Industries / 04 Financial Services
Advice clients, won compliantly.
Financial services is the most regulated corner of Google Ads: platform verification, restricted formats and copy that has to satisfy both Google and the FCA's expectations. We run it carefully, because in this sector careful is what converts.
01 Sound familiar?
What firm principals tell us.
"Google suspended our ads and we don't know why."
Financial services advertisers face verification requirements and policy tripwires most agencies have never met. We handle the verification process and build accounts that stay in good standing.
"Compliance rejects every ad the agency writes."
Copy has to work twice: persuasive enough to win the click, careful enough to pass your compliance review. We write inside those constraints from the start, so sign-off stops being a bottleneck.
"The enquiries we get aren't worth advising."
In advice businesses, one right client outweighs fifty wrong ones. Keyword intent, qualifying questions and honest page copy filter early, so the calendar fills with people worth your hourly rate.
02 What we run
The playbook, itemised.
The same disciplined method on every account, shaped to your business on the audit. No two businesses are the same, so no two accounts run the same plan; this is the framework yours starts from.
- PB/01Intent-led search campaignsCore
Built around the searches your buyers actually make: the problem, the service, the comparison, the "near me".
- PB/02Message-matched landing pagesCore
The page continues the ad's promise, so clicks become enquiries rather than bounces.
- PB/03Conversion tracking to the poundCore
Calls, forms and sales recorded once each, against the campaign that produced them.
- PB/04Search-term and budget disciplineOngoing
Search terms read weekly, waste excluded, budget moved to what performs rather than what shouts.
- PB/05Local visibilityAdd-on
Google Business Profile and map-pack work wherever "near me" demand exists in your market.
- PB/06Daily checks by MagnusAlways on
Spend, conversions, pacing and disapprovals surfaced in hours by our in-house engine, reviewed by a senior.
03 How finance accounts are run
The number went down. That was the point.
A tax service arrived reporting 13,155 conversions a year at £1.58 each. Almost all of them were people looking at a page. Rebuilding the tracking cut the reported figure by 89%, and what remains is real: 1,426 signups at £17.28. Our financial services book is smaller than our healthcare one, and you should hear that from us rather than find it out later, but this is the discipline every account here gets.
See what this looks like for your account.
Book a discovery call ↗04 Fair questions
Fair questions
Can you get us through Google's financial services verification? +
Yes. The process checks FCA authorisation status and advertiser identity. With your registration details, it is paperwork and process. We have been through it and will run it for you.
Will our compliance team need to approve everything? +
We assume so, and build the workflow around it: copy delivered for sign-off in batches, with rationale, before anything goes live. Most compliance friction comes from agencies treating it as an afterthought. We treat it as the spec.
Is Google Ads even right for an advice firm? +
It depends on your client economics and capacity, and we will say so plainly. For firms with clear specialisms and strong lifetime values it usually is. The audit models it with your numbers before any spend.
What about lead generators selling us enquiries? +
Bought leads are shared, price-driven and brand-less. Your own search presence builds an asset: your brand, your data, your cost control. Dearer per lead at first, better per client over time.
Find out what an advice client should cost you.
The free audit reviews your search presence, compliance posture and enquiry path. Findings walked through with you, live on a call or as a recorded video.
Free audit · live or recorded · no obligation