Benchmark
Average Cost Per Lead by Financial Sector
Side-by-side CPL comparison across every major UK financial services sector.
Definition
What is Average Cost Per Lead by Financial 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.
Benchmark table
| Niche | Platform | Metric | Low | High | Type |
|---|---|---|---|---|---|
| bridging loan | cpl | £48 | £92 | directional | |
| bridging loan | bing | cpl | £48 | £92 | directional |
| bridging loan | cpl | £167 | £309 | directional | |
| bridging loan | meta | cpl | £7 | £14.5 | directional |
| equity release | cpl | £53 | £101 | directional | |
| equity release | bing | cpl | £53 | £101 | directional |
| equity release | cpl | £147 | £273 | directional | |
| equity release | meta | cpl | £8.8 | £18.2 | directional |
| first time buyer mortgage | cpl | £22 | £43 | directional | |
| first time buyer mortgage | bing | cpl | £22 | £43 | directional |
| first time buyer mortgage | cpl | £78 | £146 | directional | |
| first time buyer mortgage | meta | cpl | £4 | £8 | directional |
| insurance | cpc | £2.8 | £9.2 | grouped | |
| insurance | ctr | 3% | 9% | grouped | |
| insurance | cvr | 6.3% | 18.9% | grouped | |
| insurance | mql-rate | 50.4% | 78.8% | grouped | |
| insurance | cross-channel | cac-payback-months | 2 | 8 | observed |
| insurance | open-rate | 29.4% | 50.4% | grouped | |
| insurance | youtube | view-rate | 18.9% | 35.7% | grouped |
| insurance | cross-channel | mql-to-client-rate | 10% | 24% | observed |
| insurance | cross-channel | speed-to-lead-minutes | 3 | 45 | observed |
| insurance | meta | cpc | £0.55 | £1.85 | grouped |
| insurance | meta | cpm | £4.2 | £12.6 | grouped |
| insurance | meta | ctr | 0.8% | 2.5% | grouped |
| insurance | meta | cvr | 3.15% | 12.6% | grouped |
| insurance | meta | mql-rate | 18.9% | 44.1% | grouped |
| insurance | bing | cpc | £1.9 | £6.8 | grouped |
| insurance | bing | ctr | 2.4% | 7.2% | grouped |
| insurance | bing | cvr | 5.25% | 15.75% | grouped |
| insurance | bing | mql-rate | 47.3% | 75.6% | grouped |
| insurance | cpc | £5.8 | £14.2 | grouped | |
| insurance | cpm | £18 | £48 | grouped | |
| insurance | ctr | 0.4% | 1.2% | grouped | |
| insurance | cvr | 4.2% | 10.5% | grouped | |
| insurance | mql-rate | 39.9% | 71.4% | grouped | |
| mortgage | cvr | 6.6% | 19.8% | grouped | |
| mortgage | mql-rate | 52.8% | 82.5% | grouped | |
| mortgage | cpc | £2.52 | £8.28 | grouped | |
| mortgage | ctr | 3.3% | 9.9% | grouped | |
| mortgage | open-rate | 30.8% | 52.8% | grouped | |
| mortgage | youtube | view-rate | 19.8% | 37.4% | grouped |
| mortgage | cross-channel | cac-payback-months | 1 | 5 | observed |
| mortgage | cross-channel | mql-to-client-rate | 8% | 22% | observed |
| mortgage | cross-channel | speed-to-lead-minutes | 2 | 30 | observed |
| mortgage | meta | cpc | £0.5 | £1.67 | grouped |
| mortgage | meta | cpm | £3.78 | £11.34 | grouped |
| mortgage | meta | ctr | 0.8% | 2.5% | grouped |
| mortgage | meta | cvr | 3.3% | 13.2% | grouped |
| mortgage | meta | mql-rate | 19.8% | 46.2% | grouped |
| mortgage | bing | cpc | £1.71 | £6.12 | grouped |
| mortgage | bing | ctr | 2.64% | 7.92% | grouped |
| mortgage | bing | cvr | 5.5% | 16.5% | grouped |
| mortgage | bing | mql-rate | 49.5% | 79.2% | grouped |
| mortgage | cpc | £5.22 | £12.78 | grouped | |
| mortgage | cpm | £16.2 | £43.2 | grouped | |
| mortgage | ctr | 0.4% | 1.2% | grouped | |
| mortgage | cvr | 4.4% | 11% | grouped | |
| mortgage | mql-rate | 41.8% | 74.8% | grouped | |
| pension transfer | cpl | £46 | £88 | directional | |
| pension transfer | bing | cpl | £46 | £88 | directional |
| pension transfer | cpl | £127 | £237 | directional | |
| pension transfer | meta | cpl | £7.2 | £15 | directional |
| protection | ctr | 3.15% | 9.45% | grouped | |
| protection | cpc | £2.66 | £8.74 | grouped | |
| protection | cvr | 6.48% | 19.44% | grouped | |
| protection | mql-rate | 51.8% | 81% | grouped | |
| protection | cross-channel | cac-payback-months | 2 | 7 | observed |
| protection | cross-channel | mql-to-client-rate | 9% | 22% | observed |
| protection | cross-channel | speed-to-lead-minutes | 3 | 40 | observed |
| protection | open-rate | 30.2% | 51.8% | grouped | |
| protection | youtube | view-rate | 19.4% | 36.7% | grouped |
| protection | meta | cpc | £0.52 | £1.76 | grouped |
| protection | meta | cpm | £3.99 | £11.97 | grouped |
| protection | meta | ctr | 0.8% | 2.5% | grouped |
| protection | meta | cvr | 3.24% | 12.96% | grouped |
| protection | meta | mql-rate | 19.4% | 45.4% | grouped |
| protection | bing | cpc | £1.81 | £6.46 | grouped |
| protection | bing | cvr | 5.4% | 16.2% | grouped |
| protection | bing | mql-rate | 48.6% | 77.8% | grouped |
| protection | cpc | £5.51 | £13.49 | grouped | |
| protection | cpm | £17.1 | £45.6 | grouped | |
| protection | ctr | 0.4% | 1.2% | grouped | |
| protection | cvr | 4.32% | 10.8% | grouped | |
| protection | mql-rate | 41% | 73.4% | grouped | |
| protection | bing | ctr | 2.52% | 7.56% | grouped |
| retirement planning | cpc | £3.22 | £10.58 | grouped | |
| retirement planning | ctr | 2.55% | 7.65% | grouped | |
| retirement planning | cvr | 5.7% | 17.1% | grouped | |
| retirement planning | mql-rate | 45.6% | 71.3% | grouped | |
| retirement planning | cross-channel | cac-payback-months | 4 | 13 | observed |
| retirement planning | cross-channel | mql-to-client-rate | 5% | 14% | observed |
| retirement planning | cross-channel | speed-to-lead-minutes | 4 | 70 | observed |
| retirement planning | open-rate | 26.6% | 45.6% | grouped | |
| retirement planning | youtube | view-rate | 17.1% | 32.3% | grouped |
| retirement planning | meta | cpc | £0.63 | £2.13 | grouped |
| retirement planning | meta | cpm | £4.83 | £14.49 | grouped |
| retirement planning | meta | ctr | 0.8% | 2.5% | grouped |
| retirement planning | meta | cvr | 2.85% | 11.4% | grouped |
| retirement planning | meta | mql-rate | 17.1% | 39.9% | grouped |
| retirement planning | bing | cpc | £2.19 | £7.82 | grouped |
| retirement planning | bing | ctr | 2.04% | 6.12% | grouped |
| retirement planning | bing | cvr | 4.75% | 14.25% | grouped |
| retirement planning | bing | mql-rate | 42.8% | 68.4% | grouped |
| retirement planning | cpc | £6.67 | £16.33 | grouped | |
| retirement planning | cpm | £20.7 | £55.2 | grouped | |
| retirement planning | ctr | 0.4% | 1.2% | grouped | |
| retirement planning | cvr | 3.8% | 9.5% | grouped | |
| retirement planning | mql-rate | 36.1% | 64.6% | grouped | |
| wealth management | cpc | £5.04 | £16.56 | grouped | |
| wealth management | ctr | 2.5% | 6% | grouped | |
| wealth management | cvr | 4.2% | 12.6% | grouped | |
| wealth management | cross-channel | speed-to-lead-minutes | 6 | 120 | observed |
| wealth management | mql-rate | 33.6% | 52.5% | grouped | |
| wealth management | cross-channel | cac-payback-months | 6 | 22 | observed |
| wealth management | cross-channel | mql-to-client-rate | 3% | 10% | observed |
| wealth management | open-rate | 19.6% | 33.6% | grouped | |
| wealth management | youtube | view-rate | 12.6% | 23.8% | grouped |
| wealth management | meta | cpc | £0.99 | £3.33 | grouped |
| wealth management | meta | cpm | £7.56 | £22.68 | grouped |
| wealth management | meta | ctr | 0.8% | 2.5% | grouped |
| wealth management | meta | cvr | 2.1% | 8.4% | grouped |
| wealth management | meta | mql-rate | 12.6% | 29.4% | grouped |
| wealth management | bing | cpc | £3.42 | £12.24 | grouped |
| wealth management | bing | ctr | 2% | 5% | grouped |
| wealth management | bing | cvr | 3.5% | 10.5% | grouped |
| wealth management | bing | mql-rate | 31.5% | 50.4% | grouped |
| wealth management | cpc | £10.44 | £25.56 | grouped | |
| wealth management | cpm | £32.4 | £86.4 | grouped | |
| wealth management | ctr | 0.4% | 1.2% | grouped | |
| wealth management | cvr | 2.8% | 7% | grouped | |
| wealth management | mql-rate | 26.6% | 47.6% | grouped |
Industry commentary
The UK financial services paid media landscape spans a wide range in CPL: from £8.0 protection on Meta to £380 LinkedIn wealth management. Understanding where your niche sits on this curve is essential to setting realistic budget and hiring expectations.
Methodology
Aggregated from active Platinum Prospects client accounts over the trailing 12 months. Sector groupings follow FCA category conventions.
Frequently asked questions
Which financial sector has the highest CPL?+
Wealth management on LinkedIn carries some of the highest CPLs in UK paid media, ranging £120-£380 per lead, driven by high-net-worth targeting and the specialist nature of the niche.
Which sector has the lowest CPL?+
Protection insurance on Meta can deliver CPLs as low as £8.0, reflecting the broad awareness-stage inventory and steady demand. It is the lowest-CPL regulated UK financial category we measure.