Building a lead-quality system for a financial advisory firm.

The business

High-trust, high-consideration advice.

Financial advice is a considered decision. Prospects research for weeks, compare advisers and only enquire when trust is established. Every lead carries real sales time behind it.

The challenge

Volume was not the goal. Qualified conversations were.

Cheap leads that never answer the phone cost more than they save. The firm needed acquisition built around the quality of the conversation, not the cost of the click.

The diagnosis

The leak sat between the click and the conversation.

The diagnosis should examine whether intent, message and qualification align end to end.

• Search intent and social audiences needed different entry points
• Landing pages had to answer trust questions before asking for details
• Lead quality had to be measured, not assumed
• Sales feedback needed to flow back into campaigns

Paid media strategy

Google captures intent. Meta builds consideration.

Structure Google Search around relevant advisory intent. Use Meta to test education-led creative with a defined audience; validate lead quality before scaling.

Landing experience

Trust first. Form second.

Organise landing pages around the questions a cautious prospect asks: who you are, how you work, who you work with — before the enquiry form.

Measurement

Tracking to the qualified lead.

Connect conversion tracking to qualification outcomes so the team can distinguish lead volume from qualified conversations. Validate the tracking before using it for optimisation.

Optimisation loop

Sales feedback shapes the next test.

Use qualification outcomes to inform keyword choices, audience exclusions, creative angles and form questions.