If you are a finance firm specialized in personal loans for people with poor, bad or no credit, the keyword list below will bring you many clients if you are already using Google Ads (formerly AdWords) or thinking of advertising on the most widely used search engine in the US.

These keyword phrases have brought many conversions for a finance firm in a period of 2 months. And this is just an example of many successful Google Ads campaigns that we run.

Keyword Conversions
bad credit loans 231
loans with no credit check 119
loans with no credit 84
loans for poor credit 38
no credit check loans 27
[loans for people on benefits] 27
loans for unemployed 24
no credit loans 22
[no credit check loans 22
lenders for bad credit 21
loans for people on benefits 20
bad credit lenders 13
short term loans bad credit 11
[bad credit loans] 11
bad credit finance 10
direct loans for bad credit 10
bad credit borrowing 9
loans for people with poor credit 9
loans for unemployed with bad credit 9
small loans bad credit 8
[loans for unemployed] 8
[loans with no credit check] 8
cash loans for unemployed 7
bad credit personal loans 6
need a loan bad credit 6
loan for unemployed uk 5
bad credit cash loans 4
cash loans no credit check 4
loans for terrible credit 4
poor credit loans 4
very bad credit loans 4
guaranteed loans for unemployed 3
loans for unemployed people 3
loans on benefits no credit checks 3
loans with no job 3
[unemployed loans] 3
bad credit loan companies 2
easy loans for bad credit 2
finance for poor credit 2
get a loan with bad credit 2
loans for people with bad credit 2
poor credit score loans 2
short term loans for unemployed 2
[small loans bad credit] 2
low credit loans uk 2
bad credit lenders uk 1
bad credit loans guaranteed approval 1
bad credit loans online 1
best loans for bad credit 1
how to get a loan with no credit 1
loan lenders bad credit 1
poor credit loan lenders 1
small loans for unemployed 1
unemployed loans 1
unemployment loans 1
i need a loan with poor credit 1
“loans for bad credit” 1
“loans for people on benefits direct lenders” 1
[loans for unemployed people] 1
[loans on benefits no credit checks] 1
bad credit loans online instant decision 1
instant loans for bad credit 1
instant loans for unemployed 1
quick loans for unemployed 1
[bad credit loans online instant decision] 1
payday loans for people with bad credit
payday loans for poor credit
payday loans for bad credit
no credit check payday loans
payday loans for unemployed

You may want to check out more fantastic results we have achieved for some of our happy clients here:


Keywords: performance analysis and negatives

Different keywords have a different cost per conversion. After a while, it is recommended to only let the high performing keywords run and pause the ones which cost a lot of money and bring a low return on investment. However, you should double check before pausing any keyword that doesn’t seem to be bringing many direct conversions. What we are going to share here is something that not everyone knows, pays attention to nor does, but it can mean a huge difference to your results.

Some keywords may not bring direct conversions, but they still may play a crucial role in assisting conversions. If you do pause them, you will likely see the number of conversions decrease dramatically. As you can see in the screenshot below, the account we are referring to here brought 848 conversions during the last 2 months, but there were also 363 impressions assisted conversions and 72 clicks assisted conversions. That’s 51% of direct conversions, which is a significant number.

Another crucial point is to add negative keywords so you don’t waste money on irrelevant clicks. The account in this example contains the following ones among others: door to door, bank loans, peer to peer, text loans, mortgage, gamble, paypal, free, top up, training, money from bank, doorstep.

It is crucial to add keywords that triggered irrelevant searches as negatives on a regular basis, by downloading the search query report. It is easy to have access to that report in Google Ads. You just need to click on the “Keywords” tab on the left hand side of your account page, and then on the “Search terms” tab underneath, as shown in the screenshot below.

You can then download an excel file by clicking on the download arrow, add filters to these search terms, or arrange them by the data that you would like to see first:

Organizing ad groups by themes

Having good keywords is not all, you also need to organize them by different themes and ideally create a different ad group for each theme.

For instance, we have created the following ad groups for the UK finance firm: bad credit, benefits, fair credit, low income, no credit, poor credit, terrible credit, unemployed…

Writing catchy ads that don’t violate Google policy

Financial services is a sensitive subject to advertise and Google Ads needs you to respect certain rules and specific information should be stated on your landing page if you want Google to accept your ads.

More information about that policy can be found here:


We are used to specific Google policy. If you are struggling to get your ads accepted, contact us and we will make the necessary changes to your ads so they comply with Google Ads financial services policy.

You should also take advantage of Google Ads extensions, as they allow you to give extra information about your services to potential clients. Call extensions, sitelinks, call out and review extensions would be highly recommended extensions to add for financial services. To add an extension, just go to the the “Extensions” tab underneath the “Ads & extensions” tab and then click on the “+” sign:

Once you click on the “+” sign, you can choose which extensions you would like to create:


Management and optimization

Google Ads is not only about initial set up, it is a long term commitment and you will need to analyze things and tweak campaigns on a regular basis to stay ahead of your competitors.

Search query reports downloads, keywords performance analysis and bid adjustments (by devices, locations, days of the week and hours of the days) should be part of your weekly routine.

So if this all seems too complicated and you just want to focus on running your finance services company and not on managing AdWords, then give us a call at 855-945-1596!

It is very important to get everything right in AdWords or you might end up losing a lot of money if you are not experienced in the Google Ads platform.