How Much Should Mortgage Brokers Spend on Google Ads in the UK?
There is no single right budget for mortgage broker Google Ads. The right figure depends on how many enquiries your team can handle, where you advise, and how much a completed case is worth to your business.
Start with capacity, not a round number
Many brokerages pick a monthly figure first and work backwards. A more reliable approach is to start with the number of new enquiries your advisers can realistically contact, qualify and progress each month. Spending beyond that capacity usually means leads go cold.
The factors that shape your budget
- Geography: national campaigns compete in far more auctions than a tightly defined local area.
- Mortgage type: residential, remortgage, buy-to-let and specialist lending each attract different levels of competition.
- Conversion rate: a strong landing page and fast follow-up mean each click is worth more.
- Case value: your average procuration fee and protection income determine what an enquiry is worth.
Allow enough budget to learn
Google Ads needs a steady flow of clicks and conversions before bidding and targeting can be improved with confidence. A budget spread too thinly across many keywords and locations rarely produces enough data to optimise. It is usually better to concentrate spend on a focused set of high-intent searches first.
Focus before you scale
Once a core campaign is producing consistent enquiries at an acceptable cost, budget can be increased or extended to new areas and mortgage types. Our guide to what a mortgage broker lead costs on Google Ads explains how to judge whether a campaign is ready to scale.
Measure the right outcome
Budget decisions should be based on qualified enquiries and completed cases, not clicks. Well-structured Google Ads for mortgage brokers should track form submissions and calls so spend can be tied back to real business outcomes.
Frequently asked questions
Is there a minimum budget for Google Ads?
Google does not set a meaningful minimum, but a budget that is too small will struggle to generate enough data to optimise campaigns effectively.
Should I spend more in busy months?
Search demand does change through the year. Reviewing search volumes and adviser capacity monthly helps you adjust budget sensibly.