April 2026 continued the structural trends established in Q1: Meta CPL softening, Google Search CPC inflation, and sustained growth in LinkedIn share of wealth acquisition.
Monthly movements
£47
Median adviser CPL (Meta)
-2% MoM
£63
Median mortgage CPL (Google)
+1.6% MoM
£248
Pension transfer CPL (blended)
+1.2% MoM
4.2%
Landing-page conversion (median)
+0.1pp MoM
23%
SQL-to-appointment (median)
+1pp MoM
54%
Meta share of paid leads
flat
Aggregate paid lead volume across the UK regulated-firm sample rose 4.2 percent month-on-month and 9.1 percent year-on-year. Meta share of measured paid leads held at 54 percent. Google Search CPC inflation continued in the mortgage and pension verticals.
Meta CPM softened an average of 2.3 percent across financial categories as Advantage+ adoption broadened. Google Search CPC rose 1.8 percent in high-intent mortgage keywords and 2.4 percent in pension consolidation. LinkedIn CPC was flat.
Protection insurance was the standout category for the month, with CPL falling 6 percent to a median of £26 on Meta. Fact-find-first formats continued to outperform quote-first formats on policy bind rate despite higher headline CPL.
All movements are reported against the 2026 annual baseline. See the full annual edition for methodology and range definitions.
Sector spotlight
Protection Insurance
All movements are measured against the 2026 annual baseline. See the full annual edition for methodology and range definitions.
Read the 2026 annual report