A focused Google Search campaign that introduced £1.84M in new advisory assets for a UK IFA on a £1,268/month budget.
A UK independent financial adviser firm wanted to grow its advisory book by bringing on new pension consolidation clients with existing pots of £100,000 or more, without diluting adviser time on unqualified enquiries.
The firm had historically relied on professional introducer relationships and needed an independent paid channel that could deliver qualified enquiries predictably month after month.
Pension consolidation keywords on Google are highly contested by national advice firms, robo-advisers, and consumer duty comparison sites, pushing cost per click into the £12-£18 range for commercial intent terms.
With a modest budget, the campaign had to avoid unqualified clicks, filter out sub-£100k enquiries, and still deliver enough quality leads to justify the investment against adviser capacity.
Platinum Prospects built a tight, high-intent Google Search campaign engineered to pre-qualify pot size at the form stage, ensuring adviser time is only spent on viable consolidation conversations.
Exact-match Google Search targeting pension consolidation, pension transfer, and SIPP consolidation intent
Income and postcode bid modifiers to prioritise higher-net-worth regions
Landing page with pot-size qualifier surfaced above the fold, disqualifying enquiries below £75k
Form fields capturing number of pots, current provider, and preferred adviser contact time
Negative keyword lists refreshed weekly to exclude pension release and early-access searches
From 89 qualified enquiries, 41 progressed to a first discovery call -- a 46% rate -- and 11 converted into fully onboarded advisory clients with an average pension pot of £167,000. The pot-size qualifier on the form removed the bulk of unsuitable enquiries before they reached the adviser's diary.
£1.84M in assets introduced at a 2.0% initial fee generated approximately £36,800 in immediate implementation revenue. Annual ongoing fees of roughly £13,800 repeat every year the clients remain, turning a six-month campaign into a long-duration revenue stream.
The real advisory economics emerge over a five-year horizon. With typical client retention, the 11 onboarded clients are projected to generate over £100,000 in cumulative fees -- turning a £7,608 ad spend into a 13x+ lifetime return before accounting for additional AUM growth or referrals.
£85.48 per enquiry is the right benchmark for pension consolidation on Google Search when the campaign is run with proper pot-size qualification -- not the £35-£50 vanity CPLs that deliver mostly non-viable enquiries.
Qualified is cheaper than cheap. By explicitly filtering out sub-£75k pots at form stage, this Google Search campaign delivered 89 enquiries that produced 11 clients and £1.84M in new advisory assets from a £1,268/month budget -- outperforming higher-volume, lower-quality campaigns by a wide margin on genuine revenue.
Platinum Prospects helps IFAs, wealth managers, and pension specialists generate high-intent enquiries through compliant digital campaigns.
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