Summit Financial, Wealth Firm
Summit Financial had built a reputable wealth management practice serving high-net-worth individuals and families over 15 years. Their financial advisors were credentialed, experienced, and provided genuinely valuable guidance on retirement planning, investment management, tax strategy, and estate planning. Existing clients were happy, referred friends occasionally, and generated steady fee-based revenue.
But growth had stalled. The firm needed new clients to offset natural attrition and expand their business, but their client acquisition efforts were failing spectacularly. They were spending $8,000-10,000 monthly on marketing—primarily Google Ads and some Facebook advertising—but getting minimal return on that investment.
Their cost per lead was astronomical. A form fill or phone call inquiry was costing them $180-240. Worse, most of those leads were unqualified. People with $25,000 in savings looking for free advice. Recent college graduates asking about basic budgeting. Tire-kickers shopping for the lowest fees.
Summit Financial needed a complete overhaul—better targeting to reduce wasted ad spend, a website that built trust and converted visitors, and content that attracted the right prospects while filtering out poor fits.
We started by gutting Summit's Google Ads campaigns and rebuilding them with precision targeting focused exclusively on high-intent searches from qualified prospects.
We eliminated broad, expensive keywords like "financial advisor" and "investment advice" that attracted everyone including people with no money to invest. Instead, we targeted specific, high-intent searches that indicated significant assets and serious intent:
"Wealth management for executives"
"Financial advisor for high net worth"
"Retirement planning $2 million portfolio"
"Estate planning advisor"
"Tax planning for high income earners"
"Fiduciary financial advisor near me"
These searches had lower volume but far higher conversion rates. Someone searching "financial advisor for high net worth" is explicitly telling us they have significant assets and are looking for specialized service—exactly Summit's ideal client.
We added negative keywords aggressively to filter out poor fits: "free," "cheap," "low cost," "DIY," "how to," "jobs," "courses," "student." If a search indicated someone wasn't a qualified prospect, we ensured Summit's ads wouldn't show.
