Advisers Assemble - Lead Generation For Financial Services

Alex, Steph and Tessa share the adverts that have caught there eye this time, including Hannah's advert in her absence that has them fooled!

Cats and dogs, roofing and makeup take the lead for this episode...

We recommend you view all the adverts before or during listening to this episode to engage in the discussion.

Immerse yourselves here.

If you would like to send in an advert that has caught your eye, please Whatsapp us on +44 7874 469647 and tell us why this made you stop and look, and we will include this on the next episode of Talking Ads. 

Brought to you from the team at The Lead Engine who specialise in lead generation, web design and content marketing for financial services.  

Alex continues to breakdown the Google Ads jargon this time with focus on the different bidding types. He shares what Google says about them, how they work and his experience using them.

On this episode, Alex covers the following:

1. Manual CPC Bidding

2. Maximise Clicks Bidding

3. Smart Bidding

4. Target CPA Bidding

Brought to you from the team at The Lead Engine who specialise in lead generation, web design and content marketing for financial services.  

Part two of a two-part episode, Alex Curtis is back to focus on the last three different types of Google Ads campaigns. He shares what Google says about them, how they work and his experience using them.

Part 2 breakdown:

1. Demand Gen Campaigns

2. Call Campaigns

3. Search Campaigns

Brought to you from the team at The Lead Engine who specialise in lead generation, web design and content marketing for financial services.  

The first of a two-part episode, Alex Curtis is back on the Advisers Assemble podcast to focus on three out of six different types of Google Ads campaigns. He shares what Google says about them, how they work and his experience using them.

Part 1 breakdown:

1. Performance Max Campaigns

2. Google Display Campaigns

3. Video  Campaigns

Brought to you from the team at The Lead Engine who specialise in lead generation, web design and content marketing for financial services.  

Alex, Steph and Tessa share the adverts that have caught their eye this month, bringing along a mixed bag of ideas. From text messages and QR codes to getting creative with Canva and copy writing, the team have got you covered!

We recommend you view all the adverts before or during listening to this episode to engage in the discussion.

Immerse yourselves here.

Brought to you from the team at The Lead Engine who specialise in lead generation, web design and content marketing for financial services.  

Alex is joined by Jason Berry, Group Sales Director at Crystal Specialist Finance and Co Founder of Mortgage Industry Mental Health Charter (MIMHC).

Follow Jason on LinkedIn.

Visit or sign up to MIMHC here.

Visit Crystal Specialist Finance here.

Brought to you from the team at The Lead Engine who specialise in lead generation, web design and content marketing for financial services.  

The team are back to share the adverts that have caught their eye this month, sharing what made them stop and look and how you could create similar promotions for your website or social media pages. 

From 'adulting' and cleaning to furniture and music lessons, they have selected a range of cleverly thought about adverts for you to store away neatly in your catalogue of inspiration.

We recommend you view all the adverts before or during listening to this episode to engage in the discussion.

Immerse yourselves here.

Brought to you from the team at The Lead Engine who specialise in lead generation, web design and content marketing for financial services.  

Key Topics Covered:

1. Advertiser Verification:

• Importance of proving your identity and business legitimacy to Google.
• Required documents: Incorporation certificate and passport/driver’s license.
• Common mistakes to avoid, such as mismatches between your business name and what’s listed on the FCA register.
• Tips for ensuring your identification documents are properly uploaded.

2. Financial Services Verification:

• Understanding the verification process for running ads related to mortgages and other financial services.
• Differences between Directly Authorised (DA) firms and Appointed Representatives (AR).
• Steps for DA firms to self-certify and ensure their domain and email addresses match FCA records.
• Additional steps required for ARs, including the involvement of your DA firm or network.

3. Billing Setup:

• Setting up a billing profile and choosing your payment method (direct debit, credit/debit card, etc.).
• The importance of clarity when using an agency to manage your ads - ensuring you know who is responsible for ad payments.
• Benefits of paying Google directly to maintain transparency and control over your ad spend.

Actionable Takeaways:

• Get your advertiser verification done early to unlock additional ad features.
• Ensure all business details match exactly with FCA records to avoid delays.
• If you’re an AR, coordinate closely with your DA firm or network to complete the verification process.
• Consider setting up direct billing with Google to avoid confusion over ad spend.

Brought to you from the team at The Lead Engine who specialise in lead generation, web design and content marketing for financial services.

Key Points Discussed:

1. **Definition of Conversions and Key Events**:

  - Historically, conversions were straightforward leads, typically tracked when someone filled out a form on a website.

  - Now, Google refers to them as events or key events, emphasizing the importance of tracking user interactions before and after a lead is registered. This includes actions like scrolling, clicking buttons, or visiting specific links, which can indicate user interest in your service.

2. **Value of Key Events**:

  - Not every click results in a lead, but user behavior can indicate engagement.

  - For instance, a user who reads all the content and spends time on the site is more engaged than one who leaves immediately.

  - Assigning values to these events can help measure engagement. For example, low-value events like scrolling or clicking might be valued at £1.

3. **Lead Generation Events**:

  - In the context of lead generation for brokers and advisers, the primary key event is capturing the lead, which holds a higher value, approximately £50.

  - This differentiation helps prioritize actions that contribute directly to generating leads.

4. **Tracking Offline Events**:

  - For clients who prioritize quality over quantity, it’s essential to report the outcomes of leads back to Google Ads.

  - A traffic light system (red, amber, green) can be used to indicate lead quality, providing valuable feedback on which clicks lead to business, which have potential, and which are dead ends.

5. **Methods for Tracking Key Events**:

  - There are multiple ways to track conversions, but using the Google tag is Google Ads’ preferred method.

  - Even if you’re already using Google Analytics, integrating the GTag method ensures comprehensive data collection.

  - Creating offline conversions involves using automation tools like Airtable and Make.com, particularly useful for managing multiple accounts and clients.

  - For simpler setups, a Google Spreadsheet can suffice, and adding precise processing and advice fees can refine the value tracking.

By understanding and implementing these strategies, you can enhance your Google Ads campaigns, better track user engagement, and ultimately improve your return on investment.

Brought to you from the team at The Lead Engine who specialise in lead generation, web design and content marketing for financial services.

Alex is back on The Advisers Assemble Podcast, this time to talk about remarketing and how to avoid spam enquiries - including what this means and why you need to be aware of it if you are running remarketing adverts or planning too.

Brought to you from the team at The Lead Engine who specialise in lead generation, web design and content marketing for financial services.