Sector Brief 2026

Bridging Finance Lead Generation Performance 2026

Bridging is the most CPC-expensive and most transactional UK financial category. Regional markets and specialist use cases carry materially better economics than London and South East generalist acquisition.

Headline benchmarks

£84

CPL median

Google

3.7%

Landing-page conversion

All

28%

Appointment conversion

All

Benchmarks

Median bridging CPL is £84 on Google (transactional). Landing-page conversion median is 3.7 percent; appointment conversion is 28 percent.

Performance characteristics

Demand is case-driven: auction purchases, chain breaks, and refurbishment-to-let dominate enquiry types. Loan-size qualification is the strongest CPL lever.

Risk factors

  • Saturation in London and South East markets.
  • Compliance scrutiny on speed-sold products.
  • CPC inflation (among the highest measured in the report).

Growth trends

Regional expansion (Midlands, North West) and specialist use-cases (HMO, semi-commercial) carry 15 to 30 percent lower CPL and higher completion margins than generalist London bridging.

Key points

  • Highest Google CPC category measured (up to £18.40).
  • Regional markets outperform London and South East.
  • HMO and semi-commercial specialisms carry the strongest economics.
  • Loan-size qualification is the dominant CPL lever.
Annual reference

This sector brief draws on the 2026 annual dataset. For full methodology and cross-sector comparisons, see the annual edition.

Read the 2026 annual report