Small and medium sized financial advice firms can increase their lead generation through an array of online and even offline marketing methods. Yet, one of the most suitable and beneficial digital marketing strategies at advisers’ disposal is Google Ads – and here’s why…

What are Google Ads?

Google Ads is a method of online marketing. To understand what Google Ads can do for your financial advice business, you first need to know a little about search engines. A search engine such as Google will rank content in an order based on how relevant and valuable it is for the person making the search. For example, if someone searches for financial advice in a specific location, Google will show Search Engine Result Pages (SERPs) with the most closely matched results on the first page.

Less than 1% of the population will ever click to the second page of the SERPs after making their search!

As the statistic above indicates, getting on the first page of a relevant search can be so valuable in gaining more leads, enquiries and (repeat) clients. And the higher up you can feature on the SERPs, the more leads you’re likely to generate and convert.  

Achieving a top position on the first page via organic SEO takes time. Google Ads offer a shortcut; it’s a way to get your content featured at the top of the first page of the relevant SERP. This is fantastic for generating leads quickly but it doesn’t mean you should ignore organic SEO marketing. Working on both simultaneously gives you best chance of achieving your SEO goals faster and maintaining them long term.

Google Ads for small businesses - how people search for services

Google Ads is a very popular online marketing method which can make this area of digital marketing competitive. Small businesses can still generate lucrative leads in a crowded space but to be most competitive they must get the key phrases they’re targeting right from the start.  

What does this mean? Well, when a prospective lead makes a search on a search engine, they enter a specific grouping of words. Google Ads are tailored to the phrase entered by the user. Therefore, it is wise to invest in Google Ads that are tied to the most suitable and common key phrases which requires market research from Google Ads experts. 

Our team at WEBPRO Adviser can assist with helping financial advisers target the most fruitful key phrases within their Google Ad campaign to maximise marketing returns.  

Google Ads budget required

Google Ads puts the power of budgeting in the hands of the business. To run Google Ads, you place a bid on the maximum you’re willing to pay for someone to click on your ad which then helps determine its position at the top of the relevant SERP. However, Google considers the quality of the Google Ad when assigning positions – not just the highest bidder.  

So, with Google Ads, you don’t pay for the Ad’s placement as such but you pay every time it generates attention. Moreover, you can set a limit on how much you want to spend per day.  

Google Ads management and building momentum

Getting started with Google Ads can feel like a big hurdle which is why most financial businesses outsource their Google Ad campaigns to experienced marketers. But the success of a Google Ad campaign doesn’t just lie in the groundwork and starting the project. Its long-term success is determined through ongoing management and building momentum at the right times.  

For example, knowing when to increase and lower bids is essential to generating the biggest returns. Most people dip their toes in the water with a small budget but can soon be spending considerable sums on Google Ads and experiencing lucrative returns.  

Recap: Google Ads is a popular marketing method that could be leveraged by financial advisers to maximise leads and clients. With Google Ads, how much you wish to spend is entirely in your control, but targeting the right key phrases and getting experienced support is essential to a successful campaign.  

WEBPRO Knows

Research has shown time and again that Google Ads is worth it. However not putting in the effort or not using experienced marketers can lead to a failed campaign.