How To Attract Financial Planning Clients Using Facebook Ads

Facebook has over 1.7 billion users worldwide and 15 million of those users are in Australia.

As a financial planner, you are able to find your perfect client on Facebook with pinpoint accuracy using their advertising platform.

You can target people by:

  1. How they behave on Facebook
  2. Their specific interests
  3. The make-up of their family
  4. Their age
  5. The ages of their children
  6. Their income
  7. And over 2000 other 2000 data points

I know…pretty scary stuff, but if you’re a marketer or small business owner this is exciting news. Facebook is now the #1 platform to generate high quality, highly targeted leads for businesses today.

As a financial planner, you can use the Facebook platform to show your Facebook Ad to your ideal client only, so the cost is very affordable.

To use Facebook effectively to win new clients, you need to follow the process outlined below.

1. Target You Perfect Prospect

What makes Facebook Ads so powerful is you can show your ads only to people who are interested in what you offer.

Just say you are looking for over 50s who are looking to get their finances in order for retirement with the following characteristics:

  1. Marital Status: Married
  2. Age: 50+
  3. Location: Castle Hill, NSW (10-mile radius)
  4. Interests: Investment – They are interested in investing

The image below shows how you can target your audience on Facebook.


You can see that there are 10,000 people living in the Castle Hill Area in NSW, who are aged 50+, earn over 150K and are interested in investing. Now that is targeting! What a powerful platform!

It used to cost thousands of dollars to buy a list like this in the past. Then you had to find a way to get your message in front of these people. Maybe you would cold call them, or emailed them, but on Facebook, it’s much easier.

You can put an ad in their newsfeed for as little as $5 per day.

2. Capture Leads With A Lead Magnet

The biggest mistake advertisers make on Facebook is they try to make the sale on Facebook. For a financial planner, you probably want an appointment. So it makes sense to put your phone number in your ad and try to get the prospect to call you.

Never do this! You will just waste your money. This is exactly the opposite of what you should be doing on Facebook.

The number one rule on Facebook is to take the sale off Facebook. This means that you don’t even try to sell to your prospects on Facebook. Your #1 task is to capture their email address, name and phone number. Once you have these details, you can call them and you are in control.

So how do you get their details? People are pretty protective of their email and phone numbers nowadays.

The most effective way is to offer them a lead magnet. A lead magnet is something so valuable and desired by your prospect that they are willing to exchange their email address and phone number for it.

The best lead magnets are ebooks or webinars for financial planners.

Your Facebook Ad should promote an eBook on a topic they are desperate to find out more information about. Alternatively, you could promote a free webinar which they sign up to attend at a later date.

I find these two lead magnets are very effective on Facebook and you will see prospects signing up for either almost immediately.

You can download a guide on how to create lead magnet that captures the details of visitors to your website at a hight rate below.

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3. Book an Appointment

Now that you have their details what do you do now? You have two options:

  1. Call them to book an appointment
  2. Follow them up using an automated email sequence and then call them in a few days

Either way, when a lead comes in from Facebook you need to call them and you need to do it sooner rather than later.

Your overall sales process will effect when these leads are followed up, but now it is up to you to win that new client.

Better than Google Adwords

Facebook Ads are the #1 way to get new leads for financial planners. Yes, you can try Google Adwords but the cost per click is around $15 per click. Not per lead, but per click.

How many clicks do you need to get before you get a lead or phone call? It’s at least 5 or more. So the actual cost of a lead is around $75 per on Google Adwords.

Facebook Ads are only around $5+ cost per lead. Have a look at a campaign I ran below.



What makes Facebook Ads even more exciting is that they are not being used widely in the financial planning industry. Other industries like business coaching, real estate, and dentists are all over Facebook Ads, but if you start now, you will be ahead of so many of you financial planning peers.

To get started, go our contact page and we will get in contact.

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