Tools vs products
| You sell | Policy position (v1.6) |
|---|---|
| Accounting, close, FP&A or spend management software | Financial tools that don't promote financial products are generally permitted |
| Payments, card issuing, lending | Restricted: US only, case by case, may need proof of licence |
| Investment or brokerage services | Restricted: US only, case by case |
| Anything outside the US in financial services | Generally prohibited |
Google also excludes finance from ads in AI Overviews, so organic visibility carries more weight in this sector.
Buyer questions that work
- "Best FP&A software for a 200-person SaaS company"
- "How to shorten month-end close on NetSuite"
- "Spend management tools with multi-entity support"
AI visibility in fintech
In one 2026 study, fintech questions drew 68–73% of their citations from independent content. Being in the independent comparisons and publications your buyers read matters more than review profiles.
Copy rules
Finance buyers and reviewers both scrutinise claims. State savings and outcomes only when you can show them, and avoid language that sounds like financial advice.
A pre-flight check for fintech
| Question | If yes |
|---|---|
| Does the ad promote a payment, lending or investment product? | Restricted: US only, case by case |
| Will you advertise outside the US? | Financial services generally prohibited there |
| Is it software for finance teams, without promoting a financial product? | Generally permitted |
| Do you mention savings or returns? | Make sure you can prove them on the page |
Questions
Can a spend management platform advertise?
If it's positioned as software for finance teams, usually yes. If ads promote cards or credit, expect restrictions.
What if we're rejected?
Invest in organic visibility: fintech questions lean heavily on independent sources, which you can earn.
Should we advertise in the UK?
Financial services ads are generally prohibited outside the US. Finance software that isn't a financial product is a different case; check before planning.
Start here: AI ads for SaaS and tech. More articles in Industry playbooks.
