The method is the same in every industry. The ad policies, the conversion worth paying for and the length of the buying cycle are not. These are the verticals we plan for most, and what changes in each.
Healthcare
Google treats healthcare as a restricted category: online pharmacies need certification, prescription drug terms are limited country by country, and personalised ads cannot be built on health conditions. Meta removed health-related detailed targeting in 2022 and has since restricted the lower-funnel events many health and wellness advertisers can optimise for. So the account is built on search intent (symptom, treatment and provider-near-me queries), ad copy your clinical reviewers approve, and server-side conversion tracking that strips patient data before anything reaches an ad platform. The event we optimise to is a booked or attended appointment, not a form fill.
Auto
Car buyers research for weeks across reviews, comparison sites and video before they speak to a dealer, and the sale closes in a showroom the ad platforms never see. We run inventory ads from a clean vehicle feed (Google vehicle ads and Meta automotive inventory ads where the market supports them), model-level search for in-market buyers and YouTube around launches. Leads reach the right dealer within minutes, and test drives and bookings are uploaded back from the dealer system or CRM as offline conversions, so bidding learns from showroom outcomes. The numbers we report are cost per qualified test drive and cost per booking.
Fintech
Financial products are among the most regulated ad categories. Google requires financial services verification in many countries, including India and the UK, and crypto needs its own certification. In the US, Meta's special ad category for financial products removes age, gender and postcode targeting. In India, digital lending partners must disclose the regulated lender behind the loan, and SEBI's advertising code bars investment advisers from promising returns. Campaigns are optimised to funded accounts, completed KYC or approved applications, uploaded as offline conversions, never to installs or sign-ups alone, and every claim and disclosure is approved by your compliance team before launch.
B2B SaaS
Deals are bought by a group, not a person: the user who finds the product, the manager who owns the budget, and IT, security and finance, who can each stop it. LinkedIn carries account-based campaigns against your target account list, Google captures the searches your category already has, and both are read in your CRM. Self-serve products are measured on trial-to-paid and activation; sales-led products on qualified pipeline and cost per opportunity, over a window as long as your sales cycle. Lead volume on its own is never the goal.
Enterprise tech
Enterprise deals run for quarters and pass through security review, procurement and legal. Paid media here supports the sales team rather than replacing it: LinkedIn and programmatic account-based campaigns warm the named accounts sales is working that quarter, retargeting serves proof (security documentation, analyst coverage and customer stories you approve) to people already in an opportunity, and search covers the category and competitor terms buyers use when they build a shortlist. Reporting is at account level: reach and engagement inside target accounts, meetings booked and pipeline influenced.
What stays the same in every vertical.
Campaigns run inside ad accounts you own, and your team can see every change.
Bidding optimises to the event that makes you money (an appointment, a funded account, a test drive, a qualified opportunity), uploaded from your own systems.
Platform-reported results are checked against your CRM or back-office numbers before anyone calls them a win.
Regulated claims are approved by your compliance or clinical reviewers before an ad goes live.
6% of media spend, or $1,999 a month, whichever is higher. Month to month.
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