Lead generation for UK financial advisers, built on your own campaigns.
IC Leads runs Google and Meta campaigns for FCA-authorised advice firms and works every enquiry until it books a first meeting. You own the campaigns, the data and the leads: no per-lead charges and no shared leads. One fixed monthly fee from £850, and your compliance team signs off every ad before it runs.
Bought leads rent you a pipeline. Your own campaigns build one.
Plenty of advice firms buy leads. Published UK prices for IFA leads and appointments run from about £99 to £180 each (The PPC Machine), and the supplier keeps the audience, the data and the know-how. Stop paying and the flow stops.
- Leads you don't control. Quality, volume and exclusivity depend on someone else's funnel.
- Slow first contact. A pension enquiry that waits a day has often already spoken to another firm.
- Compliance friction. Generic agency copy that ignores financial promotion rules gets stuck in sign-off, or worse, gets through.
- No nurture for long decisions. Retirement planning takes months. One call and a follow-up email is not enough.
Fewer firms, the same number of advisers, and clients worth keeping.
| What | Figure | Source |
|---|---|---|
| UK financial advice firms (2025) | 5,500, down 15% since 2021 | FCA |
| Financial advisers | 31,000 | FCA |
| Retail clients receiving advice | 4.1 million | FCA |
| Average annual revenue per client | £2,000 | FCA |
| Clients whose main need is pensions and retirement | 69% | FCA |
| Published UK prices for IFA leads and appointments | £99–£180 each | The PPC Machine |
At £2,000 a year in average revenue per client, and clients who stay for years, owning the acquisition channel matters. Every lead you generate yourself builds an audience, data and conversion history that compounds. A bought lead doesn't.
Built for financial promotion rules, not around them.
- Google financial services verification. Google requires UK advertisers of financial services to be verified, which means FCA authorisation or an exemption (Google Ads policy). We set this up with you before campaigns go live.
- Fair, clear and not misleading. Every ad and landing page is written to the FCA's COBS 4.2 standard, with risk wording where it is needed.
- Your sign-off, every time. As the authorised firm, you approve each promotion. The approval step is built into launch, so nothing goes live without it.
- Platform rules checked at build. Google and Meta financial ad policies change often. We check the current rules for your account before anything runs.
IC Leads is a marketing agency. We don't provide financial advice or approve financial promotions on your behalf.
Four steps from search to first meeting.
Google Search on intent such as pension advice, retirement planning adviser near me and inheritance tax planning. Meta for local awareness and lead forms, within its financial ad rules.
Every enquiry gets an instant, compliant reply and a link to book a first meeting into your advisers' diaries.
A structured sequence keeps people engaged through the weeks it takes to decide, without pressure selling.
Older enquiries get revisited, so the people who weren't ready in spring hear from you again when they are.
The closest comparable: a regulated UK professional firm.
We don't have a published advice-firm case study yet, so here is the nearest one. SWS is a UK accountancy firm running the same system: instant response, structured follow-up and reactivation.
Long decisions are exactly where reactivation earns its keep. Read the SWS case study.
The price is on the page.
Most advice firms start on Run with Google Search, or Build if they want Google and Meta working together. Every band includes the full follow-up and nurture system.
| Run | Build | Growth | |
|---|---|---|---|
| Monthly ad spend | £2,000–£5,000 | £5,000–£15,000 | £15,000–£35,000 |
| Fixed monthly fee | £850 | £1,600 | £2,500 |
| Build month | £1,700 | £3,200 | £5,000 |
| Platforms | 1 | 2, run as one | Full multi-channel |
| Minimum term | 3 months | 3 months | 6 months |
| Follow-up system | Included | Included | Included |
Two more bands, Partner and Partner+, cover spend above £35,000 a month. Fees exclude VAT where it applies. See every band and the full terms.
Same budget. Different incentive.
| IC Leads | Buying leads | Percentage-of-spend agency | |
|---|---|---|---|
| How you pay | One fixed monthly fee | Roughly £99–£180 per lead or appointment | Typically 10–20% of ad spend |
| Who owns the audience and data | You | The lead supplier | Usually you |
| Every enquiry exclusive to you | Yes | Depends on the supplier | Yes |
| Follow-up and nurture | Included and automated | No | Rarely |
| Compliance sign-off step | Built into launch | The supplier's process | Varies |
Questions we get asked
Can financial advisers advertise on Google in the UK?
Yes, once you have passed Google's financial services verification. That requires FCA authorisation or one of Google's listed exemptions, and your business details must match the FCA Register. We set it up with you before launch.
How much do financial adviser leads cost?
Published UK prices for bought IFA leads and appointments run roughly £99 to £180 each. Running your own campaigns costs a fixed fee plus ad spend, and every lead and all the data stays yours.
Do you write compliant financial promotions?
We write every ad and landing page to the FCA's fair, clear and not misleading standard. As the authorised firm, you approve each promotion before it runs. We don't give financial advice.
Is Google or Meta better for financial advisers?
Google for active needs, like someone searching for pension advice this week. Meta for local awareness and lead forms, within its financial ad rules. Most firms start with Google.
How long until an advice firm sees results?
Enquiries start in the first weeks after launch, and first meetings follow within days when the reply is instant. Signed clients take longer because advice decisions do, which is why the nurture and reactivation steps matter.
See what your own pipeline would cost.
Tell us your revenue and ad spend. We reply with your band, your price, and an honest view on whether running your own campaigns beats buying leads for your firm.
Check Your Band →