Solutions · Google Ads for Mortgage Brokers

Google Ads for mortgage brokers, run on autopilot

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.

AdBot is an AI media buyer that runs your Google Ads for you, as software. Give it your loan products, your licensed states, and a budget, and it builds the campaigns, writes the ads, blocks the wrong searches, and shifts spend toward the borrowers ready to apply, every day. It separates purchase from refinance, and FHA, VA, jumbo, and DSCR from generic rate-shoppers, so a $60 click goes to someone who can actually close. Flat monthly fee, no percentage of your ad spend, and it runs Meta and TikTok from the same place. It does not run LinkedIn, Microsoft, or Amazon ads.

See it run

Last updated July 2026

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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. AdBot splits purchase, refinance, and specific products like FHA, VA, jumbo, DSCR, and HELOC into their own campaigns so your budget follows 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. AdBot points spend at the highest-intent apply-now searches and hands you the lead 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 Google leads compare.

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	Weekly or monthly	When you find time
Purchase vs refinance split	Separate campaigns	If you ask	Rare
Loan-type targeting (FHA/VA/jumbo)	Own campaigns	Varies	Rare
Rate-shopper and job-seeker blocking	Continuous	Varies	Rare
Cost scales with spend	No, fee is flat	Yes, % of spend	No
Channels	Google, Meta, TikTok	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.

Purchase, refinance, and loan types bid separately
Rate-shoppers and job seekers blocked continuously
Waste controlled on $40-plus clicks
Flat monthly fee, not a percentage of spend

14-day result

Optimizing

Cost per acquisition

$25

▼ 38%

Return on ad spend

3.6x

▲ 31%

Budget reallocated to winners

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.

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. AdBot builds and rebalances these campaigns daily, the same engine behind our automated Google Ads management page, and layers Google's financial-services ad requirements into the setup.

Does AdBot run Meta and TikTok ads for mortgage brokers too?

Yes. AdBot builds and manages Meta and TikTok campaigns from the same flat fee, which fits mortgage well: search catches the borrower actively shopping a loan, while social keeps you in front of homeowners thinking about a refinance and retargets applicants who started and went quiet. Meta's special-ad-category rules for housing and credit apply, and AdBot accounts for them.

For broader account structure and neighboring verticals, the same engine powers our Google Ads management, 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, both channels, flat fee

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

Build to launch in 48h

Research, creative, structure, and launch across Google and Meta, 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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