Mortgage Broker PPC Case Study

PPC MANAGEMENT

Mortgage Broker PPC Case Study

CLIENT
HomeLife Mortgage
CATEGORY
Boutique Mortgage Brokerage
PPC CUSTOMER SINCE
2020

key statistics

240%
Increase in website leads
181%
Increase in website visitors
84%
Decrease in cost per lead
About the client
Homelife Mortgage provides affordable and alternative home loan solutions to meet a variety of clients.

The Objective

We were approached by the mortgage veteran and published author, Darrin Seppinni at HomeLife Mortgage to help reach their target audience online.

HomeLife has a wealth of experience and many 5 star reviews and the objective was to increase the number of quality leads coming through the website for two main financial products.

THE strategy

As this was the first time the company had tried pay per click advertising, we did not need to run a PPC audit and went straight onto in-depth competitor and audience research. After discovering the mortgage broker industry is very competitive online, we needed a plan to ensure we made the most of the client’s budget whilst also achieving the main objective.

We structured the Campaigns and Ad Groups to gather high intent keywords to add to the account. It may be lower traffic, but in theory, should lead to higher quality leads. We also took the approach to start off small and expand once we started to see the data and results coming through. This enabled us to be flexible in our approach should we see anything not quite working.

The Results

The approach we took certainly paid off. Rather than blowing the budget on irrelevant traffic or starting off too aggressively on the bidding we grew the leads and quality at a solid rate. The results are a steady stream of leads now coming into the business through online advertising and the client in no doubt pay per click is working for his company.

Summary

To get the most from your ad spend, when you are advertising in a competitive space it's good to take a step back and see if you can choose a different approach with your bidding tactics.
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