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Financial Advisory Firm — Retirement & Pension Planning
Lead Volume
Increased 50%.
CPA Down 9%.
Campaign restructuring and conversion optimisation improved lead generation efficiency for a UK-based retirement and financial planning advisory firm — more qualified enquiries, lower acquisition cost, at scale.
Client Overview
A UK-based financial advisory firm specialising in retirement and financial planning services. The company helps individuals structure long-term financial strategies, manage pensions, and prepare financially for retirement.
Because each advisory relationship represents significant long-term value, the business relies heavily on generating qualified inbound enquiries from individuals actively searching for financial guidance. Google Search was the primary acquisition channel for reaching people researching retirement planning and pension advice.
The Challenge
The client had active Google Ads campaigns, but performance was inconsistent and the account structure limited scalability. Lead generation was not fully aligned with search intent, and campaign architecture required refinement to improve both volume and efficiency.
The objective was twofold:
- Increase the number of qualified enquiries from individuals actively searching for retirement planning and pension guidance
- Reduce the cost of acquiring each lead while maintaining a sustainable campaign structure that could scale over time
Strategic Diagnosis
After understanding the business’s core objectives and reviewing account and campaign performance, several structural issues were identified. Campaign segmentation did not fully align with high-intent financial planning searches, and bidding strategies were not optimised to maximise lead generation efficiency.
Additionally, the account required stronger performance signals to help Google’s optimisation algorithms better identify and prioritise qualified leads. Addressing these structural limitations would allow the account to scale more predictably while improving cost efficiency.
Implementation
The optimisation strategy focused on strengthening account structure and improving performance signals throughout the account ecosystem.
- Restructuring campaign architecture to better match high-intent retirement and financial planning queries across the search network
- Refining keyword targeting to focus on search terms with stronger advisory intent and reduce wasted impression share
- Adjusting bidding strategies to improve conversion efficiency at a sustainable and scalable acquisition cost
- Strengthening conversion signals to support Google’s algorithm learning and improve lead optimisation over time
These changes enabled the campaigns to capture more relevant search demand while maintaining disciplined cost control — without increasing budget disproportionately.
Results
Following the account restructuring and optimisation work, the campaigns delivered measurable and sustained improvements across all key lead generation metrics.
In lead-generation industries such as financial advisory services, performance improvements often come from structural optimisation rather than increased budget alone. By aligning campaign architecture with high-intent search demand and strengthening conversion feedback signals, businesses can increase lead volume while maintaining sustainable acquisition costs — without needing to spend their way to results.
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