Mortgage Brokers — Google Ads for Pre-Qualified Applications
Mortgage BrokersDenver, CO
Google Ads · Landing pages · CRM
Borrower-readiness qualifiers in copy and forms improved application quality and loan officer efficiency.
Summary
We tightened keyword themes around purchase and refi intent and rebuilt the application flow for clarity.
Problem
- High volume of unqualified clicks from broad match.
- Forms asked for too much before value was established.
- Loan officers wasted time on incomplete files.
Approach
We used intent-based ad groups and progressive disclosure on forms with instant feedback.
Solution
RSA testing by loan type, dedicated LPs per funnel, and offline conversion optimization.
- Credit band routing in CRM
- Biweekly LP tests
- Search term exclusions for job seekers
Results
Applications doubled while CPA fell and pre-qualification rate improved.
Loan team throughput improved because inbound leads were better prepared.
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