FinTech Startup Misusing Google Search for Customer Acquisition

Industry: FinTech (Buy Now, Pay Later Service)
Goal: Acquire new app users and drive loan applications.
 

Mistakes:

 Targeted Wrong Keywords: Used high-cost generic finance keywords like "instant loan app," competing with major banks, instead of niche searches like "0% interest installment plan for electronics."
  No Meta Ads: Ignored social proof marketing on Meta and TikTok, where fintech brands thrive through influencer content and UGC (user-generated content).
  No Referral or Retargeting Strategy: Failed to create a lookalike audience of past users to lower acquisition costs.
 

Results:

 CPC: $8 (too high for the industry).
CPL: $200 (vs. target $50).
User Retention: Only 10% kept using the service after sign-up.
 

Lesson:

FinTech brands need a mix of Google for high-intent searches, Meta/TikTok for engagement, and referral marketing for sustained customer acquisition.