Facebook Ads remain one of the most cost-effective ways to generate mortgage leads in 2026. While Google Ads captures people who are already searching, Facebook lets you reach people before they start looking. You're creating demand, not just capturing it. And for loan officers who know how to use the platform, the cost per lead can be dramatically lower than any other paid channel.
But Facebook Ads for mortgage come with unique challenges. Housing is a "Special Ad Category" with restricted targeting. Compliance matters. And the leads tend to be earlier in the buying journey, which means your follow-up game has to be airtight. Here's how to make it all work.
Facebook classifies mortgage ads under the "Special Ad Category: Housing." This restricts your targeting options significantly:
This scares a lot of LOs away from Facebook. Don't let it. The restrictions level the playing field. Everyone faces the same limitations, and the loan officers who understand how to work within them win big.
Target a 15 to 25-mile radius around your market with no additional interest targeting. Let Facebook's algorithm find the right people based on your ad creative and landing page. This sounds counterintuitive, but Facebook's machine learning is extremely good at finding people likely to convert when you give it enough data.
Upload your past client list (email and phone numbers) to Facebook and create a 1% lookalike audience. Facebook will find people who share characteristics with your best clients. This is the closest thing to "targeting homebuyers" that the Special Ad Category allows.
Install the Facebook pixel on your website and landing pages. Then run ads to people who visited but didn't convert. These are warm leads who already showed interest. Retargeting typically converts 3x to 5x better than cold traffic.
Every month, export your HighLevel contact list and upload it to Facebook as a custom audience. Then create a fresh lookalike. As your client list grows, your lookalike audiences become more accurate and your cost per lead drops.
Image: Photo of you (not stock) with text overlay: "Thinking about buying your first home?"
Primary text: "Most first-time buyers in [City] don't know about the programs that could save them thousands on their down payment. I put together a free guide that covers everything: down payment assistance, FHA vs. conventional, what credit score you actually need, and more. Grab your copy below."
CTA: Learn More (links to HighLevel landing page with guide download)
Image: Simple graphic with a number: "$287/month" with subtitle "Average savings when refinancing with us"
Primary text: "If your mortgage rate is above 6%, you could be overpaying by hundreds every month. It takes 60 seconds to see if refinancing makes sense for you. No credit check, no obligation."
CTA: Get Quote (links to HighLevel refinance calculator page)
Image: Closing day photo with happy clients (with permission)
Primary text: "Another closing in [City]! [Client first name] thought buying a home was out of reach with their credit situation. 90 days later, they have the keys. If you're not sure you qualify, let's find out together. It's free to check."
CTA: Sign Up (links to pre-qualification landing page)
Video: 30 to 60-second video of you answering a common question ("What credit score do you need to buy a house in 2026?")
Primary text: "I get this question every week. Here's the real answer. (Hint: it's lower than you think.)"
CTA: Learn More (links to pre-qualification funnel)
| Ad Type | Best Audience | Avg CPL | Lead Quality |
|---|---|---|---|
| Education / Guide | Cold (broad local) | $5 - $15 | Medium (early stage) |
| Rate / Savings | Retargeting / Lookalike | $10 - $25 | High |
| Social Proof | Retargeting | $8 - $20 | High |
| Video | Cold + Retargeting | $5 - $12 | Medium-High |
Facebook offers two ways to collect leads:
Lead Ads keep the user on Facebook. They tap a button, a pre-filled form pops up, and they submit without leaving the app. Pros: higher conversion rate, lower cost per lead. Cons: lower lead quality because the friction is so low that people submit without thinking.
Landing Page Ads send users to your HighLevel funnel. They have to actively fill out a form. Pros: higher lead quality, better data, seamless HighLevel integration. Cons: higher cost per lead because of the extra step.
Our recommendation: use Lead Ads for top-of-funnel content (guides, checklists) and Landing Page Ads for bottom-of-funnel offers (rate quotes, pre-qualification). Connect Lead Ads to HighLevel using the native integration or Zapier so your automation still fires instantly.
Facebook leads are different from Google leads. They're often earlier in the process and may not be ready to talk to a lender right away. Your follow-up needs to nurture, not hard sell.
The goal isn't to close them in day one. It's to be the lender they think of when they're ready to move forward, whether that's next week or six months from now.
Start with $300 to $500 per month. Run one ad set with broad local targeting and 2 to 3 ad variations. Give it 7 to 14 days before making changes. Facebook's algorithm needs time to learn.
Mortgage advertising on Facebook must comply with both Facebook's policies and federal regulations (TILA, RESPA, ECOA, Fair Housing). Key points:
When in doubt, run your ad copy by your compliance department before launching. Getting your ad account banned is not worth the risk.
HighLevel integrates directly with Facebook. You can:
This closed-loop tracking is what separates profitable Facebook advertisers from everyone else. You're not guessing what works. You know.
"I was spending $400/month on Facebook and generating 30+ leads. My cost per lead was $13. After connecting HighLevel for instant follow-up, I started closing 2 to 3 of those leads per month. That's $6,000 to $9,000 in commission from $400 in ad spend." — HL4MP Community Member
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