Independent mortgage brokers, loan officer teams and small lenders that get borrowers from Google and Meta ads, forms and phone calls
Mortgage brokers
Mortgage ads need two fixes. Meta ads run under the Special Ad Category, so the setup has to change. Google needs to hear which leads became applications or funded loans.
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What we scope first
The audit establishes which of these is live on the account, and which is worth fixing first.
Meta requires the Special Ad Category for credit and housing ads. That limits targeting by age, gender and zip code, so an ad set built the usual way works against the rules. Leads then arrive as forms and calls, and a loan officer has to answer fast. Google Ads only sees the form fill, so it finds more people who fill in forms. It never learns which ones applied or funded. The home page can also be slow and generic. One finding from an outside audit: in a mobile speed test on October 18, 2026, a mortgage broker’s home page took 6.5 seconds to show its main content.
Why nobody catches it
Form fills look like results in every dashboard. Nobody sees that Google is bidding on the wrong thing, because the loan system lives outside the ad account. The slow page rarely gets a look, because the ads still send traffic to it.
The work
A written list of what is live on the account, the stage definitions in writing, and an import log that ties applications back to the campaigns that produced them. We set campaigns up within the Special Ad Category rules. Compliance stays with the broker and their counsel.
- 01Audit the Meta setup against the Special Ad Category rules, and rebuild campaigns inside them
- 02Check how fast a lead gets a call or a reply, and where leads wait
- 03Find the stages that matter, like applied and funded, and agree where each one is recorded
- 04Send those stages back to Google as offline conversions, and check how many match a click
- 05Read the home page on a phone, and fix what is slow or vague
Start with the smallest useful check
Send one mortgage brokers account and we will read its setup before anyone signs anything.
Send your website and the ad you run most. We send back one page with your three worst leaks and the one fix that pays fastest.
The teardown is free · Your teardown lands in your inbox within 2 business days