A Data-Driven Approach to Wealth Management Marketing
THE CHALLENGE
A boutique independent wealth management firm sought to scale its existing marketing channels while testing new strategies to exceed marketing-qualified leads and surpass previous performance benchmarks. The firm needed a data-driven, integrated marketing approach that would drive efficiency, increase engagement, and reduce acquisition costs while maintaining high lead quality.
Key challenges:
THE STRATEGY & WORK
To address these challenges, Level Agency implemented a full-funnel, data-driven strategy focused on efficiency, scale, and quality:
- “Do No Harm” - Efficiency First: Conducted a full audit of existing marketing channels, optimizing search and LinkedIn campaigns to reduce costs and improve conversion rates.
- Scaling for Growth: Expanded company's geographic presence in Pittsburgh, Philadelphia, and Detroit, dynamically reallocating budgets based on performance insights.
- Channel Diversification: Introduced Demand Gen and Local Services Ads to drive more qualified leads while lowering cost per conversion.
- Quality Optimization: Implemented a rigorous lead qualification framework, ensuring leads met company's high standards while maintaining a 79% reduction in cost per marketing-qualified lead.
Custom messaging was crafted for the company's two key audience segments:
"New Money" (Growing Wealth): Focused on partnership, growth, and future security.- “We’re More than Advisors — We’re Dedicated Partners.”
- “Building a legacy can be complex, but choosing the right partner doesn’t have to be.”
- “Wealth Management is Just the Beginning.”
- “With Us, You Can Buy Back Your Time.”
- Optimized search campaigns, transitioning from phrase match to exact match, improving search intent accuracy and reducing irrelevant traffic.
- Shifted from LinkedIn to Meta due to inefficiencies, leading to improved engagement and cost savings.
- Launched Demand Gen campaigns for retargeting and prospecting, resulting in a 50% reduction in cost per conversion.
- Implemented A/B testing across ad creatives and landing pages, improving conversion rates and user engagement.
THE RESULTS
The company's integrated marketing campaign delivered record-breaking results:
Non-Branded Search:- 20% YoY spend reduction
- 28% increase in CTR
- 50% reduction in CPC
- 30% increase in impression share with top-of-page rates over 80%
- 89% impression share
- CTR exceeding 27%
- 500% YoY increase in form conversions
- 50% reduction in cost per conversion
- 73% lead qualification rate
- 79% reduction in cost per marketing-qualified lead
- Overcame verification issues for a successful 2025 relaunch
