Google Ads for Mortgage Brokers

The usual account we see bids on phrases like "mortgage rates" and "best mortgage lender", sends every click to a homepage, and counts any form submission as a win. That traffic is mostly people refreshing rate pages out of habit, with a handful of genuine borrowers mixed in.

Three other leaks are common. Ads show in states where the broker cannot originate. Refinance campaigns keep spending at full speed after rates move against borrowers. And nobody tells Google which leads became applications, so the algorithm keeps hunting for more of the cheap, low-intent ones.

Google's personalized advertising policy limits targeting for credit and housing ads in the US, so age, gender, family status and ZIP code targeting are off the table. We lean on keyword intent, licensed-state geography and ad scheduling instead.

Copy needs care too. If an ad mentions a rate, a payment or a down payment amount, Truth in Lending trigger-term rules can require further disclosure, and your NMLS ID and licensing statements belong on the landing page. We draft ads and pages with those rules in mind, and your compliance officer or counsel approves them before anything goes live. We are not your legal reviewer.

Ongoing management is a monthly plan from $1,000 a month. There is no minimum term: it runs month to month, and 7 days' written notice ends it. Your ad spend is billed separately from our fee, and campaigns usually run from our ad accounts unless you would rather use your own.

One-off work such as an account audit or a batch of landing pages is quoted at a fixed price in writing first. Your website, borrower data, ad copy and creative stay yours, and tools like your LOS, CRM or call tracking platform bill you directly. For a wider view of how loans are sourced beyond search, see our mortgage lead generation page, and if your office also sells policies, see PPC for insurance agents.