Account structure and keywords
Tightly themed search campaigns, built around what a client, policy or funded loan is worth to you. Search terms are reviewed so budget stays on buyers.
- Google Ads
- Microsoft Ads
- Industries
- Financial services
- Google Ads
Google Ads for financial services companies
Google Ads for financial services, built for lead quality.
Google Ads for financial services is expensive, and the wrong lead costs as much as the right one. We build campaigns around what a client, policy or funded loan is worth to you. For Sequoia Financial Group, that lifted conversion rates 42% in three months.
- Top 3%
- Google Premier Partner
- 4+ years
- Average client relationship
- 4.9 / 5
- Rating on Clutch
Trusted by Australian financial brands since 2014
The problem
In finance, you pay for every wrong click.
Financial keywords are expensive and your competitors include the banks and the comparison sites. A campaign built for volume fills the pipeline with enquiries that never become clients, and you pay for every one.
The causes are usually the same. Keywords that match too loosely. Tracking that stops at the form fill, so Google is told every enquiry is a good one. Landing pages that do not answer what the person searched, which also pushes up what you pay per click. We cover that in Why landing page optimisation matters for both PPC and SEO.
And every ad has to get through compliance review before it goes live. Copy that keeps coming back for changes holds up the whole campaign.
We build for fit: tight targeting, tracking that follows a lead past the form, and copy written to pass review.
What's included
Everything a finance account needs to perform.
Run by the same team as the rest of your paid media. See how we manage Google Ads ↗
Conversion tracking
Tracking that works before spend goes up. For Sequoia Financial Group we set up conversion tracking across its landing pages and moved the account to a tag manager.
Landing pages and testing
Pages that answer what the person searched, then ongoing A/B tests. For Peerform we tested creative and landing pages continuously.
Audiences and remarketing
Finance buyers compare before they commit. For FastCover we expanded remarketing with specific audience targeting and went after segments it had not reached.
Ad copy written for sign-off
Factual ads and pages that do not promise returns or outcomes. Drafted with your compliance review in mind, and live only once you approve them.
Reporting on leads and cost
Leads, cost per acquisition and revenue. For Peerform we built dashboards to monitor every campaign against revenue-focused goals.
Published client results
Finance paid search results we can prove.
Sequoia Financial Group, FastCover and Peerform are paid search programmes. FastCover’s 56% is total revenue year on year. GEMI’s figures cover Google Search and LinkedIn run together. All financial services case studies ↗
Financial services · Google Ads, Paid social
42%increase in conversion rates within 3 months
70%impression share on key search terms
More qualified clients for an ASX-listed financial group.
Read the case study
Financial services · Google Ads
173%increase in revenue from Google search
56%increase in revenue YoY
Australia’s fastest-growing travel insurance provider.
Read the case study
Financial services · Google Ads
23%increase in lead volume YoY
42%decrease in cost per acquisition YoY
More loan applications at a lower cost, from PPC and CRO together.
Read the case study
Financial services · Google Ads, Paid social
450new leads in 6 months
50%increase in conversion rates
450 leads in six months for an investment platform.
Read the case studyWhat finance clients say
Straight from our clients.
A named quote from Sequoia Financial Group, whose published case study is a Google Ads programme, and a verified Clutch review from FastCover’s CMO.
★★★★★
“Easy to deal with, reliable and experts in their field. If you are looking for results, One Egg is the right partner for the job.”
Simon Van EsGroup Head, Sequoia Financial Group ★★★★★
“The best PPC I have worked with.”
CMO, Fast Cover Travel InsuranceVerified review on Clutch ↗ Who we run it for
Google Ads across the financial sector.
Each part of the sector has a different buyer and a different sales cycle. For the wider picture, see our financial services marketing.
Advisers and wealth groups
Enquiries that fit the practice. Sequoia Financial Group, whose business includes wealth management and advisory services, lifted conversion rates 42% in three months.
Mortgage and finance brokers
Borrowers searching for a broker now, not shared comparison-site leads. Our mortgage broker page covers how we run it.
Lenders
Applications at a cost you can plan around. Peerform, a peer-to-peer lender, cut cost per acquisition 42% year on year while lead volume rose 23%.
Insurers
Direct sales in a market where customers compare constantly. FastCover, a travel insurer, grew revenue from Google search 173%.
Investment firms
GEMI facilitates investment into debt secured by Australian real estate. Google Search and LinkedIn together brought in 450 new leads in six months.
Fintech and trading software
PsyQuation, an AI trading analytics platform, cut cost per acquisition 75%. That was a whole programme: PPC, SEO, new landing pages and email automation.
Compliance
Ads your compliance team can approve.
We are a marketing agency, not a compliance adviser. What we can do is write ads that are easy to say yes to.
Ads stay factual
Ads and landing pages describe what you offer in plain terms. No claims we cannot support.
No promised returns
We do not promise returns, approvals or outcomes, in the ad or on the page it leads to.
You sign off
Final approval always sits with you and your compliance team. Our job is to hand over drafts that are quick to approve.
How we work
Tracking first. Budget second.
More budget into a leaky account buys more waste. We fix tracking, structure and pages before we ask for more spend.
- 01
Learn
Audit the account, the tracking and the market. Work out who the right client is and what one is worth.
- 02
Plan
Set structure, targets and budget around qualified leads and cost per acquisition.
- 03
Fix the foundations
Conversion tracking, account structure and landing pages, before spending more.
- 04
Launch
Campaigns go live with clean conversion data and copy you have approved.
- 05
Test
Ads, offers, audiences and pages. Keep what wins and drop what does not.
- 06
Scale
Put more budget behind what works and expand into new products and markets.
Related services
Go deeper on the paid side.
Google Ads works best alongside organic search. See SEO for financial services for the organic and AI search side.
PPC management
Search and social run as one plan, measured on leads and revenue.
Google Ads management
Structure, bidding and tracking for expensive, competitive keywords.
Marketing for financial advisers
The right clients for your advice practice.
Marketing for mortgage brokers
More clients for your brokerage, from enquiries that are yours.
From the blog
Related articles.
Frequently asked questions
Google Ads for financial services, answered.
Yes, when the account is built around what a client is worth instead of lead volume. Clicks in finance are expensive, so the gains come from tighter targeting, clean tracking and better landing pages. That is how Peerform, a peer-to-peer lender, cut cost per acquisition 42% year on year while lead volume rose 23%. Read the case study.
Yes. People search for both "financial adviser" and "financial advisor", so we cover both spellings, then filter out searches that do not fit the practice. See marketing for financial advisers for how we work with advice practices.
We write with your compliance review in mind from the first draft. Ads stay factual, do not promise returns and are framed as general information. Nothing goes live until you have signed it off. Google also has its own advertising policies for financial products and services, and we build campaigns with those in mind.
We cannot change what competitors bid. We can change how much of your spend reaches the right person and how many of those visits convert. That means tighter keywords, ads that match the search and landing pages that answer it. We explain why the page matters in Why landing page optimisation matters for both PPC and SEO.
We track past the form fill. Where your CRM allows it, qualified lead and client data goes back into the campaigns, so budget follows the enquiries that turn into business.
Google Ads produces enquiries soonest and shows which searches convert. SEO and AI search take longer and keep paying once they are built. Most finance clients run both. See SEO for financial services for the organic side.
No. There are no lock-in contracts. Our average client relationship is over four years.
Get started
Is your Google Ads budget buying the right leads?
Whether you run Google Ads in-house or with another agency, we will give you a clear, honest picture of what is working and what is wasting money.
- A real conversation with a senior paid media specialist, not a salesperson.
- Specific to your account, your market and your goals.
- No obligation. No lock-in. 100% confidential.
Prefer to talk? 1300 490 147