Mortgage lead generation is easy to make look successful and hard to make profitable. Cost per lead can drop while funded volume stays flat, because most of the new leads are rate shoppers who were never going to close with you.
The gap between enquiry and funded loan is where the money is lost.
People comparing rates across six lenders convert on forms at a high rate and close at a terrible one. Optimising toward form fills actively selects for them.
Purchase, refinance, FHA, VA and jumbo have different buyers, different urgency and different values. Merged, they average into mediocrity.
If the LOS or CRM never tells the ad platform which leads funded, the account optimises on the only signal it has, which is the shallow one.
Financial advertising has real restrictions. Campaigns built without them in mind get disapproved or, worse, create problems downstream.
The whole point is closing the loop between click and funded loan.
Before anything gets scaled, the data has to be right. GA4 and Google Tag Manager audited and rebuilt where needed, conversion actions deduplicated, Meta CAPI or server-side tagging where it applies, and offline conversion import so the platform optimises toward revenue instead of form fills.
Outcomes from your CRM or loan origination system imported as offline conversions with values, so bidding targets loans that fund rather than forms that submit.
Purchase versus refinance versus specialist products, separated by campaign, bid and landing page, with messaging matched to each buyer's actual situation.
Paid traffic dies on a bad page. I build and iterate the landing pages the campaigns point to, so the conversion path is one system instead of two vendors blaming each other. Fixed scope, tied to the campaigns, not open-ended web design.
A Looker Studio dashboard tied to your real conversion data, plus a written read on what changed and why. No 40-tab spreadsheet, no vanity metrics, no 'impressions are up' as a headline.
Financial services advertising is regulated and platform policies are strict. Compliance sign-off stays with your firm. Campaigns get built to your approved messaging.
Some engagements have verified public numbers. Others are longer-running or confidential roles where I can speak to scope and approach but not exact percentages. I would rather show you the real mix than invent a case study.
Roughly $20K per month in Google Ads spend, in a market with $45 to $80 CPCs.
Ongoing role as Senior Paid Media Manager, leading strategy and a growing paid media team in a heavily regulated industry.
I go through the account, the tracking and the conversion path and tell you what is actually broken. You get the findings whether or not we work together.
Tracking, conversion actions and structure get corrected first. Optimising on top of bad data just makes you confidently wrong.
Campaigns, ad copy, audiences and landing pages built around how your buyers actually search.
Weekly optimisation against the metric that matters to your business, with a monthly written read on what moved and what is next.
Long-form writing on this topic from the blog.
Partly through negatives and messaging, but mainly by changing what the account optimises toward. Once funded loans are the conversion signal, the platform stops chasing the cheapest form fill.
Usually yes. Most modern systems can export lead outcomes, which is all that is needed for offline conversion import. This is the change that tends to matter most in this vertical.
The mix shifts. Refinance demand collapses and purchase, first-time buyer and specialist products carry more weight. Accounts that do not rebalance when the rate environment moves waste a lot of budget.
Your firm approves messaging and disclosures. I build campaigns to what you approve, and flag anything likely to trip platform policy before it goes live.
A short form beats a long discovery call. Give me the basics and I will come back with a straight read on whether I can help, usually within one business day.
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