Playbook
FinTech Google Ads Launch & Growth Playbook
A client-facing framework for advertising eligibility, compliance, campaign architecture, measurement and scaling — built for regulated financial products in Google Ads.
Core Principle
Advertising eligibility first. Compliance second. Performance and scale third.
Fintech advertising in Google Ads isn't just a media-buying task. Sustainable acquisition depends on whether the product, legal entity, target market, certification route, website, app, claims and campaign structure are actually aligned — before a single campaign gets built.
What's Inside
The eligibility formula. Legal Entity × Google Policy × Product Classification × Target Geography — and why a campaign being technically possible to build doesn't mean it's eligible to run.
A four-way decision system. Green, Yellow, Red, Black — the classification used before any budget moves, and exactly what triggers each status.
Campaign architecture rule. One campaign = one geo = one optimization event = one app. Mixing any of them corrupts the signal the algorithm is learning from.
CPI → CPA → ROAS maturity model. Why moving to ROAS bidding before the value data is reliable asks the algorithm to solve a problem it literally cannot see.
The stop-word framework. Which claim patterns — "guaranteed returns," "get rich," "risk-free" — create rejection or misrepresentation risk, and which terms are context-dependent rather than banned outright.