Mortgage Lead Generation Texas, USA

Industry: Mortgage / Financial Services
Location: Texas, USA
Campaign: Google Search
Objective: Generate qualified mortgage leads while maintaining efficient acquisition costs.
Website: https://www.rolandbennettloans.com/

CONTEXT

The campaign focused on generating mortgage enquiries from self-employed borrowers across a multi-state target market. The main objective was to reach relevant prospects through Google Search and turn paid traffic into qualified leads. Performance was measured through click volume, CTR, conversion activity, and acquisition costs.

CHALLENGE

Mortgage lead generation requires more than bringing visitors to a website. The campaign needed to attract relevant prospects while keeping acquisition costs under control. With a limited $70 daily budget, the priority was to use the available spend efficiently and measure how effectively search traffic translated into enquiries.

APPROACH

We managed the Google Search campaign using seven ad groups, with a focus on campaign structure, ad relevance, search-term quality, negative keyword refinement, bidding, and budget management.

Geographic targeting was another important consideration, as the campaign covered multiple states. Ongoing performance reviews focused on understanding which parts of the account were driving conversions and whether the acquisition costs remained sustainable.

Conversion tracking helped evaluate campaign activity beyond clicks, providing a basis for measuring lead generation performance and making further optimization decisions.

RESULTS

From November 7 to December 4, 2025, the campaign generated 437 clicks and 29 reported conversions, achieving an 8.34% CTR and an average CPC of $4.86.

Based on the reported clicks and average CPC, estimated ad spend was approximately $2,123.82, resulting in an estimated cost per conversion of $73.23 and a conversion rate of 6.64%.

KEY TAKEAWAY

The campaign generated 29 reported conversions while maintaining an estimated acquisition cost of $73.23 per conversion. The key was to measure campaign performance through conversion activity and acquisition costs rather than traffic volume alone. Connecting Google Ads data with qualified leads and funded mortgage outcomes would provide a more reliable picture of actual business ROI.