A lean Meta advertising campaign that delivered a consistent flow of qualified first-time buyer enquiries for a UK mortgage brokerage.
A UK mortgage brokerage wanted to supplement its referral pipeline with a paid acquisition channel specifically targeting first-time buyers -- a segment the firm could advise confidently and profitably.
With an advertising budget under £800 per month, the firm needed a channel that could deliver qualified enquiries at a reliable, predictable cost per lead without the bidding volatility of Google Search.
First-time buyer keywords on Google Search carry significant competition from national comparison sites and large lenders, pushing cost per click beyond the reach of a modest monthly budget.
The brief was to find a channel mix that could generate first-time buyer enquiries at a cost per lead compatible with broker economics, without sacrificing enquiry quality or FCA compliance.
Platinum Prospects designed a Meta-first acquisition plan focused on reaching first-time buyers during the research phase rather than at point of search -- unlocking significantly lower cost per lead.
Meta audience segments focused on life-stage signals: recent engagements, new tenancies, and savers aged 25-38
Educational creative tackling deposit size, affordability, and Help to Buy alternatives
Native Meta lead forms with three qualification questions to protect broker time
Weekly creative refresh to avoid ad fatigue and keep frequency below 2.4
FCA-compliant ad copy reviewed before every launch with clear adviser firm identification
The Meta channel delivered a 37% enquiry-to-appointment rate and a 43% appointment-to-completion rate. Fourteen protection policies attached alongside completed mortgages added recurring commission income beyond the headline procuration fees.
At £785 per month, the campaign produced an average of 24.5 enquiries a month -- a workable caseload for a single adviser working alongside existing referrals and not enough to overwhelm the firm's compliance and suitability processes.
Protection attachment is the economic multiplier most mortgage brokers overlook. Fourteen protection policies sold alongside completed cases generated recurring commissions that alone cover the firm's Meta budget for the next 12 months, before any remortgage or referral revenue is counted.
£16.02 per enquiry on Meta compares favourably to the £40-£65 first-time buyer CPL typically seen on Google Search -- proving that paid social can carry a broker pipeline where search economics do not.
Meta Ads, not Google Search, is the right first channel for most first-time buyer campaigns. A £785/month budget, well-crafted creative, and disciplined qualification produced 23 completed mortgages and 14 protection policies -- demonstrating that paid-social economics work for mortgage firms long before a larger search budget becomes viable.
Platinum Prospects helps mortgage brokers and financial firms generate high-intent enquiries through targeted digital campaigns.
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