Google ads for loan officers
Reach the borrower who is searching right now, in your market, for the loan you want to write.
Google Search is where intent lives. Someone typing a specific loan question at 10pm is not browsing, they are looking for a person to call. The difficulty is that every loan officer in the market wants that click, so the auction rewards campaigns with sharp keywords, a landing page that matches the search and a reply that comes while the person is still on their phone. Amplify Leads builds and runs Google campaigns for loan officers and brokers.
- Keywords built from your loan programs and your area
- A dedicated landing page for each campaign
- Exclusive leads, month to month
Watch it in 35 seconds
A 35-second explainer from the Amplify Leads team: google ads for loan officers.
Where Google beats Facebook, and where it does not
| Google Search ads | Facebook and Instagram ads | |
|---|---|---|
| Where the borrower is | Actively searching | Scrolling, not yet looking |
| Best programs | DSCR, non-QM, jumbo, FHA and VA, and "loan officer near me" searches | Refi, cash-out, HELOC, debt consolidation, first-time buyers |
| Cost per click | Higher | Lower |
| Lead quality | Usually higher intent | Needs a good form to qualify |
| Scale | Limited by how many people search | Large |
Many loan officers who can run both use Facebook for volume and Google for the borrowers who are ready now. Read the side-by-side guide before deciding.
What we build for a Google campaign
The keyword plan
Loan program, situation and place terms that people in your market type, plus a long list of negative keywords so you are not paying for job seekers and rate shoppers.
The landing page
One page per campaign, matched to the search, with the form above the fold, your NMLS ID in view, and nothing that sends the visitor elsewhere.
The follow-up
The lead lands in your CRM and gets a text and an email right away, with a link to book a time. Search leads go cold fast, so the reply has to be quick.
- Conversion tracking set up on real inquiries, not just clicks
- Regular review of search terms, with waste cut and winners expanded
- Month to month. Details on how it works
Before you reach out
Is Google Ads worth it for a loan officer?
When the landing page is good and the follow-up is fast, yes. Search clicks cost more than social clicks, but the person clicking typed the question themselves. A smaller number of higher-intent inquiries often beats a larger pile of lukewarm ones.
Which searches do you go after?
Specific ones: a loan type plus a place or a situation, such as "DSCR loan Atlanta" or "bank statement mortgage self-employed". Broad terms like "mortgage rates" attract researchers and cost the most, so we stay away from them unless the numbers justify it.
Do I need a separate landing page?
Yes. Sending search traffic to your general website is the most common reason search campaigns underperform. Each campaign gets a page that matches the search and shows your NMLS ID and company name.
What about Google's rules for mortgage ads?
Google has policies for financial products, and mortgage ads must also meet the federal and state rules that apply to you. We write inside both and your compliance contact reviews the final text.
How soon do leads start?
Campaigns go live within one to two weeks of the strategy call. Google needs a short learning period after launch, so expect the first couple of weeks to be about tuning.
Find out what a campaign could look like where you lend
Half an hour with our team, at no charge. Come with your state, the programs you write and what has not worked so far. You leave with a sketch of what we would build, or an honest no.