Google Ads for Mortgage Brokers: Do They Work

If you’re a mortgage broker trying to grow in a competitive market, you’ve probably asked yourself: “Do Google Ads actually work?” Short answer? Yes, but only if you set them up right.

Google Ads for mortgage brokers isn’t about throwing a bunch of money into keywords and hoping for the best. It’s about showing up exactly when someone types "refinance my house," "get pre-approved," or "first-time home buyer loan" into Google. That’s not just traffic. That's the intent. And intent is everything.
Let’s break it down: why Google Ads work, where most brokers get it wrong, and how you can use it to actually close deals, not just collect clicks.

Why Google Ads for Mortgage Brokers Is a Smart Play

There’s no fluff here: when someone is actively searching for mortgage help, they’re not killing time. They’re trying to solve a problem. Google Ads puts your name in front of them at the exact moment they need you.

Unlike social media ads that target people based on interests or behaviors, search ads go straight to the people who are actively looking for a solution. That’s the power of intent-based marketing.

Real Talk: Do They Work?

Absolutely. But Google Ads only work when:

• Your campaign is laser-focused on the right keywords.
• You pre-qualify leads before they waste your time.
• You have a landing page that actually converts.
• You follow up like a pro (ideally with some automation).

Otherwise? You're just buying expensive traffic.

The 6 Elements of a Winning Google Ads Strategy for Mortgage Brokers

Let’s walk through what works and what to avoid. Whether you’re just getting started or wondering why your current campaign is burning cash, these six elements will keep you on track.

1. Start With Clear Objectives

Too many brokers run campaigns with fuzzy goals. Are you trying to get pre-approval applications? Refinance requests? VA loan inquiries? Start there.

And please, if you're using "Smart Mode" in Google Ads, switch to "Expert Mode." Smart Mode sounds easy, but it limits your targeting, tracking, and control.

2. Nail the Keywords (Not Just the Obvious Ones)

Everyone goes after "mortgage broker near me" or "home loan." But those are pricey and broad. Instead, target lower-competition, high-intent keywords like:

• "first time home buyer loan [city]"
• "FHA loan with bad credit"
• "refinance with cash out Texas"
• "pre-approved mortgage estimate"

Use Google’s Keyword Planner to find the sweet spot: high search volume + low competition.

3. Write Ads That Speak Human

People don’t click on robotic ads. Write headlines and descriptions that actually talk to your audience:

Good examples:

• "Tired of Renting? Get Pre-Approved Today"
• "Custom Rates in Minutes, No Credit Hit"
• "Local Broker. Fast Answers. Real People."

Don’t forget to use all available ad assets (formerly known as extensions): sitelinks, callouts, phone numbers, even images. These improve your click-through rates and make your ads look legit.

4. Use Dedicated Landing Pages (Don’t Send to Your Homepage)

This one’s big. Never send ad traffic to your homepage. People click your ad expecting answers, fast.

Make sure your landing page:

• Matches the keyword and intent (e.g. VA loan ad goes to VA loan page).
• Loads quickly, especially on mobile.
• Has one clear CTA (like "Get Pre-Qualified").
• Uses a short form, not a full credit app.

Less is more. Earn their trust before asking for sensitive info.

5. Track Everything (And Adjust Often)

If you’re not tracking conversions, you’re flying blind. Set up:

• Google Ads conversion tracking
• Google Analytics with goals
• Call tracking (if you take phone leads)

Once you see what’s working, double down. What isn’t? Kill it or tweak it.

Pro tip: Once you hit 15+ conversions per month, Google’s machine learning gets smarter with your targeting.

6. Follow Up Like a Boss (or Let AI Do It)

This is where most brokers drop the ball. Getting leads is one thing, converting them is where the magic happens.

The most effective mortgage ads campaigns:

• Send instant emails/SMS when someone fills out a form.
• Use a CRM to track every lead by stage.
• Nurture leads who aren’t ready yet.

Don’t want to do all this manually? This is where tools like Antares 360 shine. Our AI-powered system books appointments, sends reminders, and even follows up for you while you sleep.

Avoid These Budget Burners

Let’s be blunt: here’s how most agencies waste your money:

• No filters. You get tire kickers and broken browsers.
• No landing page. You send leads to a homepage that doesn’t convert.
• No retargeting. If a lead bounces, they’re gone forever.
• No automation. You’re chasing leads with sticky notes and spreadsheets.

Good Google Ads management is less about "getting clicks" and more about building a system that captures, qualifies, and converts. That’s what we do.

Bringing It All Together: Ads That Actually Work

You don’t need more "traffic." You need:

• Better targeting
• Real automation
• Landing pages that don’t leak
• Follow-up systems that close deals

Google Ads for mortgage brokers work when you stop treating it like a flyer on a digital billboard, and start treating it like a lead engine.

At Antares Systems, we build that engine.

Let’s Make Your Ads Work Smarter (Not Harder)

Based in McAllen, Texas, Antares Systems is a full-service digital agency that helps mortgage professionals:

• Build custom websites that convert
• Set up winning Google and Facebook ad campaigns
• Use Antares 360 to follow up with leads automatically

We’re not here for clicks. We’re here for booked calls and closed loans.

If you’re a mortgage broker in McAllen or anywhere in the Valley, let’s talk about how to:

• Lower your cost per lead
• Automate your sales funnel
• Actually get ROI from your ad spend

👉 Contact Antares Systems today or ask about a free strategy session.