Google Ads is the highest-intent lead source available to loan officers. When someone types "mortgage lender near me" or "best mortgage rates in Denver," they're not casually browsing. They're ready to talk to someone. If that someone isn't you, it's your competitor.
The problem? Most loan officers waste thousands on Google Ads because they set up campaigns wrong, target the wrong keywords, and send traffic to their homepage instead of a dedicated landing page. This guide walks you through the right way to run mortgage PPC, step by step.
Unlike Facebook or Instagram (where you're interrupting someone's feed), Google Ads captures existing demand. The person already wants a mortgage. They're actively searching. Your job is simply to show up with the right message at the right time.
For mortgage specifically, Google Ads excels because:
Don't throw everything into one campaign. Create separate campaigns for each loan product or borrower type:
Each campaign gets its own budget, keywords, and landing page. This lets you see exactly which loan types are profitable and adjust spending accordingly.
Keywords make or break your campaign. Here's how to think about them for mortgage PPC:
Add negative keywords from day one. Exclude terms like "jobs," "salary," "license," "calculator" (if you don't have one), "definition," and "free." Review your search terms report weekly and add new negatives. This alone can cut your cost per lead by 30% to 50%.
Google gives you limited space, so every word matters. Here's a formula that works for mortgage ads:
Mix these types:
Use descriptions to address objections and add detail: "No credit check to see your rate. Close in as little as 21 days. Local lender, not a call center. NMLS# [number]."
Never, ever send Google Ads traffic to your homepage. Build a dedicated landing page in HighLevel that matches the ad's promise. If your ad says "See today's rates in Denver," the landing page headline should be "Today's Denver Mortgage Rates."
The landing page needs:
This is where most LOs leave money on the table. They run great ads, get leads, and then respond hours later. Connect your landing page to a HighLevel workflow that triggers instantly:
Google Ads leads are expensive ($15 to $75+ per click in mortgage). Don't waste that spend by being slow on the follow-up.
Start with $500 to $1,000 per month. This gives you enough data to see what's working without blowing through cash. You need at least 15 to 20 leads before you can judge a campaign's effectiveness.
Start with Maximize Clicks to gather data. After 30 to 50 conversions, switch to Target CPA or Maximize Conversions. Let Google's algorithm optimize once it has enough data to work with.
| Campaign Type | Avg CPC | Expected Conv Rate | Est. Cost Per Lead |
|---|---|---|---|
| Purchase (Local) | $15 - $35 | 8% - 15% | $100 - $300 |
| Refinance | $20 - $50 | 5% - 12% | $150 - $400 |
| First-Time Buyer | $10 - $25 | 10% - 20% | $60 - $200 |
| FHA/VA Specific | $8 - $20 | 12% - 22% | $40 - $150 |
Set up conversion tracking properly. This means tracking:
Don't target your entire state. Start with your primary market (city + surrounding zip codes) and expand only after you're profitable there.
Add sitelink extensions (link to testimonials, about page), callout extensions ("No Credit Check," "Close in 21 Days"), and call extensions. These increase your ad's real estate on the page and improve click-through rates.
Over 60% of mortgage searches happen on mobile. Make sure your landing page is mobile-optimized and your phone number is click-to-call.
Google Ads takes 30 to 60 days to optimize. Don't judge a campaign after one week. Give it enough data, then make informed adjustments.
Running Google Ads without a CRM and automation platform is like fishing without a net. You might hook the fish, but you'll lose half of them before they land in the boat. HighLevel connects everything: the landing page, the form, the instant follow-up, the nurture sequence, and the pipeline tracking. One platform. No leads falling through the cracks.
"I spent $800 on Google Ads last month and generated 12 leads. Five of them are in my pipeline, and two are likely to close. That's $6,000+ in commission from $800 in ad spend. The key was the HighLevel automation. Every lead got a text within 30 seconds." — HL4MP Community Member
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