Google Ads UK: Fintech Ad Approval (Ultimate Guide)

I see this all the time. A sharp UK fintech founder, product ready to go, tries to run some Google Ads and hits a brick wall. Ad disapproved. Account flagged. A vague email from Google referencing a policy that reads like a legal document. It's maddening, and it feels personal. It feels like Google is actively trying to stop you from growing.

Let me be brutally honest: they're not. But they are actively trying to stop the hundreds of scams and dodgy operators that plague the financial space. In the UK, with the Financial Conduct Authority (FCA) breathing down everyone's necks, Google's tolerance for ambiguity is zero. To get your ads live, you don't need to find a loophole. You need to stop thinking like a marketer trying to get a click and start thinking like a regulated financial entity proving its legitimacy. This isn't about gaming the system; it's about building a foundation of trust with the gatekeeper. And once you understand the real rules of the game, not just the ones in the help documents, getting ads approved becomes much, much easier.

So, why does Google seem to hate your ads?

First, let's get one thing straight. Google doesn’t have a vendetta against your startup. What it has is a massive reputational risk. Every time a user clicks a financial ad on their platform, Google is implicitly endorsing that service. If that service turns out to be a crypto scam or an unregulated CFD broker promising impossible returns, the user doesn't just blame the advertiser; they blame Google. In a world of intense regulatory scrutiny, especially from the FCA in the UK, Google has to be more cautious than the firms themselves.

So when your ad gets rejected, it's not an algorithm being difficult for the sake of it. It's a system, both automated and manual, asking one simple question: "Does this advertiser look like a legitimate, regulated, and trustworthy financial services provider?" If any part of your ad, your landing page, or your setup gives a hint of a "no", you're out. It's that simple. Their goal is to protect their users, which in turn protects their advertising business. You have to prove you're on the same side. The good news is, there's a clear process for doing just that.

The first hurdle: Getting certified before you spend a single quid

This is probably the single biggest reason I see fintechs fail before they've even started. They jump straight into writing clever ad copy and building campaigns without getting the mandatory certification from Google. This is the equivalent of trying to get a mortgage without a credit history. It's a non-starter.

In the UK, if you want to promote financial services, you need Google's Financial products and services certification. There are two main ways to get this:

1. You are an FCA-authorised firm: If your business is directly authorised by the Financial Conduct Authority, the process is relatively straightforward. You apply through Google's system, provide your FCA registration number, and they verify it. This is the cleanest path.

2. You are an "exempt third party": This is where it gets more complex. Let's say you're a mortgage broker, an appointed representative, or a marketing agency running ads on behalf of an FCA-authorised client. You can't just run ads willy-nilly. The FCA-authorised firm must approve you as a promoter of their services. This involves them adding your domain to their list of approved promoters and then you applying to Google under their wing. I've seen so many marketing campaigns stall for weeks because this relationship wasn't properly established beforehand.

Trying to find a way around this is pointless. Using vague language to 'hide' the fact you're selling a financial product will get you flagged for 'Circumventing Systems', which is a much more serious account-level suspension. Do this first. No excuses. Get your house in order before you invite people over.

Beyond certification: The common rejection triggers everyone misses

Okay, so you've got your certification. You launch a campaign. And... disapproved. What now? The rejection email says "Misleading Claims" or "Get-Rich-Quick Schemes." You read your ad and it seems fine. This is where the nuance comes in. Google's bots are trained to spot patterns and phrases that, to a human, might seem like normal marketing speak, but to the machine, look like the classic hallmarks of a financial scam.

Here's a breakdown of the most common traps and how to avoid them.

• Unrealistic Promises: This is the big one. Any language that implies a guaranteed or certain outcome with money is a massive red flag. Words like "guaranteed," "risk-free," "double your investment," or "no-lose" will almost certainly get your ad rejected. Even something seemingly harmless like "The best savings account in the UK" can be flagged as an unsupported superlative claim. Instead of making absolute statements, frame it around the user's goals. Instead of "guaranteed returns," try "Work towards your financial goals." Instead of "The best rates," try "Competitive interest rates."


• Lack of Risk Warnings: For any investment-related product (stocks, crypto, even some savings products), you MUST include a risk warning. The classic "Capital at risk" or "Past performance is not an indicator of future results" is often necessary. If your ad or landing page talks about potential gains without mentioning potential losses, it will be seen as unbalanced and misleading. We often advise clients to include a small disclaimer in the ad copy itself (if character limits allow) and a much more prominent one on the landing page.


• Ambiguous Affiliate Models: If you're comparing financial products or acting as an introducer, you must be crystal clear about it. Vague statements like "Find the best loan for you" without disclosing that you are a credit broker, not a lender, will lead to rejection. Transparency is paramount. Your ad and landing page must clearly state who you are and what your role in the transaction is.


• High-Pressure Sales Tactics: Countdown timers ("Offer ends in 24 hours!") or language that creates false urgency can be flagged, especially for financial decisions which should be considered carefully. While this is a standard marketing tactic in e-commerce, in finance, it can be interpreted as pressuring vulnerable consumers. It's a fine line, but generally best avoided.

Your landing page is a critical part of your ad creative

This is a concept that so many advertisers fail to grasp. When you submit an ad for review, you are also submitting your landing page. Google's bots don't just read the 30 characters in your headline; they crawl every single word of the destination URL. A perfect, compliant ad pointing to a non-compliant landing page will be rejected 100% of the time. We've seen many businesses get good traffic that simply doesn't convert, and a poor landing page is often the culprit. Fixing this involves a deep look into your ad creative and landing page alignment.

Your landing page must be a fortress of trust and transparency. Here is the checklist we run through for every new fintech client:

• -> Contact Information: Is there a real, physical UK address in the footer? A UK phone number? An email address? If a user (or a regulator) can't easily figure out who and where you are, Google won't trust you with their users' clicks.
• -> Regulatory Information: Your company registration number and, crucially, your FCA authorisation number must be clearly visible, usually in the footer of every page. Don't hide it.
• -> Consistent Offer: Does the landing page hero section perfectly match the promise made in the ad? If your ad says "Open a Stocks & Shares ISA," the page can't be a generic homepage where the user has to hunt for the ISA product. The user journey must be seamless.
• -> Prominent Disclaimers: Any risk warnings ("Capital at risk," etc.) must be clearly legible. Don't use a tiny, light-grey font. They should be easy to find and read.
• -> No Sneaky Exit Pops or Intrusive Elements: While common on other sites, aggressive pop-ups or elements that obscure the content can be seen as a poor user experience and can contribute to a rejection.
• -> Essential Pages: You absolutely must have easily accessible Privacy Policy and Terms & Conditions pages. These are not optional.

Think of your landing page as your digital office. When the Google reviewer 'walks in', it needs to look professional, legitimate, and fully compliant. Anything less and the door gets slammed shut.

How to write ad copy that Google approves (and customers click)

So how do you write compelling copy within these tight constraints? You shift your focus from hype to help. Instead of shouting about returns, you whisper about problems you can solve. We often use a framework called 'Before-After-Bridge'.

Before: You start by describing the customer's current pain point. The frustrating, annoying reality they live in now.
After: You paint a picture of the desired future state. How they will feel once that pain is gone.
Bridge: You position your product as the simple, clear bridge to get them from 'Before' to 'After'.

Let's apply this to a hypothetical London-based budgeting app:

The 'Good' copy works because it doesn't make any financial promises. It promises a solution to an emotional problem: the stress and confusion of money mismanagement. This is a much safer and, frankly, more effective approach. You're not selling a feature (AI); you're selling a feeling (control). This is a core principle, and getting it right is fundamental to building a sustainable paid ads strategy. If you want to explore how these principles apply to other high-trust platforms, our guide on writing effective B2B ad copy has some great transferable insights.

What's a good lead actually worth?

Getting ads approved is just the first battle. The real war is about profitability. You can get approved ads that generate leads costing £250 a pop, but if those customers only ever pay you £200, you've built a very efficient machine for losing money. This is where most founders go wrong. They obsess over the Cost Per Lead (CPL) without knowing the one metric that actually matters: how much they can *afford* to pay for a lead.

The answer lies in your Customer Lifetime Value (LTV). Understanding this number changes your entire perspective on advertising spend. A "high" CPL might actually be a bargain if it brings in a high-value customer. The calculation isn't that complex.

1. Average Revenue Per Account (ARPA): How much does a typical customer pay you per month?
2. Gross Margin %: What's your profit on that revenue after accounting for costs of service?
3. Monthly Churn Rate: What percentage of customers cancel each month?

Let's see what this means with an interactive calculator.

Suddenly, a £90 lead doesn't look so expensive, does it? It looks like a profitable investment. This is the kind of strategic thinking that separates businesses that scale from those that burn through cash. If you're struggling with this, we have a complete, no-BS guide on how to fix your paid ads ROI that goes into more detail.

The appeals process: What to do when the bot says 'no'

Even with the best preparation, you'll sometimes get an automated rejection that makes no sense. The key is not to panic and not to just keep re-submitting the same ad. That's a fast track to getting your account flagged.

Here’s the right way to appeal:

1. Review Everything First: Before you click 'Appeal', re-read the policy Google cited. Then, re-read your ad and, crucially, your entire landing page with fresh eyes. Is there a single word or phrase that could possibly be misinterpreted? If you find something, change it.
2. Submit a Detailed Appeal: Don't just click the button. When you appeal, there's usually a box to add comments. Use it. Be polite, concise, and specific. For example: "This ad was disapproved for 'Unrealistic Promises'. We have reviewed the ad and landing page. Our copy focuses on 'helping users manage their budget' and makes no guarantee of financial return. We believe this is compliant with the policy. Could you please review this manually?"
3. Be Patient: A manual review is done by a human and can take a day or two. Bombarding them with more appeals won't speed it up.
4. If Still Rejected, Escalate: If the manual review still comes back negative and you genuinely believe you're compliant, you can sometimes get more traction by contacting Google Ads support directly, especially if you have a dedicated account rep.

The appeals process is about demonstrating that you've understood the rules and made a good-faith effort to comply. It's another chance to prove you're one of the good guys.

Final thoughts: Compliance is your competitive advantage

Navigating Google Ads in the UK fintech space is undoubtedly complex. It requires a different mindset than selling t-shirts or software. You're not just a marketer; you're operating in a regulated environment, and your advertising must reflect that. But instead of seeing this as a burden, see it as a moat. Every competitor that takes shortcuts, uses hypey language, or fails to get certified is a competitor that will be removed from the auction. By doing things the right way—by building your campaigns on a foundation of transparency, compliance, and genuine customer value—you're not just getting your ads approved. You're building a sustainable, trustworthy brand that can thrive in the long term.

I've detailed my main recommendations for you below:

This process can be daunting, especially when you're also trying to build a product and run a business. The rules are complex and constantly evolving. Many founders find that navigating this landscape on their own is a frustrating and expensive use of their time. If you're struggling to get your ads approved or want to ensure your campaigns are built on a solid, compliant foundation from day one, it might be worth getting some expert help. We offer a free, no-obligation consultation where we can review your specific situation and provide clear, actionable advice.