How To Write Killer Ads For Financial Advisers

Running ads for financial advisers can be a great way of delivering new, qualified leads on a regular basis, straight into your inbox. We should know, as many of our clients use paid advertising strategies to generate new leads for their business. It can be a very cost effective and lucrative exercise when done right, but also a quick way to throw money down the drain if done incorrectly. 

In this article, we are going to show you how to set up and create killer ads for financial advisers that will help you to stand out from the competition, target only the people you want to speak with and not spend your life savings whilst doing so.

So, why should IFA’s rung paid ads campaigns? Well, in terms of sheer reach, you are able to deliver your message to many more people in a day than you would otherwise be able to phone. For a few dollars you can literally reach thousands of people a day, many of whom are likely to be your target audience and who will take a look at the information you are presenting to them. 

You can see how many people you’ve reached, how many of them clicked your advert and if you’ve got your tracking set up right, what ROI you’re generating from the money you’re spending. They’re really a bit of a no-brainer.

In this article, we aren’t going to give you the complete details of how to go about setting up your Google and Facebook ad Accounts. There’s plenty of info out there on how to do so and it really isn’t too difficult. Most people who have little to no platform experience can follow the setup wizard and get going in a matter of minutes. 

What we are going to run you through is how to build out killer ads for financial advisers that will have people begging to get in your inbox.

Killer Ads Are Personalised

It might sound completely obvious, but the best ads are ones that speak directly to your ideal client’s needs, goals, objectives, desires and pain points. One of the things that frustrates us beyond belief is the almost complete lack of consideration of businesses buyer personas when running adverts. 

When using Google ads, you have to assume that people have an immediate requirement for more information on something, at the very least. They’re searching for a solution to a problem. More than likely a specific problem, which means your adverts have to be specific. 

When you’re building out your ad groups, don’t just lump all your keywords together. You’re going to want to break them down into groups and create different advert copies for each one (Oh, you thought getting adverts up and running was quick and easy right?).

Personalising the advert will make your prospect immediately want to learn more. In speaking about a specific element of their problem you immediately highlight yourself as someone who understands their needs and knows what to do about it right now.

Writing Ads For Financial Advisers

Nobody ever sold financial services on the first click of an advert. In fact, ads for financial advisers typically tend to be a bit more of a long game. The nature of what IFA’s do is long term wealth growth. Nobody makes money immediately as the game plan is about consistency, growth and long term planning. If someone comes to you saying they need to make money quickly, they’re in the wrong place. 

There’s two ends of the spectrum we need to think about here. The first being that a lot of people don’t think they can afford, need or an adviser is right for them. The second is people with the money to do so, may not know what the right option is for them. There’s a degree of education that needs to happen depending on your prospects goals and positioning. For example, no one wants to think about wills, but it’s a really important thing to have in place. Old people on their deathbed may well already have this in place and are unlikely to be looking on Google to find someone to deal with it. Younger people think that their final days are far away and therefore not important to arrange this.

The click is the most important thing. You need to earn the intrigue. For some aspects, you may want to go for a search related query. For others you may want to be more outbound in your approach. 

Bad Ad Examples

We’re going to give a few examples of bad ads for financial advisers so that you can see what they look like and why they are like it. 

In the first example we simply did a search for ‘financial adviser.’ Now, you have to ask yourself the question of why someone is searching for ‘financial adviser’ in the first place. The chance are, they know they need one or they are simply looking for more information because they may be looking to get some professional help. The below are the top results delivered in Google.

The first thing to notice is that they are all, in fact, ads for financial advisers. Out of the 4 ads shown, 50% of them are trying to get you to book a consultation with them straight away. There’s nothing here that really helps an individual with their search for a financial adviser. It;s all pretty generic in terms of the adverts shown. There’s nothing particularly personal about these ads and doesn’t direct someone doing the search to the information they are looking for.

Everyone knows that financial services companies have advisers. What they are looking for is someone who can help them with their money.

Some better adverts may have been something like these:

Where Should You Invest Your Money? 

We understand your goals and what’s important to you before investing your money.

Our FREE no obligation discovery session gives you all the info you need.

Free Financial Advice – Limited Spaces Available.

Don’t just hope that your financial adviser is making the right decisions.

Get a free custom investment strategy that suits your financial goals. 

Ask These Questions Before Hiring An IFA.

These simple questions will let you know if you’re working with the right people.

Make sure you’re working with the right people. Free money strategy session.

Now, in comparison to the above adverts, which ones make you want to click on them and learn more? They can still go to your landing page for a consultation, but it’s the framing of the advert that is key. Someone looking to hire a financial adviser needs to know that they will be taken care of and making the right choices for their money. These above adverts speak to that search intent and are more likely to get you the click and the conversion at the other end. Let’s take a look at another search example.

We did another search for a common financial product sold and a mainstay of ads for financial advisers; offshore savings accounts.

Now, it’s likely that if someone is searching for an offshore bank or savings account, then it is likely they are a little bit more aware of what it does and why they may want to have one. You have to assume that they are looking for some specifics when it comes to opening one. So, what we can see above is not really helpful to anyone looking to open an account. 

Interestingly, the top organic result in the search is from HSBC Expat where they have a page dedicated to helping someone understand what an offshore account is. They’re answering a question, which means they are likely to get a lot of through traffic to their offshore account pages. 

The adverts are just stating that you can open an account with them. They don’t give you any good reasons as to why. Perhaps some better adverts would be similar to the following:

Structured Saving Grows Your Wealth Faster.

Saving a regular amount every month in a structured way

Helps you reach your financial goals faster. Get a FREE offshore consultation today.

Benefit From Higher Interest Rates.

Saving with an offshore account allows access to better interest rates.

Earn more on the money you save every month with our offshore accounts.

Personalise Your Saving Plan.

Invest in a way that reflects your financial goals

Our offshore plan allows for flexible fund management to suit you.

Once again, these new adverts provide more insight into what your offshore accounts offer. They speak to a few angles that someone may have when it comes to their money and gives them greater insight into why they should be working with you and not a competitor. 

Setting Up Successful Ads For Financial Advisers

Writing ads for financial advisers can be done quickly and easily once you have a formulae and know who you are writing them for. We’re going to show you exactly how we build this out for our clients and give you some basic formula templates that you can use to build your own. The key here is to think of as many variations as you can and then see which ones generate you the best results. 

If you’ve been reading our articles and following along with our content regularly, then you’ll notice a theme we cover. Your buyer personas. Everything comes back to and starts with these. Truly understanding the drivers for these people and what motivates them to take action is where you will find the best results, as well as making it easier for you to create content, write adverts and sell them your services. 

Now, just knowing your buyer persona is not necessarily going to help you much. You have to dive in a little deeper to think about their lives on a day to day basis. You also have to look at how their lives will transform once they are working with you. We call this the status quo grid.

It’s very simple. We look at their life before working with you and what it will be like after they have been working with you and we write down those aspects. From there we can move on to advert creation, based around their challenges.

It will take a bit of time to fill these in, and may take more than one go to do so, but the more you think about your ideal client and the key challenge you’re helping to resolve, the more likely you are to write killer ads.

Headline Formulas

Now, the thing about writing ads for financial advisers is that there’s quite a lot of variety in what you are looking to help people with. There’s not only one product or service and the objectives are quite a bit more long term result focused than other businesses. 

Depending on what platform you are using, you will have to adjust these formulas as on Google you can have huge amounts of copy for headlines. 

Here are some example formulas you can get started with:

How [to resolve key challenge] and [generate key objective] without [ doing something difficult or complicated].

The secrets that [industry pro’s] don’t want you to know

Do this before you speak with anyone about [key challenge]

Want to [achieve ultimate goal]? Here’s how to do it [within specific timeframe].

Now, you’ll have to play around with these a bit, but the general idea is that instead of running adverts for the service you offer, you are able to create advert titles that grab the attention of the person you’re looking for.

Imagine standing in a field of blue flowers and in all directions you can only see blue. A single flower would only have to be red to immediately stand out and draw your attention. This is what you’re doing with these advert headlines. Everyone is touting their services and everyone expects them to have those services. All this does is make it difficult for people to understand if you can help them. By stating that you can help with one or more of the challenges that your prospects have you immediately separate yourself from the rest of the competition. Even if what you are offering is exactly the same, it still allows you to grab the attention of your prospects over your competition. 

There is most certainly an art and science to all of this, so if you’re in need of help on how to create more headlines, or you want to see how we can help you generate more leads for your business in 90 days, click the link below and book your free strategy session (worth $1000) now. Hurry though, we only have a few spaces each month.