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Google Ads for Mortgage Brokers: Supercharge Your Mortgage Leads and Skyrocket Your Business Growth

by Toby

June 2, 2023

Google Ads for Mortgage Brokers

As a mortgage broker, you understand the critical importance of generating high-quality leads to fuel your business growth, especially in markets where interest rates run higher than in recent history. In a world driven by digital marketing, it's essential to explore every avenue available to reach potential borrowers effectively (a related post here on using Facebook Ads for Mortgage Brokers - another effective lead generation source). 

Google Search Ads demand your attention because itโ€™s powerful and effective. With its unparalleled reach, precise search targeting options using keywords, and robust advertising capabilities, Google Ads is an indispensable tool for mortgage brokers and loan originators like you. (related post on Google Ads for Reverse Mortgage Leads).

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How Can Google Ads Benefit Mortgage Brokers?

Google Ads are a benefit mortgage brokers because you can target borrowers that are actively searching for home loans. No other marketing channel offers advertisers access to a steady stream of prospects like this. Google Search Ads are so effective because the leads are pre-qualified. Some would say they are โ€œwarmโ€ leads. We know the searchers are interested in mortgage products and services because they had to type in search phrases to find your ad. No other platform offers targeting options like this. 

In this article, we will explore how to set up an effective Google Ads campaign using first-time home buyers as an example, enabling you to tap into a vast pool of potential borrowers that are searching for home loans and propel your business to new heights.

Example - Google Ads Lead Generation

But first, hereโ€™s an example of leads from a first-time home buyer campaign. It produced a steady stream of leads from Google search ads with a modest budget. Donโ€™t forget that larger ad budgets equate to more exposure and leads. These leads were contacted by the lender, qualified, then if funneled into a long-term email and SMS lead nurture sequence if they were not ready right now. 

Google Ads for Mortgage Leads - Stream of Leads

Steady Stream of Mortgage Leads

HOW TO SET UP A WINNING MORTGAGE LEAD GENERATION CAMPAIGN


Step 1: Choosing Your Google Ads Marketing Objectives

When setting up your Google Ads campaign for mortgage lead generation, you have the flexibility to choose the most relevant objective that aligns with your specific goals. 

As you go through our recommendations, remember we are using Expert Mode, not Smart Mode, within the account. If you are using Smart Mode, your options are severely limited, and I do not recommend that setup for many reasons. 

With Expert Mode, here are the two campaign objectives :

Leads

By choosing Leads as your campaign objective, you focus the campaign on conversion actions such as calling you, filling out a form, or requesting information from you - which is what we want, leads. The Leads objective is the ideal option once conversions are set up and tracked in the account and you enough data for the campaign. If your campaign is brand new, I encourage you first to choose Website Traffic to build enough conversion actions for your campaign. Then, once you have at least 15 conversions over 30 days, you can switch to Leads. Related article here, https://www.seroundtable.com/google-ads-15-conversion-in-30-days-machine-learning-32915.html

Toby Danylchuk

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Website Traffic

If your campaign is new, use this objective until you have enough conversion actions.

Hereโ€™s an example of the marketing campaign objectives inside Google Ads in Expert Mode: 

Google Ads Campaign Objective for Search Ad - Website Traffic

Google Ads Campaign Objective for Search Ad - Website Traffic

Step 2: Conducting Keyword Research

Exploring relevant keywords related to mortgage loans and home financing

When conducting keyword research for your mortgage lead generation campaign, it's essential to explore relevant keywords that align with the type of leads you are targeting. Consider terms directly related to mortgage loans and home financing, such as "mortgage lenders," "home financing options," "mortgage brokers," or โ€œground-up building loans.โ€

Additionally, think about specific loan types you want to attract, such as "FHA loans," "conventional mortgages," or "VA home loans." By delving into these keywords, you can ensure your ads reach individuals actively searching for mortgage-related information, increasing the likelihood of capturing valuable borrower leads.

Utilizing keyword research tools to identify high-volume and low-competition keywords

To supercharge your keyword research, use powerful tools like Google's Keyword Planner, free to use right in Google Ads, or SEMrush (affiliate link), among other paid tools.

These tools provide valuable insights into search volume, competition level, and related keywords. Look for high-volume keywords that reflect popular search terms among potential borrowers.

However, it's equally essential to identify low-competition keywords. These hidden gems present opportunities to capture leads with less advertising competition. By using keyword research tools, you can strike a balance between high search volume and manageable competition, maximizing the effectiveness of your Google Ads campaign.

Creating a comprehensive list of targeted keywords for the campaign

After exploring relevant keywords and leveraging keyword research tools, it's time to compile a comprehensive list of targeted keywords for your campaign. 

Group them into relevant categories or themes, such as loan types, homebuying stages, or borrower needs - these groups will form the basis of Ad Groups.

Ensure your list covers a range of keywords, including broad terms and long-tail keywords that capture specific search queries. Long-tail keywords, like "mortgage lenders in [city name]" or "how to get a mortgage with bad credit," often have less competition and can help you target niche audiences if youโ€™re ok targeting those types of borrowers. By creating a diverse keyword list, you can reach a broader spectrum of potential borrowers and increase the chances of attracting qualified leads.

Download the Insider's Guide to Google Ads for Mortage Leads

The Essential Guide for Restaurant Owners and managers to profitably generate sales using Google Ads! This is the shortcut to running Google Ads that work. Proven strategies we have tested.

Mortgage Keywords Examples and Ideas

  1. 1
    Mortgage loans: Target keywords like "mortgage loans," "home loans," or "mortgage financing" to capture borrowers who are actively searching for mortgage options.
  2. 2
    Refinance mortgages: Include keywords such as "mortgage refinance," "refinancing options," or "refinance your mortgage" to attract borrowers looking to refinance their existing mortgages.
  3. 3
    First-time buyer mortgages: Target keywords like "first-time buyer mortgages," "mortgages for first-time buyers," or "first-time homebuyer loans" to connect with individuals who are purchasing a home for the first time.
  4. 4
    Mortgage rates: Incorporate keywords such as "best mortgage rates," "current mortgage rates," or "lowest interest rates" to attract borrowers seeking competitive interest rates for their mortgage.
  5. 5
    Mortgage calculators: Consider keywords like "mortgage payment calculator," "loan affordability calculator," or "mortgage rate calculator" to capture borrowers who are in the early stages of the mortgage process and looking for financial planning tools.
  6. 6
    Mortgage down payment assistance: Include keywords such as "down payment assistance programs," "grants for down payment," or "low down payment mortgages" to reach borrowers who are seeking assistance with their down payment requirements.
  7. 7
    Home equity loans: Target keywords like "home equity loans," "home equity line of credit," or "HELOC" to capture borrowers interested in leveraging their home equity for financing purposes.
  8. 8
    Mortgage pre-approval: Consider keywords such as "mortgage pre-approval," "pre-qualified for a mortgage," or "get pre-approved for a mortgage" to attract borrowers who are in the early stages of the home buying process and looking to secure their financing.
  9. 9
    Construction Loans: to target people building from the ground up, or working on additions to their existing home

The only caveat to how many different keyword segments to target has to do with your budget.

If your budget is modest, focus on one segment, such as first-time home buyers. A modest Google Ads Search budget is $1,000 per month or less. You can spend less than this, of course, and you can spend exponentially more. How much you allocate for ad spend depends on your goals and what youโ€™re comfortable with spending. I have a related post here on how to calculate your Google Ads budget.

Step 3: Creating Compelling Ad Copy

Understanding the components of a successful Google Ads search ad:

To create a successful Google Ads search ad, it's crucial to understand its key components. Google uses responsive search ads that are made up of many variations of each of the following elements:

  • Headlines
  • Descriptions
  • Display URL (your website URL)
  • Ad extensions (placed under Assets within Google Ads campaigns)

With responsive search ads, Google will mix and match your headlines, descriptions, and assets to find the best combinations to achieve your ad goal. 

Each element is vital in grabbing attention, conveying your value proposition, and encouraging users to click through to your website.

Writing compelling headlines that grab attention and highlight the benefits of your mortgage services:

The headline is your first opportunity to capture the attention of users. Google allows you to create 15 different headlines. 

A best practice is to make the headlines compelling by incorporating keywords, emphasizing the benefits of your mortgage services, and addressing your target audience's needs and pain points. You only have 30 characters for headlines, so make sure they count. 

Here are some headline examples:

  • Get Your Custom Rate Quote Now
  • Get Pre-Approved Today
  • First-time Buyer Programs
  • Low Down Payment Mortgages
  • Avoid Surprises & Hidden Fees

Here's an example of what that looks like inside a Google campaign:

Google Search Ad Headline Examples

Google Search Ad Headline Examples - You Can Create Up To 15 Headlines

Craft headlines that resonate with potential borrowers and make them curious about your offerings.

Crafting concise and persuasive ad descriptions that encourage click-throughs:

Compared to headlines, descriptions are 3x the length, giving you 90 characters to write a compelling description. You can create up to four descriptions. 

In the ad description, make every word count. Then, craft a concise and persuasive message highlighting your mortgage services' unique selling points. 

Focus on your value, whether it's competitive rates, personalized customer service, or a fast approval process. 

Use language that evokes trust, urgency, or exclusivity to encourage click-throughs. Remember to align your ad description with the keywords you are targeting to increase relevance and improve the quality of your leads.

Google Search Ad Description Examples - 90 Characters

Google Search Ad Description Examples - 90 Characters

Utilize ad assets to provide additional information and improve ad visibility, click-through-rates (CTR), and overall improve results:

Ad assets include the following:

  • Sitelinks are links to other parts of your website, such as About Us, Mortgage Calculator, Contact Us, and more.
  • Call extensions enable users to call your business directly from the ad
  • Location extensions highlight your location
  • Images, if enabled in your account, help to draw attention to your ad as well. This allows you to display an image next to your ad as you would see in the traditional non-paid organic results.

Here's an example of what images look like next to your ad on mobile devices:

Google Ads for Mortgage Brokers - Example of Image in Search Ad

Google Ads for Mortgage Brokers - Example of Image in Search Ad

Assets like sitelinks, callouts, and other asset options provide valuable information and increase the visibility and prominence of your ads and increase the CTR (click-through-rate) to your landing page. Take advantage of relevant ad extensions to make your ads more compelling and informative.

Step 4: Optimizing Landing Pages

Dedicated Landing Pages

This is an essential element for a successful Google Ads campaign. I wrote a post about how to align your landing pages with your Google Ads, so read that for a deeper understanding. 

But to maximize the effectiveness of your Google Ads campaign for mortgage lead generation, it's essential to create dedicated landing pages for each mortgage product youโ€™re running ads for. 

These pages should cater to the needs and expectations of potential borrowers. The copy and keywords should align closely with the keywords.

For example, if youโ€™re offering first-time home buyer programs, ensure the page is all about that. If youโ€™re offering VA loan programs, the page needs to be about that.

Do not mix the content from different topics - landing pages should be specific to that topic and user. This alignment between keywords, ads, and landing pages helps provide a seamless and relevant user experience. Tailor the content to highlight your mortgage services' unique value proposition and address your target audience's pain points. 

Mobile Responsive, Quickly Load

Optimizing landing pages for mobile devices is crucial in today's mobile-centric world. Ensure your landing pages are mobile-friendly and responsive, adjusting to different screen sizes and providing a seamless experience across devices. Additionally, optimize the loading speed of your landing pages to minimize bounce rates and maximize user engagement. Users expect quick and easy access to information, so a fast-loading landing page is essential for retaining their attention and encouraging them to explore your mortgage offerings further.

Incorporate clear and persuasive call-to-action (CTA) buttons

A well-designed landing page should include clear, compelling call-to-action (CTA) buttons. These buttons should be prominently displayed and use persuasive language to encourage users to take the desired action, such as:

  •  "Apply Now"
  • "Get a Quote"
  • "Contact Us Today"

Use contrasting colors, clear typography, and positioning to make the CTA buttons stand out. 

Implement lead capture forms to gather essential customer information

Lead capture forms are an essential component of effective landing pages for mortgage lead generation. Design and implement user-friendly forms that capture necessary customer information, such as name, email address, phone number, and perhaps loan requirements. Keep the form fields concise and relevant, balancing gathering the necessary information and ensuring a smooth user experience. Additionally, assure potential borrowers that their information is secure and provide reassurances about privacy. 

Do not, however, ask for too much information. The more information you ask users for, the lower your conversion rate which means the fewer leads you will get. 

The big mistake I see is that brokers will ask for too much sensitive information to better pre-qualify the user. But this approach is equivalent to meeting someone for the first time and right away asking them sensitive questions before you establish any rapport - it doesnโ€™t work. Donโ€™t put the burden of the sales process on your form. 

Step 5: Set Conversion Tracking

How can I track and measure the success of my Google Ads campaigns in generating borrower leads?

Tracking and measuring the success of your Google Ads campaigns in generating borrower leads can be done through various methods. Implement conversion tracking in your Google Ads campaigns to track specific actions taken by borrowers, such as completing a loan application, calling you, setting an appointment with you, or requesting more information. Additionally, you can utilize Google Analytics to gain insights into user behavior, including bounce rates, session duration, and goal completions. Additionally, you can assess key metrics such as cost per lead (CPL), conversion rate, and return on ad spend (ROAS) to evaluate the overall effectiveness of your campaigns in generating borrower leads.

Optimize Your Campaign for Conversions

Now the exciting effect of tracking conversions is that once you have recorded at least 15, you can change your campaign objectives and bidding to focus specifically on those conversion actions - phone calls, form submissions, or specific button clicks, versus just traffic to the landing page. This further improves your lead volume and return on ad spend.

Plus, now you can precisely measure the impact of your Google Ads campaign on lead generation. These data allow you to identify the most effective keywords, and landing pages, enabling you to optimize your campaign for better performance and improve your return on investment. This is also why campaigns mature over time and perform better the longer they run - a positive feedback loop.

Step 6: Continuous Refinement

Regularly Analyze Campaign Performance

To ensure the ongoing success of your Google Ads campaign for mortgage lead generation, it's essential to analyze its performance and make necessary adjustments regularly. 

Keep a close eye on key performance metrics such as click-through rates (CTRs), conversion rates, and cost per lead. 

Identify underperforming keywords, ads, or landing pages and take proactive steps to optimize them. 

This might involve refining ad copy, adjusting bids, or experimenting with different targeting options. You can consistently monitor and fine-tune your campaign to improve its effectiveness and create even better results over time.

Scaling Successful Campaigns

When you identify successful campaigns that are generating a steady flow of high-quality mortgage leads, it's time to consider scaling them up. 

Expand your keyword lists by adding new relevant terms, allowing your ads to reach a broader audience. 

Experiment with different ad variations to find the most compelling messaging that resonates with potential borrowers. 

Consider expanding your targeting options to include additional geographic locations or demographics that align with your target market. 

Conclusion

Creating an effective Google Ads search campaign for mortgage leads demands careful execution of key steps. 

It all begins with the following steps:

  • Defining the specific goals of your campaign
  • Pinpointing the audience you wish to target
  • Conducting comprehensive keyword research to identify the most relevant terms and phrases
  • Crafting compelling ad copy that captivates and highlights the benefits of your mortgage services
  • Optimizing landing pages tailored to the needs of potential borrowers
  • Implementation of conversion tracking to measure success accurately
  • And finally, continuous refinement and scaling allow you to adapt and expand campaigns for optimal performance

As we conclude, let us underscore the utmost significance of ongoing optimization and refinement. The digital landscape is ever-evolving, and only by consistently analyzing campaign performance, making informed adjustments, and staying attuned to market trends can you ensure your Google Ads campaign remains effective. 

Monitor key metrics, fine-tune ad copy, explore new keyword opportunities, and refine targeting options to maximize the return on your investment. Embrace the ethos of constant improvement, and witness your campaign thrive and flourish.

At 39 Celsius, we wholeheartedly encourage you to seize the remarkable opportunity that Google Ads presents for generating high-quality mortgage leads. 

With its unparalleled reach, precision targeting capabilities, and robust advertising tools, Google Ads empowers mortgage brokers and loan originators to connect with motivated borrowers actively seeking their services. 

By leveraging the steps outlined above, you can unlock a world of possibilities, propel your mortgage business to new heights, and thrive in today's competitive market. So embrace the power of Google Ads, and let it be the catalyst that transforms your lead generation efforts into a resounding success.

YOUR NEXT ACTIONABLE STEPS

  1. 1
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  2. 2
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  3. 3
    We'll schedule a kickoff meeting and begin work on your digital strategy

About the author 

Toby is the co-founder of 39 Celsius. He has over 20 years of digital marketing experience and has started several companies throughout his career. He's an expert in SEO, Social Media Ads, Google Ads, Marketing Automation, and more. He has a BA in Chemistry/Biochemistry from UC San Diego and an MBA from SDSU.

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