Brilliant Ads FinTech

The Zebra, Found, & ING, & more.

Hey,

Fintech ads are their own sport. Different rules (hello compliance), different creative, different winners.

Each week: the best fintech ads running right now, and exactly what to steal from them.

THIS WEEK IN FINTECH ADS

Finance brands run 50 ads. Ecommerce runs 443.

Nest Commerce surveyed 50 senior UK finance marketers, all spending over £500k a year on paid social. Two thirds have 50 or fewer ads live at any time. The average ecommerce brand runs 443. Finance puts £5,500 a month behind each ad. Ecommerce puts £371.

Google now checks your licence before your ads.

Financial verification went live across 24 EEA markets on 23 July, bringing the programme to 42 countries. Credentials are checked against national regulatory registries. Unverified advertisers get 30 days before their ads stop.

Meta is rewriting the text on your images.

Advantage+ Creative can now regenerate the headline printed on your creative, keeping your font, colours and layout. It runs default on at ad set level. Media buyers in finance lead gen reported CPAs jumping 40 to 90% in accounts that had been stable.

Twenty chores rain down the top of the frame. Refill prescription. Book vet appointment. Call bank. Then five words in the clear space below. Life's a lot. This isn't.

The layout makes the argument before anyone reads a word. Clutter at the top, calm at the bottom. Build the feeling into the composition and the copy only has to name it.

Do you want us to take a look at your ads?

We manage $100M+ a year in fintech ad spend. Want us to look at yours?

"The card built for the self-employed. No monthly fees. No credit check." Eleven words. One audience, two objections, zero features.

The product shot does the rest. When your audience is specific enough, the headline only has to say who it is for.

The parent pays for it. The ad is in the voice of Lana, 12.

"My Mom stopped texting me every 5 minutes."

A parent will not buy surveillance. They will buy the quiet that comes after. Putting the child's words on the parent's ad sells the outcome the parent cannot ask for out loud.

One card, three stacked pills: credit card, travel insurance, Amazon Prime.

Amazon Prime is doing the work. The credit card comes along with it. Bundle the boring product with something people already renew every year.

THIS WEEK FROM MULTIPLY

Four weeks on the same creative cost a client a third of its leads.

The numbers isolate it cleanly:

1. CTR fell from 1.91% to 1.53%
2. CPC rose from AED 2.33 to AED 3.07
3. CPM stayed flat
4. Conversion rate held at 5 to 5.6%

Flat CPM and flat conversion rate with falling CTR means one thing. The audience has seen it.

Most teams read that as a bidding problem and raise the budget, which speeds up the decline.

The fix was new creative, with the old set moved into its own structure so it stopped competing with the new one. Keep the old winners live until the new batch proves itself. Otherwise a miss leaves you with no floor.

Read by people at
​Revolut · Coinbase · Mastercard · Kraken · eToro

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Brilliant Ads FinTech

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