Restricted category · Two product lines
Fintech Lead Generation: ₹33 Per Conversation in a Compliance-Heavy Category
Financial services advertising on Meta carries restrictions most categories don’t. Here’s how we built a compliant campaign structure that still produced conversations at ₹33.
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PROJECT DETAILS
CLIENT TYPE
Financial Services / Digital Signature Platform, India
SERVICES
Meta Ads Setup, Product-Line Testing
TIMELINE
Launched June 2026, ongoing
1.06%
CLICK THROUGH RATE
2
PRODUCT LINE TESTED
The Challenge
What the category does not allow
Financial services sits in a restricted advertising category. Claims are limited, targeting options are narrower, and creative that would work in any other vertical will not get approved.
01
Restricted category limiting both targeting and creative claims
02
Two distinct product lines needing separate positioning
03
No existing performance benchmark to work against
04
Compliance requirements shaping what could be said in an ad
Our Approach
Built inside the limits, on purpose
01
Compliance Before Creative
We built creative within category restrictions from the start, rather than writing what performs and discovering at review that it cannot run.
02
Separate the Product Lines
Two products with different buyers got separate campaigns rather than shared budget, so each could find its own benchmark independently.
03
Messaging as the Entry Point
For a considered financial purchase, a conversation converts better than a form. Campaigns were built to messaging so questions could be answered before commitment.
04
Establish the Benchmark
The first phase was deliberately about learning what a conversation costs in this category, so scaling decisions are made against a real number.
Results That Matter
Two products, two separate benchmarks
Each product line ran on its own campaign, so each found its own cost rather than hiding behind a shared average.
Primary lead campaign
₹33.42
per conversation
Secondary product line
₹46.73
per conversation, 40% above the primary
What we took from it
In restricted categories, the constraint is not the budget. It is what you are allowed to say.
Building inside those limits from the start is faster than writing freely and rewriting after rejection.
Next step
Advertising in a restricted category?
We build campaigns that clear review and still perform. Send us your product and your category, and we will come back with what policy permits and what it is likely to cost.
Next step