Home / Google Ads for commercial finance brokers
Google Ads for finance brokers, run by seniors — measured from enquiry to completion.
Bridging, development finance and commercial mortgage terms are auctioned against funded lenders and national lead sellers, so clicks price well into double figures. The intent behind them is real: someone typing "bridging loan for auction purchase" has a deadline and a deal. One completion can cover months of ad spend — if the account is tight and the enquiries are tracked all the way to drawdown.
Retainers from £950/month · no contracts past month three
At £2,800 a month in clicks, a typical ~£35 lead buys about 80. Get the same 80 at £20 and roughly £1,200 a month comes free — more than the fee. Worked in full on the pricing page (LocaliQ 2026 framing).
No call required · read-only access · in writing within 48 hours
Finance clicks are dear, and half of them were never a deal
Broker accounts leak in predictable places. You are bidding in the same auctions as lenders with funding lines and lead sellers who resell every enquiry five times, so the clicks that reach you cost serious money. When we open a brokerage account for the first time, the waste is nearly always some mix of these six:
- Consumer-loan traffic on business terms. Broad match walks "bridging finance" out to "quick loan bad credit" and "payday loan today" — searchers you could never place, charged at finance prices.
- Direct-lender hunters. "Bridging loan direct lender no broker" is a real search. If it is not in your negative lists, you are paying to be told no.
- Rate and calculator shoppers dumped on a homepage. "Bridging loan calculator" traffic can work, but only on a page built for it — not landing cold on your About Us.
- Products you do not broker. Second-charge, consumer car finance, invoice factoring — every product outside your panel that slips through match types is money gone.
- Job seekers and students. "Commercial finance broker salary", "how to become a mortgage broker" — real clicks, zero completions.
- Enquiries counted, completions invisible. If the account only ever sees form fills, it optimises towards whoever fills forms — not towards the enquiries that reach credit committee and draw down.
LIVE ACCOUNT DATA · ANONYMISED · AUTOMOTIVE & INDUSTRIAL TAKEOVERS, NOT BROKERING — WE PUBLISH WHAT WE CAN EVIDENCE, THE SAME STANDARD THE FCA HOLDS PROMOTIONS TO; SEE THE RESULTS SECTION BELOW
The maths cuts both ways in this sector. Run it at £20 a click as a worked example: fifty clicks to searchers you cannot place is £1,000 gone. But a 1% broker fee on a £400,000 bridge is £4,000 — one completion can pay for months of spend. Few sectors punish waste this hard while rewarding a tight account this well. That is why we start with the 12-Point Wasted-Spend Audit: your live account, read-only access, findings in writing within 48 hours.
Context: LocaliQ's 2026 cross-industry search averages put cost per lead near £50 at an 8.18% conversion rate. Finance keywords sit at the expensive end of UK search, which leaves brokers less room for a loose account than almost anyone.
What we run for commercial finance and bridging brokers
The discipline is the same one we run everywhere — tight match types, ruthless search-term policing, one page per product, every enquiry counted. For brokers we add the two things this sector demands: promotion sign-off that respects the FCA regime, and tracking that follows a deal past the enquiry.
Product-line campaign structure
One campaign per product you actually broker — bridging, development finance, commercial mortgages, asset finance — with tight match types and negative lists reviewed weekly to keep consumer-credit and direct-lender searches out. Budget weights towards the products with the best fee-to-click economics, and you approve the product list before anything spends.
A page per product, promotion-clean
Someone searching "development finance broker" lands on your development finance page, not your homepage. Every page and every ad follows the same discipline the FCA expects of a financial promotion: clear, fair, not misleading — no headline rates you cannot evidence, no implied certainty of approval, nothing live without your written sign-off.
Enquiry-to-completion tracking
Calls and forms are tracked back to the keyword that produced them. Then we go further: completions and drawn-down deal outcomes are fed back from your records into the account, so bidding learns which searches become completions — not just which ones fill in a form. Measured to the pound, reported in writing every month.
Run by seniors, start to finish. Your account is handled by one of three senior marketers. No juniors, no hand-offs, no account manager between you and the person doing the work.
William Thomas · David Peters · Amalie LinesThree senior marketers. Every account is one of ours.
A borrower on a deadline does not wait for a slow page. Auction purchases and refinance deadlines make bridging traffic the most impatient in UK search, and a slow page wastes an expensive click as surely as a bad keyword does.
The numbers behind the method
Said plainly, because you would ask: these results come from automotive and industrial accounts, not brokerages. We publish what we can evidence, and only that — the same standard the FCA holds your promotions to. What transfers is the method: tight match types, weekly search-term policing, one page per product, every call counted. The more a click costs, the more that discipline is worth.
Cost per lead, vehicle remapping specialist, taken over from a previous agency. 16.44% CVR.
Live account data, 14 days, anonymised.Cost per lead, specialist automotive network. 468 leads in 30 days.
Live account data, 30 days, anonymised.Work booked through the account for a steel fabrication firm.
Client-reported.Across all three desks: £191K of managed spend, 10.6K conversions, £17.95 cost per conversion at a 16–17% conversion rate in an average month (live account data, anonymised). For comparison, LocaliQ's 2026 cross-industry search averages sit near £50 per lead at 8.18%.
Pricing for brokers
From £950 a month on top of your media budget, and you can leave after month three. In a sector where one completed deal can out-earn a year of retainer, the fee is not the risk — an unpoliced account is.
From £950 /month
- Product-line campaign structure, built or rebuilt
- Weekly search-term policing and negative keyword lists
- A landing page per product, message-matched to the ad
- Call and form tracking wired back to the keyword
- Completion outcomes fed back into the account from your records
- Every ad in writing for your compliance sign-off before it runs
- No contracts past month three
Worked maths at broker economics: £2,800 of media at a £20 click buys 140 clicks a month. If a third go to consumer-loan searches, direct-lender hunters and products off your panel, that is over £900 burned — roughly the retainer — before any conversion work has started. Meanwhile a single 1% fee on a £400,000 bridge is £4,000.
And it compounds: every pound of waste removed is re-spent on searches that can become completions, month after month.
Not sure the account needs a retainer? Start with the audit. If your setup is already tight, we will say so in writing and you have lost nothing.
Questions brokers ask us
Do you sell bridging loan leads?
No, and that is the point. Bought leads are typically resold to several brokers at once, so you are racing four competitors to the same phone call. We build the channel inside your own Google Ads account, under your own brand: every enquiry it produces is exclusively yours, and the account, the data and the landing pages stay yours if we part ways.
Can you guarantee a number of enquiries or completions?
No, and you should be wary of anyone in this sector who will. Your promotions are held to the FCA's standard — clear, fair and not misleading — and we hold our own claims to the same bar. What we commit to: audit findings in writing within 48 hours, and monthly reporting that shows your cost per enquiry to the pound.
How do you handle FCA financial promotion rules?
Every ad and landing page goes to you in writing for sign-off before it runs: no rates or terms your firm cannot evidence, no implied certainty of approval, required risk wording carried where a promotion needs it. We are marketers, not your compliance function — responsibility for approving promotions stays with your firm, which is exactly why nothing runs without your written approval, and if your compliance officer or network wants changes, we make them.
We only broker commercial and unregulated deals. Can you keep consumers out?
Largely, yes — with keyword selection, negative lists, ad copy that states who the service is for, and qualifying questions on the landing page. No filter is perfect at the search stage, so the small number of consumer enquiries that still arrive are flagged for your normal triage rather than counted as conversions. The account learns from the enquiries you can actually place.
Deals take six to twelve weeks to complete. How do you measure anything?
By tracking the whole pipeline, not just the form fill. Enquiries and calls are tied to the keyword that produced them on day one, then completions and deal outcomes are fed back from your records into the account as they land. Within a couple of deal cycles you can see cost per completion by product line — and bidding starts favouring the searches that reach drawdown.
We already run Google Ads. Is the audit still worth it?
That is the strongest case for it. The 12-Point Wasted-Spend Audit is built from your live account with read-only access, no call required, findings in writing within 48 hours. On finance CPCs, even a small percentage of misdirected spend is real money. If the account is tight, we will tell you so. The findings are yours either way.
Find out what your finance clicks are actually buying
The 12-Point Wasted-Spend Audit, built from your live account. Findings in writing within 48 hours, yours either way.
No call required · read-only access · in writing within 48 hours