Google Ads.
Google Ads for first home buyer brokers.
The deposit question, the scheme question, and the one typed at nine o'clock on a Sunday night.
Google Ads for first home buyer brokers means bidding on the questions a first home buyer types before they know a broker is the answer: how much deposit, which scheme, whether their income stretches far enough. The account is built around those situations, the searches that never settle are filtered out, and the reporting runs on settlements.
What they type.
First home buyers don't search 'mortgage broker'. They search whether they can afford it.
This is the shape of the demand. Every line below is a way a first home buyer describes the problem to Google, in their own words, before they have decided a broker is what they need.
- “first home buyer broker Brisbane”
- “5 percent deposit scheme broker”
- “can I buy with a 5 percent deposit”
- “how much can I borrow first home buyer”
- “mortgage broker for first home buyers near me”
- “first home buyer scheme places left”
- “can my parents help with my deposit”
- “pre approval first home buyer how long”
Not one of them is the word broker with a suburb after it. They are people working out whether the next step is possible at all. Whoever answers the question 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 every ideal client is on Google. A good part of a first home buyer book arrives from a real estate agent, a settled client's sister, or the parents you looked after eight years ago. Search does not create those people. It picks up the ones who are looking right now and have nobody to ask.
The second is bidding on the head terms. 'Mortgage broker' and 'home loan' put you in an auction against the big brands, the comparison sites and every national campaign in the category, on the exact search where the borrower is least committed. You pay the most for the least intent.
The third is the landing page and the tracking. Ads pointed at a homepage with a slider and a phone number in the footer will not convert a nervous first home buyer, and an account that counts a tap on a phone number as a lead will keep telling you the campaign is working long after it stopped.
The method.
How the account gets built.
We audit your ideal borrower list against what Google actually has.
You tell me who you want more of. I check the real search demand for those people, in your area, before a dollar goes anywhere. Some of that list is searching right now. Some of it will only ever come from an agent or a settled client, and I will say so.
We build ad groups around situations, not around 'home loans'.
A deposit question and a scheme question are two different borrowers at two different moments. Each gets its own ad group, its own copy and its own landing section, so the thing a person typed is the thing they land on.
We filter the searches that never settle.
First home buyer search is full of traffic that will never reach a settlement: people looking for jobs, TAFE courses, grant application forms and rate tables. Negatives go in before launch, and the search terms report gets read every month, not every quarter.
We report on settlements, not clicks.
Enquiries are imported back into the account as offline conversions once you mark them settled in MyCRM, so the account is learning from borrowers who reached a settlement. Until that loop runs, a report is a guess with a chart on it.
The maths.
What one first home buyers settlement is worth
Indicative figures from a working broker's book. A guide, not a quote, and never a forecast.
- Typical loan size
- $550,000
- Upfront on one settlement
- $3,575
- Trail in the first year
- $825
- Upfront plus three years of trail
- $6,050
- Genuine enquiries per settlement
- 7 to 13
- Enquiry to settlement
- 6 to 14 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 first home buyer book, and what it can't.
Search can reach them
Search
The couple with a deposit and no idea what happens next
They search the deposit question before they speak to anyone, and they search it at night.
Search
The buyer who has just been declined at a branch
Serviceability was tight, the bank said no, and the next thing they type is whether a broker can help.
Search
The scheme researcher
Government scheme names are searched by name, in volume, by people who need the eligibility explained.
Search
The pre-approval hunter with a contract deadline
They are on a clock, they search with urgency, and they call the first person who picks up.
Referral only
Referral
The buyer's agent's client list
That relationship is built over coffee and settled deals, not in an auction.
Referral
The parents going guarantor for their kids
They come back to the broker who wrote their loan and bring the family with them.
Referral
The first home buyer inside a new estate
The builder's sales office owns that introduction and search never sees it.
Referral
Your settled clients' friends
A recommendation at a barbecue skips Google entirely and arrives already sold.
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
First home buyers ring. If almost everything arrives as a midday form fill, the ads are catching researchers rather than buyers, and the call assets and ad schedule need work.
Brand and generic, kept apart
Your own name sits in its own campaign. Otherwise the enquiries that were always coming to you get counted as the campaign working, and the generic side never gets judged honestly.
Offline settlement import, running
Settled deals flow back into the account so Google is optimising towards borrowers who reach a settlement rather than borrowers who fill in a form.
Search term relevance
Read the search terms report monthly. If more than a handful of the searches you paid for are jobs, courses or grant forms, the negative list is behind.
Common questions.
Google Ads for first home buyer brokers, answered
Start at about $1,000 a month for search and hold it steady for a full quarter. Below that the account never gathers enough data to learn anything, and a first home buyer takes weeks to settle, so one month tells you nothing. The number that matters more than the budget is whether you can answer the phone when it rings.
Next step.
Start with a look at what you already have.
Ask for the complimentary Google Ads audit. I go through the account, the search terms and the page the ads point at, and tell you what I would change first. If you are not running ads yet, the same conversation works from a blank page. Honest answer either way.
Keep reading.
Where to go from here
The same niche, the other service
- Websites for first home buyer brokersThe site a nervous couple lands on at nine o'clock on a Sunday night, weeks before they ring anyone.
- 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 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.
Written for mortgage brokers. If your book 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.