Google Ads vs Facebook Ads for Loan Mortgage Brokers

On Google, intent is the targeting layer. A user who searches 'loan & mortgage brokers services' has announced exactly what they want, so every click represents pre-qualified demand. Seasonality matters: october–december (festive season — home buying, property registration peaks).

Facebook builds demand from scratch for loan & mortgage brokers, using audience signals to surface your offer to people who look like your best customers but have not begun searching.

A blended approach beats either platform alone for loan & mortgage brokers: Google harvests demand, Facebook nurtures it. AdsMG's AI shifts budget between the two based on live performance. An ad requirement that matters: remarketing to users who checked emi calculators but did not inquire

Expect to pay ₹40–₹200 per click for loan & mortgage brokers keywords on Google, rising during january–march (financial year end — property purchases, tax planning loans spike). Monthly budgets for loan & mortgage brokers commonly run ₹30,000–₹2,00,000/month. An ad requirement that matters: local seo for 'loan consultant near me', 'home loan dsa [city]'

On Facebook, loan & mortgage brokers leads typically cost ₹20–₹100 via native Lead Gen Forms. CPMs of 40–280 keep reach affordable, but the leads need more nurturing to convert.

On return, Google loan & mortgage brokers campaigns usually produce 3x–6x ROAS; Facebook lands at 2x–6x. The higher Google CPC is offset by stronger close rates. A recurring pain point is that nbfc vs bank offerings create confusion — brokers who educate before selling convert better

On Google, loan & mortgage brokers advertisers see the best results from Search Ads for direct response, Performance Max for automated reach and YouTube for storytelling. Display is best reserved for retargeting.

Visual loan & mortgage brokers content thrives on Facebook. Top formats include Image Ads (simple lead gen), Carousel Ads (show multiple services), Video and Reels (demonstrate outcomes), and Lead Gen Forms (capture leads without leaving the app). A practical requirement here: google ads for high-intent queries: 'home loan low interest rate', 'personal loan instant approval', 'loan against property'.

For loan & mortgage brokers, Facebook's Click-to-WhatsApp ads collapse the gap between ad and conversation, which is why they routinely outperform standard link ads on response rate. A recurring pain point is that speed to contact is everything: leads contacted within 5 minutes convert at 8x the rate of 30-minute callbacks

Click-through rate: Google Search Ads for loan & mortgage brokers typically achieve 2–7% CTR because the user is actively searching. Facebook Ads average 1–2% since users are scrolling, not searching. A recurring pain point is that refinancing and top-up loan opportunities with existing customers are chronically under-monetised

Conversion rate: Google Ads for loan & mortgage brokers convert at 4–10% from click to lead. Facebook converts at 2–5%, though native Lead Gen Forms can hit 8–15% by keeping the user on-platform. An ad requirement that matters: local seo for 'loan consultant near me', 'home loan dsa [city]'

Cost per lead: Google Ads CPL for loan & mortgage brokers runs ₹100–₹510 in most metros, while Facebook Lead Gen Forms land at ₹20–₹100. The higher Google CPL is offset by higher lead quality and close rates. The typical decision window for loan & mortgage brokers is: personal loans: 1–7 days; home loans: 2–8 weeks; lap: 3–10 weeks.

A loan & mortgage brokers advertiser in Jaipur started with Google at ₹40–₹200 CPC, then layered Facebook at ₹20–₹100 CPL, lifting monthly leads from 50 to 55 within 60 days. The campaign also addressed a core challenge: loan inquiry quality varies massively — low cibil, ineligible profiles waste sales team time.

A Ahmedabad-based loan & mortgage brokers brand ran 70/30 Google/Facebook. Google owned same-week intent while Facebook nurtured the rest. Combined ROAS rose to 6x within a quarter. Seasonality matters: january–march (financial year end — property purchases, tax planning loans spike).

For loan & mortgage brokers businesses with seasonal peaks (such as january–march (financial year end — property purchases, tax planning loans spike)), scale Google Ads during peak demand and build Facebook retargeting audiences in the off-season. This keeps year-round visibility while concentrating spend where it converts. A recurring pain point is that lead cost from aggregators (paisabazaar, bankbazaar) has risen 4–5x — own channel lead gen is the margin lever

Spend 70% on Google and 30% on Facebook for loan & mortgage brokers. Google harvests the demand that already exists; Facebook creates the demand that does not yet exist. A recurring pain point is that nbfc vs bank offerings create confusion — brokers who educate before selling convert better

Use Facebook Ads to build a retargeting audience. When someone clicks your Google Ad and visits your loan & mortgage brokers website without converting, the Meta pixel picks them up, letting you serve follow-up ads at a fraction of the original cost — a closed loop where both channels reinforce each other. The typical decision window here is personal loans: 1–7 days; home loans: 2–8 weeks; lap: 3–10 weeks.

AdsMG's AI platform manages this cross-channel allocation automatically, analysing live performance from Google and Facebook to shift budget to the channel delivering the best cost-per-client. Start your free trial at app.adsmg.ai to see how your loan & mortgage brokers campaigns perform with AI-driven allocation.