Mortgage advice consultations
Separate purchase and remortgage enquiries. Have the firm review claims and disclosures before launch.
Google Ads for mortgage brokers
A first-time buyer and someone whose fixed rate ends next month are at different stages. Use a clear consultation, and keep financial detail out of analytics.
Request a consultation
Separate purchases from remortgages
Qualify and measure enquiries
Track booked and attended first calls and accepted cases. Keep financial details out of advertising analytics.
Have claims reviewed before launch
Rates, ‘best’ claims and eligibility need the firm’s compliance check. The landing page should explain the consultation, not promise a product.
Clients at different stages
Buying a home
Ask whether they have an agreement in principle only inside your own process. The ad should offer a consultation and say who it is for.
A remortgage
Ask when the current rate ends, in your own system. These clients often have a date, which changes how quickly you need to see them.
A search for a lender by name
Usually not your campaign unless you deliberately want that traffic and the wording has been approved.
What to measure without collecting financial detail in ads
Booked and attended first calls, and cases you accept. Do not pass income, credit or medical information into the ad platforms.
What this looks like in practice
A first-time buyer is often at a different stage from someone whose fix ends next month. Use clear consultation steps and measure attended appointments without passing financial details into analytics.
Questions before you spend on ads
Can I measure mortgage enquiries through to accepted cases?
Use a first-call and accepted-case record in your own system. Review reporting in aggregate and have the firm check claims before launch.
How do I work out what I paid for the work?
Add Google ad spend and management fees, then divide that by the number of accepted cases linked to those ads. Include any setup fee in a separate first-month calculation. Use the same period for spend and results, and keep repeat calls, cancellations and unfinished enquiries out of the final count.
Questions from local owners
Can brokers advertise rates?
Only with wording the firm has approved. Describe the consultation if a specific rate claim is not cleared.
Should purchase and remortgage share ads?
Split them. The questions and the urgency differ.
What is a result?
An attended consultation and a case you proceed with. A form full of financial detail sitting in an ad tag is a problem.
Plan your campaign
Explore related businesses
Talk to us about your Google Ads
Tell us what you want to sell, where you can travel and which enquiries are worth taking.
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