Help On Financial Ads Targeting for High Net Worth

[TTFV]

I would double check the income level setting. It’s the one demographic targeting that’s allowed under Google’s housing, employment, and credit restrictions. As far as I know the only financial services policies have nothing to do with targeting specifically… they are more about what products you can/can’t advertise.

That said, you should try adding qualifiers to your ads as a starting point to make it clear whom your client works with. You can use working like “high net-worth” or “1MM+ invested” etc. This will help direct the right traffic.

[local-bee1608]

>Conversion tracking only for a certain asset level and above

This is usually the best way to do it. Show the algorithm what’s a good conversion and what isn’t. You can either do this by only tracking relevant conversions (if that’s possible) or by using offline conversions and optimizing toward converted leads or conversion value (put 0 conversion value for irrelevant leads).

You’ll never be able to completely get rid of these leads, but it can help the algorithm optimize. Also, with the data in the account, you’ll easily identify search terms that just don’t work for you even if they make sense in theory.

[Single-Sea-7804]

I used to run ads for a retirement management firm where the minimums to work with us were very high. If you’re doing everything you can within the google Ads front, I’d highly recommend that you input a quiz form fill for your primary contact.

It doesn’t even have to be a quiz, just a drop down highlighting your qualifying questions. If they don’t qualify, the form is never submitted. On top of that, you can use offline conversion tracking to communicate with Google who exactly is turning into a paying engagement.

Another thing that worked well for us was YT Ads with direct wording that high net worth individuals would use (“I have X dollars, can I do X?”).

[theppcdude]

The best thing you can do is to target high income zip codes or counties only.

I run Google Ads for Service Businesses and this is what we do for premium clients. In addition to a tight strategy, this works extremely well.

[Available_Cup5454]

Move qualification into the offer itself by gating the form behind a required minimum asset declaration and only bidding on intent that implies liquidity rather than advice

[QuantumWolf99]

Generic “financial advisor near me” kills you because Google’s financial services policy blocks age/income targeting… you’re paying for every tire-kicker regardless of asset level.

Switch to problem-specific long-tail keywords with actual search intent: “financial advisor business sale proceeds” (820 monthly), “wealth manager stock options”, “retirement planning high net worth”, “estate planning $10 million” etc. because these self-qualify by complexity level.

I’ve rebuilt campaigns for wealth clients around wealth event keywords (inheritance planning, executive compensation, business exit strategy)… dropped cost per qualified lead 60% by geo-targeting zip codes with $200k+ median income and aggressively negativing debt consolidation, credit repair, budgeting, 401k basics since those attract the wrong demographic.