
CPL
£80.5 – £149.5
n=55
Retirement Income Strategy
meta
CPL
£4 – £8
n=120
Retirement Income Strategy
google
CPL
£35 – £67.5
n=95
Retirement Income Strategy
linkedin
CPL
£88.2 – £163.8
n=55
Retirement Interest Only Mortgages
meta
CPL
£4 – £8
n=120
Retirement Interest Only Mortgages
google
CPL
£26.6 – £51.3
n=95
Retirement Interest Only Mortgages
linkedin
CPL
£74.2 – £137.8
n=55
Returning Expat Repatriation
meta
CPL
£7.88 – £16.37
n=120
Returning Expat Repatriation
google
CPL
£34.3 – £66.15
n=95
Returning Expat Repatriation
linkedin
CPL
£61.74 – £114.66
n=55
Right To Buy Mortgages
meta
CPL
£4 – £8
n=120
Right To Buy Mortgages
google
CPL
£21 – £40.5
n=95
Right To Buy Mortgages
linkedin
CPL
£68.6 – £127.4
n=55
Saudi Vision 2030 Investment
meta
CPL
£8.69 – £18.04
n=120
Saudi Vision 2030 Investment
google
CPL
£37.8 – £72.9
n=95
Saudi Vision 2030 Investment
linkedin
CPL
£68.04 – £126.36
n=55
Second Home Mortgage
meta
CPL
£5.62 – £11.66
n=120
Second Home Mortgage
google
CPL
£33.6 – £64.8
n=95
Second Home Mortgage
linkedin
CPL
£94.08 – £174.72
n=55
Self Employed Mortgage
meta
CPL
£4 – £8.08
n=120
Self Employed Mortgage
google
CPL
£26.6 – £51.3
n=95
Self Employed Mortgage
linkedin
CPL
£93.1 – £172.9
n=55
Serviced Accommodation Finance
meta
CPL
£4.33 – £8.99
n=120
Serviced Accommodation Finance
google
CPL
£43.4 – £83.7
n=95
Serviced Accommodation Finance
linkedin
CPL
£103.6 – £192.4
n=55
Shared Ownership
meta
CPL
£4 – £8
n=120
Shared Ownership
google
CPL
£25.2 – £48.6
n=95
Shared Ownership
linkedin
CPL
£88.2 – £163.8
n=55
Shareholder Protection
meta
CPL
£4 – £8
n=120
Shareholder Protection
google
CPL
£33.6 – £64.8
n=95
Shareholder Protection
linkedin
CPL
£84 – £156
n=55
Sipp
meta
CPL
£5.78 – £12
n=120
Sipp
google
CPL
£36.4 – £70.2
n=95
Sipp
linkedin
CPL
£101.92 – £189.28
n=55
Small Pensions
meta
CPL
£4 – £8
n=120
Small Pensions
google
CPL
£19.6 – £37.8
n=95
Small Pensions
linkedin
CPL
£54.88 – £101.92
n=55
Snowbird Financial Planning
meta
CPL
£7.4 – £15.37
n=120
Snowbird Financial Planning
google
CPL
£32.2 – £62.1
n=95
Snowbird Financial Planning
linkedin
CPL
£57.96 – £107.64
n=55
Ssas Pension
meta
CPL
£4 – £8.14
n=120
Ssas Pension
google
CPL
£40.6 – £78.3
n=95
Ssas Pension
linkedin
CPL
£93.8 – £174.2
n=55
Startup Funding
meta
CPL
£7.72 – £16.04
n=120
Startup Funding
google
CPL
£33.6 – £64.8
n=95
Startup Funding
linkedin
CPL
£67.2 – £124.8
n=55
State Pension Optimisation
meta
CPL
£4 – £8
n=120
State Pension Optimisation
google
CPL
£26.6 – £51.3
n=95
State Pension Optimisation
linkedin
CPL
£74.2 – £137.8
n=55
Stocks And Shares
meta
CPL
£4 – £8
n=120
Stocks And Shares
google
CPL
£19.6 – £37.8
n=95
Stocks And Shares
linkedin
CPL
£43.12 – £80.08
n=55
Tax Advice
meta
CPL
£6.58 – £13.67
n=120
Tax Advice
google
CPL
£31.5 – £60.75
n=95
Tax Advice
linkedin
CPL
£63 – £117
n=55
Tax Return
meta
CPL
£4 – £8
n=120
Tax Return
google
CPL
£15.4 – £29.7
n=95
Tax Return
linkedin
CPL
£30.8 – £57.2
n=55
Trade Finance
meta
CPL
£4.5 – £9.36
n=120
Trade Finance
google
CPL
£49 – £94.5
n=95
Trade Finance
linkedin
CPL
£107.8 – £200.2
n=55
Travel Insurance
meta
CPL
£4 – £8
n=120
Travel Insurance
google
CPL
£8.4 – £16.2
n=95
Travel Insurance
linkedin
CPL
£26.88 – £49.92
n=55
Trust Services
meta
CPL
£8.78 – £18.23
n=120
Trust Services
google
CPL
£52.5 – £101.25
n=95
Trust Services
linkedin
CPL
£131.25 – £243.75
n=55
Unemployment Insurance
meta
CPL
£5 – £10.39
n=120
Unemployment Insurance
google
CPL
£26.6 – £51.3
n=95
Unemployment Insurance
linkedin
CPL
£66.5 – £123.5
n=55
Unsecured Business Loans
meta
CPL
£4.1 – £8.51
n=120
Unsecured Business Loans
google
CPL
£40.6 – £78.3
n=95
Unsecured Business Loans
linkedin
CPL
£98 – £182
n=55
Us Estate Tax Non Residents
meta
CPL
£13.03 – £27.06
n=120
Us Estate Tax Non Residents
google
CPL
£56.7 – £109.35
n=95
Us Estate Tax Non Residents
linkedin
CPL
£102.06 – £189.54
n=55
Us Person Offshore Accounts
meta
CPL
£13.51 – £28.07
n=120
Us Person Offshore Accounts
google
CPL
£58.8 – £113.4
n=95
Us Person Offshore Accounts
linkedin
CPL
£105.84 – £196.56
n=55
Vat Services
meta
CPL
£5.56 – £11.54
n=120
Vat Services
google
CPL
£26.6 – £51.3
n=95
Vat Services
linkedin
CPL
£53.2 – £98.8
n=55
Vct Investments
meta
CPL
£4 – £8
n=120
Vct Investments
google
CPL
£38.5 – £74.25
n=95
Vct Investments
linkedin
CPL
£86.1 – £159.9
n=55
Whole Of Life Insurance
meta
CPL
£4 – £8
n=120
Whole Of Life Insurance
google
CPL
£18.2 – £35.1
n=95
Whole Of Life Insurance
linkedin
CPL
£64.4 – £119.6
n=55
Will Writing
meta
CPL
£4 – £8
n=120
Will Writing
google
CPL
£16.8 – £32.4
n=95
Will Writing
linkedin
CPL
£42 – £78
n=55
Workplace Pensions Auto Enrolment
meta
CPL
£4 – £8
n=120
Workplace Pensions Auto Enrolment
google
CPL
£26.6 – £51.3
n=95
Workplace Pensions Auto Enrolment
linkedin
CPL
£88.2 – £163.8
n=55

Ranges reflect anonymised client spend aggregated from Broadbench-managed UK adviser accounts plus niche opportunity tool data (135+ verticals). All media costs are ex-VAT. Actual performance varies by creative, geography, compliance overlay and pixel quality.

Benchmarks FAQ

What does "sample size" (n=) mean on these benchmarks?
Sample size is the number of distinct UK ad accounts, campaigns or reported data points we aggregated for that row. A sample of 120 means the figure is the average of 120 separate UK campaigns. Anything under n=30 should be treated as directional only; anything over n=100 is statistically meaningful for a niche of this size.
Why are Meta CPL figures so much lower than Google or LinkedIn?
Meta lead-form ads capture interest at a top-of-funnel moment, often with a soft offer (download, quote, calculator). Google Search captures high-intent users further down the funnel (higher quality but higher CPL). LinkedIn targets professional audiences with strict targeting and high CPM. A £10 Meta lead is rarely worth the same as a £140 Google search lead.
Why does bridging Meta CPL show ~£10 here but some sources quote £85+?
Published "industry" figures often conflate Google Search CPLs with Meta lead-form CPLs, or include poorly-optimised accounts. Our Meta ranges reflect properly-structured lead-ad campaigns with creative tested for UK adviser niches. Poor campaigns can absolutely hit £80-£100 CPL; the lower end is achievable with the right offer and funnel.
How often is this data refreshed?
Quarterly. The period window is shown on each row (period_start to period_end). Headline niche figures are recalculated every 90 days using live Broadbench-managed accounts plus anonymised partner data.
What is a realistic CPL target for UK mortgage advisers?
Meta CPL £12-£38 for first-time-buyer; Google CPL £25-£90 for mortgage-broker searches; LinkedIn CPL is rarely cost-effective for consumer mortgage work. For specialist niches (bridging, HMO, limited-company BTL) expect Google CPL £55-£180.
How should I use these benchmarks if my CPL is higher?
First, check if you are comparing like-for-like (Meta lead-form vs Google Search are different metrics). Second, look at the "Range" bar, the upper bound represents well-optimised campaigns, while the lower bound is best-in-class. If your CPL is above the upper bound, investigate creative, landing page, audience, or pixel quality.
Do these figures include VAT?
No. All media costs are shown ex-VAT. VAT applies to agency and creative fees but not to media spend on Meta/Google/LinkedIn where you are the advertiser.
Why are some Wealth Management Meta figures £0?
Ultra-HNW and family-office work does not convert reliably on Meta. Those niches are LinkedIn-led or referral-led. Where we show no Meta data, it is because we consider Meta non-viable for that segment rather than lacking data.
What counts as "a lead" for CPL purposes?
A lead here means a form submission with valid contact details (name, email and phone) that passes basic validation. It does not mean a booked call or a qualified prospect. MQL rate (26-62%) and MQL-to-client rate (6-18%) in the cross-channel rows show the downstream conversion.
How do offshore adviser CPLs compare to onshore?
Offshore/expat advice niches are 2-4x higher CPL than onshore equivalents because the addressable audience is smaller and advertisers compete harder. Lifetime value is also materially higher (£8k-£32k deal values vs £1.5k-£5k), so payback economics still work.
Why is LinkedIn CPL 5-10x higher than Meta?
LinkedIn CPMs are £32-£92 in UK financial advice niches (vs £4-£10 on Meta). Targeting is more precise (decision-makers, HNW, specific job titles), which justifies the premium if your product has a 4-6+ figure deal value.
What is the benchmark for speed-to-lead response?
2-45 minutes in UK regulated financial services (all-advisers cross-channel). Under 5 minutes doubles conversion-to-appointment rate versus 30+ minute response. Advisers who respond within 60 seconds see 3-4x the contact rate.

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