How to Run Facebook Ads for Financial Services

Financial services account for over 14% of total digital ad spend, yet many firms still struggle to use Facebook Ads effectively (Invoca blog, Mar 2025). That gap represents a massive opportunity: Financial advisors who can build trust while targeting the right audiences on Facebook stand to gain big.

Whether you're promoting retirement planning, driving traffic to a new product, or attracting high-value clients, Facebook Ads can be an efficient and scalable channel for lead generation, but only with the right strategy.

Because financial services operate under more regulatory rules than most industries, running ads here isn't just about flashy design or catchy copy. It's about compliance, credibility, and conversion.

Here’s what we’ll walk you through:

• How to create ad campaigns that meet compliance standards while still converting

• How to use ad copy and ad creatives to speak directly to your ideal client

• How to lower your cost per lead without sacrificing quality

• And how to use AI tools like Averi to optimize ad campaigns and automate outreach
  
  

These are the essential truths behind successful Facebook marketing for financial advisors:

• Trust is everything
  You’re not selling shoes. You're selling security, growth, and peace of mind. Your content needs to reflect that, especially in a world where scams are rampant and skepticism is high.

• Targeting is a superpower
  Facebook’s audience targeting tools allow financial advisors to zero in on buyer personas based on income, behavior, life events, and more. You just need to know how to use them strategically.

• Lead quality matters more than quantity
  A bloated cost per click won’t matter if your landing page doesn’t convert. That’s why every ad must work as part of a larger sales funnel, from ad copy to landing pages to follow‑up emails.

• Data drives decisions
  From A/B testing to split testing, savvy marketers make moves based on results. If you're not tracking your conversion rate and adjusting accordingly, you're leaving serious ROI on the table.

In this blog, we’ll break down the exact steps financial advisors and other professionals in financial services can take to run compliant, compelling, and cost-effective Facebook Ads that generate results.

Why Financial Services Need a Different Playbook for Facebook Ads

Running Facebook Ads for financial services isn’t the same as promoting an ecommerce brand or consumer app. You’re not just trying to sell products, you’re earning trust in an industry built on long-term relationships, credibility, and compliance.

That means your marketing campaign has to do more than get clicks. It needs to reassure, educate, and convert high-intent prospects who are making serious decisions about their money and future.

You’re not chasing impulse buys. You’re guiding people through some of the most important financial decisions of their lives.

Here’s what makes Facebook marketing for financial advisors unique:

You’re offering guidance, not gadgets.
It’s not about selling features. It’s about building trust. Your ad copy and ad creatives must directly address client pain points, retirement fears, investment confusion, and tax uncertainty, and offer clear, confident solutions.

Regulatory rules shape everything.
Every ad campaign must comply with industry regulations, which limit what can be promised and how it can be presented. That’s why clear disclaimers, honest messaging, and a strong understanding of compliance are essential.

Lead generation is the name of the game.
You're not measuring success by the number of likes. You're tracking cost per lead, conversion rate, and client acquisition costs. The focus is on attracting qualified leads that your team can nurture into long-term relationships.

Your target audience expects credibility.
Financial services buyers are savvy. Whether you're targeting young professionals or high-net-worth individuals, social proof matters. Client testimonials, certifications, and trust signals help overcome skepticism.

Landing pages make or break results.
The ad gets the click, but the landing page closes the deal. If your messaging isn't consistent across the entire funnel, from ad to landing page to email marketing sequence, you’ll lose them before the follow-up.

Every step must feel secure.
From Messenger ads to Facebook Lead Ads, every element should feel seamless, professional, and private. A clunky form or a vague offer can instantly tank your credibility.

In short, your Facebook strategy isn’t about flash. It’s about clarity, targeting, and conversion. The following steps will guide you through the process, step by step.

Step 1: Define Your Buyer Personas and Campaign Objectives

Get clarity before you spend a single dollar

Before launching any Facebook Ads, financial advisors need to clearly define who they’re speaking to and what they want them to do. This step is essential for maintaining sharp messaging, precise targeting, and controlling your cost per lead.

Start by outlining your buyer personas:

• Are you targeting young professionals building wealth?

• Pre-retirees looking for retirement planning?

• High-net-worth individuals managing complex financial products?

Use Facebook’s audience targeting tools to refine these personas based on behaviors, interests, job titles, and even life events like recent engagements or new jobs.

Then, define your ad campaign objectives. For financial services, this might include:

• Booking a consultation call

• Downloading a guide or checklist

• Signing up for a webinar or email series

You want every ad to align with one core goal directly. This helps Facebook optimize your budget and lets you measure what’s working at each stage of the sales funnel.

Pro-Tip: Use Meta’s Audience Insights to explore demographic and behavioral data before you launch. It’s free, powerful, and often underused.

Step 2: Choose the Right Facebook Ad Format for Financial Services

Match your message to the medium

Not every Facebook Ad format is right for financial advisors. Choosing the wrong one can waste your budget and confuse your audience. The right format depends on your objective and where your prospect is in the sales funnel.

Here are some high-performing options for financial services:

• Facebook Lead Ads
  Perfect for collecting contact info without sending users off-platform. These work exceptionally well for lead generation campaigns offering free consultations, guides, or assessments.

• Video Ads with Retargeting
  Use short, informative videos to build credibility and explain complex topics, then retarget viewers with stronger offers. This builds a warm audience before the ask.

• Carousel Ads
  Great for showcasing multiple financial products, services, or client success stories in one swipeable ad unit.

• Messenger Ads
  Ideal for starting 1-on-1 conversations directly in Messenger. These can be paired with automated outreach to engage leads faster.

• Facebook Groups & Community Promotions
  If your brand manages or participates in finance-focused Facebook Groups, you can boost trust and visibility by running ads tied to community content.
  
  
  

Whatever format you choose, the most important thing is consistency. Your ad copy, visual elements, and call to action should all reinforce a single, clear message.

Pro-Tip: Check out Facebook’s full Ad Format Guide to compare which formats work best based on your goals and funnel stage.

Step 3: Write Ad Copy That Builds Trust

Be clear, compliant, and conversion-ready

In financial services, your ad copy isn’t just selling, it’s establishing credibility. People are protective of their money, and vague promises or pushy language won’t fly.

Your copy should do three things:

1. Educate your target audience
   Break down complex financial topics into simple, reassuring language. Explain how your services solve real problems, not just what they are.

2. Address compliance early
   Every industry has its rules, and financial services is no exception. Be transparent about potential risks, avoid making unrealistic claims, and include all necessary disclosures to ensure compliance.

3. Speak to your audience’s stage
   Are they researching options or ready to act? If you’re targeting cold leads, use softer CTAs like “Learn More.” If they’ve already engaged with a landing page or guide, offer a free consultation or demo.
   
   
   

Copy formula to try:

“Tired of confusing retirement plans? Our licensed advisors help you build a custom plan in just 30 minutes, no pressure, no jargon.”

And always make your call to action unmissable. Buttons like “Get My Free Plan” or “Schedule a Free Call” consistently outperform generic CTAs.

Pro-Tip: Use SmartAsset AMP to study how top advisors position themselves, and get inspired by real examples.

Step 4: Design High-Converting Ad Creatives for Finance

Visuals that earn attention and trust

Strong ad creatives can stop the scroll, but for financial services, they need to do more than just look good. They need to feel credible, professional, and relevant to your target audience.

Here’s what works:

• Real people > stock photos
  Use high-quality images of actual advisors or happy clients (with permission). Authenticity consistently outperforms generic imagery in this space.
  
  
  

• Charts, stats, and visuals with context
  Infographics showing retirement savings gaps, average returns, or tax benefits work well, just make sure they’re easy to read and appropriately sourced.
  
  
  

• Text overlays that reinforce your offer
  Headlines like “Free 30-Minute Consultation” or “Build Your Retirement Plan Today” help the message land even without sound or caption-reading.
  
  
  

• Mobile-first designs
  Over 98% of Facebook usage happens on mobile devices. Your creative must be vertical-friendly, load fast, and have clear CTAs above the fold.

Creative mistakes to avoid:

• Fonts that are hard to read on small screens

• Overly technical jargon

• Compliance disclosures hidden in fine print

Pro-Tip: Use Canva’s Ad Templates to create polished, compliant ad creatives quickly, no design experience required.

Step 5: Build Landing Pages That Actually Convert

Because a great ad means nothing if your page falls flat

Clicking the ad is only half the journey. If your landing page doesn’t continue the conversation, you’ll lose the lead.

Here’s what your landing pages need to deliver:

✅ Speed
Your page should load in under 3 seconds. Slow pages = high bounce rates = wasted ad spend.

✅ Consistency
The messaging, offer, and branding should directly reflect the ad that drove the click. If your ad promised a free wealth-building guide, don’t land them on a generic homepage.

✅ Clarity

• One clear headline

• One strong CTA

• No walls of text

• No confusing nav menus
  
  
  

✅ Trust Signals
Include things like:

• Client testimonials

• Ratings or certifications

• Privacy statements that reassure users that their data is safe

✅ Form optimization
Ask for as little info as possible upfront. You can always collect more later through email marketing or a follow-up call.

Avoid this trap: Sending ad traffic to a cluttered website with multiple exit points. You’re not trying to get them to “explore.” You’re guiding them toward a specific action.

Pro-Tip: Use Unbounce to build conversion-optimized landing pages without coding. It’s ideal for split testing and fine-tuning your messaging for financial services.

Step 6: Track, Test, and Optimize Performance

Don’t set it and forget it, tweak your way to better results

You launched your ad campaign. Great. But now the real work begins: watching the numbers, analyzing behavior, and making smart adjustments to improve results over time.

Here’s how financial advisors can turn Facebook Ads into a performance marketing machine:

Start with the right metrics:

• Cost per click (CPC) - How much you pay for each visit

• Cost per lead (CPL) - How much you're spending to get a new prospect

• Conversion rate - How many of those leads are actually taking the next step

• Client acquisition costs - Are you spending too much to win new business?
  
  
  

Use Facebook’s built-in tools:

• Ads Manager gives you access to real-time performance data

• Facebook Insights shows how your content is resonating across the platform

• Facebook Business Manager helps manage permissions, billing, and assets if you’re working with a team or agency

Don’t skip A/B testing
Change just one thing, the headline, the image, the CTA, and run both versions side by side. Also known as split testing, this helps isolate what’s working (and what’s not) with your target audience.

Pro-Tip: Try AdEspresso to run smarter A/B tests and analyze campaign data in a more visual, user-friendly way.

Step 7: Scale with Retargeting and Lookalike Audiences

Stay in front of the people most likely to convert

Once your Facebook Ads are generating consistent results, it’s time to expand. But don’t just throw more money at the same audience; scale smart with retargeting and lookalike audiences.

Here’s how to do it:

🎯 Retargeting
Re-engage users who’ve already interacted with your content:

• Watched a video

• Clicked an ad

• Visited a landing page

• Opened a Messenger chat

You already paid to get their attention, now follow up with a second touch that moves them further down the sales funnel. This is where video retargeting shines. If someone watched 50% of your retirement explainer video, serve them an ad for a free consultation.

👥 Lookalike Audiences
Use Facebook’s algorithm to find new prospects who behave like your best leads. Start with:

• Your current email list

• Past conversion data from your CRM

• High-value clients from past campaigns

Facebook will build a new audience of users with similar behaviors, interests, and engagement patterns.

📈 Bonus: Target Rating Points
For larger campaigns, consider optimizing around Nielsen-verified target rating points to ensure your ads are reaching a meaningful share of your intended market.

Pro-Tip: Check out Facebook’s guide to Custom and Lookalike Audiences to start building smarter, scalable segments.

Step 8: Use AI to Supercharge Your Facebook Ads

Scale smarter, faster, and with less guesswork

AI is no longer optional, especially in financial services, where every dollar spent needs to deliver real, measurable results. From content creation to performance analysis, AI can help financial advisors streamline their Facebook Ads strategy and sharpen every stage of the funnel.

Start with Averi - the #1 choice for AI-powered marketing execution.
Averi combines fast strategy development, expert-led campaign setup, and real-time optimization in one seamless platform. With Averi, you can:

• Launch a full ad campaign in days, not weeks

• Connect with marketers who know the financial space

• Automate ad copy, creative testing, and campaign reporting

• Eliminate the lag between idea and execution

Other smart AI tools to explore:

• Copy.ai - Generate persuasive, compliance-friendly copy fast for ads, emails, and landing pages

• AdCreative.ai - Turn performance data into scroll-stopping ad creatives with AI-backed design recommendations

• Mutiny - Personalize your landing page experience for different audiences to boost your conversion rate

Whether you're just getting started or looking to scale your existing efforts, these tools help reduce the manual labor of content creation, targeting, and testing, so you can focus on closing clients.

Pro-Tip: Want to cut your cost per lead and boost conversions in under a week? Book a demo with Averi and see what your next campaign could look like.

Common Facebook Ad Mistakes Financial Advisors Make

Even with the right tools and intent, it's easy to make costly missteps that can negatively impact your performance and increase your client acquisition costs. Here are five of the most common Facebook Ad mistakes in the financial services space, and how to avoid them.

• Focusing only on impressions
  Getting your ad in front of people is easy. Getting them to trust you? That’s harder. Awareness is essential, but your ad campaign should be designed to drive real action, such as booking a call, downloading a guide, or initiating a retirement plan.

• Sending users to a generic or cluttered landing page
  A click is worthless if it leads to a confusing experience. If your landing page doesn’t reinforce your value or feels overwhelming, people will bounce. Keep it simple, mobile-friendly, and aligned with the ad’s messaging.

• Obsessing over vanity metrics
  Likes are nice, but they don’t build a business. Track what matters: conversion rate, cost per lead, and how many leads convert into paying clients.

• Reusing the exact ad copy and creative
  Even the best ad gets stale. Rotate your ad copy, images, and formats regularly. Test new hooks, visuals, and formats, such as video or carousel ads, to keep your target audience engaged.

• Failing to retarget or nurture
  Most prospects won’t convert on the first click, especially in finance. Utilize retargeting, follow-up emails, and lookalike audiences to guide leads through your funnel and maintain top-of-mind awareness.

How Averi Helps You Run Smarter Facebook Ads for Financial Services

A strong campaign concept is just the start. Turning it into leads, appointments, and long-term clients? That’s where Averi makes the difference.

Averi combines AI-powered tools with hands-on marketing expertise to help financial advisors and service firms run Facebook Ads that convert. From pinpointing the right target audience to crafting compliant ad copy to improving your conversion rate, Averi simplifies every step of the process, without sacrificing strategy or control.

You don’t need an in-house media team or a 6-month runway to build high-performing ad campaigns. You need a platform that helps you execute fast and intelligently:

• Smart automation that reaches the right clients at the right time

• Expert-vetted creative that aligns with industry compliance and brand voice

• Performance analytics that optimize for cost per lead and ROI in real time

It’s like having a dedicated performance marketing team, without the overhead, the hiring headaches, or the endless trial-and-error.

With Averi, your ads work harder, your funnel gets stronger, and your client pipeline fills faster.

FAQ: Facebook Ads for Financial Services 📌

What types of financial services work best with Facebook Ads?

Financial advisors, wealth managers, tax planners, insurance providers, and even fintech platforms can benefit from Facebook Ads, especially when focused on lead generation and trust-building content.

Are Facebook Ads compliant with financial industry regulations?

Yes, but only if you follow the rules. That means including necessary disclaimers, avoiding misleading claims, and staying transparent about offers. Compliance should be baked into your ad copy and landing pages.

How much should I budget for Facebook Ads?

Start small, many advisors see results with just $10–$50/day. What matters most is how well you target and optimize. Tools like Averi can help maximize return at any budget level.

What’s the average cost per lead for financial services on Facebook?

It varies based on your offer, audience, and region, but cost per lead typically ranges between $25–$75 for high-intent financial service leads. Better targeting = better cost efficiency.

Do Facebook Ads bring in clients?

Especially when paired with smart retargeting, well-built landing pages, and a solid follow-up process through email marketing or sales outreach.

How long does it take to see results?

Some campaigns start generating leads within 24–72 hours. Others require more testing. Utilizing AI tools for A/B testing and optimization can help you identify winning strategies more efficiently.

Can I run Facebook Ads myself, or do I need an agency?

You can run ads yourself with the right tools, or partner with platforms like Averi to make execution faster and easier without hiring a full team.

Ready to Stop Planning and Start Executing?

Most financial firms don’t fail due to poor strategy. They fall short on execution.

While others are still debating compliance language and tweaking campaign briefs, you could be launching ads, testing offers, and generating leads, all within days, not months.

Get Started in 3 Simple Steps:

1. Book a 15-Minute Demo - See how Averi’s AI-powered platform works specifically for financial services

2. Connect with Expert Talent - Get matched with marketers who’ve run performance campaigns for advisors, planners, and service firms

3. Ship Your First Campaign - Go from concept to launch in under a week

Don't waste another month on marketing that never leaves the planning phase.

Launch Faster with Averi →

“We saw stronger results in 10 days with Averi than we’d seen in a quarter. The execution was clean, fast, and built for our audience.” — Jordan Miles, VP of Client Growth