Google Ads.
Google Ads for construction loan brokers.
A tender in one hand, a land contract in the other, and nobody explaining how the money actually arrives.
Google Ads for construction loan brokers means being present for the questions a person asks while they are still comparing builder quotes: how a construction loan draws down, what each stage needs, whether the land and the build are one loan or two. The account is built around those stages, the searches that never settle are filtered out, and the reporting runs on settlements.
What they type.
People building a home don't search 'mortgage broker'. They search how the money arrives.
A construction borrower is usually part way through a builder conversation. They have a tender, a contract or a block, and a question the display village did not answer.
- “construction loan broker”
- “how does a construction loan work”
- “construction loan progress payments”
- “house and land package finance”
- “land loan then build”
- “knock down rebuild finance”
- “renovation loan using equity”
- “owner builder finance broker”
Every line is a question about sequence: what gets paid, when, and who signs it off. The broker whose page answers that in order is the one who gets the call.
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 assuming everyone building a house is on Google. A good share of a construction book walks in from the builder's sales office, from the estate's land team, and from the client whose first house you funded eight years ago. Search does not create those introductions. It picks up the people holding a tender with nobody to ask.
The second is running construction inside a general home loan campaign. 'Home loan' and 'mortgage broker' put you in the most contested auction in the category on the search where the borrower is least committed, and the construction questions are long, descriptive and far less contested. Bidding wide costs more and answers less.
The third is the landing page and the tracking. A construction borrower wants the draw schedule set out in order and an honest sentence about who controls the timing, which is the builder and the valuer rather than you. A page that says 'your building journey' above a stock photo sends them back to the results, and an account that counts a phone tap as a lead will report a win while the pipeline stays empty.
The method.
How the account gets built.
We audit your ideal borrower list against what Google actually has.
Construction demand clusters around land releases rather than spreading evenly across a city, so the first job is checking where the searches actually are near you. Some of your list is typing tonight. Some of it will only ever arrive through a builder, and I will say which is which before a dollar moves.
We build ad groups around what is being built, not around 'home loans'.
A house and land contract, a knock down rebuild, a major renovation and an owner builder project are four different lending conversations with four different lender lists. Each gets its own ad group, its own copy and its own landing section, so the thing they typed is the thing they land on.
We filter the searches that never settle.
Construction search is thick with people looking for builders, quotes, house designs, display homes, council approvals and renovation ideas. Negatives go in before launch and the search terms report gets read every month, because this keyword space drifts towards the trade faster than any other.
We report on settlements, not clicks.
Construction files run long and the first draw is not the settlement. Enquiries are imported back into the account as offline conversions once you mark them settled in your CRM, so the account is learning from borrowers who got to the slab rather than from people who filled in a form.
The maths.
What one construction loans settlement is worth
Indicative figures from a working broker's book. A guide, not a quote, and never a forecast.
- Typical loan size
- $700,000
- Upfront on one settlement
- $4,550
- Trail in the first year
- $1,050
- Upfront plus three years of trail
- $7,700
- Genuine enquiries per settlement
- 9 to 17
- Enquiry to settlement
- 6 to 16 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 construction book, and what it can't.
Search can reach them
Search
The buyer holding a builder's tender
The tender arrives with a number on it and the finance question is typed the same week.
Search
The owner planning a knock down rebuild
They research the funding long before they engage anyone, and they search it in their own words.
Search
The renovator deciding between equity and a staged loan
A specific question with two possible answers, and nobody at the bank has explained either.
Search
The owner builder
They already know the lender list is narrow, so they go looking for someone who will actually look at it.
Referral only
Referral
The builder's sales office
That introduction happens at the display home, weeks before anyone searches.
Referral
The estate's land sales team
They meet the buyer at the land release and hand over a finance contact there and then.
Referral
The architect and the draftsperson
A professional relationship built over projects, and search never touches it.
Referral
Your settled clients building again
They ring you. Your number is already in their phone from the first house.
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 a tender in front of them rings. If almost everything arrives as a form at lunchtime, the ads are catching people at the browsing stage and the call assets and the ad schedule need work.
Brand and generic, kept apart
Your own name sits in its own campaign. Otherwise the builder referrals who searched your name get counted as the campaign working, and the construction ad groups never get judged honestly.
Offline settlement import, running
Construction settles slowly and in stages. Feeding settled files back is the only way the account learns which enquiries were real rather than which ones were fast.
Search term relevance
Read the search terms monthly. Builders, quotes, house designs and owner builder courses arrive constantly in this niche, and a fortnight of them is a real share of a small month.
Common questions.
Google Ads for construction loan brokers, answered
About $1,000 a month for search is the sensible floor, and it needs a full quarter to tell you anything. Construction files take longer than a purchase, so one month of data is a mood rather than a measurement. The number that matters more than the budget is whether you can answer the phone when a borrower rings with a tender in their hand.
Next step.
Start with the page the ads would have to point at.
Ask for the complimentary Google Ads audit. I read the account, the search terms and the page your construction traffic lands on, then tell you what I would change first and what I would turn off. If you are not running ads yet, the same conversation works from the demand instead. Honest answer either way.
Keep reading.
Where to go from here
The same niche, the other service
- Websites for construction loan brokersThe page a couple reads the night the builder hands them a contract and a payment schedule nobody has explained.
- 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.
- Google Ads for commercial and asset finance brokersThe truck, the excavator, the shed the business just outgrew. Two very different books in one account.
- Google Ads for guarantor loan brokersTwo people read this ad. The buyer who wants it to work, and the parent being asked to put their house up.
- Google Ads for medico and professional lending brokersA registrar, a physiotherapist and a solicitor search three different things, and the lender lists behind them are three different lists.
- Google Ads for expat and non-resident lending brokersThe borrower is in Singapore at nine in the morning, which is midnight here, and the lender panel that will look at them is short.
- Google Ads for rural and regional brokersA house on twenty hectares, a working farm and a home loan in a town of four thousand people are three different lending problems.
- Google Ads for reverse mortgage brokersThe most careful campaign in the category. Nothing here sells, and the government scheme gets named on the page.
- Google Ads for bridging loan brokersThe next house is bought, the current one is not sold, and the two settlement dates are a fortnight apart.
- Google Ads for car finance brokersThe whole category advertises a weekly repayment. That is the one thing a compliant ad cannot do.
- Google Ads for business loan brokersThe online lenders advertise on speed. Repeat their language and you have inherited their claim.
- Google Ads for development finance brokersThe smallest demand in the category and the largest files. One good enquiry a quarter can be the whole account.
- Google Ads for invoice and trade finance brokersThe invoices go out on thirty day terms and the wages go out on Thursday. That gap is the whole market.
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.