Every channel creates different intent
Search may capture active demand while paid social creates consideration. Neither tells you enough about eligibility, urgency, product fit or likely value on its own.
Financial Services Digital Marketing and Lead Generation
Find customers who qualify.
An enquiry is only the beginning. The real value comes when someone qualifies, is approved and becomes a customer. I help finance businesses improve that whole process, so advertising decisions reflect the business being written.
Free discovery call · Around 45 minutes · Directly with Matt · No obligation
Work directly with Matt Gatley · Gold Coast, Australia · Clients worldwide
The digital marketing challenges
A cheaper lead can cost more in the end.
If fewer enquiries qualify, or applications stall before approval, a falling cost per lead can give you the wrong impression. You need to know what happens after the form is submitted.
I look at campaigns alongside application and sales information, then work with your team on the changes most likely to bring in customers you can serve.
Lead volume hides the economics
A lower cost per lead is not progress when qualification, approval, settlement or customer value declines with it.
The useful outcome arrives later
Sales and CRM systems often know which leads became valuable customers, but that information does not reliably reach the advertising platforms.
Products cannot share one value
Different products, customer segments and acquisition paths can carry materially different approval rates, margins and lifetime value.
The handover changes the result
Response time, contact strategy, routing and sales capacity can decide whether a good lead progresses or disappears.
Compliance belongs in the process
Advertising, landing pages and tests need a workable review process that protects customers without bringing useful learning to a halt.
Who this is for
Who I help in financial services.
For established businesses investing in acquisition, with a customer journey beyond the first enquiry.
Lending and finance
- Mortgage brokers and home lenders
- Commercial finance
- Equipment and asset finance
- Personal lending and refinancing
- Property investment finance
- Equity release
Advice and insurance
- Financial advisers
- Superannuation advisers
- Insurance providers
- Insurance brokers
Platforms and technology
- Fintech businesses
- Financial comparison platforms
- Finance marketplaces
- Lead-generation platforms
Where the customer journey gets difficult
Different financial products need different success signals.
Track the stages that show genuine progress, with timely qualification signals alongside later revenue outcomes.
Lending
- 01Enquiry
- 02Application
- 03Approved
- 04Funded
A submitted form can be a long way from an eligible, approved and funded customer.
Financial advice
- 01Enquiry
- 02Booked
- 03Attended
- 04Client
Appointment attendance and client fit matter more than an unqualified enquiry.
Insurance
- 01Quote
- 02Qualified
- 03Policy issued
- 04Retained
Product, premium and retention can make apparently similar leads worth very different amounts.
Comparison platforms
- 01Submission
- 02Accepted
- 03Sold
- 04Revenue
Acceptance, duplication, partner demand and commercial terms determine the value of each lead.
A joined-up acquisition system
How the marketing fits together.
Search can reach someone ready to compare a product; social and useful content may help them understand it earlier. I give each channel a clear role, then look at applications, approvals and customer value to judge whether it is doing that job.
Capture active demand
Use Google and Microsoft search to reach people comparing products, providers and financial options.
Build consideration
Educate suitable audiences and re-engage prospects through Meta, TikTok and other relevant platforms.
Support the decision
Make product fit, provider credibility, comparisons and the next step clear.
Improve application quality
Connect ads, landing pages, eligibility and forms so suitable prospects can progress.
Keep prospects moving
Align routing, response times, nurture and sales follow-up with product and readiness.
Return customer value
Use qualified, approved and funded outcomes to guide budgets and optimisation.
Work directly with Matt Gatley
You work directly with me.
I’m Matt Gatley, founder of We Know Growth and a senior digital marketing expert. My background spans advertising, data, products and sales, with more than 20 years of experience and $350m+ in managed advertising spend.
I’ll take the time to understand how your business wins customers, then work with you on what needs attention. You can ask me about the detail, challenge a recommendation or talk through a decision as the work develops.
Meet MattWays to work together
A few ways we can work together.
If you’re not sure where to start, we can talk it through. An audit helps when the cause is unclear; management or advisory may be more useful when you already know the help you need.
Find what to fix
Growth audit
I investigate what’s happening and explain which changes deserve attention first, with a plan for your team to work from.
Explore the audit Improve acquisitionPaid advertising management
I take care of the campaigns and review what happens to the enquiries, so we can judge the advertising by the business it brings in.
Explore management Get senior directionGrowth advisory
I help you review results and work through recommendations while your team or agency continues to deliver the work.
Explore advisoryCheck your starting pointLead profitability calculator Measurement readiness audit
Straight answers
Financial Services marketing questions.
A few questions you may have before we talk.
What does financial services marketing include?
It includes the acquisition and conversion work used by lenders, brokers, advisers, insurers, fintech businesses and comparison platforms. In my work, that can include paid search, paid social, creative, landing pages, content, lifecycle follow-up, measurement, lead handling and the connection between marketing activity and customer revenue.
Which paid channels do you manage for finance businesses?
I can manage paid search across Google and Microsoft, paid social across platforms such as Meta and TikTok, and the creative, landing-page and measurement work around them. The right mix depends on whether the job is to capture existing demand, create consideration, re-engage prospects or support a longer sales journey.
How can a finance business improve lead quality?
I start by defining quality using real downstream outcomes. I then compare products, search terms, campaigns, pages, locations and follow-up against qualification, approval, settlement or customer value. That shows whether the constraint begins with targeting, the offer, the landing journey, measurement or the sales handover.
Which conversion stages should be sent back to advertising platforms?
I choose the closest outcomes to revenue that are defined consistently, captured reliably and occur often enough to support useful learning. That might include qualified applications, attended appointments, approvals, funded customers or issued policies. The correct stages depend on the business model and sales volume.
Can this work when the customer journey takes several months?
Yes, but the measurement plan usually needs both earlier and later signals. An earlier qualified stage can provide timely feedback, while approved, funded or won outcomes show whether that signal predicts real commercial value. Both should be checked against actual results over time.
Do you provide financial compliance advice?
No. I work within each client's legal and compliance process and can help make marketing reviews more practical, but legal interpretation and final approval remain with the client and its qualified advisers.
What is the best first engagement?
A growth audit is usually the best place to start when the underlying constraint is unclear. If the problem is already well defined, a focused project or paid advertising engagement may be more appropriate. The free discovery call is used to decide whether there is a sensible fit.
Start with a conversation
Let’s talk about the customers you want.
Tell me about your products, the enquiries you’re getting and where applications tend to stall. We can work out whether the first priority is the advertising, the process that follows or understanding the results.
Free discovery call · Around 45 minutes · Directly with Matt · No obligation