Google Ads Case Study: Search Campaigns for a US Mortgage Compan

Objective:
To launch and scale Google Search campaigns to drive qualified mortgage leads (Bank Statement Loans, No Doc Loans) across California and other US states.

Actions Taken:

Set up 5+ highly segmented campaigns by loan type and region

Developed keyword sets and applied negative keywords to refine traffic quality

Crafted tailored ad copy focused on value propositions like “Pre-Approved in 30 Minutes” and “No Income Docs”

Ran continuous A/B testing on headlines and descriptions

Added ad extensions (sitelinks, callouts, phone numbers)

Fixed policy violations and disapproved ads related to URL duplication

Results (June 2021 – May 2022):

Conversions: 200

Clicks: 1,290

Impressions: 17,400

Ad Spend: $28,500

Optimization Score: 97.6%

Top-Performing Campaign: Hard Money & Private Money (PC) NEW – 383 clicks, $9,610 cost

Conclusion:
These campaigns performed strongly in a competitive financial niche. Despite increased spend, conversion volume grew significantly (by 400–500%) compared to the previous year, demonstrating a successful scaling effort.