SEO vs. Google Ads: Which One Generates Better Leads for Financial Services?
When it comes to attracting clients online, financial service providers often ask:
“Should I focus on SEO or invest in Google Ads?”
Both strategies can drive high-quality leads, but they work in very different ways. SEO is a long-term investment that builds authority over time, while Google Ads delivers instant visibility but requires ongoing ad spend.
So, which one is better for financial service providers looking to generate leads? The answer depends on your business goals, budget, and timeline. Let’s break it down.
What is SEO, and How Does It Work for Financial Services?
SEO (Search Engine Optimisation) is all about ranking organically on Google for relevant searches. The higher your website ranks, the more potential clients will find you without needing to pay for every click.
How SEO Helps Financial Service Providers:
✅ Long-term traffic growth – Once you rank, leads can come in without ongoing ad spend.
✅ Builds trust & authority – Clients trust organic results more than paid ads.
✅ Cost-effective over time – While SEO requires upfront work, it can generate free leads for years.
Key SEO Tactics That Work for Financial Services:
- Local SEO & Google Business Profile Optimisation → Helps you rank for local searches like “mortgage broker near me.”
- High-Intent Blog Content → Positions you as an expert while targeting client search queries.
- Technical SEO & Site Structure → Ensures your website is optimised for Google’s ranking algorithm.
The Downside of SEO:
⏳ It takes time – SEO isn’t instant. It can take months to rank for competitive keywords.
📉 Algorithm changes – Google updates can affect rankings, requiring ongoing adjustments.
SEO is a long game. But once you build strong rankings, it can become a consistent, cost-effective lead generator.
What About Google Ads? The Fast-Track to More Clients
Google Ads allows financial service providers to pay for top placements on search results, meaning you can get immediate visibility without waiting for SEO to kick in.
Why Google Ads Works for Financial Services:
✅ Instant leads – Your ad shows up the moment someone searches for your service.
✅ Highly targeted – You can focus on high-intent keywords like “best mortgage broker in Sydney.”
✅ Scalable – The more you invest (when done right), the more leads you generate.
Key Google Ads Strategies That Work for FSPs:
- Search Ads with High-Intent Keywords → Target searches like “financial adviser Brisbane” or “best mortgage rates Australia”.
- Landing Page Optimisation → Ensures visitors convert after clicking your ad.
- Retargeting Ads → Brings back website visitors who didn’t convert the first time.
The Downside of Google Ads:
💰 Ongoing cost – You pay for every click, whether they convert or not.
🎯 Requires proper management – Poor targeting can burn through your budget quickly.
Google Ads is a fast-track to leads, but to be profitable, campaigns need expert optimisation to target the right audience.
Which One is Better for Financial Services?
The best approach isn’t SEO or Google Ads—it’s a combination of both.
When to Prioritise SEO:
✔️ If you want long-term growth without ongoing ad spend.
✔️ If you want to rank locally for mortgage, finance, or insurance services.
✔️ If you’re building a brand authority that attracts organic leads over time.
When to Use Google Ads:
✔️ If you want immediate leads while SEO builds up.
✔️ If you’re targeting high-intent prospects searching for your service.
✔️ If you have a marketing budget and want predictable lead generation.
The Best Strategy? Use Both.
SEO brings in free, organic traffic over time, while Google Ads gets instant visibility and leads. Using them together means:
🚀 Immediate results from Google Ads while SEO builds long-term authority.
🎯 Optimised ads that convert better when paired with strong website SEO.
💰 More cost-effective lead generation as SEO reduces reliance on paid traffic.
For financial service providers, SEO and Google Ads work best when combined.
Google Ads delivers immediate, high-quality leads, but SEO ensures long-term visibility and credibility. By investing in both, you create a sustainable marketing system that brings in new clients now and in the future.
At Linked Capital, we specialise in helping mortgage brokers, financial advisers, and insurance brokers generate leads using both SEO and Google Ads.