Fintech Advertising Agency
Paid media for fintech. Measured against pipeline.
Reach your target audience at scale and stand out from the competition with high-performance programmatic, paid social and Google Ads campaigns.
Proven results for Fintech advertising clients
£3.2m
In pipeline generated for KYC360 through performance marketing
488%
Increase in blog traffic for a global payments business
8 yrs
Running paid media exclusively for fintech and financial services
Award Winning Fintech Marketing Agency
Marketing Agency of the Year Finalist
Financial Promoter Marketing Agency of the Year finalist. Recognised as one of the best Fintech Marketing Agencies in 2024.
Recognised by Fintech B2B Marketing as Global Fintech Marketing Agency of the year finalist. Recognised as one of the best Fintech Marketing agencies globally in 2023.
Global Fintech Marketing Agency of the Year Finalist
Financial promotions in the UK are regulated by the FCA. Meta and Google add their own restrictions for financial services advertisers on top of that. Most fintech ad accounts are run by agencies that don't fully understand either layer, which produces campaigns that either get rejected at the door or underperform without anyone in the account knowing why.
Fintech ads have to be good. They also have to clear FCA rules and platform restrictions most generalists don't understand.
Why fintech advertising is different
Three reasons you need to work with a specialist fintech advertising agency
Regulatory and platform constraints stack on top of each other
FCA financial promotions (FinProms) rules govern what you can claim. Meta and Google add their own financial services restrictions: identity verification, ad library scrutiny, tighter creative review across the board. Agencies that only know one of these layers create campaigns that get rejected, or run with one hand tied behind their back.
Targeting options are narrower than most categories
Meta's financial services category restricts targeting by age and postcode in ways other advertisers don't face. LinkedIn job-title targeting becomes essential for B2B fintech because the options that work for other categories simply aren't available. Knowing what's available shapes which channels actually work for your audience.
Attribution doesn't reflect the real buying cycle
B2B fintech sales cycles run to nine or twelve months. A click today becomes a conversation in three months and a contract in six. Platform-reported conversions miss most of this, which is why fintech ad accounts that look poor on platform metrics often produce strong commercial results, and the reverse.
Fintech advertising services
01
Paid search (Google Ads)
Paid search captures buyers at the moment they're actively looking for what you offer. For fintech that includes high-intent commercial terms, competitor conquest campaigns, and brand defence campaigns most agencies forget about. We build account structures that respect the financial services policy requirements and capture the demand that's already there.
03
Meta and paid social
Meta works for consumer fintech and for B2B brand-building when handled with care. We work within Meta's financial services restrictions on age and postcode targeting, run identity-verified ad accounts, and design creative that survives the stricter review process Meta applies to financial advertisers.
04
Programmatic display
Display done well builds reach efficiently across the publications your buyers actually read. We run programmatic campaigns targeting fintech-relevant inventory like Fintech Futures, Finextra and the broader financial trade media, instead of the broad networks that produce impressions but no engagement from your audience.
05
Retargeting and demand capture
Most fintech ad budgets over-invest in cold acquisition and under-invest in retargeting the people already engaged. We build retargeting programmes across Meta, LinkedIn and Google that re-engage warm prospects with messaging matched to the stage of their journey.
02
LinkedIn Ads
The most important channel for B2B fintech. LinkedIn lets you target by company, job title, function, and seniority. Combined with sequenced creative, that's how you reach every member of the buying committee over the months it takes them to make a decision, instead of one persona at a time.
06
YouTube and video
Video is underused in B2B fintech and increasingly powerful for consumer fintech. We run YouTube campaigns that build brand familiarity at scale, and short-form video on Meta and LinkedIn that earns attention from buyers who scroll past every static ad they see.
Richard Hoffman - Head of Marketing, Alto IRA
"Curious Cat was an incredible partner to us as we rebuilt our Marketing function from the ground up. They never shied away from the work."
Three reasons Fintech ads underperform
Where the budget goes wrong
A board approves a paid media budget. The agency delivers a campaign. The platform reports click-through rates and conversion volumes that look reasonable. Six months later, the sales team can't trace any pipeline back to it.
This is the most common pattern we see when fintech companies come to us after working with a generalist agency. The issue is rarely the spend itself. It's where the spend goes and how the results get measured.
Targeting
Targeting that ignores the buying committee
Most fintech ad accounts target one persona: the decision-maker who signs the contract. That person evaluates based on input from compliance, risk, technology and finance stakeholders who never see the ad. Campaigns that only reach the economic buyer leave the rest of the committee unfamiliar with your brand when the conversation reaches them.
A typical B2B fintech purchase involves 13 internal stakeholders and 9 external influencers (Forrester, 2026).
Creative
Creative that gets rejected or restricted
Meta and Google apply stricter ad review to financial services advertisers. Claims that work in other categories get rejected, restricted to limited reach, or throttled. Generalist agencies tend to discover these restrictions after a campaign has launched, which means lost spend and slow starts. We design creative for these constraints from the brief stage.
Financial services ads are reviewed under a stricter policy than most other categories on both Meta and Google.
Attribution
Attribution that flatters short cycles and misses long ones
Platform reporting attributes conversions to the last click within a 7 or 30-day window. B2B fintech sales cycles run to nine or twelve months. The platform tells you channel A worked. The CFO sees no pipeline from channel A. Both can be true. We build attribution that connects platform activity to pipeline contribution measured over the actual sales cycle.
The average B2B sales cycle in financial services runs to ~10 months (6sense, 2025).
Our fintech advertising Process
01.
Account audit and strategy
We start by understanding your commercial targets, your current ad accounts (if you have them), your competitive position, and the regulatory constraints specific to your products. That produces a clear view of what's working, what isn't and where the spend should actually sit.
Account audit
Compliance review
Competitive review
Budget allocation
02.
Audience and channel mapping
We map your full buying committee, every stakeholder who influences the decision, then identify which channels reach which roles. That's what shapes the channel mix: LinkedIn for the senior end of the committee, programmatic for retargeting at scale, paid search for high-intent moments.
Audience building
Buying committee mapping
Channel selection
03.
Creative and messaging
We design creative that's compliant from the brief stage, that survives Meta and Google's ad review process, and that speaks to the specific stage of the buying journey it's reaching. Creative variation is built in from the start, not bolted on later when the original stops working.
Stage-appropriate messaging
FCA-compliant copy
Variation library
Persona-specific creative
04.
Launch, test, optimise
Pillar pages, cluster articles, FAQ content, case studies, and AEO-structured question-and-answer content. Every piece is written by a fintech specialist who understands the sector, the audience, and the quality bar Google applies to YMYL content.
Hypothesis-led launch
A/B testing
Weekly optimisation
Bid management
05.
Reporting against pipeline
We report on platform metrics. But success gets measured against pipeline contribution and customer acquisition cost over the real sales cycle. Those are the numbers that connect ad spend to revenue.
Pipeline contribution
Multi-touch attribution
LTV modelling
CAC by channel
Lets align on Fintech advertising
Paid media doesn't fix a broken funnel
If your website doesn't convert and your sales follow-up is slow, more ad spend produces more waste. We've turned down engagements where the right answer was to fix the funnel first. Paid media works best when everything downstream of the click is in good shape.
The traffic stops the day the spend stops
Unlike SEO, paid media has no compounding effect. When the budget pauses, the traffic pauses. That's how the channel works, but it means paid has to be one part of a broader marketing programme. Treating it as your only acquisition channel creates a fragile growth model.
Volume and value are different metrics
A campaign generating 500 form fills a month from people who'll never buy your product is worse than one generating 20 from people who will. We optimise for qualified pipeline. Even when the platform reporting tells a more flattering story about lead volume.
Fintech Advertising questions
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Fintech advertising is the practice of running paid media campaigns for fintech and financial services companies across Google, LinkedIn, Meta, programmatic display and YouTube. It differs from general paid media because of the regulatory environment, including FCA financial promotions rules, the additional restrictions both major platforms apply to financial services advertisers, and the longer buying cycles common in B2B fintech.
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LinkedIn Ads is usually the most important channel for B2B fintech because it offers job-title and company targeting that other platforms don't match. Google Ads captures high-intent search traffic. Programmatic display builds reach across fintech publications. The right mix depends on your audience, your budget, and the length of your sales cycle. We recommend a strategy engagement before committing to channel allocation.
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The FCA's financial promotions rules govern what fintech companies can claim in their advertising, particularly around consumer products, investment returns, and risk disclosure. The Consumer Duty also affects how consumer fintech communicates with prospective customers. A fintech advertising agency that doesn't understand these rules will either create campaigns that don't comply, or campaigns so heavily reviewed by legal that they say nothing useful.
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Paid search and high-intent campaigns can produce qualified leads within weeks. LinkedIn Ads and brand-building campaigns build pipeline over a longer window because B2B fintech sales cycles run to around ten months. Most of our fintech clients see meaningful pipeline contribution from paid media within three to six months, with full ROI visible only across the full sales cycle.
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Advertising creates demand by putting your message in front of people who aren't actively looking. SEO captures demand by making you findable when they are. Advertising produces faster results but stops when the spend stops. SEO compounds over time but takes six to twelve months to produce meaningful traffic. Most fintech marketing programmes need both, balanced according to the stage of business and the urgency of the pipeline target.
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We measure pipeline contribution and cost per qualified opportunity over the real sales cycle. Platform metrics matter as leading indicators, but a B2B fintech ad account that looks weak on platform CTR can still generate strong pipeline. We connect ad activity to CRM data so you can see the commercial outcome rather than just the engagement metrics.