Regulated Growth · by Momentum AdWorks · every two weeks
One email every two weeks, readable in five minutes. Each issue has three parts: a dated platform or regulator change, a teardown of an ad or landing page, and one acquisition number worked through.
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Heads of Growth, Heads of Demand Gen, and founders who still run marketing at B2B SaaS and fintech companies in regulated or semi-regulated categories. It’s written for two stages of company.
US$1M to US$20M ARR, seed through Series B.
Roughly US$150K to US$5M ARR, pre-seed through Series A.
One dated change from Google, Meta, the FCA, the CFPB, CBK, CBN, FSCA or the Bank of Ghana: who it affects, from when, and the source so you can check it yourself.
One ad or landing page pattern that a reviewer or regulator would flag, and the fix. No company is named.
One acquisition metric worked through with the arithmetic shown, such as CAC payback, ROAS or cost per lead, with a link to a free tool where one fits.
Signed by Elijah Oling Wanga. Reply to any issue and it reaches him directly. At most once a month, a one-line P.S. mentions the Acquisition Audit. Nothing else is sold.
Sample · Issue 1 · 25 September 2026
Google’s UK financial services verification page now says that “beginning from 26 September”, a contact with the same email domain as the FCA-registered firm must be on the Google Ads account before you apply for verification. The page gives no year. If only agency or personal addresses run your account, add someone on the firm’s domain before you apply or re-apply.
“Rates from 4.9%” in the hero and the representative example three scrolls down in small print. Under the FCA’s CONC 3.5, a promotion that states a rate of interest must include a representative example, labelled as one and given no less prominence than the rate. The fix is to put it directly under the headline, at the same size.
Same company, same quarter: CAC payback comes out at 12 months when it is margin-adjusted and lagged, and at 9 months when it isn’t. Check the method before you compare yourself with a benchmark.
Read issue 1 in full, with the sources and the arithmetic.
The web version of each issue goes up a few days after the email.
The fintech ad compliance checklist has 28 checks across all six markets, each with a dated source. The Google Ads policy tracker dates every financial services verification change. The Ad Account Risk Scorecard scores your account out of 100 in about three minutes. If an account has already been flagged, the Acquisition Audit finds the cause and costs the fix.