S.E. Mortgage Lender Sees 10x Increase in Leads Within First 30 days

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1,080%

Increase in Conversions

80%

Decrease in Cost Per Acquisition

910%

Increase in Conversion rate

Overview

S.E. Mortgage Lender wanted to see an increase in qualified leads within 30 days of campaign launch. 

 

They had no recent paid search campaigns. Therefore, Turn Key Lead was tasked developing a brand new keyword strategy that would target  mortgage purchase leads. Additionally, TKL leaned on their vast database of keywords and mortgage consumer data to develop a targeted audience.

Challenges

  • The mortgage industry is extremely competitive and the market is ever-changing.

  • Large online lenders increase CPC bids across all search engines.

  • The market has shrunk due to mortgage rate increases. 

Goals

  • Increase conversions while keeping CPA stable

  • The goal was to increase quality of leads over quantity to help reduce operational pressure

  • Create campaigns that could be scalable into other regions

Strategy

  • We broke out campaigns by state to hyper target location based keywords

  • 75% exact match keyword structure to increase quality of leads

  • 25% phrase match keyword structure to develop scalable keyword expansion

  • Utilized offline revenue data to increase algorithm learnings 

  • Built long-form surveys that qualified leads before submission

Results

  • Increased conversions by 1080%

  • Decreased cost per lead by 80%

  • Increased conversion rate by 980%

  • Increase conversion to close rate by 90%

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