Hi there,
Thanks for reaching out! Happy to give you some initial thoughts and guidance on your fintech startup's Google Ads strategy for targeting Gen Z in London. Sounds like you're diving into a crowded space, so let's see if we can't give you some pointers to stand out.
We'll need to look at your ideal customer
First things first, you've got to be laser-focused on who your ideal customer is within that Gen Z demographic. Are you targeting students specifically? Recent grads? Young professionals? Each of these groups will have slightly different needs and behaviours, which will affect your keyword strategy and ad copy.
I'd start by really drilling down into the specifics: what are their pain points around budgeting? What kind of language do they use? What other apps or services do they use? Once you have a really clear picture of your ideal customer, you can start crafting ad campaigns that speak directly to them.
I'd say you should focus on long-tail keywords...
Given your limited budget, you'll want to avoid broad, expensive keywords like "budgeting app" or "financial planning." Instead, focus on long-tail keywords that are more specific and have less competition. Think along the lines of "budgeting app for students London," "money management tips for young adults UK," or even terms related to specific London universities or colleges, for example. You need to be niche to get the best bang for your buck.
You can use tools like Google Keyword Planner or SEMrush to research relevant keywords and see what kind of search volume and competition they have. Aim for keywords with lower competition and a decent amount of search volume. Remember, it's better to get a few highly qualified clicks than a bunch of irrelevant ones.
You probably should optimise your ad scheduling
Gen Z's online habits are different than older generations, so you'll need to tailor your ad scheduling accordingly. Are they really searching for budgeting tools at 9 am on a Tuesday? Probably not. Think about when they're most likely to be online and thinking about their finances - lunch breaks, evenings, weekends. Adjust your bids accordingly during those peak hours to get the most visibility.
Also, make sure you double-check your time zone settings in Google Ads. I remember one campaign where the time zones where wrong and we ended up bidding on the wrong hours. It cost us a fortune before we caught it.
You'll need to think about location targeting
Don't just target "London" as a whole. Get more granular with your location targeting. Think about specific boroughs or areas with high student populations, like Camden, Islington, or Shoreditch. You can even use radius targeting around universities or popular Gen Z hangouts.
Also, consider using demographic targeting to further narrow down your audience. You can target based on age, gender, parental status, and other factors to make sure your ads are only being shown to the most relevant people.
You'll want to test different ad copy
Your ad copy needs to be compelling and speak directly to Gen Z. Use language they understand, highlight the benefits of your app, and make it clear what you want them to do (e.g., download the app, sign up for a free trial). Test different headlines, descriptions, and calls to action to see what resonates best with your target audience.
One thing we've found works well is using a bit of humour or a relatable tone in your ad copy. Gen Z is often sceptical of traditional advertising, so you need to find a way to break through the noise and connect with them on a personal level.
You should think about other channels
While Google Ads can be effective, it's important not to put all your eggs in one basket. Consider exploring other channels like paid social (Instagram, TikTok), influencer marketing, or even partnerships with relevant Gen Z organisations. These channels can often be more cost-effective than Google Ads, especially when you're just starting out.
I recall one campaign we ran where we achieved excellent results using Meta ads for an eLearning business. We generated $115k in revenue in just 1.5 months using that platform.
You will probably want to track and analyse
Make sure you're tracking your results closely and analysing your data. Which keywords are driving the most conversions? Which ad copy is performing best? Which locations are most profitable? Use this data to optimise your campaigns and make sure you're getting the most out of your budget.
Google Analytics is your friend here. Set up conversion tracking so you can see exactly how many people are downloading your app or signing up for a free trial after clicking on your ads. This will give you a much clearer picture of what's working and what's not.
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Target Audience | Define specific segments within Gen Z (students, grads, young professionals). |
| Keywords | Focus on long-tail keywords relevant to Gen Z's budgeting needs. |
| Ad Scheduling | Optimise ad scheduling based on Gen Z's online habits (evenings, weekends). |
| Location Targeting | Target specific London boroughs with high Gen Z populations. |
| Ad Copy | Use compelling, relatable language in your ad copy. |
| Other Channels | Explore paid social, influencer marketing, and partnerships. |
| Tracking & Analysis | Track results closely and optimise campaigns based on data. |
Is it worth it to run Google Ads? Yes, if you do it right. I wouldn't overlook other channels, either. It's worth looking at all the options to help decide how to spend your budget!
Scaling a fintech startup can be tricky and with all that on your plate, it may be worth considering expert help. A lot will depend on your offer, you need a landing page with persuasive copy. Then need to decide on the right ad platform.
I hope this gives you a better idea of what is involved and helps you better decide where to put your energy! Happy to discuss this further if you'd like to book in a free consultation!
Regards,
Team @ Lukas Holschuh
