Google Ads for Mortgage Brokers
Google Ads for Mortgage Brokers who need rate shoppers on the phone, not just on a form.
Google Ads catches a borrower the moment they start comparing rates, before they call the first name a friend mentioned. It cannot speed up underwriting or make a slow rate quote feel fast to someone who is shopping five brokers at once, and it will not replace the realtor referral relationships that already send purchase business your way.
- 10% of ad spend, never a markup
- $600 a month minimum
- 30-day guarantee, cancel anytime
Campaigns built for brokers
Split by the two buyers a broker actually gets.
Search: purchase-mortgage queries
“First-time home buyer mortgage”, “mortgage pre-approval near me” and “best mortgage rates [city]” come from people actively buying a home, usually with a real estate agent already in the picture.
Search: refinance and rate queries
“Refinance rates today” and “cash-out refinance broker” come from existing homeowners watching the market, not house hunting. We run these as a separate campaign, since the message and the urgency are different.
Call-only for live rate quotes
A borrower who is rate-shopping often wants a number now, not a form to fill out and wait on. Call-only ads route that search straight to a licensed loan officer.
Remarketing to rate shoppers who didn’t apply
Most borrowers compare more than one broker before they start an application. Remarketing keeps your rate and your name in front of them while they finish shopping around.
What Google Ads costs for mortgage brokers.
The category average, sourced
The 2026 search advertising benchmarks published by LocaliQ with WordStream for the Finance & Insurance category list an average cost per click of $3.39, an average conversion rate of 2.64%, and an average cost per lead of $74.44.
What a $4,500 month buys
At $3.39 a click, a $4,500 budget buys around 1,327 clicks in a month. At a 2.64% average conversion rate, that lands close to 35 leads, split across purchase and refinance intent.
Our fee on that budget
Our fee never drops below $600 a month, even when 10% of your spend would come in lower, which is exactly what happens on a $4,500 budget: 10% works out to $450, so the $600 floor is what applies, with nothing added on top of your Google bill.
Your NMLS ID has to be on the ad
Mortgage advertising rules require your (or your company’s) NMLS ID to appear on the ad, the same disclosure rule that applies to a billboard or a rate sheet, so we build it into the ad copy from the start rather than fixing it after launch.
How we set up Google Ads for a mortgage broker.
01
Tracking before spend
Call tracking and application-start tracking go live before your first dollar reaches Google, splitting purchase leads from refinance leads instead of counting every call the same.
02
A landing page per loan type
A first-time buyer asking about down payment programs and a homeowner asking about a cash-out refinance need different pages, since one generic “apply now” form serves neither well.
03
Negatives and search terms, every week
We review the search terms triggering your ads every week, adding negatives for other lenders’ brand names and DIY “what is a mortgage” searches, and we track every call back to the keyword that started it.
Mortgage broker Google Ads FAQ.
Most brokers start between $3,000 and $6,000 a month, enough to keep both purchase and refinance campaigns running with real data. We recommend a specific number in your proposal based on your licensed states and loan officer capacity.
It is worth it for reaching rate shoppers who have not called anyone yet. It will not close a deal your team is slow to underwrite or quote, since a rate shopper compares fast and moves on faster, and it will not replace the realtor and builder referral relationships that already feed your pipeline.
Search split by purchase and refinance intent does the heavy lifting, since the two buyers want different things. Call-only ads and remarketing support it by catching the shoppers who want to talk now and the ones who are still comparing.
Search campaigns can start producing calls and applications within the first one to two weeks once tracking and landing pages are live. Rate campaigns often need a few weeks of data before bidding settles into an efficient pattern.
You pay us 10% of ad spend or a $600 a month floor, whichever comes out bigger, and Google keeps whatever you spend with us adding no markup. If the first month falls flat, our 30-day guarantee waives the management fee entirely.
See what Google Ads could bring your loan pipeline.
Tell us your licensed states and loan officer capacity. We will get back to you within one business day with a real budget number and a projected lead range.