Mortgage broker lead generation that fills the calendar

Our strongest results are in mortgage broking and finance. One broker got so many leads that they paused the ads for two weeks to hire. Here is how it works.

Why Meta, not Google, for brokers

People rarely search “mortgage broker near me” at the moment they need one. They are scrolling, thinking about buying, unsure what they can borrow. Meta ads reach them at that point, before they have chosen anyone. Google Ads suits businesses people search for; brokers mostly are not one of them.

What results look like

• My Mortgage Mentor: $64.49 per lead, 60+ leads a month on about $4,000 a month, with more than half becoming clients (client reported). They paused the ads for two weeks and hired two people to keep up.
• Logic Property Wealth: 946 leads between February and September 2026, $73.77 per lead on the best campaign, and a team that grew from four to eight in seven months.

What a good cost per lead is for a broker

About $50 for a highly qualified lead is good. Around $64 with a 50% conversion rate, as My Mortgage Mentor has, is excellent. $200 or more per lead is a blowout and means the campaign needs fixing: tired creative, the wrong audience, or a form that lets the wrong people through.

Do not chase the lowest number. We have taken over accounts from agencies that ran broker ads with no qualification at all: cheap leads, and a broker wasting days calling people who were never going to borrow. See our cost per lead benchmarks for how to judge cost per client instead.

What made it work: creative testing and pre-qualification

Test creative, keep the winners

On Meta the ad itself does most of the targeting. We test many creatives, with different hooks, formats and angles, find the ones that bring in qualified leads, and move budget to them. Ads that explain what a broker does and what the first conversation looks like bring in people who arrive informed.

Qualify heavily before the lead arrives

Up to five relevant questions on the lead form. Questions like these work for brokers:

• Are you buying, refinancing or investing?
• When are you looking to buy?
• Roughly what deposit do you have?
• Are you employed full time, or self-employed?
• What is the best time to call you?

Every question costs a little in lead volume and saves a lot in wasted calls.

Instant forms or a landing page?

Meta instant forms work really well for brokers: the form opens inside Facebook or Instagram, pre-filled, so more people finish it. They can cost a little more per lead and still win. A landing page connected to a proper CRM can be great too, but only with a good funnel and page behind it. For most brokers we start with instant forms.

Compliance: no financial advice in ads

Brokers cannot give financial advice in ads, and an ad must never read as financial advice. Ads can explain what a broker does, invite people to a free conversation, and share general information. They should not promise a rate, a borrowing amount or an outcome. Check every ad with your licensee or aggregator before it runs.

Speed to lead: within the hour, five or six attempts

• Call every lead the same day, ideally within one hour.
• No answer? Call at least five or six times before giving up, at different times of day, with a text or email between calls.
• Log every attempt in a CRM so nobody slips through.

Leads cost real money. Most of the gap between a broker who says Facebook leads are rubbish and one who hires two people is in the follow-up.

Want this applied to your business? Ask for a free SEO and AI search audit. Our SEO specialist reviews your site and shows you the results on a call, with no obligation.

Common questions

How do mortgage brokers get leads?

For most brokers, Meta ads on Facebook and Instagram work best, because people rarely search for a broker at the moment of need. Combine tested ad creative, an instant form with up to five qualifying questions and fast follow-up.

What is a good cost per lead for a mortgage broker?

About $50 for a highly qualified lead is good. My Mortgage Mentor runs at $64.49 per lead with more than half becoming clients. A cost of $200 or more per lead is a blowout that needs fixing.

Can mortgage brokers give advice in Facebook ads?

No. Ads must not give financial advice or read as advice. They can explain the broker's role, offer a free conversation and share general information. Check ads with your licensee or aggregator.

How fast should a broker call a Facebook lead?

The same day, ideally within one hour, and at least five or six attempts if there is no answer.

Sources. My Mortgage Mentor cost per lead and Logic Property Wealth figures from each client's Meta Ads Manager account, published with permission. Lead volumes, conversion rates, hires and team size are client reported.