There is no dependable Google Ads budget for financial services as a whole. Keyword competition, product type, geography, qualification and client value vary too widely.
Build the budget from a qualified outcome
Use current campaign or planning data to estimate clicks, then apply a realistic landing-page conversion rate and downstream qualification rate. Work backwards from the acquisition cost the business can support for a genuine client opportunity.
Separate materially different services
Do not blend unrelated financial products or services into one target CPA. Different offers can have different eligibility, sales cycles, approval requirements and commercial value.
- Use search terms and negative keywords to control intent.
- Send traffic to specific, reviewed landing pages.
- Track qualified outcomes rather than every form equally.
- Keep claims and promotional copy inside the firm’s appropriate approval process.
- Scale only when lead quality and economics remain acceptable.
See the financial services marketing cost guide for the wider budget framework. Mortgage firms can also use our UK mortgage broker marketing guide to connect paid search with SEO, landing pages, CRM follow-up and lead-quality measurement.
