Performance Marketing

Most performance marketing in financial services optimises for clicks. The clients I’ve worked with needed something that optimised for compliant, qualified leads that a sales team could actually convert.

Running Google Ads, Meta Ads, and LinkedIn campaigns for BFSI products is genuinely different from running them for a consumer app. Every landing page, every piece of ad copy, every email sequence has to hold up against RBI, SEBI, and IRDAI disclosure norms — and that constraint, if you treat it seriously, actually forces better marketing, not weaker marketing.

My approach to performance marketing in this space starts with the funnel, not the channel. SEO and SEM only matter if the landing page they drive traffic to is actually built to convert a financial services buyer, who tends to be more cautious, more research-driven, and more likely to compare five providers before deciding than a typical e-commerce customer.

Where I focus:

Conversion rate optimisation for financial product funnels — insurance, lending, wealth — where trust signals matter as much as the offer itself
GA4-driven funnel analytics that show you exactly where prospects are dropping off, not just how many clicked
Email marketing sequences that nurture a financial services lead over weeks, not a single aggressive follow-up
Content strategy that positions a BFSI brand as credible and knowledgeable, because in this category, content that sounds like advice converts better than content that sounds like advertising

Marketing a financial product isn't the same discipline as marketing a subscription box. I bring the domain understanding that makes performance marketing in this category actually perform.