At a glance
- Client
- A Jersey wealth management firm (not named)
- Sector
- Financial services
- Service
- Meta advertising (Facebook and Instagram ads), part of our Cold Fusion approach
- Goal
- A predictable flow of qualified enquiries
- Offer
- A complimentary consultation
- Period
- 18 January to 12 May 2026
- Source
- Meta Ads Manager
The problem
A Jersey wealth management firm wanted a predictable flow of qualified enquiries rather than vanity metrics, in a category where compliance limits what an ad can say.
The approach
We agreed a written definition of a qualified lead, built the campaign around a single clear offer (a complimentary consultation), then scaled the winning ads and cut everything that underperformed.
- Define the lead first. What counted as a qualified lead was agreed in writing before any budget was spent, so the number we optimised was the number the firm cared about. The glossary explains the term.
- One clear offer. Every ad pointed at the same next step: a complimentary consultation.
- Scale the winners. Budget moved to the ads that produced qualified leads, and ads that underperformed were switched off.
The results
| Measure | Result | Period |
|---|---|---|
| Qualified leads, first five weeks | 116 | First five weeks of the campaign |
| Cost per qualified lead, first five weeks | £4.35 | First five weeks of the campaign |
| Qualified leads, whole period | 200 | 18 January to 12 May 2026 |
| Blended cost per qualified lead | £6.33 | 18 January to 12 May 2026 |
What other financial and professional firms can take from it
Judge a cost per lead against what a lead is worth to you, not against another sector's average. Our guide to what a good cost per lead is for Meta ads in Jersey shows the sum, and the free break-even calculator does it with your own numbers.
Regulated firms also have to stay within the rules on what an ad or post may say. Our guide to social media for financial and professional services firms in Jersey covers the JFSC and FCA guidance, and what the Cold Fusion system is explains how content, ads and the website work together.
Related: Facebook and Instagram ads in Jersey · Social media management in Jersey · Case study: multi-brand Jersey retailer · All case studies