540%
Increase in Monthly Lead Volume
285%
Reduction in Cost Per Lead
13.9%
Landing Page Conversion Rate
Client Overview
Our client is a commercial mortgage broker who had traditionally relied on purchasing leads from lead generation companies. The goal was to replace the lead purchase with self generated leads
The Challenge
Link Digital partnered with a local independent commercial mortgage broker to build and scale a Google Ads strategy from the ground up.
The challenges were significant:
- A brand-new Google Ads account with no historical data
- A highly competitive market, with national brands and aggregators driving up CPCs
- Constantly shifting market conditions, including changes in demand and user behaviour
- The need to maintain consistent lead volumes while testing and optimising performance
- A website that was not fully optimised to convert paid traffic efficiently
Success required careful balancing, generating leads today while building performance for tomorrow.
The Brief
- Increase online leads driven by Google Ads
- Utilise both search ads and Performance Max campaigns
- Design and build a conversion focused landing page
- Integrate SalesIgniter CRM to support lead capture and the nurture process
- Build a scalable PPC framework to support long-term growth with a limited budget
Our Approach
Link Digital delivered a hands-on, iterative Google Ads strategy, built around commercial outcomes rather than vanity metrics.
Building The Foundations
We launched the account with a tightly structured Search campaign, focused on high intent mortgage-related queries relevant to the client’s local market.
Performance Max Enhancement
Performance Max campaigns were built to fully utilise available features, including clearly defined search themes and a broader range of creative assets. This allowed Google’s automation to work more effectively across channels.
The Results
Monthly Lead Volume : +540%
Reduction in Cost Per Lead: +285%
Landing Page Conversion Rate: +13.9%
Despite being in a highly competitive marketplace we have been able to not
only generate volume of leads but also do so at a reletively low cost per lead.
Key Actions Included:
- Granular keyword and match-type strategy to control costs
- Location targeting aligned with the client’s service offering
- Stronger results during peak research periods
- A scalable PPC structure built to support future growth
“In a competitive market with a limited budget, building a lead generation engine was always going to a challenge. The market has changed both in terms of competition and ad format success rates. Keepng flexible and reactive to market changes has enabled us to continue to deliver leads.”
— PPC Account Manager, Link Digital
Services Provided
- Google Ads Management
- Performance Max Strategy & Optimisation
- Lead Generation PPC Strategy
- Conversion-Focused Landing Page
- CRM/Marketing Automation Integration
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