A targeted Meta Ads campaign that helped a UK equity release firm build a scalable pipeline of later-life lending enquiries.
A UK equity release advisory firm wanted to generate a more predictable flow of enquiries from homeowners aged 55+ who may be suitable for lifetime mortgage advice. The aim was to create a scalable acquisition channel that could complement referrals and existing introducer relationships.
The client wanted a cost-effective way to reach homeowners considering equity release, while ensuring leads were relevant enough to progress into genuine advice conversations. Like many advisory firms in this space, they needed more than just traffic. They needed a repeatable system capable of producing high volumes of affordable enquiries that could be worked by the advisory team over time.
Platinum Prospects built and launched a targeted Meta Ads campaign focused on later-life homeowners. The approach prioritised volume, affordability, and relevance.
Targeted Meta Ads aimed at homeowners aged 55+
Educational creatives built around equity release awareness and enquiry generation
Instant lead forms to reduce friction and maximise response volume
Automated lead delivery into the client follow-up process
Campaign structure designed to generate low-cost enquiries at scale
The campaign generated 241 enquiries from 151,878 impressions at a cost per lead of £9.49. From those enquiries, 10 progressed into qualified advice cases and 6 completed as equity release cases. The cost per qualified case came in at £229, delivering a total campaign revenue of £18,000 from £2,288 in ad spend.
Equity release enquiries often take longer to convert than other financial products due to regulatory advice requirements, family discussions and suitability checks. Many prospects require multiple touchpoints before proceeding to a formal application, meaning the advisory pipeline continues to mature beyond the initial campaign period.
These figures are based on typical UK equity release procuration fees and adviser charges. At an average revenue of £3,000 per completed case and 6 completions from the campaign pipeline, the campaign produced £18,000 in revenue from £2,288 in advertising spend, delivering a 7.8x return on ad spend.
Even using conservative industry averages, the campaign demonstrates how targeted, low-cost Meta lead generation can deliver strong economics in the equity release market when paired with an effective advisory follow-up process.
Equity release cases often progress gradually through the advice process as suitability checks are completed and borrowers consider their options. As a result, further conversions can occur after the initial enquiry stage. The total number of completed cases from this campaign may continue to increase as remaining prospects in the advisory pipeline reach completion.
This campaign demonstrates how targeted Meta advertising can generate high volumes of low-cost later-life lending enquiries that advisers can convert into high-value equity release cases over time. With the right creative, offer and follow-up process, advisory firms can build a scalable pipeline of equity release opportunities at competitive acquisition costs.
Platinum Prospects helps regulated financial firms generate compliant, high-intent enquiries through performance-driven digital campaigns.
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