Best Google Ads Keywords for Mortgage Brokers
The keywords you bid on decide who sees your adverts. For mortgage brokers, the most valuable searches show clear intent to speak to an adviser, not just to research rates.
Prioritise high-intent searches
Searches that include words such as "broker", "adviser" or "near me" usually indicate someone looking for help rather than information. These tend to be the strongest starting point for mortgage PPC campaigns.
- Broker searches, e.g. "mortgage broker" plus a town or city.
- Need-based searches, e.g. "remortgage advice" or "first time buyer mortgage adviser".
- Specialist searches, e.g. "self-employed mortgage broker" or "bad credit mortgage advice".
Group keywords by theme
Organise keywords into tightly themed ad groups, such as first-time buyers, remortgages and buy-to-let. This lets each advert and landing page speak directly to the search, which normally improves both relevance and conversion. Our article on landing pages that convert for mortgage brokers covers the page side of this.
Use match types deliberately
Broad match can find new searches but also attracts irrelevant traffic. Phrase and exact match give more control, particularly while a campaign is building data.
Know what to exclude
Rate comparison, calculator, job and lender login searches often bring clicks with little chance of becoming an enquiry. A well-maintained list of negative keywords for mortgage broker Google Ads is just as important as the keywords you target.
If you would like a second opinion on your keyword structure, see how we approach Google Ads management for mortgage brokers.