Google Ads for Brokers in 2025: What’s Working Now

Most brokers are wasting 70% of their Google Ads budget. Here’s how to fix that.

Let’s be blunt: most mortgage brokers are wasting the majority of their Google Ads spend.

We’re talking 70% or more going to the wrong keywords, targeting the wrong audience, or sending people to low-converting pages. In a cost-per-click environment where every dollar counts, that’s not just inefficient — it’s a serious threat to your profitability.

But the good news? Google Ads still works — and works incredibly well — when done right. In this article, we’ll break down exactly what’s working in 2025 for brokers using Google Ads to grow their business, including:

✅ Smart campaign structures

✅ Keyword intent strategies that actually convert

✅ Key optimisation tips

✅ The biggest mistakes to avoid

What’s Working Now: Google Ads in 2025

1. Search Campaigns Still Reign Supreme (When Done Right)

Search ads are still the go-to for mortgage lead generation — but generic, broad-match campaigns are what waste your budget.

What works now:

• Tightly themed ad groups focused on specific services (e.g., “first home buyer loans”, “refinance home loan”, “investment property loan”)

• Exact match and phrase match keywords that reflect high intent

• Location targeting with suburb-level precision to reach local borrowers

2. Performance Max with Purpose

Performance Max campaigns have matured in 2025, and they work best when you feed them the right data.

What works now:

• Upload custom audience segments (e.g., your database or site visitors)

• Use engaging ad creatives including videos, images, and strong value propositions

• Give it time to learn — but monitor it closely and don’t set-and-forget

Tip: Always run PMax in addition to Search, not as a replacement.

The Keyword Strategy That Converts

Targeting the right intent is everything. Too many brokers bid on top-of-funnel terms like “home loan” or “mortgage” and end up paying for clicks from people who are just browsing or researching banks.

Here’s what to do instead...

High-Intent Keyword Types to Focus On:

• “Best mortgage broker near me”

• “Mortgage broker Hobart for self-employed”

• “Get pre-approved for a home loan Sydney”

• “Refinance my home loan [suburb]”

  
  

These are bottom-of-funnel, high-conversion keywords from people ready to act.

Avoid:

• Vague terms like “loan”, “interest rates”, or “banks”

• Competitor names (unless you're doing it for brand conquesting — which requires careful handling)

• Irrelevant broad match terms that pull in junk traffic

Key Optimisations You Should Be Doing (But Probably Aren’t)

✅ Use Negative Keywords — Religiously

Regularly adding negative keywords is one of the easiest ways to stop wasting budget. Block out terms like:

• “calculator”

• “job”

• “courses”

• “Centrelink”

• “bad credit” (unless you specialise in it)

✅ Optimise for Mobile Conversions

Most users will see your ads on their phones — so your landing pages must be mobile-friendly, fast-loading, and easy to navigate.

✅ Track Everything with Conversion Tracking

If you’re not tracking form submissions, calls, and booked appointments properly, you're flying blind. Set up:

• Google Tag Manager

• Google Ads Conversion Tracking

• Google Analytics 4

Use this data to optimise campaigns based on what’s driving actual leads — not just clicks.

✅ Test Landing Pages for CRO

Even the best ads won’t work if you’re sending people to a slow, confusing, or generic home page. Instead, send traffic to:

• Service-specific landing pages

• Pages with a single call-to-action (e.g., “Book Your Free Consult”)

• Pages with trust signals (testimonials, Google reviews, lender logos, etc.)

Common Mistakes Brokers Make with Google Ads

Let’s call them out so you can avoid them:

1. “Set and Forget” Campaigns

Google Ads isn’t a crockpot — you can’t just set it and walk away. Optimise weekly.

2. Chasing Volume Over Quality

Clicks are nice. Leads are better. Qualified leads are gold. Focus your campaign on what drives good conversations.

3. Not Having a Clear Offer or Hook

“Talk to a mortgage broker today” isn’t enough anymore. Try:

• “Get a free borrowing assessment in under 24 hours”

• “Compare 30+ lenders and find your best rate today”

• “We help first-home buyers get pre-approved fast”

4. DIY-ing Without Enough Data

Google Ads is not beginner-friendly anymore. Without the right setup, you’ll blow through your budget fast — and not know why.

Why CMO Online Gets Results for Mortgage Brokers

At CMO Online, we specialise in helping Australian mortgage brokers generate better leads for less using smart, data-driven Google Ads strategies.

Here’s how we do it:

🔹 Build a custom lead generation strategy based on your target audience

🔹 Set up high-performing campaigns that prioritise quality over quantity

🔹 Optimise landing pages to convert clicks into consultations

🔹 Track and report on what matters — actual leads and ROI

We don’t do cookie-cutter campaigns. We only work with brokers and understand your business inside out.

Final Thoughts

If you’ve been running Google Ads and wondering why your cost-per-lead is high, or your calendar is full of tyre-kickers, you’re not alone.

But 2025 is a great time to reset and get it right.

✅ Focus on high-intent keywords

✅ Use smart campaign structures

✅ Prioritise mobile-first landing pages

✅ Track everything

✅ Work with specialists who know your industry

Stop wasting 70% of your ad budget. Let’s make every dollar count.

👉 Ready to get more (and better) mortgage leads from Google Ads? Reach out to the team at CMO Online — we’re here to help you grow.