The cost of Google Ads for financial advisors in the UK

At Lillian Purge, we specialise in SEO for Financial Advisors. This guide explains the cost of Google Ads for financial advisors in the UK.

Google Ads can be one of the most effective ways for financial advisors to reach people actively searching for advice, investment planning, or pension help. However, costs vary widely depending on competition, location, and targeting.

In the UK, financial services is one of the most competitive industries for Google Ads. This means cost-per-click (CPC) rates are often higher than average, but when managed well, they can produce excellent returns.

Typical Google Ads Costs for Financial Advisors

The average cost per click for financial services keywords in the UK ranges from £2 to £10, though highly competitive terms like “financial advisor near me” or “pension advice” can exceed £15 per click.

A typical monthly Google Ads budget for a financial advisor might look like this:

• Small firms or solo advisors: £300–£800 per month

• Medium-sized advisory practices: £800–£2,000 per month

• Larger firms or multi-location businesses: £2,000–£5,000+ per month

These figures include clicks only, not agency management fees or landing page costs. Your total investment will depend on how competitive your location and services are.

Factors That Influence Google Ads Costs

1. Keyword Competition

Financial keywords are among the most expensive in the UK because they target high-value clients. Keywords like “wealth management” or “independent financial advisor” attract multiple bidders, pushing prices higher.

You can reduce costs by targeting long-tail phrases such as “retirement planner in Bedford” or “financial advisor for small businesses.” These terms usually have lower CPCs and more focused intent.

2. Location Targeting

London and the South East have higher CPCs due to demand and higher client value. Running ads in smaller towns or specific postcodes can reduce costs significantly while maintaining lead quality.

3. Ad Quality Score

Google rewards ads that are relevant, well-written, and linked to quality landing pages. High-performing ads get lower CPCs because Google wants to show the most useful results to users.

Improving your Quality Score by using relevant keywords, compelling ad copy, and strong landing page content can lower your costs by up to 30%.

4. Campaign Type

Financial advisors can run different campaign types depending on their goals:

• Search campaigns: Target people searching specific terms. Usually the highest CPC but most qualified leads.

• Display campaigns: Show image-based ads on websites. Lower cost but less direct intent.

• Remarketing campaigns: Target people who previously visited your site. Affordable and effective for staying visible.

Combining these strategically can balance cost and lead quality.

5. Ad Schedule and Timing

Running ads during business hours often improves lead conversion but may cost more. Testing different schedules helps you find when your audience is most likely to respond.

For example, many financial advisor searches happen on weekday evenings when clients have time to research. Aligning ad delivery with this behaviour can improve performance without increasing costs.

Budgeting for Success

The right budget depends on your goals. If you aim to generate five to ten new enquiries per month, start with a modest budget of around £500–£1,000. Track performance closely and increase spending only on high-performing campaigns.

A strong return on investment (ROI) comes from refining your targeting and continuously improving ad performance—not just spending more.

Average Cost per Lead

The average cost per lead for financial advisors in the UK typically ranges from £30 to £100, depending on ad quality, landing page effectiveness, and competition.

For high-value services such as pension advice or investment planning, these costs are justified. One converted client can easily cover several months of ad spend.

Creating Effective Ads to Maximise ROI

To make every click count, your ads need to connect with the user’s intent. Keep your messaging clear, transparent, and compliance-friendly. Avoid industry jargon where possible, and highlight tangible benefits.

For example:

• “Book a free pension review with a qualified UK financial advisor.”

• “Independent investment advice tailored to your goals.”

Always link ads to relevant, high-quality landing pages that include a clear call to action such as “Schedule a consultation.”

Landing Page Optimisation

Landing pages play a huge role in determining whether clicks turn into leads. A poor landing page can waste ad spend quickly.

Best practices for financial advisor landing pages include:

• Clear headline reflecting the ad message

• Short explanation of the service offered

• Simple enquiry form with minimal fields

• Visible trust elements (FCA number, accreditations, testimonials)

• Fast loading speed and mobile responsiveness

A focused, professional page improves conversions and boosts your Quality Score, reducing CPC over time.

Tracking Performance

Effective tracking ensures you know exactly where your budget is going. Use Google Analytics and Google Ads conversion tracking to measure calls, form submissions, and time spent on site.

Important metrics to monitor:

• Click-through rate (CTR) – Shows how relevant your ad is.

• Conversion rate – Percentage of visitors who take action.

• Cost per conversion – Average cost for each enquiry.

• Quality Score – Reflects ad and landing page quality.

By reviewing these regularly, you can fine-tune campaigns for better results and lower costs.

Reducing Costs Over Time

Once your campaigns have data, use optimisation to make your budget work harder. For example:

• Pause keywords that waste spend.

• Increase bids on high-converting phrases.

• Test new ad copy to improve CTR.

• Narrow targeting to your best-performing locations.

Even small improvements can reduce costs and increase profitability.

Compliance Considerations

Financial services advertising is closely regulated. Always ensure your ad copy and landing pages comply with FCA guidelines. Avoid promising guaranteed returns or implying specific outcomes.

Working with a marketing agency familiar with financial regulations can help you stay compliant while running effective campaigns.

Final Thoughts

Google Ads can be a highly profitable marketing tool for financial advisors when managed carefully. While costs can be higher than other industries, the potential return—especially from high-value clients—makes it a worthwhile investment.

By focusing on precise targeting, high-quality landing pages, and continuous optimisation, financial advisors in the UK can use Google Ads to generate consistent leads without overspending.

For more details on ads and keywords, see LinkedIn Ads strategies for financial advisors targeting professionals and How to target high-value keywords with Google Ads campaigns, or visit our Financial Advisors Hub.