Many advisors hope to get leads from Google through organic searches or ads, thinking they are an easy way to generate business. However, advisors should reconsider their overdependence on Google to generate leads. There are two main reasons.

One concern is the shift toward artificial intelligence (AI) in search processes. As AI becomes more sophisticated, potential clients may increasingly use AI-driven platforms to find a financial advisor. At this time, it is unclear how to optimize search results for AI. Meanwhile, the trend toward AI may diminish the reliance on traditional search engines as they are today.

The second concern is the increasing cost of Google Ads. With national financial companies aggressively competing in the digital space, the cost per click for Google Ads has skyrocketed. This inflation could make it unfeasible for independent financial advisors to afford this channel.

While Google is still a viable marketing channel, the rise of AI in search queries and the prohibitive costs of Google Ads could necessitate a pivot toward alternative digital marketing approaches.