Google Ads is one of the most reliable channels for generating mortgage leads in the UK. Unlike social media advertising where you're interrupting people who weren't thinking about mortgages, Google puts your ad in front of someone actively searching for mortgage help right now. That intent difference is significant, and it's why Google leads tend to convert at higher rates — though they also cost more per click.

This guide covers everything you need to set up and run Google Ads campaigns for mortgage lead generation. We run Google campaigns ourselves as part of our lead generation operation, so this advice comes from real-world experience, not theory.

Choosing the Right Campaign Type

Google offers several campaign types. For mortgage lead generation, focus on these two:

Search campaigns are your bread and butter. Your ads appear when someone searches for terms like 'mortgage broker near me' or 'best mortgage rates UK.' You only pay when someone clicks. This is where most of your budget should go, especially when starting out.

Performance Max campaigns can work well once you have conversion data. Google's algorithm uses your conversion data to find similar audiences across Search, YouTube, Display, and Gmail. However, these campaigns need at least 30-50 conversions over a 30-day period to optimise effectively. Don't start here — build up conversion history with Search campaigns first.

Avoid Display-only campaigns for mortgage leads. The click-through rates are low, lead quality is poor, and you'll burn through budget quickly with little to show for it.

Keyword Strategy

Keywords are the foundation of your Search campaigns. Here's how to approach them:

High-intent keywords are your priority. These are searches from people who clearly want to speak to a mortgage adviser:

  • 'mortgage broker near me' — high volume, high intent, competitive
  • 'mortgage adviser [city name]' — good local intent
  • 'remortgage advice' — strong intent, slightly lower competition
  • 'first time buyer mortgage help' — good volume, moderate competition
  • 'mortgage broker for self employed' — lower volume but excellent intent

Research keywords have lower intent but can work at lower CPCs:

  • 'how much can I borrow for a mortgage' — informational, but indicates early-stage interest
  • 'best mortgage rates today' — comparison shopping, but shows active interest
  • 'mortgage calculator' — very high volume, very low intent. Use cautiously or not at all

Negative keywords are just as important as your target keywords. Add these from day one:

  • 'jobs', 'salary', 'careers' — people looking for mortgage broker jobs, not services
  • 'free', 'template', 'course' — not buyer intent
  • 'what is a mortgage' — too early in the research process
  • 'mortgage calculator' (if you're not targeting it) — high volume but low conversion
  • 'FCA', 'regulation', 'complaints' — regulatory or complaint-related searches

Use phrase match or exact match for your keywords. Broad match can work with smart bidding, but it needs significant conversion data to optimise properly. Starting with broad match on a new account will waste budget.

Setting Your Budget

Mortgage keywords are expensive. Average cost per click in the UK ranges from £3-£12 depending on the keyword and location. Competitive areas like London, Manchester, and Birmingham sit at the higher end.

Here's a realistic budget framework:

Minimum viable budget: £30-£50 per day (£900-£1,500/month). This gives you enough clicks to generate data, though it'll take 4-6 weeks to properly optimise.

Recommended budget: £50-£100 per day (£1,500-£3,000/month). This allows you to test multiple keyword groups and gather conversion data faster.

Expected cost per lead: A well-optimised campaign should generate mortgage leads at £20-£50 each. In the first few weeks, expect to pay £50-£100+ per lead while you optimise. If you're still paying over £60 per lead after 8 weeks, something needs fixing — likely your landing page or keyword selection.

A critical mistake brokers make is setting a daily budget of £10-£15. At £5-£10 per click, that's 1-2 clicks per day. Google's algorithm can't learn anything from that volume, so your campaigns never improve. It's better to run £40/day for two weeks than £10/day for two months.

Building Your Landing Page

Your landing page is where the conversion happens, and it's where most brokers lose money. Here's what works:

Keep it simple. One clear headline, a brief explanation of what you offer, social proof (reviews, qualification logos, years of experience), and a form. That's it. Don't link to your blog, your team page, or anything else — every exit point reduces conversions.

Use a multi-step form. Instead of showing all fields at once, break your form into 3-4 steps. Step 1: 'What do you need help with?' (Purchase / Remortgage / Other). Step 2: Property value and deposit. Step 3: Contact details. Multi-step forms consistently convert 20-40% better than single-page forms because each step feels small and easy.

Make it mobile-first. Over 70% of mortgage-related searches happen on mobile. If your landing page isn't fast and easy to use on a phone, you're losing most of your traffic before they even see your form.

Include trust signals. FCA registration number, Google review rating, 'no obligation' messaging, data protection assurance. Consumers are wary of submitting their details online — reduce friction by demonstrating credibility.

Match your ad copy. If your ad says 'Free Remortgage Advice,' your landing page headline should say something very similar. Consistency between ad and landing page improves both Quality Score (reducing your CPC) and conversion rate.

Writing Effective Ad Copy

Google Search ads use responsive search ads (RSAs), where you provide up to 15 headlines and 4 descriptions. Google then tests combinations. Here's how to approach it:

Headlines should address intent directly. 'Speak to a Mortgage Broker Today,' 'Get Expert Mortgage Advice,' 'Free No-Obligation Consultation.' Avoid vague headlines like 'We're Here to Help' — they don't tell the searcher what you do.

Include specifics. 'Access to 90+ Lenders,' 'FCA Regulated Adviser,' 'Response Within 30 Minutes.' Concrete details outperform generic promises.

Use ad extensions. Sitelinks (pointing to specific services like remortgage or first-time buyer pages), callout extensions ('No Fees,' 'Whole of Market,' 'Evening Appointments'), and call extensions (so mobile users can tap to call directly). Extensions increase ad size and click-through rate at no additional cost.

Tracking and Measuring Results

Without proper tracking, you're flying blind. Set up these essentials before spending a penny:

Conversion tracking: Install Google Ads conversion tracking on your thank-you page (the page shown after form submission). This tells Google which clicks led to enquiries, so the algorithm can optimise for more of the same.

Google Analytics 4: Connect GA4 to your ad account. This gives you deeper insight into user behaviour — where they drop off, how long they spend on your page, and which traffic sources produce the best results.

Call tracking: If you display a phone number on your landing page, use a call tracking number so you can attribute phone calls to specific campaigns and keywords. Services like CallRail or Mediahawk cost £30-£50 per month but the insight is worth it.

CRM tracking: The real metric isn't cost per lead — it's cost per completed mortgage application. Track leads all the way through your pipeline so you know which keywords and campaigns generate leads that actually convert to business.

Common Mistakes to Avoid

Sending traffic to your homepage. Your homepage is designed for multiple audiences and purposes. A dedicated landing page focused on one specific action will convert 3-5x better.

Targeting too broadly. If you're a local broker in Leeds, don't run national campaigns. Target your geographic area tightly — you'll pay less per click and attract more relevant enquiries.

Ignoring Quality Score. Google rates each keyword on a 1-10 Quality Score based on ad relevance, landing page experience, and expected click-through rate. Higher scores mean lower CPCs. A keyword with a Quality Score of 8 might cost you £4 per click while the same keyword with a score of 4 could cost £8+.

Not testing regularly. Set a calendar reminder to review your campaigns weekly. Check search terms (add new negatives), review ad performance (pause underperforming headlines), and adjust bids based on conversion data.

Realistic Expectations

If you set everything up properly and commit to ongoing optimisation, here's what a reasonable outcome looks like after 8-12 weeks:

  • Cost per lead: £20-£45
  • Lead to contact rate: 70-80% (higher than social media leads because intent is stronger)
  • Contact to appointment rate: 35-50%
  • Appointment to completion rate: 30-50%

Working the numbers: £2,000 monthly spend at £30 per lead = roughly 67 leads. Contact 50 of them, book 20 appointments, complete 8-10 mortgages. At an average proc fee of £600, that's £4,800-£6,000 in revenue from £2,000 in ad spend — before accounting for your time managing the campaigns.

Google Ads for mortgage leads works. It's not magic, it's not instant, and it requires real effort to set up and maintain. But if you follow the fundamentals outlined above and give yourself 8-12 weeks to optimise, it can become a reliable, scalable source of new business for your brokerage.