Side-by-side CPL comparison across every major UK financial services sector.
Average cost per lead by financial sector is a cross-sector comparison of CPL ranges across mortgage, pension, investment, protection and later-life advice segments in the UK paid media market.
| Niche | Platform | Metric | Low | High | Sample |
|---|---|---|---|---|---|
| equity release | meta | cpl | £8.78 | £18.23 | 120 |
| equity release | cpl | £52.5 | £101.25 | 95 | |
| equity release | cpl | £147 | £273 | 55 | |
| mortgage | meta | cpc | £0.45 | £1.2 | 142 |
| mortgage | meta | cpm | £4.2 | £9.8 | 142 |
| mortgage | meta | ctr | 0.9% | 2.4% | 142 |
| mortgage | meta | cvr | 4.5% | 12% | 88 |
| mortgage | cpl | £25 | £90 | 1,700 | |
| mortgage | meta | cpl | £18 | £55 | 2,100 |
| mortgage | cpc | £1.8 | £8.5 | 96 | |
| mortgage | ctr | 3.2% | 8.5% | 96 | |
| mortgage | cvr | 6.5% | 14% | 74 | |
| mortgage | cross-channel | cac-payback-months | 1 | 5 | 88 |
| pension transfer | meta | cpl | £7.22 | £15.01 | 120 |
| pension transfer | cpl | £45.5 | £87.75 | 95 | |
| pension transfer | cpl | £127.4 | £236.6 | 55 |
The UK financial services paid media landscape spans two orders of magnitude in CPL: from £6 BNPL user acquisition on Meta to £780 LinkedIn offshore HNW. Understanding where your niche sits on this curve is essential to setting realistic budget and hiring expectations.
Aggregated from active Platinum Prospects client accounts over the trailing 12 months. Sector groupings follow FCA category conventions.
Offshore financial advice on LinkedIn carries the highest CPL in UK paid media, often £280–£780 per lead, driven by high-net-worth targeting and the specialist nature of the niche.
BNPL consumer user acquisition on Meta can deliver CPLs as low as £6, reflecting the mass-market nature of the product and low friction of the offer.