Google Ads for Lenders & Finance Firms
Loan-intent leads from Google Ads, qualified by MaxV™ and tracked to the call
Pre-qualifying landing pages, call tracking and Enhanced Conversions teach Google's bidding to chase fundable applicants, not form fills. So your pipeline fills with borrowers who can actually fund, instead of rate-shoppers padding an inquiry report.
Flat retainer · no contract · the audit costs nothing
Google Partner — currentThe Real Cost
A cheap lead that never funds is the most expensive lead you can buy
Lending keywords are some of the priciest clicks on Google. You pay for every one. Then the monthly report celebrates "leads" your loan officers cannot fund, while the agency invoice grows with your budget. For lenders, cost per qualified lead, not cost per inquiry, is the metric that determines whether Google Ads is profitable.
- High CPCs on loan keywords mean every wasted click hits the bottom line hard
- Rate-shoppers, students and unqualifiable applicants get reported as wins
- Percentage-of-spend pricing pays the agency more for volume, not for funded loans
How MaxV™ filters loan intent before you pay for the click
MaxV™ qualifies loan intent in four stages: campaigns built on borrower signals, landing pages that pre-qualify, call tracking that scores phone inquiries, and conversion data that teaches Google's bidding what a fundable applicant looks like.
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Your campaigns target borrower intent, not browsers
Search, Performance Max and Demand Gen campaigns are built on loan-intent query and audience signals. Your budget reaches people researching a loan, not anyone who happened to type "rates".
→ fewer rate-shoppers in your pipeline from day one -
Landing pages pre-qualify before anyone contacts you
Visitors declare loan type, amount and situation on landing pages built for paid traffic. This is part of MaxV™, not a separate service you pay extra for. Unfundable inquiries filter themselves out before they reach your team.
→ your advisors spend their time on applicants worth funding -
Phone calls get captured and scored, not lost
Many borrowers pick up the phone instead of filling a form. Call tracking captures each inquiry and scores it as loan intent, so your highest-value channel stops disappearing from your reporting.
→ phone-first borrowers count toward what works, not against it -
Google learns what a fundable applicant looks like
GA4, Google Tag Manager and Enhanced Conversions feed qualified-lead signals back into target ROAS and Smart Bidding. The algorithm stops chasing cheap form fills and starts hunting the applicants who fund.
→ every month of data makes your bidding smarter
Campaign Coverage
Built for the way borrowers actually search
Three Google Ads campaign types cover the borrower journey: Search catches high-intent loan queries, Performance Max extends across every Google surface, and Demand Gen reaches in-market borrowers before they search. Each one feeds the same goal, qualified loan leads.
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Search puts you in front of borrowers asking for your loan product
When someone types a high-intent loan query, your ad answers it. That click lands on a page built to separate fundable applicants from rate-shoppers.
Pre-qualifying landing pages, part of the MaxV™ methodology, filter paid traffic before it reaches your team.
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Performance Max keeps your pipeline visible across every Google surface
Borrowers compare lenders well beyond the search bar. Performance Max follows that journey, so your offer stays present wherever they look on Google.
Enhanced Conversions feed qualified-lead data into tROAS, so bidding learns what a fundable applicant looks like.
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Demand Gen reaches in-market borrowers before they search
Many borrowers are weighing a loan before they ever type a query. Demand Gen puts your offer in front of them first, then qualification handles the rest.
Call tracking captures and scores the phone inquiries this earlier-stage traffic generates as loan intent.
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[CONTENT NEEDED]
[CONTENT NEEDED: the brief verifies three campaign types for this page. Operator to confirm a fourth grounded item or remove this card.]
[PROOF POINT — CONTENT NEEDED]
Proof · Qualified-Lead Results
Named clients, numbers measured on qualified leads
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Comairco · industrial B2B
−39%
Cost per qualified lead. Spend stopped paying for inquiries that go nowhere.
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Entreprises MST
3×
Qualified leads, with qualification signals feeding the bidding instead of raw form fills.
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Pretech
3×
Qualified leads from the same MaxV™ filtering that screens loan intent before the click.
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Lenders & finance
[CONTENT NEEDED]
[CONTENT NEEDED — one lender or finance-sector client result: name, loan product, and one qualified-lead or CPQL figure]
Comairco, Entreprises MST and Pretech are operator-verified, cross-sector lead-generation accounts. Same qualification mechanism, different verticals, stated as such until the finance case is published.
What Clients Say About Working This Way
Our Google Ads landing pages perform much better since we started working with them.
Flat Retainer vs. % of Spend
Same ad budget. Two very different incentives behind it.
Before you compare agencies, compare how they get paid. A flat retainer removes the incentive to inflate your budget or count junk inquiries as wins. No contract means the file is re-earned every month on qualified-lead performance. Here is what that difference does to a lending account, row by row.
| The question to askdecision criterion | A typical agencyvolume model · % of spend | IMG MediaMaxV™ · flat retainer, no contract |
|---|---|---|
| What is the agency paid on? | A percentage of your ad spend. The fee grows when the budget grows, whether the leads fund or not. | A flat monthly retainer. Recommending a bigger budget earns nothing extra, so the budget advice stays clean. |
| What gets reported as success? | Inquiry volume and cost per inquiry. A rate-shopper's form fill counts the same as a fundable applicant. | Cost per qualified lead. Inquiries are scored on loan intent before they count as a result.MaxV™ · qualified-lead scoring |
| What does Google's bidding learn? | To chase more conversions, which usually means cheaper, weaker inquiries. | To chase fundable applicants. Qualified-lead data feeds Enhanced Conversions and tROAS bidding, so budget shifts toward loans that close.MaxV™ · GA4 + GTM + Enhanced Conversions |
| Who builds the landing pages? | Often out of scope, or quoted as a separate project. | Pages that pre-qualify paid traffic are built inside the methodology, not sold as an extra.MaxV™ · pre-qualifying landing pages |
| What about borrowers who call instead of filling forms? | Untracked phone inquiries vanish from the reporting, even when calls are your strongest channel. | Call tracking captures phone-first loan intent and scores it, so calls count toward your real cost per qualified lead.MaxV™ · call tracking |
| What if you want out? | Check the contract. Multi-month commitments are common in agency agreements. | No contract. Leave any month. The retainer has to be re-earned on qualified-lead performance, every single month. |
No competitor is named here. This is the structural difference between fee models, and it is the wedge: with a flat fee and no contract, the only way to keep a lending account is to keep qualified, fundable leads coming. Credentials stay simple (current Google Partner). See how the pricing model works.
Before You Request a Quote
Lender and finance Google Ads, answered
How do you measure a qualified loan lead?
A qualified loan lead is measured through three layers: pre-qualifying landing pages that filter rate-shoppers before they submit, call tracking that scores phone inquiries for loan intent, and Enhanced Conversions through GA4 that send qualified-lead data back to Google. Those values feed target ROAS bidding, so the algorithm learns what a fundable applicant looks like instead of chasing raw form fills.
Do you handle Google's financial-services ad requirements?
Campaigns are built within Google Ads financial-products policies from the start, covering both the ads and the landing pages they send borrowers to. [CONTENT NEEDED: confirm whether IMG Media completes Google financial-services advertiser verification for client accounts, and list any regulated lending verticals it declines.]
What does the flat retainer include?
One flat monthly fee covers everything the pipeline needs: management of your Search, Performance Max and Demand Gen campaigns, landing pages built for your paid traffic as part of the MaxV™ methodology, and your GA4, GTM and Enhanced Conversions tracking setup. There is no long-term contract, and the fee does not rise when your ad budget does. You never pay more because someone convinced you to spend more.
How fast will I see results?
Results follow two phases rather than a fixed week count. First, tracking is set up so every form and every call is measured correctly. Then Google's bidding moves through its learning phase as qualified-lead data accumulates and target ROAS adjusts. The cleaner your conversion data, the faster that learning runs. That is why tracking always comes first.
Most of our borrowers call instead of filling out forms. Do those leads count?
Yes. Call tracking captures phone inquiries and scores them for loan intent, so a borrower who picks up the phone counts the same as one who completes a form. Without it, the bidding algorithm only learns from half of your pipeline and optimizes toward the wrong people.
Are you a certified Google partner?
IMG Media is a current Google Partner agency, and your account is handled by the partners who built the methodology, not a rotating account team. Meet them at about us.
Lender Consultation
Get a straight read on where your loan-lead spend leaks
Request a consultation and walk away with specifics on your account: which conversion signals Google's bidding is actually learning from, where budget leaks into unfundable inquiries, and what phone-first borrower intent your tracking is missing. Before you commit to anything.
Nathanael is very professional and his approach is sharply focused on the results you expect.You'll speak with Nathanaël Morin, Partner and Director of Technology. Google Partner agency, flat retainer, no contract.
Ready to get started?
Tell us about your goals and we’ll take it from there — no obligation.
Request a quote