ADL Estate Planning – Delivering Consistent Growth Through Paid Media Optimisation
ADL Estate Planning is a London wealth management and estate planning company working with high-net-worth individuals.
The Challenge
ADL Estate Planning were already using both Meta Ads and Google Ads within their marketing strategy, managed in-house when they came to ExecuteConsult. Though they were experiencing some success, they were struggling with all too familiar concerns:
Varying outcomes on both platforms
Attempting to scale campaigns without greatly boosting costs
In-house constraints in being able to execute and optimise campaigns effectively
A lack of time to fully review performance data and implement the ongoing changes required to optimize ROI
The Solution
We started with a complete audit of ADL's Google Ads and Meta Ads accounts to learn more about what was working, what wasn't, and where there was hidden potential.
Data-Driven Campaign Restructure
Instead of starting from scratch, we leveraged their existing data as a starting point for a best-practice rebuild of both platforms:
Google Ads
We restructured search campaigns in highly themed ad groups, optimising keyword targeting to be highly focused on high-intent searches in areas of estate planning, tax, wealth preservation, and inheritance services. Broad targeting was substituted with a far more controlled form to limit waste spend and enhance lead quality.
Meta Ads
We created a new audience strategy, utilising Meta's advanced targeting features to reach appropriate individuals and interests characteristic of high-net-worth individuals. This involved cross-targeting users by profession, income thresholds, finance interests, and past engagement as well as location down to the postcode.
Creative & UX Consultation
Along with campaign recovery, we also offered continual strategic guidance on:
Ad creatives
Assisting ADL with designing engaging creatives that directly addressed the exact concerns of their customer base emphasising privacy, experience, and long-term financial security.
Landing page optimisation
Offering guidance on UX optimisation to make landing pages convey reliability, offer robust social proof, succinctly present service benefits, and make enquiry forms as minimalist and easy-to-use as possible.
This made sure that each aspect of the user experience from ad click-through to enquiry submission was contributing to the establishment of trust and generating the maximum possible conversion rates.
Ongoing Management & Optimisation
As soon as new campaign setups were live, we completely took over day-to-day management, regularly tracking
Lead volume and quality
Conversion cost
Audience segment performance
Ad fatigue and creative refresh cycles
The Results
ADL Estate Planning now has:
Regular high-quality stream of leads on both the Google and Meta platforms
Self sustaining cost per conversion figures, by which they can continue to grow confidently without having to raise their cost of acquisition
Entirely best practice driven campaign frameworks that offer stable foundations for continued growth
The ability to focus internal resources on client servicing and business development, safe in the knowledge that their paid media activity is professionally taken care of