Momentum AdWorks

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SEO & paid acquisition · Kenyan fintech and SaaS

Search and paid acquisition for Kenyan companies regulators pay attention to.

One team running SEO and paid as a single motion — built for products where the ad account can get shut down and the landing page has to survive legal review.
Regulated Kenyan fintechs, licensed by CBK, CMA, IRA or SASRA  ·  digital lenders, payment service providers, banks and microfinance banks, investment and wealth platforms, insurers, Saccos  ·  and Kenyan SaaS
Book a 20-minute fit call
Get the fintech ad compliance checklist
Zero
ads rejected across a full-funnel Meta programme in financial services
$80 → $40
cost per lead in six weeks in a prior role at a US fintech, verified volume up 60%
6 years
delivering search and paid acquisition across SaaS, fintech and marketplace businesses
01 — The problem

Your last agency had never had an account disabled.

You know the sequence. The campaign is finally converting, then the account is flagged. Or it never launches, because nobody on the team has been through financial-services verification and the special ad category setup is wrong. Or the copy that would actually convert cannot clear legal, so what ships is vague enough to be safe and vague enough to be ignored.
Meanwhile you are being asked for a monthly ROAS figure on a product with a four-month sales cycle — a number that cannot be true yet, reported against a window that guarantees it will mislead.
Generalist agencies optimise the parts that are easy to optimise and treat compliance as someone else’s problem, right up until the account goes down.
02 — Method

Two channels, one motion, one number.

Most agencies sell you SEO or paid. Running them separately is why they fight each other for budget instead of compounding.
Paid tells you within a week which messages land. Those winners become the pages we build organically — so you are not guessing at search intent, you are ranking for the message that already converted.
We ran this on our own acquisition first — traffic campaigns to validate the message, then the winning creative moved into lead campaigns. A 4.68% click-through rate on the first traffic test, and 124 lead-form leads in one week from the lead campaign. In Kenya alone, one February campaign drew 503 landing-page views at a 16.3% link click-through rate for about US$40 in ad spend (Momentum's own test, spend in USD).
03 — The wedge

The part other agencies find out about the hard way.

Financial-services verification

Done before the campaign is built, not after it is rejected.

Disclosure and claims review

Copy written to survive legal, not rewritten after it fails.

Meta special ad categories

Correct classification from day one — reclassifying later resets your learning.

Account recovery

If yours is already down, that is the first conversation.

Across a full-funnel Meta programme in financial services, none of our ads were rejected. In this category that is the difference between a campaign that runs and a quarter you lose.

Selling into a regulated financial category? See how we run fintech SEO → Running SEO and paid search together? See the whole fintech program → Building a Kenyan SaaS product? Pipeline you can trace from first click to signed contract. See SaaS SEO →

04 — Engagements

Start with a diagnosis, not a retainer.

Start here

Acquisition Audit

Quoted to scope

About two weeks. The usual first engagement.

Retainer

One channel

Quoted monthly

One channel (paid or SEO) run properly.

Retainer

Search and paid

Quoted monthly

SEO and paid as one motion.

Retainer

Full programme

Quoted monthly

Several products or channels, at depth.

Every engagement is quoted to its scope in a written proposal, in Kenya shillings, after a 20-minute fit call. Most start with the Acquisition Audit; no retainer is required.

How we price →
05 — Accountability

What we will and will not promise.

We do not guarantee ROAS. Nobody honest can — not on a product with a 90 to 180 day sales cycle, where a 30-day return figure shows a fraction of what actually happened. Here is what we will commit to instead.

COMPLIANCE GUARANTEE

If we cannot get your account approved and compliant within 30 days, you do not pay for that month. That is in our control, so we stand behind it.

SHORT INITIAL TERM

Three months, then monthly. No annual lock-in. If it is not working you should be able to leave.

SCOPE REMOVAL

If a workstream is not producing after 90 days, we cut it and re-scope. You stop paying for the part that is not working, not the whole engagement.

REPORTING YOU CAN CHECK

On what we control — pages shipped, keywords entering the top 20, accounts approved and kept live, CAC and pipeline trend.

Read the full terms, including exclusions →
06 — Track record

What we have actually done.

Prior engagements are anonymised because we do not have permission to name the companies. The numbers are unchanged, and these were prior roles, not Momentum client work.

Zero rejections

Full-funnel Meta programme in financial services — our own acquisition

Earlier roles, USD

Results from earlier roles, reported in US dollars as they were at the time. Not Momentum client engagements.

$80 → $40 CPL

Six weeks, verified lead volume up 60% — prior role at a US fintech, $5k/mo budget

+70% organic

Traffic, and +50% keyword coverage — US marketing agency, service pages rebuilt around search intent

5 closed deals

From organic content alone — US investor platform, case studies the sales team closed with

See the full record, including our own rankings from zero →
07 — Who you work with
Elijah Oling Wanga, founder of Momentum AdWorks

One senior person, named.

Elijah Oling Wanga. Six years running SEO, content and paid acquisition across SaaS, fintech, healthcare and marketplace businesses. CXL certified in Paid Media and B2B Demand Generation.
Based in Nairobi, working Kenyan business hours, async-first. You get the person who does the work, not an account manager relaying it.

Start with the audit.

Two weeks, quoted to your scope after a 20-minute fit call. A full technical and content SEO audit, a paid account and compliance-risk review, a keyword and demand map, a tracking and attribution gap analysis, and a prioritised 90-day plan you can execute with us or without us.
Not a fit: ecommerce and direct-response · pre-revenue · companies outside Kenya, for now · anyone who needs a monthly ROAS number on a four-month sales cycle

Send an enquiry

I reply within one working day. Or book a 20-minute fit call.

Momentum — Qualifying Enquiry