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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.

Book a free auditor call +91 80958 58589

A 90-minute audit call and a written, scored report. Turnaround, reporting and term are agreed in writing after the audit.

Media planners review campaign artwork beside a window overlooking a commercial street

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 daily 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

Not for

It is not the right fit if.

  • You want a guaranteed Google ranking or a guaranteed number of leads. Nobody honest can promise either.
  • You need enquiries by next week and have nobody to answer them.
  • You want posts and reach reported, not enquiries and orders.

How it works

From your first message to the first report.

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

  1. First

    Free audit call

    90 minutes with whoever handles your enquiries: how they arrive, how fast they are answered, where they are lost.

  2. After the call

    Written, scored report

    Six areas scored, fixes ranked by return and cost. If you want our help, the scope, the fee and the reporting come with it, in writing.

  3. Before work starts

    Baseline recorded

    Enquiries by source, reply time, conversion and cost per order, written down so every later report has an honest comparison.

  4. After the baseline

    The first fix goes live

    Usually the cheapest one on the report: reply time, a follow-up sequence or the marketing-to-sales handover.

  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 work runs for MSME and business finance providers

  1. 1

    Assess

    In the free audit we trace how last year's enquiries arrived, by source and partner, and how many stopped at papers, at credit or after sanction, with how many declined owners were ever called again.

  2. 2

    Set the first screen

    A product page, a papers checklist and a short set of questions for each loan, agreed with your credit head so the first conversation matches the credit policy.

  3. 3

    Build the partner routes

    The introduction kit for CAs and dealers, the agreement and codes for DSAs, and a note back to every introducer when a file closes.

  4. 4

    Run the seasons

    Campaigns timed to financial year-end, the festival stock-up and machinery buying periods, with wording compliance has read before launch.

  5. 5

    Measure to drawdown

    Enquiries, papers complete, sanctioned and drawn down, counted by source against the baseline, so you can see which channel brings loans and not only files.

Proof

What happened when owners fixed this.

Real clients, the work we did, and the result as it was recorded. Where no number was recorded, none is claimed.

All case studies

  • SB Engineering

    Situation
    Buyers searching for laser cutting and sheet metal work in Bengaluru were finding other suppliers first, because the company did not rank for the terms its own customers type.
    What we did
    • The site redesigned for mobile
    • Search work on the buyer's terms
    • Content that shows the work
    • Social channels managed
    Result
    • Website traffic rose 60% within six months, against a target of 50%.
    • High-quality leads rose 45%, with a rise in conversion rates alongside them.
    • Fifteen target keywords moved up the rankings, five of them into the top three positions.
    Read the case study

  • Chord Road Hospital

    Situation
    Patients who knew the hospital trusted it. Patients who searched for a department or a treatment in the area did not find it.
    What we did
    • Website rebuilt around patient needs
    • Search visibility
    • Social media on a schedule
    • Review management
    Result
    • Organic traffic increased 60% within six months
    • Online appointment bookings increased 40%
    • Social following grew 45%, and engagement on it rose 70%
    Read the case study

Also worked with

Curtain Label · Difesa Security Services · Felicity Inn · Hands On CSR · Implevista · Kambar Group · Kalessi · Kerur Pain Clinic · LL Trust · Lucky Deals · Natural Gases · NavaShakthi Souhardha · NewCom Logistics · Proton Technical Services · Shakthi Foundation · Shakthi Group · Urbanest · Insyde Studio · Venkateshwara Laser Tech · Vivara Studios

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.

The offer

Start with a free audit of how you sell.

It is useful on its own, whether or not you hire us.

What you receive

  • A 90-minute call with the person who will do the work
  • A written, scored report on the six places orders leak
  • Every fix ranked by what it returns and what it costs
  • The one thing to do first, and why
  • An honest line on whether you need outside help at all
  • If you do, the scope and the fee in writing

No invoice. No obligation. No sales script.

How the audit scores you: the Order Leak Framework

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FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Book the free audit
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.
Can we advertise an interest rate or a loan amount?
Only if the figure is current, the conditions travel with it and your compliance officer has approved how it is shown. Rates move with the borrower's profile, so many lenders show how pricing is decided and let the first call give the figure.
Will your team speak to our applicants about their loans?
No. We write the reply wording, set up the records and train your staff. Anything about a borrower's eligibility, offer or repayment is said by your team, because the licence and the credit decision are yours.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped in the free audit 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 the audit, 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?
Fixes to reply time, follow-up and your Google Business Profile are the quickest to show, because the enquiries already exist. Ads can follow soon after follow-up is in place. SEO and content take longer. How long each takes depends on your business, and the audit tells you which applies to you. Nothing here is guaranteed.
Who will actually do the work?
The person you meet on the audit call. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.

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

Get a free audit of how you sell, and a scored report of where the work is.

90 minutes. A written, scored report. No invoice and no obligation.

Book a free audit