Paid search remains one of the most powerful channels in digital advertising, giving marketers the ability to connect with consumers at key decision-making moments. Its dominance is particularly pronounced in the financial services sector, where intent-driven searches like “best savings accounts” or “low-interest loans” are critical for driving engagement and conversions. However, a paid search program is only as effective as the strategy behind it, and staying ahead of industry changes is essential to maintaining relevance in an increasingly competitive landscape.

Financial services are undergoing a significant transformation driven by shifting consumer expectations, technological advances, and economic challenges. As the landscape evolves, new trends like decentralized finance, sustainability-linked investments, and embedded finance are introducing fresh opportunities—but also new complexities. 

For paid search marketers working on behalf of financial services brands, understanding these shifts isn’t just helpful; it’s critical. Many of these trends come with unfamiliar jargon and emerging terms that require careful navigation to maximize campaign performance.

To help financial services paid search marketers stay ahead, we’ve identified the ten most important trends shaping the industry in 2025. From emerging technologies like AI and blockchain to shifting consumer behaviors and regulatory changes, each trend includes actionable tips to ensure your campaigns remain effective, compliant, and innovative. Let’s dive in.

Align with today’s financial services trends using these high-return paid search tips

Generational wealth transfer reshapes financial priorities

Key Terms: Wealth Transfer refers to passing assets from one generation to another, typically through inheritance. High Net Worth (HNW) describes individuals or families with $1M+ in investable assets.

The $84 trillion generational wealth transfer is reshaping financial priorities as Baby Boomers pass their wealth to Millennials and Gen Z. These younger generations prioritize digital engagement, alternative investments, and sustainability over traditional portfolios.

“The industry has followed the money, and until now, there has been a lot more money with older investors,” said Stephen Diorio, Managing Director at The Revenue Enablement Institute. This shift demands that marketers bridge generational gaps with messaging that resonates with younger audiences, who value technology-driven and sustainable solutions.

Actionable paid search tips:

• Segment campaigns by generational priorities. Design ad groups that appeal to younger audiences, focusing on financial independence while targeting older audiences interested in legacy planning. By tailoring messaging to each generation’s goals, you’ll drive stronger engagement.
• Highlight digital-first tools in ad copy. Use phrases like “your finances, anytime, anywhere” to showcase accessibility through apps and robo-advisors. This appeals to tech-savvy users looking for convenience.
• Leverage sustainability messaging. Include terms such as “eco-conscious investing” to attract Millennials and Gen Z, who prioritize values-driven decisions. Sustainability is often a differentiator in competitive markets.
• Retarget with educational content. Use remarketing to display blogs or videos about wealth management, ensuring continued engagement from interested users. Retargeted users are more likely to convert when provided helpful, non-promotional resources.

Artificial intelligence has become integral to financial services

Key Terms: Generative AI uses advanced models to create tailored solutions for customer needs. Predictive Analytics analyzes data to forecast future trends or behaviors.

By 2025, firms using AI expect efficiency gains of over 40%. AI is revolutionizing financial services by enabling personalized solutions, automating workflows, and improving fraud detection.

“AI adds a barrier to external threats and encourages internal cooperation,” writes Bernard Marr at Forbes. Paid search marketers can leverage AI to optimize campaign performance, predict audience behavior, and deliver tailored ad experiences.

Actionable paid search tips:

• Use AI tools for bid optimization. Automated bidding systems dynamically adjust budgets based on campaign performance. This ensures better allocation of resources and maximized ROI.
• Incorporate AI messaging into ad copy. Phrases like “powered by AI for smarter investing” can resonate with tech-savvy audiences. Clear, futuristic messaging attracts users intrigued by innovative solutions.
• A/B test AI-generated campaigns. Use AI tools to generate multiple variations of ad copy and test them for performance. This approach ensures only the most effective messaging reaches your audience.
• Forecast demand with AI. Deploy predictive tools to identify high-traffic periods and adjust campaign budgets accordingly. Being proactive helps capture market opportunities before competitors do.

Digital currencies and blockchain revolutionize transactions

Key Terms: Blockchain is a secure, decentralized digital ledger. Central Bank Digital Currencies (CBDCs) are government-issued digital currencies offering stability and accessibility.

Digital currencies are gaining mainstream adoption, with the global DeFi asset market surpassing $100 billion in 2024. Blockchain technology is enabling secure and transparent transactions, while CBDCs are modernizing global monetary systems.

“Digital currencies will fundamentally change not just financial markets but also the way we exchange value,” said Horacio Barakat, Head of Digital Innovation for Capital Markets at Broadridge. For marketers, this trend offers opportunities to educate consumers on blockchain benefits and position financial services as leaders in innovation.

Actionable paid search tips:

• Bid on CBDC-related keywords. Capture high-interest traffic with terms like “what is a CBDC” or “CBDC advantages for businesses.” These audiences are actively researching and primed for engagement.
• Promote blockchain-enabled services. Use phrases like “secure transactions powered by blockchain” in ad copy to emphasize trust and innovation. Such language instills confidence in users wary of emerging technologies.
• Educate with ad extensions. Add FAQ extensions to answer basic blockchain-related questions directly in search results. Providing this information upfront can reduce friction and encourage clicks.
• Target early adopters. Use interest-based targeting to focus on fintech enthusiasts or industries like tech and e-commerce. These audiences are more likely to embrace blockchain solutions.

Hyper-personalization drives consumer expectations

Key Terms: Personalization refers to tailoring products, services, or experiences to an individual’s preferences. Omnichannel Marketing integrates messaging across multiple platforms for seamless user experiences.

Personalization has shifted from being a differentiator to a customer expectation. 63% of consumers expect brands to use their data to create tailored experiences, including custom credit card recommendations, predictive financial advice, and personalized rewards programs.

“Personalized marketing is about meeting customers wherever they are,” writes Brian McDowell at Conductor. Paid search campaigns that incorporate tailored messaging and real-time personalization are better positioned to capture consumer attention and drive engagement.

Actionable paid search tips:

• Segment audiences for tailored campaigns. Use demographic and behavioral data to create specific ad groups, such as first-time investors or retirees. Tailored messaging drives higher engagement and conversions.
• Leverage dynamic ad copy. Automatically adjust messaging to reflect user preferences, such as “Personalized savings plans for your future.” This ensures your ad feels relevant to the individual.
• Integrate CRM data into campaigns. Sync CRM tools with search platforms to target users with offers that align with their financial goals, like credit upgrades or premium account tiers. Personalized offers can drive repeat engagement.
• Retarget with hyper-relevant offers. Show retargeted ads featuring services users previously explored, such as custom investment portfolios. This increases the likelihood of conversion while keeping your brand top-of-mind.

Demand for sustainable finance grows exponentially

Key Terms: ESG (Environmental, Social, Governance) is a framework for assessing the sustainability and societal impact of investments. Green Bonds are fixed-income securities earmarked for eco-friendly projects.

Today’s younger generations are more socially conscious than their predecessors, and sustainability has become a critical factor in their financial decision-making. The global market for sustainable finance exceeded $500 billion in 2024 as consumers increasingly demand transparency and eco-conscious investment opportunities.

“Sustainable finance is more than a trend; it’s the new baseline for trust and engagement,” said Donna Bristow, Chief Product Officer of Wealth Solutions at Broadridge. For marketers, campaigns must highlight measurable impacts, certifications, and a commitment to sustainability to connect with environmentally conscious audiences.

Actionable paid search tips:

• Bid on ESG-related keywords. Target terms like “sustainable investing” and “ethical financial products” to reach eco-conscious users. High-intent searches signal strong alignment with consumer values.
• Highlight measurable impacts in ad copy. Use data-driven claims such as “Our green bonds offset 10,000 tons of CO2” to capture attention. Clear metrics build trust and engagement.
• Leverage certifications for credibility. Promote certifications like B-Corp or LEED in campaigns to validate your sustainability credentials. These serve as trust signals for discerning audiences.
• Run remarketing campaigns tied to initiatives. Use ads to provide updates on ongoing sustainability projects, such as clean energy partnerships, keeping eco-focused users engaged.

Embedded finance transforms non-financial platforms

Key Terms: Embedded Finance integrates financial products into non-financial services, such as loans offered at e-commerce checkouts. Cross-Sector Partnerships involve collaborations between financial and non-financial industries to deliver these services.

Embedded finance is redefining convenience by integrating services like buy-now-pay-later (BNPL) and insurance directly into e-commerce and travel platforms. 61% of Gen Z and 54% of Millennials are willing to switch providers for better digital capabilities, highlighting the growing importance of seamless financial solutions.

“The ways consumers access and purchase financial services are expanding through cross-sector partnerships,” said Manas Baba, Financial Services Industry Strategist at DocuSign. For marketers, embedded finance provides opportunities to reach customers in real time during decision-making moments.

Actionable paid search tips:

• Highlight embedded finance in messaging. Use phrases like “Finance integrated where you shop” to emphasize convenience and accessibility. Highlighting ease of use can differentiate your offerings.
• Bid on BNPL-related terms. Target search queries like “buy now, pay later options” or “instant checkout financing” to capture high-intent users. These audiences are often ready to convert.
• Leverage cross-industry targeting. Create campaigns for audiences in retail, travel, or healthcare where embedded finance adoption is growing. Industry-specific targeting ensures relevance.
• Showcase flexibility in financial solutions. Use ad copy to promote benefits like “Flexible payment options at checkout” or “Seamless financing in seconds.” Flexibility appeals to consumers making real-time purchase decisions.

Omnichannel engagement redefines customer journeys

Key Terms: Omnichannel Marketing ensures consistent messaging across platforms like email, paid search, and social media. Micro-Moments are intent-driven actions like quick searches on mobile.

Omnichannel strategies are essential in a world where consumers interact with brands across multiple platforms. Millennials and Gen Z spend an average of four hours daily on Instagram, YouTube, and TikTok (Marketing Financial Services To The Next Generation). Financial brands must ensure cohesive messaging across these touchpoints to meet customers wherever they are in their decision-making journey.

“You have to experiment with new and non-traditional channels to meet the customer where they are,” said Emily Childers, Digital Marketing Director at Credit Karma. For paid search marketers, this means integrating campaigns into larger omnichannel strategies while using consistent messaging and targeting.

Actionable paid search tips:

• Integrate campaigns across platforms. Align paid search ads with social media and email messaging to create consistent customer experiences. Omnichannel consistency builds trust and recognition.
• Leverage cross-device targeting. Use retargeting to reach users on multiple devices, ensuring continued engagement throughout the purchase journey. Cross-device continuity reduces drop-offs.
• Bid on intent-driven micro-moment keywords. Target terms like “quick credit card approval” or “fast loan options” to capture users looking for immediate solutions. Intent-driven queries often lead to faster conversions.
• Incorporate video extensions in search ads. Use short, engaging videos to educate audiences about your financial services. Video content can help bridge the gap between discovery and decision-making.

Technology competition intensifies between fintech and traditional players

Key Terms: Fintech refers to technology-driven financial services companies that offer innovative solutions. Incumbents are established financial institutions adapting to new technologies.

Fintech companies are challenging traditional financial institutions by offering faster, more customer-friendly solutions. By 2025, financial services will account for 11.4% of all digital ad spending, the third-largest share across industries, as both fintech and traditional players ramp up their efforts to capture market share.

“Banks must innovate to keep up with competition emerging from all sides,” writes Manas Baba at DocuSign. For paid search marketers, this competitive landscape means creating campaigns that emphasize unique value propositions while staying agile to respond to competitor moves.

Actionable paid search tips:

• Benchmark competitors’ campaigns. Use tools to analyze competing fintech and traditional banking keywords and identify gaps to fill in your strategy. This keeps your campaigns competitive and differentiated.
• Emphasize trust in ad copy. Highlight attributes like “40+ years of proven reliability” or “trusted by millions of customers worldwide” to compete with fintech’s fast-paced innovation. Building trust is key to retaining existing customers.
• Experiment with localized campaigns. Target regions where fintech adoption is slower, emphasizing personalized services to attract underserved audiences. Tailored local approaches can counteract fintech disruption.
• Promote hybrid solutions. Showcase products that combine the innovation of fintech with the stability of traditional institutions. Messaging such as “The best of tech and trust in one solution” can help bridge the gap.

Economic uncertainty accelerates demand for flexible financial solutions

Key Terms: Flexible Financial Solutions refer to customizable offerings like adjustable loans or pay-as-you-go insurance. Economic Uncertainty describes periods of volatile market conditions impacting consumer behavior.

Periods of economic uncertainty, such as fluctuating mortgage rates, push consumers to seek more adaptable financial solutions. In 2024, mortgage rates dipped below 6%, providing some relief after years of volatility but highlighting the need for flexible loan options and financial resilience.

“Consumers want more control over their experience, and financial services must adapt,” writes Brian McDowell at Conductor. Paid search campaigns should address consumer anxiety by emphasizing customization, control, and financial security in their messaging.

Actionable paid search tips:

• Bid on flexibility-focused keywords. Target terms like “customizable loan options” or “adjustable insurance plans” to align with consumer demand for adaptable solutions. These queries signal intent for personalized products.
• Highlight control in messaging. Use phrases like “Take charge of your finances today” to appeal to consumers seeking stability during uncertain times. Empowering language drives action.
• Promote savings and low-rate offers. Advertise limited-time deals like “mortgage rates as low as 5.9%” to attract budget-conscious users. Highlighting affordability builds urgency and trust.
• Leverage market insights for real-time adjustments. Monitor economic trends to pivot campaigns toward emerging needs, such as debt consolidation or emergency savings plans. Staying reactive ensures relevance.

Evolving privacy regulations challenge marketing strategies

Key Terms: Privacy Regulations refer to laws like GDPR or CCPA that govern consumer data usage. First-Party Data is data collected directly from users by a business, bypassing third-party aggregators.

With privacy regulations tightening globally, marketers are adapting to restrictions on data tracking and personalization. Financial websites experience bounce rates averaging 38%, underlining the importance of delivering value quickly and transparently to retain users in a post-cookie landscape.

“Privacy and compliance aren’t roadblocks; they’re pathways to building trust,” writes Heather Collins at DocuSign. For paid search marketers, this means relying on first-party data and focusing on consent-driven, privacy-compliant campaigns to maintain credibility.

Actionable paid search tips:

• Shift to first-party data strategies. Build campaigns around data collected directly from user interactions, such as CRM inputs or website sign-ups. This approach aligns with evolving regulations while enabling targeted personalization.
• Incorporate trust signals in ads. Use messaging like “Your data is secure with us” or “Privacy guaranteed” to reassure privacy-conscious users. Trust-focused language can reduce hesitations and drive engagement.
• Test contextual targeting. Replace behavior-based targeting with content-focused approaches by bidding on ads served alongside relevant financial content. This maintains relevance without relying on third-party data.
• Create value-driven lead magnets. Offer privacy-compliant downloadable resources, like budgeting tools or investment guides, in exchange for consented user information. This builds your first-party data pool responsibly.

Conclusion: Staying ahead in financial services paid search

The financial services industry is evolving rapidly, and paid search marketers are at the forefront of this transformation. Trends like generational wealth transfer, AI-driven personalization, and embedded finance are reshaping how consumers engage with financial products and services. Staying on top of these changes isn’t just an advantage—it’s essential for building effective, high-impact campaigns in a competitive and complex market.

Among all digital marketers, search marketers face unique challenges. Financial services consumers are often highly informed, making real-time adjustments to campaigns critical for addressing their needs and meeting their expectations. By integrating insights from these trends and rethinking strategies regularly, paid search marketers representing financial services brands can stay ahead of the curve, ensuring campaigns resonate and drive results.

Skai Search: Proven Expertise and Powerful Tools

With over 20 years as an award-winning search technology provider, Skai has consistently empowered financial services marketers to succeed in paid search advertising. Our platform offers tools designed to address the industry’s unique needs, from managing complex campaigns to optimizing performance and adapting to dynamic trends. Skai helps marketers translate industry shifts into actionable insights, making it an essential partner in navigating today’s financial services landscape.

Core capabilities of Skai Search for financial services marketers:

• Dynamic budget optimization for economic shifts. Adjust budgets in real-time based on market volatility, ensuring efficient use of spend when targeting flexibility-related terms.
• AI-powered keyword recommendations. Discover emerging search trends and target high-value terms like “customizable financial solutions” to align with evolving consumer needs.
• First-party data-driven personalization. Leverage integrated CRM data to create audience segments for campaigns around generational priorities, such as Millennials seeking sustainable investment options.
• Cross-channel insights for better allocation. View search performance alongside other channels, enabling informed decisions to invest more in high-converting financial campaigns.
• Privacy-compliant targeting. Utilize tools to align with regulations like GDPR while maintaining audience precision, supporting strategies to replace third-party data with first-party insights.

Skai’s success stories in financial services paid search:

Lewis Media Partners Boosts Paid Search Efficiency by 59% Nationally for Financial Services Client: By integrating Google and Microsoft search campaigns through Skai, Lewis Media Partners significantly improved reporting and decision-making. This approach aligned with tips like cross-platform integration and dynamic budget optimization, allowing the client to respond efficiently to shifting audience priorities.

RBC Identifies Underperforming Search Ads Using Skai’s Smart Tags And Increases CTR by 17.5%: Skai’s Smart Tags allowed RBC to quickly identify and address underperforming ads, increasing click-through rates by 17.5%. This directly supports tips like testing ad performance and emphasizing personalization by using tools that streamline campaign adjustments in real time.

Ready to transform your financial services paid search campaigns?

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