Performance Marketing for Fintech and Digital Lending in India

The lending growth problem most agencies miss

In digital lending, a cheap install can be an expensive customer.

A loan app can hit its cost-per-install target every week and still lose money, because most of those users never complete KYC, get rejected at underwriting, or default later. Generic agencies optimise for the top of the funnel because that's what ad platforms report by default.

We optimise for the number that actually pays your bills: cost per approved, disbursed borrower — and the quality of that borrower over time.

The lending funnel, measured end to end

We track and optimise every stage, so you can see exactly where the funnel turns yellow:

Ad click → Install or sign-up → KYC started → KYC completed → Application submitted → Approved → Disbursed → Repaid on time

Most campaigns only see the first two steps. We connect your ad platforms to deeper funnel events — through your MMP, CRM or loan management system — so Google and Meta learn to find users who actually get approved, not just users who download.

Yellow signals we watch for lending clients:

• KYC completion rate dropping on a specific campaign or creative
• Approval rate falling while install volume rises — a sign of low-intent traffic
• Cost per disbursal climbing faster than cost per install
• One geography or audience quietly driving rejections
• Conversion events that stopped firing after an app or website update

Compliance-aware marketing, built in

Lending marketing in India sits under real regulatory and platform rules. A campaign that breaks them doesn't just underperform — it can get your ad accounts suspended or your app delisted.

We build campaigns with these frameworks in mind:

• RBI (Digital Lending) Directions, 2025. Issued on 8 May 2025, these consolidated and replaced the earlier 2022 digital lending guidelines. They cover how regulated entities and their lending service providers present loans to borrowers, including transparency in multi-lender offers and the RBI's public directory of digital lending apps.
• Ad platform financial services policies. Google and Meta apply specific verification and disclosure requirements to personal loan and credit advertising in India. We set up and maintain accounts to meet them.
• Transparent ad claims. No misleading "instant approval" or hidden-cost messaging. Ad copy and landing pages are written to be clear about who the lender is and what the borrower is signing up for.

Yellow Metrics is a marketing agency, not a legal advisor. We work alongside your compliance and legal teams, who remain responsible for regulatory sign-off.

What we do for fintech and lending brands

Paid acquisition (Google, Meta, app campaigns)

Search, App campaigns and paid social structured around approved-borrower quality, with deep-funnel conversion events fed back to the platforms.

Tracking & attribution

MMP, GA4 and server-side event setup that connects ad spend to KYC, approval and disbursal — so every channel is judged on real business outcomes.

Conversion rate optimisation

Landing pages and onboarding flows that reduce drop-off at sign-up and KYC, without cutting corners on required disclosures.

SEO & AI search

Content and pages that help borrowers find you when they search for loan products — and help AI tools describe your product accurately.

Dashboards & Yellow Alerts

One screen showing the full funnel from spend to disbursal, with same-week alerts when any stage starts to slip.

Who this is for

• Digital lending apps — personal loans, BNPL, credit lines, salary advance
• NBFCs and banks running digital acquisition directly or through partners
• Lending service providers (LSPs) and loan marketplaces
• Fintechs in payments, cards, wealth and insurance that need measurable, compliant growth

How an engagement starts

1. Free 7-point audit. We review your tracking, funnel events, account structure and ad policy setup. Twenty minutes, no pitch.

2. Funnel mapping. We agree which events matter — from install to disbursal — and verify they're tracked correctly.

3. Yellow thresholds. We set early-warning levels for KYC rate, approval rate, cost per disbursal and other metrics specific to your product.

4. Launch and optimise. Campaigns are restructured to optimise for approved borrowers, with weekly green / yellow / red updates.

Why Yellow Metrics for fintech

Senior people only. Built by performance marketers with hands-on PPC and analytics experience. No juniors learning on your budget.

We speak lending metrics. CAC, approval rate, disbursal, first-payment default — not just CTR and CPI.

Early, not late. Funnel problems in lending compound fast. We flag them the week they start.

Frequently asked questions

What is fintech performance marketing?

Fintech performance marketing is paid and organic acquisition for financial products, optimised against measurable business outcomes such as approved applications, funded accounts or disbursed loans, rather than clicks or installs alone.

Why optimise for approved borrowers instead of installs?

Installs are cheap to buy but many never complete KYC or get approved. Optimising ad platforms on approval or disbursal events teaches them to find higher-quality users, which usually lowers your true cost per customer even if cost per install rises.

Can you run Google and Meta ads for a loan app in India?

Yes, provided the advertiser meets each platform's financial services verification and disclosure requirements for India. We help set up and maintain accounts to meet those policies.

Do you handle RBI compliance for our marketing?

We build campaigns with the RBI Digital Lending Directions, 2025 and platform policies in mind, and we keep ad claims transparent. Final regulatory sign-off stays with your compliance and legal teams.

Which tools do you work with?

We commonly work with Google Ads, Meta Ads, GA4, Google Tag Manager, mobile measurement partners, and your CRM or loan management system.

Do you work with early-stage fintechs?

Yes. We work with fintechs from early growth onwards, as long as there is a product live and a budget for paid acquisition.

See where your lending funnel is leaking

Seven checks. Twenty minutes. No pitch.