Google is often the highest-intent channel a financial brand has. People type in what they want, and your ad answers. It is also one of the strictest platforms for financial advertising, so the policy work comes first.
What Google ads are good for in finance
Search catches people who are looking for a product right now. Display and YouTube add reach and bring past visitors back. Performance Max can work too, with careful conversion tracking and guardrails.
- Forex and CFD brokers with a license in the countries they target
- Crypto exchanges that meet Google’s separate crypto policy
- Lenders that can show their rates and terms on the page
- Fintech brands that want to be found when a buyer searches
What Google allows for financial ads
Google’s financial products and services policy sets the terms. Some countries ask you to pass financial services verification first. Some products need their own approval, and a few can’t run at all.
| Product | Status | What Google asks for |
|---|---|---|
| Financial services in some countries | Allowed with verification | Details of the services you offer, your licenses and your registration numbers. |
| CFDs, rolling spot forex and spread betting | Allowed in select countries | A local license and approval from Google Ads. Pages that offer trading signals get disapproved. |
| Cryptocurrency products | Limited | Google has a separate crypto policy. Some products need certification, and local rules apply in every country. |
| Personal loans | Allowed with limits | Loans must run 61 days or longer. The page must show the repayment period, the maximum APR and an example of the total cost. In the US, loans at 36% APR or more can’t run. |
| Debt services | Allowed in select countries | An application with Google first. |
| Binary options and credit repair | Never allowed | Nothing. Google rejects them. |
Every financial page also has to show the business’s physical address and all fees, in plain view. The rules change by country, so we check your product against each market before launch. Our guide to advertising a forex broker on Google Ads goes deeper.
How we run Google Ads
We rebuild the account around financial intent. That means tight keyword groups, the right match types and negative keywords that stop wasted clicks.
Every ad gets a review against the policy before it goes live. We know which phrasing triggers a review, and how the consumer finance and investment classes differ.
Then we fix what Google learns from. With offline conversion import from your CRM, a funded account that closes after the click goes back to Google. The platform then chases deposits as well as form fills.
What we report
| What we measure | What it tells you |
|---|---|
| Cost per FTD | What you pay for a first-time deposit. |
| Cost per funded account | What you pay for an account with money in it. |
| Cost per qualified lead | What you pay for a lead your sales team would accept. |
| Quality Score | How Google rates your ads and pages, which changes what you pay per click. |
| True cost per acquisition | Your cost once offline conversions are counted. |
Click numbers are checks along the way. A cheap click that never deposits was wasted.
Prices
Plans start at $2,500 a month, plus ad spend. You pay Google directly. See our prices for what each plan includes, or ask for a free audit and get three written fixes within two business days. Our free Google Ads structure generator can sketch an account for you today.
Sources
- Google Ads policy: Financial products and services, checked 12 November 2026
B2B marketing commentary. Not legal or investment advice. Platform rules change, so read the linked policy before you launch.