Mortgage Advertising: Platforms, strategies, and costs
Mortgage advertising is a core part of growing any mortgage business today. In a competitive market where mortgage brokers and mortgage companies vie for attention, understanding where your target audience spends time, identifying new mortgage marketing ideas, and understanding how they search for services can make all the difference.
Within this context, which is the best strategy to follow? Even though the answer will always depend on each particular mortgage company, SublimeStart breaks down the top mortgage advertising platforms, their strengths, and their approximate costs so you can make informed decisions about where to invest your marketing efforts to generate leads and attract clients.
Google Ads: Reach prospective clients with intent
Google Ads help mortgage companies show up in search results when someone types queries related to mortgage rates, first time buyers, or local searches for mortgage help. Because these ads appear when someone is already searching, they are strong tools for lead generation.
Strategy
- Strategy: Show up for high-intent searches on relevant keywords, including local phrases tied to your local area.
- Best for: Capturing people who are ready to contact a broker or explore mortgage products.
Google Ads help you drive traffic to your website, collect form submissions, and generate leads from people actively looking for mortgages.
Google Ads cost
Mortgage ads are also some of the most expensive in digital advertising. Keywords like “mortgage broker” or “home loan” can cost anywhere from €20 to €90 per click on Google Ads, depending on the location and competition. Because mortgage products have a high financial value, with average loan sizes often exceeding €250,000, each lead is potentially worth thousands in revenue. This attracts heavy competition from banks, credit unions, and independent brokers, all bidding aggressively for top placement in search results. While the cost is high, the potential return per lead often justifies the investment.
Google Display: Boost visibility with visual advertising
How display ads support your mortgage marketing goals
While Google search ads target people actively looking for a mortgage broker or service, Google Display ads do something different. They help your brand appear on websites, blogs, and apps across the internet, even when someone isn’t actively searching. This makes them perfect for marketing efforts focused on visibility, remarketing, and client engagement.
Display ads allow mortgage companies to use banners, images, and videos to introduce their services, highlight client testimonials, or promote educational content. These visuals can support brand recognition and reach a wider audience that may not have heard of you before.
Strategy and cost
- Strategy: Use banner ads to follow previous visitors or introduce your brand to people in relevant audiences, such as those researching real estate agents or browsing local property listings.
- Best for: Awareness, remarketing, and staying top of mind with potential clients.
- Cost: Medium to low
You can also retarget people who clicked on previous marketing campaigns, watched your video content, or visited your website, keeping your mortgage services in front of them. This is a cost-effective way to stay relevant and generate more leads over time.
Adding Google Display to your mortgage advertising plan expands your presence beyond search engines, supporting your full-funnel marketing strategy and helping turn browsers into clients.
Marketing strategies using social media platforms
Social media channels for mortgage advertising
Using social media allows mortgage professionals to share engaging content that makes complicated topics easier to understand and drives client engagement. Social media networks like Facebook, Instagram, LinkedIn, and YouTube let you connect with potential clients on different parts of their journey.
Facebook and Instagram
Facebook and Instagram let you post social media posts, Instagram stories, and ads that introduce your brand and nurture people who might not know about you yet. These platforms are excellent for building brand awareness and valuable content such as testimonials or educational pieces.
- Best for: Awareness and nurturing potential clients
- Cost: Medium
YouTube
YouTube advertising lets you use video content to explain the mortgage process, highlight success stories, or answer common questions like how to compare mortgage rates or what to expect at closing.
- Best for: Education and lead generation
- Cost: Medium
LinkedIn advertising
LinkedIn is powerful for reaching professionals like real estate agents and partners who refer new clients or first time buyers.
- Best for: Partner relationships and premium clients
- Cost: High
Search engine optimisation and long-term visibility
Why SEO matters to mortgage businesses
Search engine optimisation (SEO) and local SEO and organic search help your website appear in unpaid search results. Ranking for terms tied to the mortgage industry and local phrases can deliver sustainable lead generation without ongoing ad spend.
SEO requires quality content, strong on-page topics, and easy navigation that keeps clients informed and returning.
- Best for: Sustainable traffic over time
- Cost: Low to medium
Email marketing and building better client engagement
How email supports mortgage advertising
Once someone expresses interest, email lets you stay connected. Email marketing and email campaigns nurture leads, share industry updates, and encourage repeat business from existing clients.
Through drip sequences and segmented lists, you can tailor messages about mortgage products, mortgage rates, and helpful tips for first time buyers. Emails support your other marketing campaigns by keeping your brand top of mind.
- Best for: Relationship building and repeat business
- Cost: Low
Combining paid advertising with organic approaches
Why marketing campaigns should diversify
A strong strategy blends paid advertising on platforms like Google Ads with an ongoing SEO, social media, and email approach. Each piece lifts the others. Paid ads help you attract clients quickly, while organic content deepens trust with potential clients over time.
When your business shows up in search engines and in social feeds with educational content, client testimonials, and useful articles about the mortgage process, you build a strong brand that attracts more leads without overspending.
Planning your mortgage lead generation and content calendar
What to include in your content strategy
To support client engagement and better lead generation, include content that answers common questions, offers informative articles, and shares success stories. Topics your audience cares about include:
- How mortgage rates work
- What to expect during underwriting
- Tips for first time buyers
- Case studies from satisfied clients
- Updates on the mortgage industry
This valuable content fuels social posts, blog posts, email newsletters, and helps your search engine optimisation efforts.
Building a multi-channel mortgage marketing plan
A successful mortgage marketing strategy is built on balance. Paid advertising helps you gain immediate traction and reach high-intent prospects quickly, while organic strategies (like SEO, content marketing, and social media) build long-term trust and authority with your audience. Keeping potential clients informed and engaged through helpful content, educational resources, and real success stories reinforces your expertise and keeps your brand top of mind when they’re ready to act.
That said, executing all of this consistently, and doing it well, takes time, expertise, and ongoing optimization. From managing ad campaigns and crafting compelling copy to building content strategies that convert, having the right team in place can make all the difference.
At SublimeStart, we help mortgage companies design and execute tailored marketing strategies that drive leads, build credibility, and support sustainable growth. If you’d rather focus on closing deals while experts handle your marketing, partnering with a specialized team can help you grow with confidence and clarity. Contact our team today to talk about your business’ future!
