UK Financial Marketing Benchmarks

19 Oct 2024 to 19 Apr 2026 (rolling 18 months, UK)

United Kingdom (regulated financial services, FCA-authorised firms and their ad accounts)

Ranges represent the 20th to 80th percentile of eligible observations. We do not publish absolute min/max to avoid giving undue weight to single outlier months.

Observations are winsorised at the 5th and 95th percentile before range calculation. Single-account dominance (>40% of a category) disqualifies that category from publication.

A niche is published when (a) it rolls up to a parent platform aggregate with n >= 200 and the niche carries at least 10 independent observations, or (b) the niche itself carries at least 30 independent observations in the window. Rows below these thresholds are omitted rather than back-filled.

Where a niche has fewer than 30 independent observations, the row is marked "directional" and inherits its range from the parent platform aggregate. Bing and LinkedIn niche rows are always labelled "directional" given the smaller parent samples on those platforms.

One observation is an independent UK campaign (or ad account running a single campaign) that reported eligible spend and conversion events for at least 30 consecutive days within the window. A single adviser firm typically contributes several observations across platforms and campaign iterations; the total benchmark footprint reflects ~400 firms served globally with roughly 1,700 qualifying campaign observations inside the current 18-month window.

Quarterly (every 90 days). Platform aggregates are recomputed first; niche rows follow once the parent aggregate is signed off.

Excluded: brand-keyword-only campaigns, zero-conversion months, accounts with <30 days of data, accounts flagged for policy restrictions, any category where a single firm accounts for >40% of spend.