What Does a Mortgage Broker Lead Cost on Google Ads?
Cost per lead is one of the most-watched numbers in mortgage marketing, but on its own it can be misleading. What matters is how many of those leads become completed cases.
What drives cost per lead
- Cost per click, shaped by competition in your area and for your chosen searches.
- Landing page conversion rate: the share of visitors who enquire.
- Keyword quality: high-intent searches cost more per click but often convert better.
- Wasted spend from irrelevant searches that are not excluded.
Look at cost per case, not just cost per lead
A cheaper lead that rarely progresses can be more expensive overall than a higher-cost enquiry that regularly completes. Tracking leads through to application and completion gives a much clearer picture of return.
Ways to improve cost per lead
The most dependable improvements usually come from tighter keyword targeting, a stronger landing page and removing wasted spend. Our guide to why mortgage Google Ads can generate poor-quality leads explains common causes.
Setting a sensible budget also plays a part; see how much mortgage brokers should spend on Google Ads. For support measuring and improving performance, explore our Google Ads for mortgage brokers service.