Every vertical has its own maths, its own policy traps and its own definition of a good result. Here is what running Google Ads for a lead-generation business in this space actually involves.
Among the most expensive and most regulated categories anywhere. Lead volume is easy to generate and mostly unusable, because suitability rules mean a large share of enquiries cannot be served. Filtering has to happen before the lead reaches you.
What I report on: Cost per qualified enquiry that meets your suitability criteria.
Special Ad Category applies to credit in some markets, removing most targeting. Financial promotion rules vary by jurisdiction and carry real penalties. Cost per click is brutal, so wasted spend compounds quickly.
Same vertical, different costs and rules depending on the market you sell into.
Benchmarks in USD, plus what CCPA and CPRA in California, with a growing patchwork of state privacy laws in Virginia, Colorado, Connecticut, Utah and Texas means for your tracking.
Benchmarks in GBP, plus what UK GDPR and the Privacy and Electronic Communications Regulations means for your tracking.
Benchmarks in AUD, plus what the Privacy Act 1988 and the Australian Privacy Principles means for your tracking.
Every market is listed on the Google Ads hub, or see how Meta Ads works for Financial services.
High client lifetime values mean competitors bid accordingly, and regulation limits how many of those leads you can actually serve. Both push effective cost per client up.
State who you serve, and who you do not, in the creative itself. It reduces volume and raises quality, which lowers the real cost per usable enquiry.
For credit-related products in several markets, yes, and it removes most targeting options. That changes the strategy fundamentally and gets discussed before anything is built.
Financial promotion rules vary by jurisdiction and carry genuine penalties. I build to what your compliance team approves rather than assuming what is acceptable.
Bring your numbers. I will tell you what I would change first, whether or not you end up working with me.
Book a free strategy call →Meta creates demand, Google captures it. Running one without the other usually means paying twice for the same customer — once to introduce them, once to close them.
How Meta and Google work together for financial services, what each is responsible for, and how the budget gets split between them.
The same market from the other side of the funnel — different intent, different costs, different job to do.
Not sure which channel is letting you down? A written review tells you where the money is actually going before you commit to anything.