There’s no shortage of people trying to sell MCA leads. You can buy lists, run ads, cold call your face off — but most campaigns still fail. Why?
Because they treat everyone the same. They ignore pain. They ignore abstraction. They ignore reality.
Let’s fix that.
This isn’t just a guide on how to “get more leads.” It’s about how to build a system that attracts, qualifies, and closes the right leads — businesses that actually need funding, and are ready to move. Whether you’re an MCA broker, ISO, or funder, here’s how you do it right.
Very Good Strategies specializes in building holistic marketing systems that drive measurable results.
Know the Real MCA Buyer Personas
The merchant cash advance space is booming. In 2023, the market valuation sat at $17.9 billion, and it’s projected to hit $32.7 billion by 2032. That’s not a trend — it’s a movement. But with growth comes competition, and if you don’t understand your audience, you’ll get eaten alive.
Before you can generate leads, you have to know who you’re trying to reach. Not everyone looking for funding is the same. Here are a few real-world profiles:
- The Emergency Case: Needs money now to cover payroll, fix a machine, or buy inventory.
- The Denied Borrower: Tried the bank. Got a no. Has decent revenue but not a great credit score.
- The Low Credit, High Cashflow Operator: Revenue is there. Credit is garbage. Still fundable.
- The Seasonal Hustler: Landscaper, contractor, or retailer with lumpy revenue cycles.
Your job is to match your messaging to their pain — not run the same generic “get up to $250K now” headline to everyone. This is the heart of abstraction: when the ad doesn’t match the landing page or the landing page doesn’t match the pain, the lead drops off.
If the Emergency Case sees a form asking for 7 pieces of documentation, they bounce. If the Denied Borrower doesn’t see the words “bad credit okay,” they assume it’s not for them.
My mentor preached this over and over again: Abstraction kills conversion. Match the pain.
Cold Outreach: Still Alive, But Getting Noisier
Cold emailing and cold calling still work — but let’s not kid ourselves.
AI has flooded inboxes with templated junk. Everyone and their cousin is scraping ZoomInfo and firing off the same “Just wanted to circle back…” nonsense. It’s saturated. It’s noisy. And it’s mostly garbage.
That doesn’t mean you shouldn’t do outbound. It means you need:
- Cleaner data (targeting the right verticals)
- Tighter messaging (segment by pain)
- Follow-up systems (email, text, call — not just once)
Smart outbound should be like a scalpel, not a shotgun. Use it to warm up cold audiences, supplement your inbound traffic, or reactivate old leads. Just don’t expect outdated spray-and-pray methods to cut it anymore.
SEO & Content: Own the Intent
Here’s where 99% of MCA marketers sleep.
While they chase leads, they ignore the fact that thousands of businesses are literally Googling for funding help every day.
Think about the searches:
- “business loan denied now what”
- “bad credit business funding”
- “cash advance for small business with low revenue”
These are buying signals. And if your website isn’t answering them, you’re invisible.
You want MCA leads? Publish guides like:
- “Business loan denied? Discover fast alternatives for revenue-positive companies.”
- “How to Qualify for MCA with a 550 Credit Score”
- “What You Need to Get a Merchant Cash Advance (No BS)”
- “Want capital without jumping through bank hoops? MCA can bridge the gap.”
Google rewards relevance and authority. Write content that answers questions, builds trust, and walks people through the process without sounding like a sales robot.
Bonus: it compounds. One great guide can rank for dozens of search terms and generate MCA leads for years. Want a strategy built around this? Check out our SEO services here.
Google Ads: Still the King
Meta (Facebook, Instagram) ads are tricky in this space. Anything tied to credit or lending triggers Special Ad Category restrictions. It nukes your targeting, and if your creative isn’t compliant, your ad gets pulled.
Google Ads? Much better.
Here’s where it gets good. You can target high-intent, long-tail keywords that buyers are actually searching for:
- “emergency business funding”
- “restaurant equipment financing”
- “rejected by bank need loan”
- “business loan bad credit 2025”
These aren’t just keywords. They’re pain points wrapped in search queries.
The average CPC for MCA can hit up to $50 or more — it’s expensive because the payout is big. But with conversion rates ranging between 10% to 30% depending on lead age and funnel quality, the math checks out. Especially when one funded deal could be worth thousands in commission.
Make sure your landing pages match the ad. Tight message match = better Quality Score, lower CPCs, and higher conversions.
Also, don’t ignore regulatory complexity. Be careful with language like “guaranteed approval” or “instant funding” — those phrases can get flagged or worse. Know your platform’s ad policies and stay compliant.
If you need help managing campaigns, we offer done-for-you Google Ads services.
Creatives & Copy: Call the Pain by Name
This isn’t ecomm. You’re not selling T-shirts. You’re solving financial problems.
So don’t run generic ads. Call it out:
- “Been denied by a bank? We’ve got your back.”
- “Your credit score isn’t everything. Let’s talk.”
- “Revenue matters more than FICO. Get funded now.”
Test creatives tailored to different personas. Don’t run one headline and pray.
Also: if you run display or native, test images that look like documents, emails, or checks. It drives clicks. Just don’t be cheesy.
Run 3–5 variations per persona. Swap them weekly. Let the data tell you who’s clicking and who’s not.
Need help crafting and testing high-converting copy? Learn more about our campaign strategy services.
Funnels That Don’t Suck
Don’t send paid traffic to a homepage. Don’t use a 14-question application as Step 1. Don’t make your funnel look like a DMV form.
Here’s the structure:
- Landing Page: Clear headline, 2-3 bullets, one CTA.
- Step 1: Basic info (name, business, email, phone).
- Step 2 (optional): Qualify — monthly revenue, time in biz, industry, etc.
- Step 3: Thank you, what happens next, rep notified immediately.
Include trust signals: reviews, business awards (think INC5000, etc), client logos, fast funding guarantees.
Make it as frictionless as possible on the front end, with just enough filters to disqualify bad leads. The goal is volume up front, then sort smartly. Pro tip: Conversational forms convert up to 200% better. Test them.
If your site isn’t converting, we can fix that. Check out our web design and CRO services.
Follow-Up: Where Deals Are Closed
If you’re not calling leads within 5 minutes, don’t bother. Speed-to-lead is everything.
Here’s what you should automate:
- Instant SMS + email to the sales rep
- Email + SMS to the lead (“Here’s what happens next”)
- Retargeting ads for drop-offs
Use GoHighLevel, ActivePieces, or whatever works. Just don’t let warm leads cool off while you’re sipping your morning coffee.
Attribution & ROI: Stop Guessing
Track your spend. Track your leads. Track your actual funded deals.
Don’t just ask “how many leads?” Ask:
- Where did they come from?
- How many qualified?
- How many funded?
If you don’t know those numbers, your marketing isn’t working — it’s gambling. If the leads come from ads, make sure to send closed leads and amounts back to Google. Feed the machine. Let it find the right people.
Putting It All Together
Most MCA marketers focus on a single tactic — buying lists, or running ads, or cold outreach. But the ones who consistently fund deals? They follow a system.
Let’s call it the Qualified Capital System. Here’s how it works:
- Segment by Pain: Know who you’re targeting and what they’re dealing with.
- Match Message to Intent: Write ad copy and landing pages that speak to their real problems.
- Run Search & Content Together: Own the demand, whether they’re Googling or reading.
- Optimize Funnels for Speed: Short forms, fast follow-up, and visible trust.
- Track Every Lead Through Funding: Know your numbers and tweak as needed.
Simple, not easy.
Want MCA leads that actually convert?
Let’s build your Qualified Capital System. Contact us today to see how we can help.
