Should Financial Advisors Use Google Ads? Here’s How to Decide (and How to Test Them the Right Way)
You’ve probably heard other advisors talk about Google Ads. Maybe you’ve even tried them.
But are they worth it? Can they actually bring in qualified leads—or are you just burning money on clicks that don’t convert?
The truth is, Google Ads can work for financial advisors—but only if you have the right strategy, niche, and expectations.
Here’s a no-fluff guide to help you decide if Google Ads are right for your firm—and how to dip your toes in without drowning your marketing budget.
Step 1: Ask Yourself—Is My Website Built to Convert?
Before spending a dime on ads, ask:
“If someone lands on my site, is it clear what to do next?”
If your website doesn’t:
Speak directly to your target audience
Clearly explain your services
Offer a lead magnet, call scheduling, or contact form
…then running ads will just send people into a black hole.
Fix your landing page before you pay for traffic. It should feel personal, niche-specific, and action-oriented.
Step 2: Know When Google Ads Can Work for Advisors
Google Ads work best when:
You serve a specific niche (e.g., business owners in Texas, physicians in Florida)
You have a clear offer (free consultation, helpful guide, second-opinion review)
You want to appear when someone is actively searching for an advisor
If you're running a broad “financial advisor near me” campaign with no differentiation, you’ll likely pay high CPCs for cold, unqualified traffic.
Step 3: Start Small and Local
Instead of targeting the entire country, start with:
A tight geographic radius (your city or state)
Specific keywords like “fiduciary financial advisor Sarasota” or “retirement planner for doctors in Austin”
This keeps costs lower and helps you attract warmer leads.
Pro tip: Use negative keywords like “jobs,” “salary,” or “become an advisor” to avoid wasting money on irrelevant searches.
Step 4: Track Every Click and Lead
If you can’t track:
How many people clicked
What page they landed on
Who filled out your form or booked a call
…then you won’t know what’s working.
Use Google Analytics, call tracking tools like CallRail, or a basic CRM to monitor where leads come from.
Step 5: Set a Test Budget and Timeline
Don’t commit $2,000/month for a year upfront. Start with:
Budget: $500–$1,000 for a 30-day test
Goal: Get 1–2 quality leads (booked calls or email opt-ins)
KPI: Cost per lead (ideally under $150, depending on your niche)
If after 30–60 days you’re seeing interest from your ideal clients, you can scale. If not, regroup.
Step 6: Consider Hiring a Pro (or Learn Just Enough to Run a Test)
Google Ads can get complicated. If you’re new, either:
Take a short course or tutorial (Google’s own Skillshop is free)
Work with a freelancer or small agency who understands advisor compliance and local targeting
Avoid big firms who charge you $1,000/month before you even run your first ad.
Bonus Tip: Try Retargeting First
If you already get decent website traffic, retargeting ads (which show up to people who’ve visited your site) are often cheaper and higher-converting.
They keep you top-of-mind and can bring warm leads back to schedule a call or download your lead magnet.
So, Are Google Ads Worth It for Financial Advisors?
They can be. But only if:
You’re crystal-clear on who you serve
Your landing pages are tight
You track performance closely
You start small and treat it like an experiment
Used well, Google Ads can fill in the gaps between referrals and organic traffic. Used poorly, they’ll just drain your budget.
Want help setting up your first campaign, writing ad copy that converts, or building a landing page that works? Just ask—I’ve built a few that perform really well.
