Ghana Web2App Campaign Briefs

🌐 Landing Page: lp.fido.money/gh-loan/ ▼

⚠️ This page must be live before any campaign launches. All 3 campaigns point here.

Page Spec

URLhttps://lp.fido.money/gh-loan/

GTM ContainerGTM-W8CM554D

Hero"Get up to GHS 5,000 in minutes"

Load target<3s on 3G

DesignMobile-first (70%+ mobile traffic)

Disclosure"Loans subject to approval. APR varies."

Play Store Badge Link (Webhook)

https://auto.fido.money/webhook/9b1677e6-b41f-47b1-9c59-627680ada0c4?utm_source={passthrough}&utm_medium={passthrough}&utm_campaign={passthrough}&utm_content={passthrough}

The UTM passthrough script on the page appends incoming UTMs to this badge href automatically. The webhook detects device → routes Android to Play Store with referrer= param → Firebase reads it.

Page Sections

Section	Content
Hero	"Get up to GHS 5,000 in minutes" + Play Store badge + trust strip (4M+ customers, NCA, 4★)
How It Works	3 steps: Download → Apply (2 min) → Get Cash on MoMo
Trust Signals	4M+ customers, Bank of Ghana registered, app rating, real testimonials
Eligibility	18+, valid Ghana Card, MoMo account
FAQ	How fast? How much? What do I need? Repayment?
Footer CTA	Sticky mobile CTA: "Download Fido" → same webhook link

⚙️ Campaign Settings ▼

Campaign nameSearch GH — Brand (C5)

TypeSearch

BiddingMaximize clicks (switch to tCPA after 2 weeks)

Daily budget$10/day ($300/mo)

NetworksSearch ONLY — Partners OFF, Display OFF

LocationGhana

LanguageEnglish

ConversionBE_LOAN_FIRST_DISBURSEMENT only

Conv. window30 days click-through

Parallel trackingON

Final URLlp.fido.money/gh-loan/?...utm_campaign=gh-search-brand

Display pathfido.money/official

🔑 Keywords — Ad Group: Exact Brand (16 keywords) ▼

[fido] [fido money] [fido loan] [fido app] [fidomoney] [fido ghana] [fido money loan] [fido money app] [fido credit] [fido loan app] [fido money ghana] [download fido] [fido money download] [fido loan ghana] [fido mobile loan] [fido money login]

Negative Keywords

-"fido internet" -"fido canada" -"fido telecom" -"fido pet" -"fido dog" -job -vacancy -scam -fraud -complaint

📝 RSA 1 — Brand Official ▼

Headlines (15)

Fido — Official App20
Download Fido Today19
Fido Money — Get Cash20
The Real Fido App17
Fido Loans — GHS 5,00022
Official Fido Ghana19
Fido — Trusted by 4M+21
Get Fido on Play Store21
Fido — Fast MoMo Loans21
Fido Money Official19
Apply in 2 Minutes18
Fido — No Paperwork19
Cash to MoMo — Fido19
Fido — Ghana's #1 App20
Download Fido Free18

Descriptions (4)

1. The official Fido app. Get up to GHS 5,000 sent to your MoMo in minutes. Download free on Play Store.
2. Looking for Fido? You're in the right place. Apply in 2 mins, get approved fast. 4M+ customers trust us.
3. Fido Money — Ghana's most trusted loan app. No collateral, no paperwork. Just your phone and Ghana Card.
4. Download the official Fido app. Flexible repayment, transparent fees, instant approval. Apply today.

📝 RSA 2 — Brand Download ▼

Headlines (15)

Fido — Download Now19
Fido Money Loans16
Fido Official Website21
GHS 500 to GHS 5,00020
Fido — Instant Approval23
The Fido You Know17
Fido App — Free15
Fido Ghana Official19
Loans in Minutes16
MoMo Cash — Fido16
Fido — Apply Now16
4M+ Choose Fido15
No Queue, No Wait17
Fido — Fast & Secure20
Get Fido on Android19

Descriptions (4)

1. The Fido app you're looking for. Up to GHS 5,000 to your MoMo. No bank visit, no paperwork required.
2. Fido Money is Ghana's leading loan app. Download from Google Play, apply, and get cash in minutes.
3. Why 4 million Ghanaians choose Fido: instant approval, flexible repayment, money on MoMo. Download now.
4. Need your Fido loan? Download the app, log in, and apply in 2 minutes. Cash arrives on MoMo fast.

📝 RSA 3 — Brand Trust ▼

Headlines (15)

Fido Loans — Apply18
Fido Money App14
Download Fido Here18
Fido — Trusted in GH20
Get Cash with Fido18
Fido — Real Reviews19
Official Fido Page18
Fido — Since 201617
Instant MoMo Loans18
Fido Ghana — Apply18
No Collateral Needed20
Fido — Rated 4★15
Borrow Up to GHS 5K20
Fido — Simple & Fast20
Download Free Today19

Descriptions (4)

1. Welcome to Fido, Ghana's most downloaded loan app. Get cash on MoMo in minutes — no paperwork needed.
2. Been meaning to try Fido? Now's the time. Apply in 2 minutes, get approved, receive cash on MoMo.
3. Fido — serving Ghana since 2016. Over 4 million customers. Download the official app on Google Play.
4. Fido Money: flexible loans from GHS 500 to GHS 5,000. Choose repayment from 14 to 60 days.

🔗 Extensions ▼

Sitelinks

Sitelink	URL	Description
Download the App	`lp.fido.money/gh-loan/#download`	Get Fido free on Google Play.
How Fido Works	`lp.fido.money/gh-loan/#how-it-works`	3 steps to your first loan.
Fido Reviews	`lp.fido.money/gh-loan/#reviews`	See what 4M+ customers say.
Contact Fido	`gh.fido.money/contact`	Need help? Reach our support team.

Callouts

Official App 4M+ Customers Since 2016 No Hidden Fees Instant Approval Cash on MoMo

⚡ Cross-Campaign Action: Add Brand Negatives to C1–C4 ▼

🚨 When you launch C5, add these exact-match negatives to C1, C2, C3, and C4 so only C5 bids on brand terms:

[fido]
[fido money]
[fido loan]
[fido app]
[fidomoney]
[fido ghana]

✅ Launch Checklist ▼

Landing page lp.fido.money/gh-loan/ live and tested
Webhook attribution verified end-to-end (click → store → install → Firebase → conversion)
Parallel tracking ON
16 brand keywords added as exact match
3 RSAs created
Sitelinks + callouts added
Brand negatives added to C1–C4
Non-Fido negatives added to C5
Budget set to $10/day
Enable campaign
Monitor: target 95%+ impression share on brand terms within 1 week

⚙️ Campaign Settings ▼

Campaign nameSearch GH — Non-Brand Intent

TypeSearch

BiddingMaximize conversions (add tCPA $10 after 2 weeks)

Daily budget$20/day ($600/mo)

NetworksSearch ONLY — Partners OFF, Display OFF

LocationGhana

LanguageEnglish

ConversionBE_LOAN_FIRST_DISBURSEMENT only

Conv. window30 days click-through

Parallel trackingON

Final URLlp.fido.money/gh-loan/?...utm_campaign=gh-search-nonbrand

Campaign Negative Keywords

-fido -"fido money" -"fido loan" -"fido app" -job -vacancy -salary -"free money" -government -grant -scholarship -crypto -bitcoin -forex -investment -"savings account" -"credit card"

🔑 Ad Group 1: Instant Loan ▼

Keywords

[instant loan Ghana] [quick loan Ghana] [fast loan Ghana] [instant mobile loan] [same day loan Ghana] "instant loan Ghana" "quick loan Ghana" "fast loan Ghana" "instant mobile loan" "loan in minutes Ghana" "get loan now Ghana" "same day loan Ghana"

RSA — Headlines (15)

RSA — Descriptions (4)

1. Need cash fast? Fido sends up to GHS 5,000 to your MoMo in minutes. No paperwork, no collateral.
2. Apply in 2 minutes. Get approved instantly. 4M+ Ghanaians trust Fido for fast, reliable loans.
3. No salary slip, no guarantor. Just your Ghana Card and MoMo account. Download Fido and apply now.
4. Flexible repayment from 14 to 60 days. Borrow only what you need. Transparent fees, no surprises.

Display path: fido.money/instant-loan · utm_content: instant-loan

🔑 Ad Group 2: Emergency Money ▼

Keywords

[emergency money Ghana] [borrow money Ghana] [urgent loan Ghana] [emergency cash Ghana] "emergency money Ghana" "borrow money Ghana" "need money urgently Ghana" "cash advance Ghana" "urgent loan Ghana" "emergency cash Ghana" "money before payday"

RSA — Headlines (15)

RSA — Descriptions (4)

1. Emergency expenses don't wait. Fido sends up to GHS 5,000 to your MoMo in minutes. Apply now.
2. Urgent cash need? Skip the bank queue. Apply on Fido in 2 mins — money lands on MoMo fast.
3. 4M+ Ghanaians turn to Fido in emergencies. No collateral, no guarantor, no paperwork. Just MoMo.
4. Repay flexibly: 14 to 60 days. Fido works around your schedule. Get the cash you need today.

Display path: fido.money/emergency-cash · utm_content: emergency-money

🔑 Ad Group 3: Mobile Loan App ▼

Keywords

[mobile loan app Ghana] [loan app Ghana] [best loan app Ghana] [MoMo loan app] "mobile loan app Ghana" "loan app Ghana" "best loan app Ghana" "MoMo loan app" "phone loan app" "loan app download"

RSA — Headlines (15)

RSA — Descriptions (4)

1. Ghana's #1 loan app. Download Fido, apply in 2 minutes, get up to GHS 5,000 on MoMo. Free to use.
2. Looking for the best loan app? 4M+ Ghanaians choose Fido. Fast approval, no paperwork needed.
3. Fido — the loan app that actually works. Apply from your phone, cash on MoMo in minutes.
4. No salary slips. No bank visit. Just download Fido, verify with Ghana Card, and borrow instantly.

Display path: fido.money/loan-app · utm_content: mobile-loan-app

🔗 Extensions (Campaign-Level) ▼

Sitelinks

Sitelink	URL	Description
How It Works	`lp.fido.money/gh-loan/#how-it-works`	Learn how Fido works. Apply in 3 easy steps.
Download Fido	`lp.fido.money/gh-loan/#download`	Get the app free on Google Play Store.
Flexible Repayment	`lp.fido.money/gh-loan/#repayment`	Choose 14, 30, or 60 day repayment.
Why Fido?	`lp.fido.money/gh-loan/#trust`	4M+ customers. Fast, safe, no paperwork.

Callouts

No Collateral Apply in 2 Mins Cash on MoMo 4M+ Customers Flexible Repayment No Salary Slip

Structured Snippets

Types: Mobile Loans, Emergency Cash, Business Float, School Fees, Medical Bills

Destinations: MoMo, Bank Transfer

📊 Kill / Scale Rules ▼

Condition	Action	Timeframe
Zero LN0s	Kill campaign	After 3 weeks ($420 spend)
CAC > $12	Kill campaign	After 3 weeks
CAC ≤ $9	Scale to $40/day	After 3 weeks
CAC $9–$12	Hold, optimize copy	After 3 weeks

⚙️ Campaign Settings ▼

Campaign namePMAX GH — LN0 Web2App

TypePerformance Max

GoalConversions (Sales)

BiddingMaximize conversions, tCPA = $10.00 (tighten to $9 after 2 weeks)

Daily budget$50/day ($1,500/mo)

LocationGhana

LanguageEnglish

ConversionBE_LOAN_FIRST_DISBURSEMENT only (all others → Secondary)

Conv. window30 days click-through

URL expansionOFF

Auto-created assetsOFF

Final URLlp.fido.money/gh-loan/?...utm_campaign=gh-pmax-ln0-web2app

🚨 Brand exclusions: Add "Fido", "FidoMoney", "Fido Money", "fido loan", "fido ghana" as brand exclusions so PMAX doesn't steal from Search Brand (C5).

🎨 Asset Groups (3) ▼

Emergency Cash

Market Traders

Flex Repay

utm_content: emergency-cash

Short Headlines (5, max 30 chars)

Get Cash in 10 Minutes
Emergency Loan — Fast
Need Cash Now? Get It
Quick Loan, No Stress
Cash Before End of Day

Long Headlines (5, max 90 chars)

Need emergency cash? Get up to GHS 5,000 sent to your MoMo in minutes
Don't wait for payday — Fido sends money to your MoMo instantly
Emergency expenses? Fido loans approved in minutes, no paperwork
Get the cash you need right now — apply in 2 minutes on Fido
When money wahala hits, Fido gets you sorted in minutes

Descriptions (5, max 90 chars)

Apply in 2 mins. Get up to GHS 5,000 on MoMo. No paperwork, no collateral needed.
4M+ Ghanaians trust Fido for fast loans. Download the app and apply today.
Unexpected bill? Get cash fast with Fido. First loan in under 10 minutes.
No salary slip needed. Just your Ghana Card and MoMo. Apply now on Fido.
Repay flexibly — 14 to 60 days. Borrow only what you need with Fido.

Audience Signals

Signal Type	Values
Custom segments (search terms)	"quick loan Ghana", "emergency money", "borrow money momo", "instant loan app", "cash advance Ghana"
Interests	Financial Services, Mobile Banking
Demographics	25-45, all genders
Your data	Firebase: all_users MINUS converted_ln0

Images Needed

3-5 lifestyle images: MoMo notification, person relieved, market scenes.
Sizes: 1200×628 (landscape), 960×960 (square), 480×920 (portrait).
NO phones/screens/devices in hero images.

utm_content: market-traders

Short Headlines (5, max 30 chars)

Stock Your Market Today
Business Float — Fast
Restock Without Waiting
Capital for Your Market
Grow Your Business Now

Long Headlines (5, max 90 chars)

Market traders: Get business float sent to your MoMo in minutes with Fido
Need to restock? Fido gives you the capital to keep your business moving
Don't let low stock slow your hustle — Fido business loans, fast approval
Traders trust Fido for quick capital — borrow up to GHS 5,000 on MoMo
Your market waits for no one. Get business float in minutes with Fido

Descriptions (5, max 90 chars)

Market traders get fast business loans on Fido. No collateral, no long forms.
Restock your shop today. Apply on Fido, get funds on MoMo in minutes.
4M+ Ghanaians trust Fido. Quick capital for traders — apply in 2 minutes.
Keep your business running. Fido loans for market traders — GHS 500 to 5,000.
Flexible repayment: 14-60 days. Borrow what you need, when you need it.

Audience Signals

Signal Type	Values
Custom segments	"market trader loan", "business capital Ghana", "restock loan", "small business loan Ghana"
Interests	Small Business, Retail, Entrepreneurship
Demographics	25-50, all genders

Images Needed

3-5 images: Busy market stall, trader with goods, Makola/Kejetia scenes.
Sizes: 1200×628, 960×960, 480×920. NO phones/screens/devices.

utm_content: flex-repay

Short Headlines (5, max 30 chars)

Repay on Your Terms
Flexible Loan Repayment
Borrow — Repay Flexibly
No Pressure Repayment
Your Pace, Your Loan

Long Headlines (5, max 90 chars)

Borrow up to GHS 5,000 and repay on your own terms — 14 to 60 days
No one-size-fits-all. Fido lets you choose when and how you repay
Flexible repayment that fits your pay cycle — borrow smart with Fido
Get a loan today and repay when it suits you — Fido gives you options
Life is unpredictable. Fido's flexible repayment keeps you comfortable

Descriptions (5, max 90 chars)

Choose your repayment: 14, 30, or 60 days. Fido works around your schedule.
No hidden fees. Transparent terms. Borrow up to GHS 5,000 on your terms.
Repay in installments that match your income. Apply in 2 mins on Fido.
4M+ customers love Fido's flexible loans. Download the app and see why.
Salary day or market day — set your repayment date. Fido makes it easy.

Audience Signals

Signal Type	Values
Custom segments	"flexible loan repayment", "pay later Ghana", "installment loan"
Interests	Personal Finance, Budgeting
Demographics	25-45, all genders

Images Needed

3-5 images: Relaxed person, family at ease, daily life comfort.
Sizes: 1200×628, 960×960, 480×920. NO phones/screens/devices.

🖼️ Shared Assets (All Asset Groups) ▼

Asset	Spec
Business name	Fido
CTA	"Download"
Logo (square)	Fido Cherry logo · 1200×1200px
Logo (landscape)	Fido Cherry logo · 1200×300px
YouTube videos	Optional — 1-2 existing Fido GH ads if available

📊 Kill / Scale Rules ▼

Condition	Action	Timeframe
Zero LN0 conversions	Kill campaign	After 3 weeks ($1,050 spend)
CAC > $11	Kill campaign	After 3 weeks
CAC ≤ $9	Scale to $100/day	After 3 weeks
CAC $9–$10	Hold at $50/day, optimize	After 3 weeks

✅ Launch Checklist ▼

Landing page lp.fido.money/gh-loan/ live and tested
Webhook link verified (Android → Play Store with referrer param)
GTM firing correctly on landing page
Firebase linked to account 1780061738
BE_LOAN_FIRST_DISBURSEMENT set as only Primary conversion
All other conversions set to Secondary for this campaign
Brand exclusions added (Fido, FidoMoney, Fido Money, etc.)
URL expansion OFF
Auto-created assets OFF
All 3 asset groups have images + headlines + descriptions
Audience signals configured per asset group
tCPA set to $10.00
Budget set to $50/day
Enable campaign

Ghana Web2App — Campaign Build Briefs

Landing Page

Search Brand (C5)

Search Non-Brand

PMAX Web2App