Skip to content
GullySales
GullySales
Tell us what you need

MSME and business finance providers · Pay per click advertising

Pay for the owner searching for machinery finance this week, not the student searching for a loan.

Pay-per-click (PPC) advertising for an MSME and business finance provider means paid search on the words of a business owner who needs money for stock, a machine or unpaid invoices, and not on every search that contains the word loan. GullySales builds these campaigns with wording your compliance officer has read and reports on applications that reach your credit team.

Tell us what you needor call +91 80958 58589

Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Editorial illustration for Performance marketing and PPC

What pay per click advertising means

Pay per click advertising (PPC) is paying a fee each time someone clicks your advert on Google or another platform. It puts you at the top of a search page immediately, instead of waiting for ranking to build. GullySales sets the targeting, writes the ad text and checks spend against enquiries received.

Also for MSME and business finance providers

Sales and marketing for MSME and business finance providers, the overview.

Last updated 6 Oct 2026. Rules for this trade differ by state and professional body, and they change. We describe restrictions in general terms, so check the current position with your own council or adviser before you publish anything.

For MSME and business finance providers

Where it usually goes wrong, and what we would do.

  • “Personal loan and job searches eat the budget”

    Loan draws salaried borrowers, students and people looking for a loan agent job. Without a long negative keyword list built from your own declined files, a large share of clicks comes from people who cannot borrow from you.

  • “The ad promises what the credit team will refuse”

    Copy saying approval in minutes wins the click and loses the applicant. Google also applies its own rules to financial services ads, and they change, so check current policy before building.

  • “A click is not an application, and an application is not a business”

    A form filled by someone with no GST number and no shop is cost without a lead. Count a file only when the business details match what the product can lend against.

What we do

What we deliver for MSME and business finance providers.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. Campaigns split by product and by city

    Machinery finance, working capital and invoice discounting in separate campaigns, each limited to the cities where your officers visit.

    Result: The owner sees an ad for the loan he needs, from a lender who comes to his town.

  2. A negative keyword list built from declined files

    Search terms from enquiries that were declined, plus the usual personal loan, app and job searches, blocked and reviewed as new terms appear.

    Result: Budget stops going to people who cannot borrow from you.

  3. A landing page for each ad group

    The product, who it suits, the papers to bring and a short form asking for the business and the need, not the loan amount.

    Result: The click arrives at a page that matches the ad, not the homepage.

  4. Call tracking with a staffed-hours rule

    A tracking number on each campaign, calls routed only when an officer is at the desk, and a message sent to anyone who rings outside hours.

    Result: A missed call from an ad does not vanish.

  5. Application-stage tracking, not form fills

    Each enquiry traced from the ad to papers received, sanction and drawdown, so campaigns are judged by files that complete.

    Result: You see which keywords bring loans and not only forms.

  6. A partner-bidding watch on your brand terms

    A check of who else bids on your company name, including DSAs, and a clause in the agreement on whether they may.

    Result: Your name stops sending owners to a partner's landing page.

How the result is measured

  • Cost per click
  • Cost per enquiry
  • Enquiries from paid search

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full performance marketing and PPC page

Searches to bid on and block

The searches worth paying for as an MSME finance provider, and the ones to keep out.

machinery loan, equipment finance, CNC machine loan
Bid. The buyer has a quotation in hand and is comparing lenders. Land on the equipment page with the dealer list and the papers needed, and record the machine.
working capital loan for small business, cash credit for traders
Bid in the cities you cover. Send the click to a page saying what the credit team reads and which trades you lend to. Record GST number and business age on the form.
invoice discounting, bill discounting
Bid in a small campaign. The searcher is a supplier owed money by a large buyer. The page must explain who pays whom, and the form should ask for the buyer's name.
personal loan, instant loan app, loan agent job
Block, and keep refreshing the list. These searchers want a salaried loan or a job. If you recruit partners, run that as a separate campaign with its own page.
your company name and rivals' names
Bid on your own name so a partner or aggregator does not take the click. Do not bid on rivals' names, which invites disputes and sends owners looking for someone else.
Where the click lands, and what counts
Send it to the product page with the papers list. Count an enquiry only when GST number, business type and the need are filled in, and a person reaches the owner during staffed hours.

Who it is for

This is written for these MSME and business finance providers.

  • NBFCs lending to small businesses
  • Fintech lenders working with partner NBFCs
  • Invoice discounting and factoring platforms
  • Machinery and equipment finance companies
  • Loan against property lenders for business owners
  • Supply chain finance for dealers and vendors
  • Business loan consultants and DSAs
  • MSME desks of small finance banks and cooperative banks

How it works

From your first message to the first report.

No open-ended retainer. Every step gives you something in writing.

  1. First

    Your brief

    You tell us what you need in a few short steps: your business, what you want, where enquiries come from and how they are handled.

  2. After the brief

    A conversation and a written scope

    We read it, then talk with whoever handles your enquiries. If you want our help, the scope, the fee and the reporting come in writing, and nothing starts before you have read them.

  3. Before work starts

    Baseline recorded

    The numbers this work is meant to move, such as enquiries, quotations, orders, visits or renewals, written down so every later report has an honest comparison.

  4. After the baseline

    The first fix goes live

    The fix we agreed to start with is put in place and measured against the baseline, whether that is a reply, a follow-up, a page, a listing or the handover between marketing and sales.

  5. As agreed

    Report against the baseline

    What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.

  6. At renewal

    Renew on the numbers

    The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.

How the pay per click advertising work runs

  1. 1

    Understand the total budget

    We agree the full paid advertising budget available across all platforms, rather than planning each one separately.

  2. 2

    Audit current platform performance

    We compare existing campaigns on a shared basis to see where the budget currently performs best and worst.

  3. 3

    Build the cross-platform plan

    Campaigns are structured across platforms with a shared measurement standard from the outset.

  4. 4

    Implement and monitor

    Campaigns run with budget allocated dynamically based on real-time performance.

  5. 5

    Measure and reallocate

    We report performance and shift budget toward what is working, within agreed limits.

Why us

Why owners pick GullySales over an agency.

  • Marketing and sales, as one job

    Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.

  • The person on the first call does the work

    No account managers in between. You are never handed to someone you have not met.

  • A baseline before anything starts

    Your numbers are written down on day one, so every later report compares against something honest.

  • The fee in writing, split three ways

    Our time, your media spend and production on separate lines. You always see what goes to us.

  • No guarantees we cannot keep

    The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.

  • One office, and we say so

    Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.

#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.

Your brief

Tell us what you need, and we will read it before we call.

Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.

Tell us what you needor call +91 80958 58589

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Should we bid on our own company name?
Yes, in a small campaign. Without it an aggregator or a DSA can take the top place on your name. It costs little, protects the click and shows how many owners already know you. Keep the copy plain and approved.
Will Google let us run ads for business loans?
Google applies a financial services policy that differs by country and changes. Expect to show who the lender is and your licence details, and check the current rules before building. Have your registration documents ready.
How do we tell a real call from a wrong number?
Have the officer note the business name, the product asked for and whether the call was an enquiry, a borrower or a wrong number. A tracking number only shows that a call came. The note tells you whether it was worth paying for.
Our DSAs also advertise our products. How do we keep the two apart?
Put the rule in the agreement: whether partners may advertise, which wording they must use and whether they may bid on your name. Give each partner a code or tracking number so files can be traced back to them.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

From the blog

Further reading for MSME and business finance providers.

All articles

More for MSME and business finance providers

Everything else we would do for you.

Or start from the overview: sales and marketing for MSME and business finance providers.

Your next practical step

Tell us what you are trying to grow, and we will read it before we call.

Eight short steps, mostly taps. Skip anything you would rather answer on the call.

Tell us what you need