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.
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.