Google ads for mortgage brokers
Reach the borrower who is searching right now, in your city, for the product you want to write.
Google Search is where intent lives. A person typing a specific mortgage question at 11pm is not browsing; they are looking for someone to call. The catch is that the obvious keywords are expensive and full of banks. The work is finding the specific searches in your area that convert, and building a page that answers them.
- Keyword lists built from your products and your area
- Dedicated landing pages, not your brokerage home page
- Ad spend paid to Google directly, no markup
Google ads for brokers, in 40 seconds
What happens when someone in your city types the exact search, and why the page it lands on decides everything.
Where Google beats Facebook, and where it does not
| Google Search ads | Facebook and Instagram ads | |
|---|---|---|
| Where the borrower is | Actively searching | Scrolling, not yet looking |
| Best products | Private and second mortgages, power of sale, bad credit, self-employed, broker near me | Refinance, HELOC, renewal, first-time buyers |
| Cost per click | Higher | Lower |
| Lead quality | Usually higher intent | Needs a good form to qualify |
| Time to first lead | One to two weeks after launch | Usually sooner |
| Scale | Limited by how many people search | Large |
Most brokers who can afford both run Facebook for volume and Google for the high-intent products. SEO then slowly replaces part of the Google budget.
What we build for a Google campaign
The keyword plan
Product, situation and location terms that people in your area actually type, plus a negative list so you are not paying for "mortgage broker salary" and "mortgage agent course".
The landing page
One page per campaign, matched to the search, with the inquiry form above the fold and your brokerage details where the province requires them.
The follow-up
The lead lands in your CRM, gets a text and an email within minutes, and can book directly into your calendar. Same system as our Facebook campaigns.
- Conversion tracking set up properly, so the campaign learns from real inquiries and not just clicks
- Weekly review of search terms, with waste cut and winners expanded
- Month to month, like everything we do. Details on how it works.
Questions brokers ask us
Are Google ads worth it for a mortgage broker?
For the right products, yes. Someone typing "private second mortgage Hamilton" or "mortgage broker for self-employed Calgary" is ready to talk. The clicks cost more than Facebook, but the lead is further along. Google works poorly for broad terms like "mortgage rates", where you are bidding against banks and rate sites with far bigger budgets.
What search terms should a broker bid on?
Specific ones. Product plus city ("HELOC Mississauga"), situation plus province ("mortgage after consumer proposal Ontario"), and broker-intent phrases ("mortgage broker near me"). We build the keyword list from your products and your area, and we add negative keywords so you stop paying for job seekers and students.
How much should I budget?
Enough to get a readable number of clicks per week in your market, which varies a lot by city and product. We give you an honest range on the call based on your area. Ad spend is paid to Google directly from your account.
Do I need a special landing page?
Yes. Sending Google traffic to your brokerage home page is the most common mistake we see. The page has to match the search, load fast, and ask for the inquiry above the fold. We build one per campaign.
How long until results?
Google needs a week or two of data before the campaign settles. Expect the first month to be about learning which terms convert in your area, and the following months to be about scaling what works.
See what a campaign would look like in your market
A free 30-minute call. We look at your province, your products and what is already working, and map out what we would build. If it is not a fit, you will hear that too.