LinkedIn Lead Gen Forms lift volume but can weaken lead quality. A guide for B2B teams on setting the form, syncing HubSpot or Salesforce, and scoring leads that matter.
Read the piece →Field NotesEst. September 2026
Compliance-grade notes on fintech and SaaS acquisition
Written for the growth lead with a disabled ad account at eleven at night, and for the compliance reviewer who has to sign the landing page off.
The standing rules
01Every regulatory claim carries a dated primary source.
02Where it cannot be sourced, the piece says so in plain words.
03Dates are committed in advance, not aspirational.
—Pieces published
WeeklyThrough October
Kenya · US · UKRegulation covered
The lead
The register
Everything published, newest first. A piece that is not sourced does not make the register.
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LinkedIn Lead Gen Forms: More Leads, Worse Leads, and the Fix
LinkedIn Lead Gen Forms lift volume but can weaken lead quality. A guide for B2B teams on setting the form, syncing HubSpot or Salesforce, and scoring...
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Types of Search Intent: Why Your B2B Pricing Page Ranks for the Wrong Query
The four types of search intent, mapped to the B2B pages that should own them, plus how to spot a pricing page ranking for the wrong...
Read →Advertising a Money Market Fund in Kenya: CMA and Ad Rules
Who approves a money market fund ad in Kenya, the three warnings the CMA requires, and what Google and Meta add. A pre-launch checklist for fund...
Read →Branch Teardown: A Kenyan Loan App’s 62-Day Funnel
Branch lends for 62 days to a year, which decides where its app can advertise in Kenya. A teardown of its Google, Meta and search funnel,...
Read →B2B Marketing Attribution for Long Sales Cycles
Ad platforms look back 90 days at most; B2B deals take about ten months. What multi-touch and self-reported attribution each miss, and what to report instead.
Read →Google Ads Negative Keywords for B2B: The Starter List
Negative keywords stop B2B budgets paying for job seekers, students and freebie hunters. See how the match types work, a starter list by theme and a...
Read →Content Brief Template for Regulated Topics (Free)
A free content brief template for regulated topics, with a claims register, banned-claims list and reviewer sign-off, plus the Kenyan consent and loan-ad checks a compliance...
Read →LinkedIn Ads Cost in Kenya: How the Auction Prices You
LinkedIn ads cost is set by an auction, not a rate card. A method for modeling it, plus the Kenyan data rules behind a B2B fintech's...
Read →Digital Lenders in Kenya: What Google and Meta Allow
A CBK license lets a digital lender lend, not advertise every loan. Google needs repayment periods of 61 days or more; Meta bans 90 days or...
Read →Bidding on Competitor Brand Names: Payoff and Legal Risk
Bidding on a rival's brand name is allowed on Google, but the clicks cost more and Kenyan law polices your ad copy. Here's when it pays.
Read →The SaaS Magic Number: Formula, 2026 Benchmarks and When It Misleads
What the SaaS magic number measures, how to calculate it, what 2026 benchmarks from 132 companies call good, and four ways one quarter's reading can mislead.
Read →B2B SEO Strategy When Your Buyer Is a Committee
A B2B SEO strategy for the whole buying committee: map who decides, research each role's searches, and build the pages a champion forwards before anyone calls...
Read →Data Protection Act Kenya for Fintech Marketers (2026)
What the Data Protection Act Kenya requires of fintech lead forms, retargeting and opt-outs, with every rule tied to its section, plus the three checks to...
Read →SaaS Go-to-Market Strategy for Seed to Series B: Which Channel First
How to pick the first channel in a SaaS go-to-market strategy, seed to Series B, and the payback test for adding a second one.
Read →MQL vs SQL: Where the Line Goes When Sales Cycles Run 90+ Days
MQL vs SQL decides who owns a lead and when you start counting. Definitions, honest conversion benchmarks and lead scoring for long sales cycles.
Read →What a Real PPC Audit Covers — and the Five Things a Free One Skips
A PPC audit should end in a decision about spend. Here is the method in the order money moves, plus the five checks a free audit...
Read →SEO Audit Checklist for Fintech and SaaS Sites, in Order
An SEO audit checklist for fintech and SaaS sites, in the order to run it: indexation, on-page content, YMYL trust signals and measurement, plus a report...
Read →Fintech Marketing Strategy: Start With the Compliance Review
A fintech marketing strategy is a sequencing decision. Settle approvals and platform gates in Kenya first, and in the US, UK and other markets you cover,...
Read →UDAAP for Fintech Marketers: What Makes an Ad Unfair, Deceptive or Abusive
UDAAP explained for fintech marketers: the three statutory tests for unfair, deceptive and abusive ads, who the law reaches, and a seven-step review to run before...
Read →LinkedIn Ads for SaaS: The Three Campaign Types That Pay
LinkedIn ads for SaaS pay when they run narrowly. The three campaign types to start with, what to skip until they pay, and the rules for...
Read →SEO for Startups: What to Do Before You Have Any Authority
What to fix first when your site has no authority: indexing, commercial pages, keywords a new domain can win, earned links, and our own DR 0...
Read →Google Ads Suspended: Which Suspensions Come Back, and Which Almost Never Do
Google offers an appeal for almost every suspension. Which kind you have decides whether the account is likely to come back. Three tracks, sourced to Google...
Read →Fintech Ad Approval: Platform vs Regulator in Six Markets
Who has to approve a fintech ad before it runs: Google's certifications and the regulators' sign-offs in Kenya, the US, the UK, Nigeria, South Africa and...
Read →SEO vs PPC Lead Quality: What the Pipeline Data Actually Shows
SEO vs PPC lead quality in B2B: what the published pipeline data shows, who produced it, and how to measure it in your own CRM.
Read →CAC Payback Period Benchmarks for B2B SaaS and Fintech: The Numbers, and Why Most Are Quoted Wrong
CAC payback period benchmarks with the cohort, sample and data year behind each figure, and the five ways a payback number gets quoted wrong.
Read →InvestEngine Teardown: Where a Zero-Fee Platform Buys Search
An outside-in teardown of InvestEngine's UK search: why about 31% of its search visits are paid, and the organic fixes we would test first.
Read →Answer Engine Optimization for Regulated Products: Getting Cited When the Category Is YMYL
Answer engine optimization for fintech and regulated SaaS: what Google, OpenAI and Perplexity actually publish about citations, and how to keep every quotable passage compliant.
Read →ROAS vs CAC: Why ROAS Misleads in B2B SaaS, and What We Report Instead
ROAS vs CAC in B2B SaaS: why a 30-day return figure can't see a long sales cycle, and the CAC payback metrics we report instead.
Read →iwoca Teardown: Where a DR 71 Lender Pays for Page One
An outside-in teardown of iwoca’s UK search: why a lender with a DR 71 domain buys 38% of its search visits, and the low-cost fixes we...
Read →Google Ads for SaaS: How to Build the Account When Deals Close After Google’s 90-Day Window
Google counts Search conversions for at most 90 days. How to set up offline conversion tracking, value based bidding and account structure when B2B SaaS deals...
Read →Programmatic SEO for SaaS: Where It Works, and the Three Places It Gets Sites Penalized
Programmatic SEO for SaaS works when each page carries real data. Where it pays, and the three Google spam policies that get programmatic builds penalized.
Read →SEO for Fintech: The Strategy That Survives Compliance Review
How Google's YMYL standard and US and UK financial promotion rules should shape a fintech's keywords, content and links, so pages rank and clear compliance review.
Read →SaaS SEO Strategy: What Actually Compounds, and What Just Fills a Content Calendar
A SaaS SEO strategy is five decisions made before any content calendar: who it's for, which pages ship first, the technical baseline, compounding content and earned...
Read →Google Ads Policy News for Financial Services: The Dated Table
Every market that requires Google Ads financial services verification, with its enforcement date, plus a dated log of policy changes. Checked monthly.
Read →The Best Fintech SEO Agencies in 2026, Reviewed Honestly
Seven fintech SEO agencies compared from their own websites: what they sell, what they charge, what proof they publish, and who each one suits. We are...
Read →Financial Services Advertising Regulations for Paid Search
Which words in a search ad trigger disclosures under Regulation Z and FCA rules, what must be pinned, and what can go on the landing page.
Read →Landing Page Compliance for Fintech: The Four Checks
A fintech landing page is reviewed four times, by four parties who do not talk to each other: the privacy rules, the consent line on your...
Read →Ad Account Disabled: Read the Reason Code, Then Appeal
Meta publishes a reason code for every disabled ad account, and Ads Manager never shows it. What each platform actually enforces, and the three appeals that...
Read →Meta Special Ad Category for Fintech: What You Lose
Meta made its financial products and services category mandatory for US advertisers in January 2025. Which targeting you lose, who is in scope, and what fintech...
Read →Google Ads Financial Services Verification: UK vs US
Google Ads financial services verification applies in 42 countries. The UK is one, the US is not. What the FCA gate requires, and the separate program...
Read →New pieces weekly through September and October, then twice a week through November and December.
Why you can quote us
The sourcing standard
Compliance reviewers cannot act on a blog post. They can act on a citation with a date on it.
01
Primary source or nothing
Platform policy pages, regulator handbooks, published guidance. Never a secondary write-up of one.
02
Retrieval date on every claim
Ad policy moves. A claim without the date it was checked is worth nothing six months on.
03
Gaps stated, not papered over
Where a rule could not be confirmed, the piece says so instead of guessing confidently.
How a citation looks
Source · Meta Business Help Centre, “About Special Ad Categories” · retrieved 17 Sep 2026
The whole picture
Every piece here is one fragment of the audit
The Acquisition Audit is the whole thing, applied to your account: paid account review, keyword and SERP mapping, a tracking gap analysis, and a 90-day plan with the work in the order it should be done.
Quoted to scope
Every engagement is quoted to scope after a 20-minute fit call. There is no public price list. How we price