Do Google Ads work for mortgage loan officers?

They do when the follow-up is instant, and they are brutal when it is not. The borrower is comparing lenders in real time, so a callback the next morning arrives after someone else has already sent a Loan Estimate.

Can I advertise rates on Google Ads?

You can, but stating a rate, payment or APR triggers the disclosure requirements under Regulation Z, and getting that wrong is an expensive mistake for a marketing channel. Most brokers are better off advertising the conversation and leaving numbers to the loan officer.

What should a mortgage lead cost?

It swings hard with rates and season, and the headline figure is misleading on its own. Track cost per application and cost per funded loan. A cheap lead that never answers the phone is the most expensive thing in the account.

Purchase or refinance campaigns?

Keep them apart. Refinance demand spikes and collapses with rates and will swallow a shared budget whenever it moves, leaving your purchase pipeline starved in the months you needed it.

Will an AI agent say something it should not?

It is built not to. It is scoped to never quote rates, fees or approvals, it says plainly that it is an AI assistant, it hands off whenever someone asks for a person, and every conversation is logged for your compliance review.

Google ads for mortgage brokers

Google Ads for Mortgage Brokers

Google ads for mortgage brokers buy the attention of someone comparing three lenders in the same hour, which makes this the least forgiving channel in the business. The account has to earn an expensive click, the ad has to survive the disclosure rules, and a licensed loan officer has to be on the phone before the borrower finishes filling in the next form.

Book a Stride Scaling Call Offers that work

clients served: 400+clients served
to first reply: < 2sto first reply
to go live: 2-3 wksto go live

Offers

Offers that get borrowers to raise a hand.

The offer is the ad. We pick one per campaign, test it against a second, and keep whichever books more appointments.

01
A real pre-approval, quickly
Purchase borrowers need a letter their agent will accept. Speed and certainty beat a quarter point for most of them.
02
A payment review, not a rate
Frame refinance around what the payment does and what it costs to get there. It is both more honest and easier to run inside the rules.
03
First-time buyer programs
Down payment assistance and the programs people have never heard of. Genuinely useful, and nobody else bothers to explain them in an ad.
04
Self-employed and non-QM
Bank statement and investor loans are underserved, searched by name and far less contested than refinance terms.

After the click

From ad to booked in minutes.

Ads only pay when someone books. This is what happens to every lead, at 2 PM or 2 AM. It's our speed to lead system on AI appointment setters.

1
Inquiry lands
From a search ad, usually in the evening, usually while they are also filling in two other lenders' forms.
2
Contacted in seconds
An AI agent calls or texts straight away and never quotes a rate, a fee or an approval. It says what it cannot do and why.
3
The basics captured
Purchase or refinance, the goal, rough property value and loan balance, timeline, and whether they are working with an agent.
4
Licensed officer booked
With the notes attached, so the first thing your loan officer does is talk numbers rather than take a history.

Creative

Angles we test first.

Real people and real work beat stock photos. We produce the rest with AI and ship fresh creative every week, before the old ads wear out.

The loan officer on camera
A named, licensed person with their NMLS number explaining the first call. Trust is the product and a brand name does not supply it.
Separate purchase from refinance
They are different people with different urgency. Shared campaigns let refinance volume quietly eat the purchase budget.
A page per program
FHA, VA, jumbo and bank statement loans each need their own page and their own proof, in their own language.
Answer the rate question without quoting
Explain what moves a rate and what the call covers. It converts better than a number you would have to disclose around.

Before you launch

Rules we build around

Stating a rate, a payment, a term or an APR in an ad triggers required disclosures under Regulation Z. The simplest safe account does not put numbers in the creative at all.
Every ad and landing page carries your NMLS number and your licensed states, and the geography must match the states you can actually lend in.
The agent never quotes rates, fees or approvals. It gathers the basics and books a licensed loan officer, and your compliance team signs off the scripts before launch.
No credit is pulled without the borrower's permission, through the loan officer. The first conversation is a conversation, and the ad should not imply otherwise.

Calls and texts only go to people who opted in on your form. How consent works.

Platforms

Where it runs, and where it connects.

The Google Ads placements we use for mortgage brokers & loan officers, where your leads come from, and the tools the agent writes back to.

Where your ads show

Search first, then Maps, YouTube and Gmail where there's a clear reason.

Google
Google Maps
YouTube
Gmail
Google Ads

Where your leads come from

Zillow
LendingTree
Bankrate
Facebook
Google
Realtor.com

Tools we connect to

Typical systems in your space. Most others connect through an API.

Encompass
Total Expert
Jungo
ShapeShape
Salesforce
GoHighLevel
LendingTree leads
Zillow leads
Outlook
Google Calendar

What we report on

What your Google Ads report shows.

Booked appointments first, then the numbers that explain them.

Impression share on money searches: How often you show up for the searches that turn into jobs. Low share means you're losing buyers to competitors.
Search terms blocked: The irrelevant searches we exclude every week, so budget only goes to people who can buy.
Call answer rate: Paid calls answered by your team or the voice agent. A missed paid call is wasted spend.
Cost per call and form: Spend per conversion, split by campaign and search.
Cost per booked call: The number every bid and budget change is judged against.
Revenue per ad dollar: Closed jobs imported back from your CRM against spend.

Client results

Hear it from our clients.

Executive Stride clients on camera and in their own words.

All client results

clients served: 400+; clients served
in client results: $10M+; in client results
industries: 20+; industries
average rating: 4.8; average rating

$220K profit in 2 monthsFranky Shaw, FutrGroupClient

10+ calls a week for 6 monthsJacob Snitman, Burke FinancialClient

37 calls, 13 clients in 3 weeksKas Ghorb, Content RocketClient

15 calls, 3 deals in 2 weeksBharat, Bison MarketersClient

They've consistently been able to help me achieve at least 10 booked appointments on my calendar for both of my businesses separately every week for the last six months.

Jacob SnitmanBurke Financial

I don't usually do testimonials for people but we've been able to generate a tremendous amount of additional monthly income with Executive Stride. Their team is super supportive and basically hand you results on a silver platter.

Franky ShawFutrGroup

I can personally attribute over $20k/mo of additional monthly income to Josh and the team at Executive Stride with their LinkedIn strategies alone. If you're not working with them I don't know what you're doing.

Stephen GomesRealtor Media Leads

Getting leads is fantastic, we have a small team and actually had too much coming in and I had to reel it back a little bit, which is a good problem to have.

Jacob SherrardElvt Marketing Solutions

Since working with Josh and his team at Executive Stride for three weeks, we have been able to book 35 qualified leads and closed 11 leads by using their LinkedIn system

Harshal DewanganDewa Direction

Josh and his team basically helped me generate over 37 booked appointments and 13 new clients, which is mind-blowing!

Kas GhorbContent Rocket

FAQ