Google Ads vs Buying Mortgage Leads: Which Approach Is Different?
Buying leads and running your own Google Ads can both put new enquiries in front of your advisers. They work very differently, and understanding those differences helps you choose the right mix.
How bought leads usually work
Lead providers generate enquiries through their own marketing and pass them on to brokers. Depending on the provider, leads may be shared with several firms, and the customer may not recognise your brand when you call.
How your own Google Ads differ
- Exclusivity: enquiries come directly to you, from your own adverts and landing pages.
- Brand: the customer has chosen your business, which can make the first conversation easier.
- Control: you decide the areas, mortgage types and messaging.
- Data: search terms and conversion data stay with your business and improve over time.
The trade-offs
Running your own campaigns requires setup, tracking, a suitable landing page and ongoing management. Results also take a little time to build while campaigns gather data. Bought leads can be quicker to start but offer less control over quality and exclusivity.
Speed of response matters either way
Whichever route you use, contacting new enquiries quickly has a big effect on outcomes. See how quickly mortgage brokers should contact new leads.
Many firms use both for a period while their own mortgage broker Google Ads campaigns mature.