Solutions · Google Ads for Mortgage Brokers

Google Ads for mortgage brokers, with costs, keywords, and waste control

Mortgage is one of the most expensive categories in all of Google Ads, and for a reason: a single funded loan is worth thousands in commission, so lenders bid hard. Commercial refinance and rate terms can run $40 to $100 or more per click, general financial-services queries sit around $4 to $12, and a well-run campaign brings cost per lead down to roughly $30 to $70. Let it drift and generic, competitive terms push $75 to $150 and up per lead. At those prices, one wasted week of clicks is real money.

Google Ads campaigns are not available for new orders right now, so AdBot does not build or run this account for you. If you run search yourself or with a specialist, separate purchase from refinance, and FHA, VA, jumbo, and DSCR from generic rate-shoppers, so a $60 click goes to someone who can actually close. What AdBot runs today is Meta (Facebook and Instagram) ads: it reads your site, writes the ads, you approve them before launch, and spend stays inside hard daily and monthly caps. Flat monthly fee, no percentage of your ad spend. It does not run LinkedIn, Microsoft, or Amazon ads.

What you can order now: New plans run Meta ads on Facebook and Instagram. Google Ads campaigns are not available for new orders right now, and TikTok campaigns are not available to order.

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Purchase and loan types bid separately

A rate-shopper and a pre-approved buyer with a signed contract are different businesses. Splitting purchase, refinance, and specific products like FHA, VA, jumbo, DSCR, and HELOC into their own campaigns lets your budget follow the searches that actually fund.

Waste control on expensive clicks

At $40 to $100 a click, one bad match term can burn a day of budget. Continuous negative-keyword cleanup blocks mortgage-calculator lookups, current-rate curiosity, salary and license searches, and job seekers before they eat a budget meant for borrowers.

Speed to the applicant

Mortgage leads go cold fast, and the borrower is often shopping three lenders at once. Point spend at the highest-intent apply-now searches and get the lead to a loan officer quickly, so the first call that gets through is yours.

Honest comparison

AdBot vs a marketing agency vs doing it yourself

How the common ways a US mortgage broker gets leads from paid ads compare.

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	AdBot	Marketing agency	In-house / DIY
Pricing model	Flat monthly fee	Retainer plus % of spend	Your team's time
You own the account	Yes	Sometimes	Yes
Optimization frequency	Daily, automated (Meta ads)	Weekly or monthly	When you find time
Google Ads campaigns	Not available for new orders right now	Varies by agency	You build and run them
Cost scales with spend	No, fee is flat	Yes, % of spend	No
Channels	Meta (Facebook, Instagram) for new orders	Varies	Whatever you learn

When clicks cost $40 or more, the account is won or lost on waste. The money is not made on a cheaper click. It is made by putting spend behind purchase and specific loan-type searches, blocking rate-shoppers, calculator lookups, and job seekers, and catching the borrower who is ready to apply. Daily optimization does that; a monthly report does not.

What it handles

Everything, from research to daily optimization

You set the goal and the budget. AdBot does the work a media buyer would, and reports back in plain language.

Meta (Facebook and Instagram) ads for your brokerage, written from your site
Every ad approved by you before it goes live
Hard daily and monthly caps on spend
Flat monthly fee, not a percentage of spend

A day of optimization

Every 24h

1 Reads yesterday's spend, clicks, conversions and cost per result from your Meta ad account.
2 Pauses the ads that spent without bringing anyone to your site.
3 Shifts budget, within your cap, toward the ad sets hitting your target cost.
4 Moves budget inside an ad set to the ad with the better cost per result.
5 Logs every change so you can read it and reverse it.

AdBot never spends past the daily cap you set.

Are Google Ads worth it for mortgage brokers?

Yes, Google Ads are worth it for mortgage brokers who follow up fast and can close, because the searches carry immediate intent and one funded loan pays for a lot of clicks. Someone typing refinance my mortgage or FHA loan requirements is deep in a decision worth thousands in commission, which is exactly why the auction is so expensive. Our guide on how much mortgage brokers spend on Google Ads breaks the numbers down by loan type and market.

The catch is that price cuts both ways. At $40 or more per click, an unmanaged account can spend a week's budget on rate-shoppers and calculator lookups before you notice. The brokers who win treat waste control as the whole job: tight loan-type targeting, relentless negative keywords, and a phone that gets answered on the first ring. Do that and cost per lead sits near $30 to $70; skip it and it doubles.

How much do Google Ads cost for mortgage brokers?

Mortgage sits among the most expensive verticals in Google Ads, alongside insurance and legal. Broad financial-services clicks run about $4 to $12, but commercial mortgage, refinance, and rate terms routinely hit $40 to $100 or more per click in competitive markets. A well-optimized campaign brings cost per lead to roughly $30 to $70; generic, high-competition terms can push $75 to $150 and up.

The spread comes down to intent and keyword choice. Specific product terms like DSCR loan or VA refinance rates convert better and often cost less per lead than a broad mortgage rates query that pulls in browsers. Most brokers start at $1,500 to $3,000 a month to hold a real position, and larger shops run well beyond that. Size yours against average commission per funded loan with the advertising budget calculator.

What keywords should a mortgage broker target on Google Ads?

Lead with product and intent, not the word mortgage on its own. Purchase intent (pre approval, first time home buyer loan), refinance intent (refinance my mortgage, cash out refinance), and specific products (FHA loan, VA loan, jumbo loan, DSCR loan, HELOC) each deserve their own tightly-themed campaign so your ad and landing page match the search. Branded terms and your local market rank near the top for value.

Just as important is what you block. Mortgage calculator, current mortgage rates with no action word, loan officer salary, and license-course searches drain budget without ever applying. Rebalance these campaigns often and build Google's financial-services ad requirements into the setup from the start. Our automated Google Ads management page covers account structure in more depth.

Does AdBot run Meta ads for mortgage brokers?

Yes. Meta (Facebook and Instagram) is what AdBot runs for new orders, on the same flat fee, and it fits mortgage well: search catches the borrower actively shopping a loan, while social keeps you in front of homeowners thinking about a refinance. AdBot writes the ads from your site, you approve them before launch, and every day it pauses ads that spend without clicks and shifts budget between ad sets. Meta's special-ad-category rules for housing and credit apply to mortgage ads.

Google Ads campaigns are not available for new orders right now. For how the Meta side works, see our automated Facebook ads page, and for neighboring verticals our Google Ads for financial advisors and real estate agents pages. AdBot does not run LinkedIn, Microsoft, or Amazon ads, so if those are core to your plan, keep that in mind.

Why AdBot

Done-for-you Meta ads, flat fee

Not a creative generator, not a rule engine you have to operate. A real AI media buyer.

Build to launch in 48h

Once activated, research, creative, structure, and launch on Facebook and Instagram, with no onboarding call.

Optimized every day

Bids, budgets, audiences, and creative tuned 24/7 to drive your CPA down and ROAS up.

No cut of your spend

A flat monthly fee, never a percentage of ad spend. Your budget stays yours.

Good questions

Questions about google ads for mortgage brokers

Yes, for brokers who follow up fast and can close. Mortgage searches carry immediate intent and one funded loan is worth thousands in commission, easily absorbing $40-plus clicks. The accounts that fail usually leak budget to rate-shoppers, calculator lookups, and job seekers, or lose the lead to a faster lender.

Broad financial-services clicks run about $4 to $12, but commercial mortgage and refinance terms routinely hit $40 to $100 or more in competitive markets. A well-optimized campaign brings cost per lead to roughly $30 to $70; generic high-competition terms can push $75 to $150 and up.

Most brokers start at $1,500 to $3,000 a month to hold a real position, and larger shops spend well beyond that. Because clicks are expensive, set the figure from your average commission per funded loan and your close rate rather than a flat number, then scale while cost per funded loan holds.

A well-run mortgage campaign lands around $30 to $70 per lead, with specific product terms like DSCR or VA refinance often cheaper than broad rate queries. Generic, highly competitive terms can run $75 to $150 or more, which is why loan-type targeting and negative keywords matter so much.

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