Succession Wealth Ltd
Financial Advice
April 2026
Online Visibility
Marketing
Succession Wealth Ltd, a financial advisory firm, approached us with a broad and busy digital advertising setup already in place. This included multiple campaigns spanning brand activity and location-based targeting, largely built around wide radius settings across different regions.
On the surface, this delivered reach. In reality, it lacked precision.
The key challenge was understanding what was genuinely driving new enquiries, and where budget was being diluted. By analysing data across GA4 and Google Ads, we identified a clear pattern – brand traffic dropped significantly at weekends. This pointed to a large proportion of searches coming from internal staff and existing clients during the working week, rather than new prospects.
The result is a more focused approach – less wasted spend, better targeting, and complete visibility over what’s driving real enquiries.
We refined the structure to focus on clarity, control and measurable results.
Search behaviour was broadened, testing variations such as “financial adviser”, “wealth management advisers” and “IFA near me”. This allowed us to avoid over-reliance on one dominant phrase and uncover more cost-effective opportunities.
Location targeting was also tightened. While higher-affluence areas remain a priority, we moved from broad radius targeting to specific postcodes, strengthened by real sales data highlighting areas with stronger lead volumes. This was applied across Meta and Google.
We tested landing page approaches, comparing the main website against a focused Unbounce page. The main site delivered stronger engagement, showing a higher time on site, giving users more confidence to explore.
We also tested Microsoft Ads alongside Google, but results showed it wasn’t a strong fit. More recently, Mediahawk dynamic numbers have given us clearer insight into where leads are coming from, supporting ongoing optimisation.
Remarketing audiences are now in place, alongside short-term campaigns around key moments like tax year end, Business Property (BPR) and Agricultural Property Relief (APR) changes, where we plan to target urban postcodes for BPR and rural postcodes for APR.
