AI-built Google Ads for mortgage brokers
Mortgage demand swings with rates, seasons, and local inventory, sometimes within the same week. Tofu Ads Agent builds Google Search campaigns that track those swings and turn purchase and refinance searches into pre-approval requests, not just clicks.
Tofu Ads Agent builds and launches Google Search campaigns for mortgage brokers, covering purchase, refinance, and rate-shopping searches by city and loan type. It writes ad copy tuned to current rate conditions and seasonal buying patterns, structures campaigns around pre-approval and rate-quote requests, and applies negative keywords to filter out DIY and unrelated searches. Meta is coming soon for local awareness and retargeting once a rate quote is requested on Google.
Why Mortgage Brokers advertising is different
Mortgage shopping is driven by rate movement, seasonal buying cycles, and strict lending advertising rules all at once, which makes campaign timing and compliance just as important as targeting.
- Rate moves change demand overnight. A single Fed announcement can spike refinance searches or freeze purchase activity, so campaigns are built to shift budget and messaging as rate conditions change rather than running static creative all year.
- Demand is seasonal and local. Home purchase searches cluster around spring and summer buying seasons, and are tied to local housing inventory, so targeting is built around the metros and zip codes your brokerage actually serves.
- Pre-approval is the real conversion. Rate quotes and pre-approval requests are worth more than generic site visits, so campaigns and landing pages are built to move buyers and refinancers toward that specific next step.
- Lending advertising rules apply. Ad copy avoids specific rate promises, guaranteed approval language, and other claims that run afoul of Google's financial-services policies and lending disclosure requirements, while still being direct about services offered.
What Tofu Ads Agent builds for Mortgage Brokers
Audiences
Local in-market audiences by loan type (purchase, refinance, FHA, VA, jumbo) and buying stage, refined by metro, income band, and homeownership status, with CRM-matched audiences for past client refinance outreach.
Creative
Rate- and season-aware ad copy in multiple variations, built around pre-approval and free rate-quote offers, tested against messaging that leads with loan program expertise and turnaround speed.
Campaign structure
Separate campaigns by loan type and intent (purchase vs. refinance vs. rate-shopping) so budget and bids can shift automatically as rate conditions and seasonal demand change.
Keywords / negatives
High-intent terms like 'mortgage broker [city]' and 'refinance rates today,' paired with negatives that strip out 'jobs,' 'salary,' 'how to become a loan officer,' and unrelated real estate agent searches.
Example keywords it builds
mortgage broker [city]
refinance rates today [city]
first time home buyer loan [city]
best mortgage rates near me
fha loan broker [city]
pre approval mortgage online
Example audiences & targeting
Frequently asked questions
Which ad platforms work best for mortgage brokers?
Google Search is the primary channel since purchase and refinance searches are high-intent and tied to specific rate and timing moments. Tofu Ads Agent runs Google Ads live today, with Meta coming soon for local awareness and retargeting.
How does Tofu Ads Agent handle lending advertising compliance?
Tofu keeps ad creative, claims, and targeting within Google's financial-services and lending advertising policies, avoiding specific rate guarantees, guaranteed approval language, or other claims that require special lending disclosures. Brokers should still confirm final copy against their own state licensing and disclosure requirements before launch.
Can campaigns adjust when rates move?
Yes. Campaigns are built to shift budget and messaging between purchase and refinance intent as rate conditions change, since a single rate move can significantly swing search demand in either direction.
Does the agent handle different loan types separately?
Yes. Purchase, refinance, FHA, VA, and jumbo loans are structured as separate campaigns so each can be bid and optimized according to its own demand pattern and borrower value.
What does a good conversion look like for mortgage campaigns?
Most campaigns are built around pre-approval requests and rate-quote form fills, since these represent buyers and refinancers far enough along to be worth a broker's time to follow up on.
Capture rate-driven demand before it moves on
See how Tofu Ads Agent builds compliant Google Search campaigns for mortgage brokers, from rate-aware creative to pre-approval-focused landing pages. Early access is rolling out now.
Get early access