When it comes to growing a financial advice business in today’s digital world, the rules have changed. The truth is, it doesn’t matter how great you are at giving advice if nobody knows who you are. Attention drives opportunity — and in the modern era, attention lives on social media.
Meta (Facebook and Instagram) ads remain one of the most powerful and cost-effective ways for advisers to build visibility, capture attention, and convert that attention into real business. Yet many brokers and advisers are still relying on outdated methods — or paying expensive agencies that don’t understand our industry.
At Wealthy Adviser Club, we believe in empowering advisers to take control of their marketing. Let’s walk through how to master Meta ads, target the right audience, and generate profitable leads — without wasting your budget.
Start With the Right Foundation
Before diving into ads, remember the mission behind your marketing:
“We’re rebuilding financial services with a results-driven community — where advisers master timeless sales skills, unlock endless lead generation strategies, and collaborate to create wealth, freedom, and lasting success.”
Your ad campaigns should reflect that spirit — results-focused, real, and built on authenticity. No fluff, no fads, no overhyped promises.
The Paid Ad Framework (Recap)
If you caught our last session, you’ll remember the three-part framework that every high-performing ad follows:
- 🎯 The Hook – Stop the scroll.
- Use something visual, unexpected, or bold.
- Within 3–6 seconds, you must grab attention.
- 💡 The Story or Value – Connect and engage.
- Share a relatable story or give valuable insight.
- Avoid jargon or corporate talk — make it real.
- 🚀 The Call to Action (CTA) – Make it easy to act.
- “Click below to learn more” or “Book your free consultation.”
- Keep it simple, frictionless, and specific.
Now, let’s explore how to actually put that ad live — the technical setup, targeting, and budget strategy that make or break your campaign.
Step 1: Choose the Right Objective
When you set up your Meta ad campaign, Meta will ask for your objective. Choose Leads — not “Traffic” or “Awareness.”
Why? Because we don’t just want clicks. We want qualified enquiries — people who are actively interested in mortgages, protection, or wealth services.
Step 2: Build a Laser-Targeted Audience
This is where most advisers go wrong. They either go too broad (“everyone in the UK”) or too narrow (a single postcode).
The key is specific but scalable targeting.
Here’s how to do it right:
- 🎯 Location: Focus on areas with active, fluid property markets (e.g., Harrogate, Leeds, or Croydon).
- 👥 Age: The sweet spot is 40–55. This group often has children, mortgages, and disposable income.
- 💍 Relationship status: Married or with families — especially valuable for protection campaigns.
- 🧱 Occupation: Target by job title — company directors, healthcare workers, or contractors.
- 🏡 Life events: You can even target people who’ve just moved house.
- 🎓 Education level: Meta allows you to reach graduates or people from specific universities.
If you’ve already got a client list or database, upload it to Meta as a Custom Audience. Then use a Lookalike Audience (set to 3%) so Meta finds people who are similar to your best customers.
That’s how you reach qualified leads instead of random clicks.
Step 3: Keep Prospects on Meta (Lead Forms Work Best)
When someone clicks your ad, don’t send them off to your website right away. Meta prefers to keep users on-platform, and it rewards ads that do this by showing them to more people.
✅ Use a Meta Lead Form with simple, pre-filled fields:
- Name
- Phone number
Add one or two multiple-choice questions relevant to your offer, such as:
- “Do you currently have life insurance?”
- “Are you looking to remortgage or purchase?”
The goal is to make it effortless. No friction. No long forms.
Step 4: Follow Up Immediately
A common mistake advisers make is letting leads go cold.
Research shows:
If you contact a lead within the first five minutes, you’re 391% more likely to convert them.
Whether it’s a WhatsApp message, phone call, or automated email — respond instantly. Curiosity and motivation are highest at that moment.
At Wealthy Adviser Club, we use automations that trigger a message or email the second a lead fills out a form. You can set this up easily through tools like GoHighLevel, Zapier, or Meta’s built-in integrations.
Step 5: Test, Don’t Guess
Never rely on a single ad. Professionals test.
Start with 3–5 variations of your ad:
- Same message, different hooks or visuals.
- Run each for a week and see which performs best.
Then take the top performer and double down on that.
The top agencies (that charge thousands per month) all follow this same principle — test fast, test often, and scale what works.
Step 6: Budgeting Smartly
If you’re new to Meta ads, start small — but strategic.
💰 Recommended Testing Budget:
- £500–£1,000 per month
- Split across 5–10 ads during the testing phase (about 12 weeks)
Once you find an ad that consistently delivers leads, scale it up.
Think of it like this:
If you spend £1,000 and make £2,000 in commissions, how much would you spend next month?
Exactly — as much as possible.
That’s how top-performing advisers turn Meta ads into predictable lead machines.
Step 7: Measure What Matters
Forget the noise of click-through rates and impressions. Focus on:
- Cost per lead (CPL)
- Cost per sale (CPS)
- Average revenue per customer (ARPC)
If your average customer brings in £1,000 and it costs £400 to acquire them — you’re already in profit. And remember: the lifetime value (LTV) of a client is often worth many times more through remortgages, protection, and referrals.
Step 8: Get Feedback and Improve
Inside the Wealthy Adviser Club, members can get free ad feedback from our marketing team.
Upload your ad script, audience setup, or campaign stats — and we’ll help refine it. Normally, agencies charge thousands per month for this. For our members, it’s included.
That’s the power of community. Real advisers helping real advisers win.
Final Thoughts
Paid ads aren’t magic — but when done right, they’re transformational.
You’ll spend less time chasing leads and more time doing what you do best: advising, closing, and helping clients protect their families and grow their wealth.
So if you’ve been sitting on the fence about running Meta ads, this is your sign to take action. Start small, test smart, and use the framework that’s already working for advisers across the UK.
And remember — if you ever get stuck, the Wealthy Adviser Club is here to support you every step of the way.
👉 Ready to Master Meta Ads?
Join the Wealthy Adviser Club today and access weekly training, support, and tools to scale your business.