The patterns we see in your work.
Every Fed move reprices your refi keywords overnight
A 50bp rate dip and 'mortgage refinance rates' triples in CPC by Wednesday. A 50bp hike and refi traffic evaporates. Single bid strategy across refi and purchase gets whipsawed every cycle.
LendingTree resold that lead to 5 other brokers before you saw it
Aggregators sell each lead 4-6 times. By the time your LO dials, the borrower has already talked to two competitors. First-party acquisition is the only exit - but without closed-deal data feeding back, you're paying $80 CPCs and still racing the same field.
Your funded-loan cycle is 30-60 days. Google's optimization window is 7-14
Application Day 1, pre-approval Day 5, underwriting Day 20, closing Day 45-60. By the time you know which clicks funded, smart bidding has already reallocated budget to the cheapest application starts.
TRID/RESPA shrinks what you can put on a landing page - generic agency copy fails compliance
No rate quotes without an LE within three days. APR disclosures mandatory. Lender comparisons require specific framing. Generic agency copy triggers TRID violations on day one, and every revision cycle burns days when rate-driven traffic is highest.
The numbers in your market.
What operators are actually saying.
“Refi CPCs doubled in 36 hours after the last Fed cut. There's no way to stable-bid that vertical without offline conversions.”
“I bought 200 LendingTree leads last month. 14 funded. Most of the rest had already signed with another broker before I called.”
“Google is optimizing for application starts because that's the only signal it has. Push funded loans back as offline conversions and the entire cost structure changes.”
What changes when we run it together.
An independent mortgage brokerage with $6K/mo Google spend, mixed refi + purchase
Funded rate 8% with no LOS-to-Google integration, refi keywords swinging $34 to $94 CPC across a single Fed cycle, $4K/mo burning on cancelled applications.
Imported funded-loan events from Encompass as offline conversions on a 60-day window, split into purchase-stable vs refi-volatile bid strategies, added a TRID-compliant rate calculator page.
Cost per funded loan dropped from an estimated $1,800 to $720, funded rate climbed to 19%, brokerage held budget stable through the next rate cycle.
A 4-LO purchase-focused brokerage in a growing metro, 90% purchase, 10% refi
Generic 'mortgage rates near me' at $42 CPC, no realtor-partnership landing pages, application-to-funded rate at 11%.
Built realtor-co-branded landing pages tied to specific neighborhoods, narrowed Search to first-time-homebuyer + new-construction queries, pushed clear-to-close events as offline conversions.
Application-to-funded rose to 26%, cost-per-funded-loan dropped from $1,650 to $640, 3 of 4 LOs hit their highest origination month on the same ad budget.
A multi-state refi-heavy brokerage running $12K/mo during rate dips, $4K/mo otherwise
Refi keyword volatility burning budget, cost-per-funded-loan estimated at $2,400 in dip windows. Google bid strategy lagged the rate cycle with no way to throttle fast.
Deployed the AI Agentic System with rate-aware budget pacing, pre-built dip-window campaigns ready to activate on rate movement, connected closed-loan events from BytePro to Google.
Cost-per-funded-loan stabilized at $850 in dip windows vs $2,400 prior, refi-to-purchase mix held at 60/40 through volatility, brokerage funded 38% more loans in the next dip cycle on 20% less spend.
Pick the path that fits your team.
The recommended product sequence.
Each step builds on the previous. Start where you are, progress at your pace.
Funded-Loan Bidding That Survives the Rate Cycle
Flagship - $4,997Rate-cycle responsive bidding that reprices the day the Fed moves, refi/purchase campaign splits, and funded-loan conversion imports from your LOS - AI agents run the stack and pace budget so it follows real closings, not leads LendingTree already resold five times.
TRID-Compliant Rate Calculator Pages
Growth - $997Landing pages with rate calculators, APR disclosures, and TRID-compliant framing that survives lender audits. Qualification fields that pre-screen for credit score, LTV, and loan purpose so you stop wasting LO time on un-fundable applications.
Is this for you?
- ✓You're an independent mortgage broker or small mortgage company (NMLS-licensed)
- ✓You originate purchase, refi, or both - first-party paid acquisition (not aggregator-only)
- ✓You're spending $3,000+/month on Google Ads or Meta
- ✓You have an LOS that can export funded-loan events (Encompass, Calyx, BytePro, ARIVE)
- ✓You want funded-loan attribution back to Google - not just application-start optimization
- ✕You only buy aggregator leads (LendingTree, Bankrate, Zillow) without a first-party acquisition arm
- ✕You're looking for someone to manage your ads for you
- ✕You're a captive loan officer at a bank (different compliance posture)
- ✕You sell real estate - these systems cover mortgage origination; buyer-side real estate agent acquisition uses different targeting and conversion signals
Not quite you? Try these.
Google Ads for P&C Insurance Agencies (Auto + Home)
Independent P&C insurance agency representing 6-8 carriers across auto and home, $340K-$420K commission revenue, 8 years in business, losing ground to direct carriers and storm-season CPC spikes
Google Ads for Life & Health Insurance Agents
IMO-affiliated independent life and health insurance agent - licensed for life, ACA marketplace, and supplemental health; 5 years in production; $180K-$210K combined commission revenue; referral book maxed, now testing Google Ads to grow past word-of-mouth