Fintech brands face fierce competition online, so reaching the right audience at the right time is crucial for standing out and driving results. Whether you’re targeting businesses or consumers, precision in audience segmentation can mean the difference between a high-performing campaign and wasted ad spend. With increasing competition and ever-evolving ad platforms, fintech brands need to adopt smart targeting strategies that maximise impact while remaining compliant with financial regulations.
Here are ten key audience targeting strategies fintech companies should consider when running online advertising campaigns.
1. Making The Most Of First-Party Data
With privacy regulations tightening and third-party cookies on their way out, fintech companies need to make better use of their own first-party data. Customers who have interacted with your website, subscribed to your newsletters or used your app provide valuable insights that can be leveraged for highly targeted campaigns. Platforms like Google Ads and Meta allow businesses to upload customer lists and create Custom Audiences. By segmenting these users based on their behaviour, such as those who have completed an application but not finalised their account, fintechs can run personalised campaigns that nudge them towards conversion.
2. Using Google Demand Gen For High-Intent Audiences
Google’s Demand Gen campaigns provide fintechs with the ability to target potential customers across YouTube, Discover, the Google Display Network and Gmail with visually engaging ads. By leveraging Google’s AI-driven audience signals, fintechs can refine their targeting based on in-market segments, website visitors and custom audiences built from search intent. For example, a digital payments company looking to attract business users could create a custom audience based on people searching for terms like “best payment processor for small businesses” or “low-fee merchant accounts”. This approach ensures ads are shown to users who are already interested in related services.
3. Tapping Into LinkedIn’s B2B Targeting Capabilities
For fintechs operating in the B2B space, LinkedIn offers some of the most precise audience targeting options available. Advertisers can filter audiences based on job titles, industries, company sizes and even seniority levels. This is particularly useful for fintech SaaS providers looking to reach decision-makers in financial services, banks or startups. For example, a company offering AI-powered fraud detection software can specifically target Heads of Risk and Compliance at financial institutions, ensuring their ads reach the most relevant professionals.
4. Building Effective Custom Audiences On Meta
Facebook and Instagram’s vast user base make them valuable platforms for fintechs targeting consumers. By using Custom Audiences, businesses can re-engage users who have previously visited their website, interacted with their social media pages or used their app. Additionally, Lookalike Audiences allow advertisers to expand their reach by targeting users with similar characteristics to existing customers. For instance, a fintech brand offering personal finance tools or investment tracking could build a Custom Audience of app users and then create a Lookalike Audience to find others with similar interests and behaviours. This approach helps extend reach while maintaining strong relevance.
5. Exploring Programmatic Advertising For Scaled Targeting
Programmatic advertising enables fintech brands to access premium inventory and use advanced audience targeting methods powered by AI and real-time bidding. Platforms like The Trade Desk and Google’s DV360 allow advertisers to target users based on financial interests, browsing behaviour and contextual signals. A fintech company specialising in crypto investments could use programmatic ads to reach users reading content about cryptocurrency trends or trading strategies. This ensures ads are displayed to engaged audiences in relevant contexts.
6. Capitalising On YouTube’s Advanced Targeting Features
YouTube is a powerful platform for fintech brands looking to educate and build trust through video content. With YouTube’s in-market and affinity audience targeting, companies can ensure their ads reach users who are actively researching financial products. A challenger bank, for instance, could run an awareness campaign targeting users watching videos about budgeting or money-saving tips. By creating engaging video ads that demonstrate their app’s features, they can drive sign-ups and app downloads.
7. Leveraging TikTok’s Rising Influence In Financial Marketing
TikTok may not seem like an obvious choice for fintech advertising, but its rapidly growing user base and precise interest-based targeting make it a strong contender. Many fintech brands have already found success on the platform by simplifying complex financial topics into short, engaging videos. A fintech budgeting app, for example, could run ads targeting users who follow personal finance influencers or engage with #MoneyTips content. With TikTok’s interactive ad formats, brands can encourage users to explore their services in a more engaging way.
8. Avoiding Compliance Pitfalls In Financial Advertising
Fintech advertisers must navigate strict regulations when running online campaigns. Many platforms, including Google and Meta, have specific rules for financial services advertising. Failure to comply can result in ads being disapproved or even account suspensions. To avoid this, fintechs should ensure all ads are transparent about fees, risks and eligibility criteria. For example, if a company is promoting loans, they must clearly state representative APR rates and eligibility requirements. Additionally, using Google’s Financial Services Verification ensures compliance with advertising policies and helps maintain credibility.
If you’re running paid ads for financial services, it’s essential to understand and follow each platform’s advertising requirements. You can review the latest policies here:
Google: Financial products and services – Advertising Policies Help
Meta: Introduction to the Advertising Standards | Transparency Center
These outline what’s required for compliance, including certifications, disclaimers and prohibited practices.
9. Strengthening Retargeting & Lead Nurturing Strategies
Not all potential customers convert on their first interaction, which is why retargeting is crucial for fintech brands. Retargeting ads remind users of products they’ve previously engaged with, keeping the brand top of mind. For example, a fintech wealth management platform could retarget users who have started, but not completed, the account registration process. By offering an incentive, such as a fee-free first month, they can encourage users to return and complete the sign-up. However, fintech brands must be mindful of ad fatigue, since frequent exposure to the same ad can lead to disengagement. Rotating creatives and using frequency caps can help maintain effectiveness.
10. Continuously Testing & Optimising Campaigns
The most successful fintech advertisers don’t rely on a single targeting approach. They continuously test and refine their strategies. A/B testing different audience segments, ad creatives and messaging helps identify what resonates best. For example, a fintech mortgage provider might test whether ads focusing on “low interest rates” perform better than those highlighting “quick approvals”. Monitoring performance metrics such as click-through rates, conversion rates and cost per acquisition allows advertisers to make data-driven adjustments and improve campaign efficiency over time.
Final Thoughts
Effective audience targeting is key to maximising the impact of online advertising in the fintech sector. Whether leveraging first-party data, using platform-specific targeting tools or optimising campaigns through continuous testing, fintech brands must adopt a strategic approach to reach the right customers at the right time.
By combining precise targeting with engaging content and ensuring compliance with financial advertising regulations, fintechs can build trust, improve customer acquisition and ultimately drive business growth.
At Optimyzd, we specialise in helping fintech brands refine their digital advertising strategies to reach the right audience, maximise engagement and drive conversions. Whether you’re looking to optimise your campaigns, explore new advertising platforms or improve compliance with financial advertising regulations, our team is here to help. Get in touch today to see how we can take your fintech marketing to the next level.
