Case studies · Financial adviser · North West England
How a North West IFA won 18 new clients with £210,000 average assets
A North West independent financial adviser was buying shared leads that rarely converted. We replaced them with exclusive, qualified pension leads through a two-stage Google and Meta funnel, automated lead grading and instant follow-up. Within six months he had 18 new clients with an average of £210,000 in assets.
18
new clients, £210,000 average assets
- Client
- Financial adviser
- Location
- North West England
- Monthly ad spend
- £2,000 a month
- Campaign length
- 6 months
The challenge
This adviser had bought shared leads from two providers for over a year. Each lead went to three or four advisers, contact details were often wrong, and many prospects had assets well below the firm's minimum. He estimated he converted fewer than 5% of purchased leads into clients.
He wanted exclusive pension and retirement leads from people genuinely looking for advice, not names collected by a comparison site.
What we did
- Google Ads campaigns on pension transfer, retirement planning and pension review searches in the adviser's own postcode areas.
- A two-stage funnel: a short qualifying form (asset value, timeline, type of advice) followed by a booking form for qualified prospects.
- Meta campaigns for 50 to 65 year olds within 30 miles, built around educational content on pension freedoms and retirement planning.
- Automated lead grading: A grade (£250,000+ in assets, ready within three months), B grade (£100,000 to £250,000) and C grade (under £100,000). Only A and B grades went to the adviser.
- A seven-email nurture sequence for leads who did not book straight away.
The results after 6 months
- 112
- Leads generated
- 74 (66%)
- A and B grade leads
- £89
- Cost per qualified lead
- 18
- New clients
- £210,000
- Average client assets
- £75,600
- Estimated initial advice fees
- £28,350
- Estimated ongoing annual fees
- 4.8x
- Return on investment, initial fees only
"The difference between these leads and what I was getting before is night and day. Every lead is exclusive, they have already told me what they need, and most of them actually have assets worth advising on. I have cancelled both my other lead providers."