Should bridging have its own campaign or sit inside refinance?

Its own campaign, with its own page. The searches are urgent and short, the landing needs are different, and a bridging enquiry that arrives on a rate review page is a wasted click. If the demand near you is too thin for a campaign, it is one ad group with its own landing section, never a keyword thrown into an existing one.

How much should a bridging loan broker spend on Google Ads?

About $1,000 a month for search is the floor, and this niche often needs less than that because the keyword set is narrow. Run it steadily for a quarter rather than switching it on when you feel like more volume, because a paused account loses the learning it took a month to build.

What does the page need to say about peak debt?

That while both properties are held, interest usually accrues on the whole balance, and that the lender allows a limited window for the sale. It should also say what happens if the property has not sold by the end of it. That is the section that turns an anxious click into a considered call.

Can the campaign compare bridging with a deposit bond?

It can describe both accurately, and the page probably should, because a lot of the deposit searches are really asking that question. What it cannot do is recommend one over the other in the copy. They are different products with different providers and different conditions, and which one suits depends on the file.

Does my aggregator have to approve the ads?

Most aggregators require advertising to be reviewed before it goes live, and bridging copy gets read for speed claims first. Ask yours what the process is and build the round into the launch, because this is the pack most likely to come back with wording changes.

Can the ads mention a rate or a repayment?

Not without the comparison rate and its warning at equal prominence, which does not fit in a search ad. That is a mercy on this niche, because a bridging repayment shown without the peak debt explanation would be misleading anyway.

How long before a bridging campaign produces a settlement?

Faster than the rest of residential lending, because the deadline is already in the diary. That still means weeks rather than days, and the account itself needs a quarter before the pattern is readable.

Google Ads.

Google Ads for bridging loan brokers.

The next house is bought, the current one is not sold, and the two settlement dates are a fortnight apart.

Google Ads for bridging loan brokers means reaching a borrower with a deadline and answering them without promising to beat it. The account is built around the timing problem they are caught in, the searches that never settle are filtered out, and the copy explains peak debt and the selling window instead of selling on speed.

Audit my Google Ads account →See if we're a fit

What they type.

Bridging borrowers don't search 'mortgage broker'. They search a date problem.

Every one of these people has a calendar open. They have a contract, a settlement date, and a gap between two of them that somebody has to fund.

“bridging loan broker”
“buy before you sell finance”
“how does a bridging loan work”
“settlement dates do not match”
“downsizing bridging loan”
“deposit before my house sells”
“bridging loan requirements”
“bridging finance broker near me”

The intent is as high as it gets in residential lending, and the temptation to answer it with a promise about turnaround is exactly as high. The ads name the situation and leave the timing to the people who control it.

Shown as searches, because that is what they are. None of it is ad copy, and none of it is written as a headline.

The pattern.

Where agencies go wrong.

The first mistake is selling on speed. This borrower wants to hear that it will be sorted by Friday, which is precisely why the copy cannot say it. The lender, the valuer and the buyer set the timing, and an ad that implies otherwise is making a promise about other people's work on the one file where the borrower will remember every word of it.

The second is folding bridging into a refinance campaign. The searches are short, urgent and completely different in shape, and a bridging enquiry sitting in a refinance ad group lands on a page about rate reviews. It is a separate campaign with a separate page or it is not worth running.

The third is a page that never explains peak debt. While both properties are held, interest usually accrues on the whole balance, the lender allows a limited selling window, and the borrower carries the risk if the sale comes in under expectations. A page that leaves all of that to the contract will convert people who should not have proceeded.

The method.

How the account gets built.

We audit your ideal borrower list against what Google actually has.
Bridging demand is small, sharp and driven by the property market rather than by your marketing. I check what exists near you before a dollar goes anywhere, and I tell you whether it can carry an account of its own or whether it belongs as one ad group inside a broader one.
We build ad groups around the timing problem, not around 'home loans'.
Buying before selling, a settlement date mismatch, downsizing, and needing a deposit before your own sale settles are four different situations with four different anxieties. Each gets its own ad group and its own landing section, so the borrower reads their exact problem rather than a general page about bridging.
We filter the searches that never settle.
The word bridging pulls in bridging visas, bridging courses and construction bridging in the commercial sense, none of which is your borrower. Negatives go in before launch and the search terms report gets read every month, because a small urgent account can waste a week's budget in an afternoon.
We report on settlements, not clicks.
Bridging files move faster than most residential lending, which makes the offline import unusually useful here: you can see within a quarter which ad groups produced deals that completed and which produced calls from people who were never going to proceed.

The maths.

What one mixed residential settlement is worth

Indicative figures from a working broker's book. A guide, not a quote, and never a forecast.

Typical loan size: $600,000
Upfront on one settlement: $3,900
Trail in the first year: $900
Upfront plus three years of trail: $6,600
Genuine enquiries per settlement: 7 to 13
Enquiry to settlement: 4 to 12 weeks

Loan size, commission and settlement rate are indicative figures from a working broker's book, last reviewed 2026-09-05. Settlement rate and time to settle are modelled ranges, so they are a model rather than a measurement, and every deal is subject to lender criteria.

The honest split.

What search delivers for a bridging book, and what it can't.

Search can reach them

Search
The buyer who found the next house first
They search the same day they sign, and they have a real deadline behind the query.
Search
The owner whose two settlement dates do not line up
A specific, urgent, high intent search from someone who has already been told there is a problem.
Search
The downsizer moving into a new build
They search early, because the new home has a completion date and their current house has not gone on the market.
Search
The buyer who needs a deposit before their own sale
A narrow question with a hard date, and the first broker to answer it clearly gets the file.

Referral only

Referral
The real estate agent who listed the house
They see the timing problem before the seller does, and they hand over a name at the kitchen table.
Referral
The conveyancer
They are the first to notice the dates do not work, and their referral arrives with the contract attached.
Referral
Your own settled clients moving again
They ring you directly, because you did the last one.
Referral
The retirement village sales office
Downsizers meet them months before they search, and that introduction is a relationship, not an auction.

Both columns are real. A plan that pretends the right-hand column does not exist is a plan that will disappoint you in month three.

The check.

What a healthy account looks like for this niche

Calls as a share of enquiries
A borrower with two settlement dates rings. If bridging enquiries are arriving as forms only, the call path is not obvious enough or the ads are catching people at the research stage.
No speed language anywhere in the assets
Read every headline, description, callout and sitelink for turnaround promises. This is the niche where they creep back in every time the copy is edited.
Brand and generic, kept apart
Agent and conveyancer referrals search your name. Keep that separate so the bridging ad groups are judged on the demand they actually created.
Search term relevance
Bridging visas are the single most common waste in this account. Check the search terms monthly and expect the visa queries to keep arriving.

Common questions.

Google Ads for bridging loan brokers, answered

No, and this is the niche where that rule matters most, because it is exactly what the borrower wants to hear. The lender, the valuer and the buyer set the timing. The ads name the situation and say what the lender will need, which is the honest version of the same reassurance and it converts perfectly well.

Next step.

Start with the speed words already in your copy.

Ask for the complimentary Google Ads audit. On a bridging account the first thing I read is the ad copy, because turnaround promises are the most common finding and the easiest one to fix. Then the search terms, then the page. Honest answer either way.

Keep reading.

Where to go from here

The same niche, the other service

Google Ads for other niches

Written for the home lending side of the book. If it carries commercial or asset finance as well, that page is listed alongside.

One more thing.

Start with what you already have.

Two complimentary audits, both read by a working broker rather than generated and sent. One looks at the account spending your money. One looks at the site the clicks land on. Take either, take both, or skip straight to the start form if you already know.

Google Ads audit →Website audit Or get started

Google Ads for bridging loan brokers.

Bridging borrowers don't search 'mortgage broker'. They search a date problem.

Where agencies go wrong.

How the account gets built.

We audit your ideal borrower list against what Google actually has.

We build ad groups around the timing problem, not around 'home loans'.

We filter the searches that never settle.

We report on settlements, not clicks.