A targeted digital campaign generating estate planning enquiries for a specialist inheritance tax adviser.
A UK financial adviser specialising in inheritance tax planning wanted to generate enquiries from homeowners concerned about passing wealth to the next generation.
The adviser offers a structured estate planning report which analyses a client's assets, potential inheritance tax exposure and planning strategies.
The report is priced at £2,000 and provides clients with a detailed estate planning strategy before implementation work begins.
Inheritance tax planning is often delayed by clients until later in life, meaning many individuals are unaware of potential tax liabilities on their estate.
The challenge was encouraging homeowners to request professional estate planning advice before inheritance tax becomes a pressing issue.
Platinum Prospects built a digital campaign combining Meta advertising with Google search campaigns.
Meta advertising targeting homeowners aged 55+
Educational content explaining inheritance tax risks
Google search campaigns targeting inheritance tax advice keywords
Dedicated estate planning landing pages
Lead forms capturing information about property value and assets
Automated lead delivery into the adviser CRM
Over 14 months, the campaign generated 2,140 enquiries from homeowners concerned about inheritance tax. Of these, 418 booked estate planning consultations, and 146 purchased the £2,000 estate planning report -- generating £292,000 in consulting revenue at a 2.61x return on ad spend.
The estate planning report provides clients with a detailed analysis of their inheritance tax exposure and recommended planning strategies.
Following the report, many clients proceed with implementation of recommendations such as:
Structuring assets within trusts to reduce inheritance tax exposure
Reorganising investment portfolios for tax-efficient wealth transfer
Whole-of-life policies written in trust to cover potential IHT liabilities
Structured gifting plans utilising annual exemptions and potentially exempt transfers
Ongoing wealth management and investment advisory relationships
This creates additional advisory revenue beyond the initial estate planning report.
Homeowners aged 55+
Individuals concerned about inheritance tax
Families planning wealth transfer to the next generation
Individuals with significant property and investment assets
This campaign demonstrates how targeted digital campaigns can generate a predictable pipeline of inheritance tax planning enquiries and consulting revenue for specialist advisers.
Platinum Prospects helps regulated financial firms generate compliant, high-intent enquiries through performance-driven digital campaigns.
Book a Strategy Call