Google Ads.
Google Ads for commercial and asset finance brokers.
The truck, the excavator, the shed the business just outgrew. Two very different books in one account.
Google Ads for commercial and asset finance brokers means running two different demand curves side by side: fast, specific equipment searches and slow, high value commercial property searches. The account is built to keep them apart, the searches that never settle are filtered out, and the reporting runs on settlements rather than on clicks.
What they type.
Business owners don't search 'finance broker'. They search the asset.
Asset finance search names the thing being bought. Commercial property search names the deal. They behave nothing alike, which is why they never belong in the same campaign.
- “equipment finance broker”
- “truck finance broker”
- “excavator finance broker”
- “commercial property loan broker”
- “chattel mortgage broker”
- “business vehicle finance broker”
- “low doc commercial loan broker”
- “commercial loan broker Brisbane”
The equipment searches move in days, the commercial property searches move in months, and an account that treats them as one thing will let the fast half spend the slow half's budget.
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 putting asset finance and commercial property in one campaign. Equipment searches are cheaper, faster and far more frequent, so they will take the budget and the commercial property side will look like it failed when it was never given a chance to run.
The second is bidding on the asset alone. 'Excavator' on its own is a search from someone who wants to buy, hire or sell an excavator, and only a slice of those want finance. The finance intent has to be in the term or in the negative list, and usually both.
The third is dealer traffic and comparison traffic. Equipment finance search is crowded with dealer finance offers and lead sellers, and an account with no negatives will spend its month competing with the dealer's own campaign for the dealer's own customer.
The method.
How the account gets built.
We audit your ideal borrower list against what Google actually has.
Commercial and asset finance is the niche where the gap between the list and the demand is widest. I check what people near you actually search for, split it by asset class and deal size, and tell you which half of your list is a search job and which half is a relationship job.
We build separate campaigns for equipment and for commercial property, not one 'business finance' campaign.
Different budgets, different timelines, different landing pages. Keeping them apart is what stops a run of truck enquiries from quietly eating the budget you set aside for a commercial property deal.
We filter the searches that never settle.
Sales listings, hire companies, parts suppliers, dealer finance and job seekers all live in this keyword space. The negative list is longer here than anywhere else in the category, and it gets reviewed every month against the search terms report.
We report on settlements, not clicks.
Asset finance settles in weeks and commercial property can take months, so one report showing both without a split is meaningless. Settlements are imported back into the account by campaign, so each side is judged on its own timeline.
The maths.
What one commercial property settlement is worth
Indicative figures from a working broker's book. A guide, not a quote, and never a forecast.
- Typical loan size
- $1,200,000
- Upfront on one settlement
- $7,200
- Trail in the first year
- $2,400
- Upfront plus three years of trail
- $14,400
- Genuine enquiries per settlement
- 10 to 25
- Enquiry to settlement
- 6 to 20 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. Commercial commissions vary by lender and deal; many are fee-for-service.
The honest split.
What search delivers for a commercial and asset finance book, and what it can't.
Search can reach them
Search
The operator buying a specific piece of equipment
They search the asset and the word finance together, usually with a delivery date already agreed.
Search
The business owner declined by their own bank
They search the same week and they are ready to talk to anyone who answers.
Search
The owner occupier buying their premises
A high value, low frequency search that is worth having even a small share of.
Search
The business that has outgrown dealer finance
They search for a broker specifically, because they have already learned what the dealer's offer cost them.
Referral only
Referral
The dealer and dealership network
Referrals arrive at the point of sale, which is a relationship built on the floor rather than in an auction.
Referral
The accountant's business clients
The accountant sees the asset purchase coming before the business owner searches for it.
Referral
The existing business client buying their fifth vehicle
They ring you. They have your number in the truck.
Referral
The commercial agent's buyers
That introduction happens at the inspection, weeks before any search.
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
Equipment and property, split by campaign
Two campaigns, two budgets, two reports. If they are combined you cannot tell which side is working, and the fast side will always look like the winner.
Calls as a share of enquiries
Asset finance enquiries ring, because there is usually a machine sitting at a dealer waiting on an answer. If those are arriving as forms only, the phone path is not obvious enough.
Offline settlement import, running
Split by campaign so the slow commercial side is not judged on the fast asset side's timeline. Without the import, the account will optimise itself into equipment only.
Search term relevance
The longest negative list in the category lives here. Read the search terms monthly and expect to keep adding for the life of the account.
Common questions.
Google Ads for commercial and asset finance brokers, answered
About $1,000 a month for search is the floor, and if you want both equipment and commercial property running you need enough to fund two campaigns rather than one split in half. If the budget only supports one, start with the asset side, because it produces data faster.
Next step.
Start with the split between the two books.
Ask for the complimentary Google Ads audit. I look at the asset side and the commercial property side separately, read whatever is running now, and tell you where the budget belongs first. Honest answer either way.
Keep reading.
Where to go from here
The same niche, the other service
- Websites for commercial and asset finance brokersOne site carrying two books: the equipment deal that settles in a fortnight and the property deal that takes months.
- Google Ads, the whole serviceHow the work runs, what it costs to start, and who it suits.
- The complimentary Google Ads auditA read of what you have now, by a working broker, with the first fixes named.
Google Ads for other niches
- Google Ads for first home buyer brokersThe deposit question, the scheme question, and the one typed at nine o'clock on a Sunday night.
- Google Ads for refinance brokersThe fixed term rolling off, the rate review, and the borrower who has already decided to move.
- Google Ads for self-employed and low-doc brokersThe borrower with two good years and no tax returns, looking for someone who has seen it before.
- Google Ads for investment property brokersEquity, structure and the second property. The searches of a borrower who already owns one.
- Google Ads for SMSF lending brokersA small, specific search market where the accountant is usually already in the room.
Written for finance brokers. The residential niches are listed alongside, because most books carry some of both.
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.