Why Facebook Ads Might Be a Better Bet Than LinkedIn for Financial Advisors

When most financial advisors think about running digital ads, LinkedIn is often the go-to platform. It’s the professional network, after all — full of executives, founders, and high achievers. But if you’re looking to actually generate leads — not just professional connections — Facebook might be the better bet (especially if you had to choose just one platform). Here’s why.

1. Facebook Reaches People Before They’re Searching for an Advisor

LinkedIn is great for industry networking. But your ideal client — the one juggling a growing family, wondering if they’re saving enough, or going through a divorce — probably isn’t spending a lot of time browsing LinkedIn looking for a financial advisor (or financial advice really).

Facebook, on the other hand, gives you access to a broader (and often more relevant) audience: ordinary people and high-income professionals who aren’t yet immersed in financial planning — but should be. With Facebook’s detailed targeting tools, you can reach people by income bracket, job title, location, age, relationship status, and even life events.

In other words, you can show up for people before they know they need you, which is often exactly when you want to plant the seed.

2. Facebook Ads Are Typically More Cost-Effective Than LinkedIn

LinkedIn is powerful — and expensive. A single click can cost $10 or more, depending on your targeting. That’s fine for high-ticket B2B services, but less ideal if you’re trying to run a lean, local marketing campaign as an advisor.

Facebook ads, on the other hand, tend to have much lower cost-per-click (CPC) and cost-per-lead (CPL). That makes it easier to test different headlines, images, and offers without blowing your budget — and to scale what’s working once you find the right message.

3. You’re Meeting Clients Where They Already Are

The people you want to reach — people in their 30s, 40s, 50s, 60s with complex financial lives — are already on Facebook. They’re scrolling while waiting in line, watching videos after work, and checking in on their community groups. Facebook is where their attention already is. So why not meet them there?

Rather than trying to pull people onto a platform they rarely use, use Facebook to join their daily routine — and speak directly to the real questions they’re asking themselves:

• “Are we on track for retirement?”

• “How can we better handle market volatility?”

• “Should we buy that second home?”

• “How do I financially plan for this divorce?”

4. What Makes a Great Ad in a Crowded Space

Financial advice is everywhere, and most ads sound the same. That’s why the best-performing ads usually break through by being personal, specific, and human.

Here’s an example of a strong Facebook ad for a firm like Sandbox:

Headline: “What’s your financial plan if your partner passed away tomorrow?”
Image: A calm, emotional image of a couple walking on the beach at sunset
Copy:
“Most people don’t want to think about it — but the best time to plan for life’s curveballs is before they happen. At Sandbox Financial, we specialize in helping women and families navigate life’s transitions with clarity, confidence, and care. Book a free 20-minute conversation with a certified financial planner today.”

Why it works:

• It speaks to a very real, emotional question.

• It’s empathetic, not fear-based.

• It offers something concrete: a free 20-minute conversation.

• It’s targeted toward a niche (women and families in transition), which builds trust and relevance.

5. You Don’t Have to Choose One Platform — But Facebook Is Often the Smarter First Step

This isn’t about Facebook versus LinkedIn. Both platforms have value. But if you’re trying to get in front of people who need your services — and do it cost-effectively — Facebook often gives you more bang for your buck.

When prospecting, you want to meet people where they are. And for many of your future clients, that’s not in a boardroom or on a corporate LinkedIn feed. It’s at home, on the couch, scrolling on their phone.

If you’d like help building a social media ad campaign that speaks to your ideal clients, I’m happy to help you think it through.