Martin
Founder, strategy and audits
Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010.
SEM for Mortgage Broking
Google Ads for Mortgage Brokers
A borrower typing broker near me is usually close to acting. They have a contract date, a loan that is about to roll off a fixed term or an offer on a place. Google Ads puts your practice on that search while it matters. We build campaigns by loan purpose, keep the wording inside the rules and make sure fast replies are in place.
For mortgage brokers who want borrowers calling or applying from paid search, with campaigns split by loan purpose and reporting down to started applications.
What paid search means for a mortgage broker
Context from how your customers search, compare and book.
Mortgage clicks can be expensive, because many firms and lead sellers bid on the same words. That makes careless campaigns costly. The fix is narrow targeting: separate groups for buying, refinancing, investing and self-employed borrowers, each with a landing page and form that suits that person.
Many searches are not for a broker at all. They are for rate tables, calculators or a bank's own page. Those clicks rarely become clients. A long list of negative words and ads that speak about advice and process, not rates, keeps your budget away from them.
Speed decides who wins. A borrower often fills in several forms at one sitting and speaks to whoever rings first. Alerts to your phone, a text confirming the request and a clear call-back window matter as much as the ad itself. Out-of-hours requests need a plan too.
Wording is regulated. Ads should not promise approval, savings or rates, and extensions should not imply them either. Every ad and page is sent for your approval, and the decision on what counts as acceptable wording stays with you as the registered broker, because you carry the responsibility for what is published.
Who these ads are for
groups Customer segments
- person Buyers who have found a place and need pre-approval or finance before an offer
- person Owners whose fixed period is ending or whose repayments have risen
- person Investors adding a property or restructuring existing loans
- person Self-employed applicants turned away by a bank and looking for a lender who will listen
psychology What drives their decision
- check_circle An ad that names their situation and what you do
- check_circle A page that explains next steps without hype
- check_circle A form that is short and feels safe to fill in
- check_circle A call or text back within minutes
How we deliver SEM
A clear, repeatable process built around how mortgage broking customers search and decide.
1
Goals and loan-type selection
We agree which loans you want more of and which you cannot write. We set the service area, the hours you answer and how many new borrowers you can handle each week, so the campaign is built for your capacity from day one.
2
Campaign structure by purpose
Separate campaigns cover purchase, refinance, investment and self-employed borrowers. Each has tight search words, its own ads and its own landing page, so a borrower looking for a refinance never lands on a first-home page and nobody has to hunt.
3
Negative words and ad review
We exclude rate tables, calculators, bank names, jobs and training searches. Ads are written around advice, process and experience, then sent to you for approval. Anything touching rates, savings or approval is removed or reworded before it runs.
4
Lead handling and alerts
Calls and forms alert your phone at once, with the loan purpose and time frame in the message. A text confirms receipt to the borrower. We help set a call-back routine, including a plan for evenings and weekends.
5
Weekly review and budget moves
We read search terms, calls and started applications each week. Budget moves toward the loan types and areas producing real applications, and away from the rest. A monthly report shows cost per qualified request and per settled loan.
query_stats
What Mortgage Broking SEM includes
Reach people who are ready to book on Google, without paying for clicks that never turn into customers
- check_circle Campaigns split by loan purpose
- check_circle Negative lists and ad review
- check_circle Instant alerts and text replies
- check_circle Landing pages and secure forms
- check_circle Weekly checks and monthly report
What you can expect
- verified Ads reach borrowers at the moment they need a broker
- verified Each loan purpose has its own message, page and form
- verified Rate shoppers and calculator users are kept out
- verified Wording stays inside the rules, with your approval
- verified Fast alerts help you reach borrowers before other brokers do
- verified Reports show cost per started application and settled loan
Deliverables you receive
inventory_2 Separate campaigns for purchase, refinance, investment, self-employed and construction borrowers
inventory_2 Search word sets tuned to advice and process, with long negative lists for rate shoppers
inventory_2 Ads and extensions written for review, with no promised rates, savings or approval
inventory_2 Landing pages and short forms per loan purpose, with secure handling of borrower details
inventory_2 Call tracking, instant alerts and a text confirmation sent when a request arrives
inventory_2 Reporting from click to started application and settled loan
Technical approach
The mechanics behind SEM for mortgage broking, explained plainly.
Search term control
Lending words attract many people who will never use a broker. We read the actual search terms weekly, add negatives for calculators, bank names and comparison tables, and move budget to the terms that produce applications.
Conversion events that count
A form start is not an application. We track calls over a minimum length, completed forms and, once you report them, started applications and settled loans. The account then learns from the outcomes that pay, not just from clicks.
Schedule and response rules
Ads run most heavily when you can answer. Outside those hours the landing page offers a call-back booking and sends a prompt text. This stops borrowers waiting overnight and turning to the next broker on the list.
Marketing from $500 USD a month
Month to month, no commitment. One fee covers the pages, the search and ad work and the tracking. Ad spend is separate and stays in your own accounts.
Starting at
$500 USD per month
Free to cancel with 1 month's notice. Tell us what you sell and where. We come back with what the first month would fix.
Get a Free AuditWhat $500 a month covers
Pages
IncludedPages built around the searches your buyers actually type.
Search and ads
IncludedSearch and ads aimed at people ready to inquire.
Tracking
IncludedCalls, forms and bookings tagged to the search, ad or page behind them.
What to expect from Google Ads
Mortgage search is competitive, so the early weeks are for finding the searches that suit your practice and removing the ones that waste money.
Days 1 to 14
Campaigns are built and approved by you, tracking is tested and ads go live at a cautious budget. We read search terms daily and add negatives as odd ones appear.
Weeks 3 to 8
We shift budget toward the loan types that produce real applications and rework pages and forms based on what borrowers do. Response times are reviewed with you and adjusted.
Months 3 to 6 and beyond
With applications and settled loans matched to searches, we plan around the property calendar, your team's capacity and the busy weeks near auctions or tax time. We do not promise lead numbers, approvals or returns.
Other Mortgage Broking marketing services
search SEO for Mortgage Broking arrow_forward ads_click Meta Ads for Mortgage Broking arrow_forward web Web Design for Mortgage Broking arrow_forward monitoring Analytics for Mortgage Broking arrow_forward handshake CRM Integration for Mortgage Broking arrow_forward psychology AI Optimization for Mortgage Broking arrow_forward
Our team
The same people on the audit and on the work
Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences.
Certified and experienced
Certified where it matters. Accountable for the outcome.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓Frequently Asked Questions
What does Google Ads cost for a mortgage broker? expand_more
Clicks for mortgage searches can be costly, so we start with a budget that suits your capacity and expand when the numbers justify it. The platform bills the ad spend directly, and our management fee is shown as a separate line.
Which searches should a mortgage broker advertise on? expand_more
Local, intent-led ones such as broker near me, pre-approval help, refinance review and self-employed home loans. We avoid broad rate or calculator searches that bring mostly browsers, and we review real terms weekly.
Can the ads mention our mortgage rates? expand_more
We recommend against it. Rates change, rules differ by place and a promise in an ad can cause trouble. Ads speak about advice, choice of lenders and clear steps, and you approve every one.
How do you stop low-quality mortgage leads? expand_more
Negative words, ads that describe the service honestly and forms that ask about loan purpose and timing. Borrowers with no plan tend to drop out at the form, which saves your time.
What happens when a borrower submits a form? expand_more
You get an instant alert with the purpose and time frame, and they receive a confirming text. We suggest a short call-back routine so the borrower hears from you while they still have the form fresh in mind.
Can we run ads only for certain mortgage products? expand_more
Yes. If you focus on construction loans or investor structures, the campaign can be built around that alone. Narrow campaigns tend to waste less than broad ones.
How do we know the mortgage ads lead to settled loans? expand_more
Calls and forms are tagged by ad and search. As you mark which became applications and settled loans, reports link the money spent to results you can see.
Ready to get more from Mortgage Broking SEM?
Get a free audit and we will show you where you are losing inquiries today.
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