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
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.
This sector brief uses the same 2026 benchmark methodology as the annual report. For full methodology and cross-sector comparisons, see the annual edition.
Read the 2026 annual report