You know budgeting. You also know when it’s being wasted.
As a financial advisor, you understand the importance of every dollar. You know when a dollar’s well spent—and when it’s gone to waste. That’s why sinking money into low-quality marketing—or ignoring PPC is a choice you can’t afford.
The decision to include PPC for financial advisors in their marketing plan isn’t about spending big. It’s about spending smart. But smart doesn’t mean safe. If your campaigns aren’t built right, you’re lighting that ad budget on fire. Financial services consistently see some of the highest cost-per-clicks online, so there’s no room for wasted spending.
Studies show that PPC traffic generates 50% more conversions than organic traffic, and businesses earn an average of $2 for every $1 spent on Google Ads. This makes it clear that investing in PPC, when done right, can bring measurable results.
In this blog, I’ll walk you through a clear, tested PPC plan for financial advisors that’s focused on results, not just clicks.
The Unique Challenges of PPC for Financial Advisors
Unlike e-commerce or SaaS, the financial sector operates in a highly regulated space, making things tricky. Here’s a closer look at what makes PPC for financial advisors different:
Strict Regulations: Financial ads must follow strict rules. You must comply with Google Ads’ policies and financial regulations specific to your location, like the UK FCA or the US SEC. A small mistake could get your ads suspended, impacting your business.
High CPC (Cost-Per-Click): In the finance industry, specific keywords like “business loans” or “mortgage refinance” are among the most expensive. Therefore, managing your ad budget is crucial to avoid overspending without seeing results.
Complex Buyer Journeys: Financial decisions take time. Unlike impulse purchases, clients typically research, compare, and seek advice before committing. Your PPC strategy should account for this longer decision-making process and aim to build trust over time.
PPC Strategy for Financial Advisors to Drive More Leads
Before we get into the specifics of PPC for financial advisors, one crucial point to remember is learning from what your competitors are doing. Think about it—what if you could see which of your competitors’ ads are getting results? You’d have a clear idea of what works, what doesn’t, and what to avoid. This way, you can adjust your strategy without making the same costly mistakes.
Here are two simple ways to learn from your competitors’ PPC ads and improve your campaigns:
What Services Are They Promoting?
Check what services your competitors highlight, like retirement planning or tax advice. If many focus on the same services, it shows demand. You don’t need to copy them; it can help refine your offerings.
How Are They Writing Their Ads?
Pay attention to the messaging in their ads. Look at:
Headlines: Are they focusing on financial security, helping clients achieve long-term goals, or offering personalized advice?
Offers: Are they promoting free consultations, financial assessments, or planning sessions?
Calls to Action (CTAs): What action are they encouraging—booking a call, getting a consultation, or downloading a resource?
Alright, now let’s walk through the strategy and see how you can use these insights to improve your PPC campaigns:
I. Choose the Right PPC Platform
Selecting the right PPC platform is as important as running the ads. Your target audience is spread across different platforms, and knowing where to focus your budget can significantly affect the quality of leads you attract.
Here’s a breakdown of the best platforms for PPC for financial advisors and how you can use them effectively:
Google Ads: Best for Clients Actively Searching for Financial Services
Best for: Financial advisors looking to capture high-intent leads from people searching for specific services like “retirement planning near me” or “tax advisor for small business.”
Ad Types: Search Ads, Display Ads, Local Services Ads
Why It Works: People who search for financial services are usually ready to act. Google search ads ensure your business appears at the top of the search results page when clients actively seek financial advice or services. Local service ads add credibility by showcasing verified professionals, giving clients added confidence to reach out.
Facebook & Instagram Ads: Ideal for Retargeting and Building Brand Awareness
Best for: Re-engaging visitors who explored your website but didn’t take action and maintaining visibility among potential clients.
Ad Types: Retargeting Ads, Lead Ads, Video Ads, Carousel Ads
Why It Works: Potential clients may visit your website and leave without getting in touch. Retargeting ads on Facebook and Instagram help reconnect with those individuals by reminding them of your services and encouraging them to take the next step. You can also share testimonials, educational content, and special offers, which help build trust and keep your firm in the conversation.
YouTube Ads: Great for Educating Clients and Building Trust
Best for: Financial advisors looking to educate potential clients on complex financial topics or showcase their expertise.
Ad Types: Skippable and Non-Skippable Video Ads, In-Stream Ads
Why It Works: Financial decisions often require careful consideration and understanding. YouTube ads give you a platform to explain complicated financial concepts—like retirement strategies or investment options—in a way that’s engaging and easy to understand. These videos help demystify financial planning, build trust, and encourage viewers to take the next step toward working with you.
LinkedIn Ads: Best for Reaching Professionals and Business Owners
Best for: Financial advisors targeting professionals, executives, and business owners seeking wealth management or business financial services.
Ad Types: Sponsored Content, InMail Ads, Text Ads
Why It Works: LinkedIn is the go-to platform for professionals, making it ideal for targeting high-net-worth individuals, business owners, and decision-makers. Whether you’re offering retirement plans, tax advice, or investment management, LinkedIn lets you connect directly with an audience already interested in financial services and likely to have the income and assets to invest in them.
Microsoft Ads (Bing Ads): A Less Competitive but Valuable Option
Best for: Financial advisors aiming to reach an older demographic, often with more disposable income, who prefer Bing over Google.
Ad Types: Search Ads, Display Ads
Why It Works: Bing may not have as large a market share as Google, but it appeals to a specific segment of users, particularly those over 40 with higher income and savings. Since competition on Bing is lower, you can often achieve a lower cost-per-click for the exact keywords, making it an affordable way to reach clients who prefer Bing’s search engine.
II. Smarter Targeting with Your Own Data
With third-party cookies being phased out, financial advisors’ firms must rely more on their data to reach the right people. This shift presents an excellent opportunity to refine your targeting and improve the relevance of your ads. Here’s how you can use your first-party data to your advantage:
CRM Data Integration: Use the customer information you already have to create lookalike audiences more likely to be interested in your services. This means you’re reaching people similar to your best clients, increasing the chances of conversion.
Google’s Customer Match: With this, you can run ads specifically aimed at people who have interacted with your business before but haven’t converted yet. It’s a great way to re-engage leads and keep them interested in what you offer.
Email Retargeting: Email retargeting is a solid option if you’ve had past inquiries or leads that didn’t convert. By sending them exclusive offers or personalized messages, you can bring them back into the fold and encourage them to take action.
III. Target the Right Keywords
The temptation to pursue broad, high-competition terms is strong, but these often drain your budget quickly without the returns you hope for.
On the other hand, more niche, intent-driven keywords can provide better ROI by reaching people who are closer to making a decision. It’s about understanding your audience’s intent, meeting their needs at the right time, and ensuring your ad spend is used efficiently.
Here’s what works based on experience in managing PPC for financial advisors:
Focus on Intent-Driven Long-Tail Keywords: Instead of targeting overly broad terms like “life insurance,” consider getting more specific, like “affordable life insurance for small business owners.” Long-tail keywords may have lower search volume, but they often have a higher intent and are more likely to convert because they reflect exactly what people seek.
Segment Keywords Based on the User’s Journey: Different stages of the customer journey require different types of content. For people just starting to explore options, focus on educational content that answers their questions. As prospects move closer to deciding, shift to ads encouraging them to take action—whether scheduling a consultation or signing up for a service.
Use a Negative Keyword Strategy: Implement a solid negative keyword strategy to avoid wasting your ad budget on irrelevant clicks. For example, if you offer commercial loans, exclude terms like “personal loans” from your targeting. This keeps your ads focused on the right audience and prevents you from paying for traffic that’s not relevant to your business.
IV. Optimize Your Landing Page
Driving traffic to your website through PPC campaigns is excellent, but the landing page determines if you’ll see actual results. If your landing page doesn’t do its job, all the clicks in the world won’t help you. In my experience working with financial advisors, minor tweaks to landing pages significantly improve conversion rates.
Here’s what works best for improving landing page performance:
Keep Forms Simple: Regarding lead generation, less is often more. Keep your forms short and sweet—only ask for the essentials, like name, email, and phone number. The more fields you add, the more likely people will abandon the form.
Use Social Proof: Nothing builds trust like social proof. Adding testimonials from happy clients, industry certifications, or positive reviews can help show that your services are reliable and effective. People are more likely to act when they see that others have had positive experiences.
Speed Up Your Page: It might seem small, but page load time is critical. If your page is slow to load, potential clients will leave before they can see what you offer. Ensure your website is fast and responsive—this is especially important before launching any PPC campaign.
A/B Test Your Calls to Action (CTAs): Testing different CTAs is essential in any PPC campaign. A/B testing lets you see what resonates best with your audience. Try variations like “Get a Free Quote” versus “Start Your Investment Journey Today” to see which prompts more action. Small changes in wording can make a big difference in conversion rates.
Ensure Mobile Optimization: Many users browse and engage with websites via mobile devices. Ensure your landing page is fully optimized for mobile devices, with easy-to-read text, quick load times, and a smooth, intuitive experience.
V. Creating Ad Copy That Builds Trust
When prospects come across your ad, they must feel confident that you’re the right choice for their financial needs. Generic, impersonal ads like “Get the Best Loans Today” won’t cut it. Instead, your ad copy should address their concerns, highlight your reliability, and reassure them that you understand their needs. Here’s how to craft ad copy that builds trust and gets results:
Use Trust Signals: To set yourself apart from the competition, include trust signals that instantly reassure potential clients. Phrases like “FDIC insured,” “20+ years in business,” or “4.9-star customer rating” highlight your credibility and experience. These simple but powerful elements give people confidence in your services and reduce their hesitation.
Address Pain Points Directly: Instead of using generic terms like “Find the best mortgage,” get specific and speak to your client’s concerns. For example, “Low-rate mortgages designed for first-time buyers” directly addresses a pain point, making the service feel more personal and relevant to those seeking affordable, beginner-friendly options. When people see that you understand their specific situation, they are more likely to trust you with their financial needs.
A/B Test Urgency and Offers: Including urgency in your ad copy can drive immediate action. Test different offers and see what resonates. For example, try “Limited-time 0% APR on business loans” to create a sense of urgency. While some people may respond better to urgency, others might appreciate more straightforward language.
Use Credibility Markers: Highlight any guarantees, certifications, accreditations, or years in business in your ad copy. When people see that others trust you, they’re more likely to follow suit.
Test Emotional Triggers: People often make financial decisions based on emotion, especially regarding insurance. For example, instead of advertising “Best Insurance Plans,” try something that taps into emotions, like “Protect Your Family’s Future.” This kind of messaging resonates deeply with clients thinking about the long-term impact of their decisions.
VI. Smart Bidding Strategies for Maximum ROI
In financial PPC campaigns, where every click comes with a high price, choosing the right bidding strategy is crucial to ensure your budget goes as far as possible. Without the right strategy, you could waste money on clicks that don’t convert. Here’s a look at some bidding approaches that have worked well for our financial clients:
Maximize Conversions: This option is excellent if you have enough historical data (around 30 monthly conversions). It lets Google automatically adjust your bids to get you the most conversions for your budget. If you want to drive as many leads as possible without manually managing bids, this strategy can help you get the best results.
Target ROAS (Return on Ad Spend): If you’re offering high-value products, like investment platforms or wealth management services, this one’s for you. With Target ROAS, you set a goal for how much revenue you want to earn per dollar spent on ads. Google will then adjust bids to help you reach that target, ensuring you get the most value for each click.
Manual CPC (For High-Cost Keywords): Manual CPC can give you more control in a space with expensive, high-competition keywords (like investment firms). You set the bids for individual keywords, letting you focus on the ones that matter most. This allows you to optimize where your ads show up and how much you will pay for those clicks.
VII. PPC for Financial Advisors With Offices
If your financial company has physical locations—a bank, mortgage broker, or investment firm—local PPC is a powerful tool to drive qualified leads directly to your business. Here’s how to make local PPC effective:
Geo-targeting: This allows you to focus your ads on users in specific cities or within a set radius of your office. If someone is searching for financial services nearby, you can ensure your ad appears right before them, helping you attract clients who are more likely to walk through your doors.
Google My Business Integration: Pairing your PPC campaigns with Local Services Ads via Google My Business can help boost your visibility and credibility. These ads appear in local search results with verified business information, making your firm stand out and encouraging more clients to reach out. It’s a great way to build trust and drive local traffic.
Location Extensions: Adding location extensions to your ads shows your address, phone number, and even a “click to call” button directly in the ad. This makes it easier for people to contact you or visit your office. With everything they need in one click, you remove barriers that might stop someone from reaching out.
VIII. Use Remarketing Ads for PPC for Financial Advisors
When it comes to financial services, decisions take time. People often browse, compare, and think things over before committing. This is where remarketing ads for PPC for financial advisors come into the picture. You can turn curious browsers into loyal clients by re-engaging visitors who have already shown interest. Here’s how remarketing strategies have helped our clients achieve higher conversions:
Google Display Retargeting: If someone visits your site but leaves without taking action, retargeting ads can bring them back. With Google Display Retargeting, you can show relevant display ads to these visitors as they browse other sites. This keeps your services in mind and encourages them to return and convert when ready.
YouTube Remarketing: Video ads are a powerful tool for engaging potential clients, especially those still in the decision-making phase. If a user visits your pricing page but doesn’t sign up, YouTube Remarketing lets you serve tailored video ads directly to them. This strategy allows you to remind them of your services in an engaging, visual way that builds trust and prompts action.
Dynamic Remarketing Ads: Personalized ads make all the difference. With dynamic remarketing, you can show users customized offers based on their previous browsing activity. For example, if someone viewed investment plans on your website, you can display personalized ads featuring the exact investment options they explored. This level of personalization makes the user feel understood.
IX. Enhance Your Ads with Powerful Extensions
Ad extensions help make your ad more visible and provide extra information that encourages users to click. Adding relevant details increases your chances of standing out in PPC ad campaigns for financial advisors and getting better results. Here’s how to use ad extensions effectively for your business. Here’s how to use ad extensions effectively for your business:
Call Extensions: Adds a clickable phone number, making it easy for mobile users to call you directly. This is especially useful for financial services, as many clients prefer to talk to someone before making decisions.
Location Extensions: Displays your business address, letting users know you’re local. This builds trust and makes potential clients more likely to choose you over businesses farther away.
Site Link Extensions: Adds direct links to key pages on your website, like “Services,” “Contact Us,” or “Free Consultation.” This helps users quickly find what they’re looking for and increases their chances of taking action.
Review Extensions: Include star ratings or customer testimonials in your ads. This helps build trust and establishes your credibility before the user clicks.
You Handle the Finance, Let PPC Experts Handle the Ad Clicks
Running PPC for financial advisors requires constant testing, tracking, and tweaking. Without this ongoing work, you could end up spending on ads that aren’t bringing in results. The financial world is complex, and your client’s needs are too critical to spend your time figuring out ads or chasing down results.
PPC for financial advisors demands regular attention. Search trends shift, competitors adjust, and what worked last month might not bring in leads today. It’s easy to get lost in the technical side of things and spend time on things that don’t grow your business.
Instead of struggling with these details, why not leave them to PPC experts? Let them manage your ads so you can focus on what you do best—helping your clients with their financial needs.
Grow Faster and Smarter with INSIDEA’s Digital Marketing Subscription
At INSIDEA, we deliver powerful digital marketing strategies that elevate your brand’s presence, attract the right audience, and drive measurable growth. Our expert team is dedicated to creating top-tier marketing solutions to meet your unique business needs. With in-depth industry knowledge, we craft customized strategies that align perfectly with your goals, all within our all-in-one digital marketing subscription.
Our comprehensive subscription includes everything you need to succeed in the digital space.
From Search Engine Optimization (SEO) that boosts your search rankings and drives organic traffic to WordPress Management, ensuring your website is visually appealing, highly functional, and optimized for conversions.
Our content marketing services establish your authority with engaging, insightful content. Social media marketing builds your presence across platforms with interactive and authentic strategies. Our email marketing solutions connect directly with your audience, driving engagement and conversions.
With INSIDEA’s all-in-one subscription, you can access these services seamlessly, supported by our dedicated digital marketing experts committed to delivering measurable results for your business.
Book a meeting with our experts to explore how we can support your business goals.
