Do investor enquiries convert better than owner occupier ones?

They tend to be better informed and slower. An investor knows what they are asking, which makes the conversation easier, but they may be six months from a purchase. Judge the campaign on settled files, not on how the enquiry sounded on the phone.

Can the ads mention interest only or negative gearing?

Interest only is a loan feature and can be described plainly. Anything that reads as tax advice cannot go in the ad, and structure questions belong with the client's accountant. The page can say the accountant is part of the conversation, which is also true.

Should I target investors outside my own state?

You can, and plenty of brokers write interstate deals. Ask yourself first whether your page gives an interstate borrower a reason to choose you over someone local. If it does not, tighten the area and spend the budget where you already have the story.

Does my aggregator have to approve the ads?

Most aggregators require advertising to go to their compliance team before it goes live. Ask what the process is and how long it takes, then build it into the launch. Investor copy gets read closely because it sits near tax and structure language.

Will the campaign reach people who already have three or four properties?

Rarely through search. Portfolio investors have a broker already, or an accountant who tells them who to call. Search reaches the borrower moving from one property to two, which is a much larger group and a genuinely good place to be.

How long before an investor campaign produces a settlement?

Longer than refinance and often longer than a first home buyer, because the property has to be found before the loan matters. Give the account a quarter, and expect the settled numbers to lag the enquiry numbers by weeks.

Google Ads.

Google Ads for investment property brokers.

Equity, structure and the second property. The searches of a borrower who already owns one.

Google Ads for investment property brokers means reaching a borrower who has done this before and is deciding how to do it again: pulling equity, choosing a structure, buying interstate. The account is built around those decisions, the searches that never settle are filtered out, and the reporting runs on settlements.

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

What they type.

Investors don't search 'mortgage broker'. They search the structure question.

An investor searches like someone assembling a plan. They already have the language, which means the search terms are longer and the intent is easier to read.

“investment loan interest only broker”
“using equity to buy an investment property”
“how much can I borrow for an investment property”
“investment property loan broker Brisbane”
“second investment property loan broker”
“buying an investment property interstate broker”
“investment loan pre approval broker”
“should I borrow in a trust or my own name”

These are decisions, not first steps. The person typing them wants an answer they can act on, and they will judge you on whether the page reads like you have done it before.

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 investor is on Google. Plenty of investor business comes out of your own settled book, from accountants, from buyer's agents and from the client who bought one and liked how it went. Search finds the investors who have nobody to ask, which is a real group but not the whole market.

The second is going wide. Investor keywords sit next to property listing traffic, share market traffic and course sellers, so a broad match campaign with no negatives ends up paying for people researching the property market rather than a loan for one.

The third is copy that talks down to them. An investor who owns two properties can tell in a sentence whether you know the difference between borrowing capacity and servicing on an existing portfolio, and a page written for a first timer loses them before the fold.

The method.

How the account gets built.

We audit your ideal borrower list against what Google actually has.
Investor demand splits by decision rather than by product, so the first job is finding which of those decisions people near you are actually searching. I check the demand before a dollar goes anywhere, and I say plainly which part of your list search will never reach.
We build ad groups around the decision, not around 'home loans'.
Equity release, interstate purchase and structure questions are three separate ad groups with three separate landing sections, because an investor who typed a structure question and lands on a generic home loan page has already decided you are not the one.
We filter the searches that never settle.
Investor search pulls in property listings, seminar sellers, share traders and people looking for tax advice. Negatives go in before launch and the search terms report is read every month, because this is the niche where broad match wanders furthest.
We report on settlements, not clicks.
Investor files can sit for months while a property is found, so click data will look wrong before it looks right. Offline settlement import puts the finished deals back into the account and gives it the only signal worth optimising towards.

The maths.

What one property investors settlement is worth

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

Typical loan size: $650,000
Upfront on one settlement: $4,225
Trail in the first year: $975
Upfront plus three years of trail: $7,150
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 an investor book, and what it can't.

Search can reach them

Search
The owner occupier sitting on equity
They search the equity question directly, usually after a valuation or a conversation at work.
Search
The interstate buyer
They are outside their own network by definition and go looking for someone who knows the state they are buying in.
Search
The investor whose lender has run out of capacity
They search for a broker the moment a top up is declined.
Search
The first time investor with an owner occupier loan
They know enough to ask a structure question and not enough to answer it.

Referral only

Referral
The accountant's portfolio clients
That introduction is built on years of tax returns and never appears in an auction.
Referral
The buyer's agent's client list
The agent has already chosen who they refer to, long before the client searches.
Referral
Your own settled owner occupiers
The second property conversation starts with your annual review, not with Google.
Referral
The property manager's landlords
A relationship deal that search has no way to reach.

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
Investors are comfortable with a form and often prefer one, so a lower call share here is normal. What matters is whether the form arrives with enough context to be worth ringing back.
Brand and generic, kept apart
Repeat clients search your name. Keep that in its own campaign or the generic side will look far better than it is.
Offline settlement import, running
Long lead times make this non negotiable in the investor niche. Without it the account optimises towards fast enquiries, which are the ones least likely to be investors.
Search term relevance
Read the search terms every month and watch for listing sites, courses and share market traffic. In this niche the drift is constant.

Common questions.

Google Ads for investment property brokers, answered

About $1,000 a month for search is the floor, and the investor niche rewards patience more than budget because the files take longer to settle. Run it for a quarter with a tight area and a tight keyword set before you decide anything.

Next step.

Start with what the demand actually looks like.

Ask for the complimentary Google Ads audit. I check the investor demand in your area, read whatever is running now, and tell you which part of your ideal client list search can reach and which part it cannot. Honest answer either way.

Keep reading.

Where to go from here

The same niche, the other service

Google Ads for other niches

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.

Google Ads audit →Website audit Or get started

Google Ads for investment property brokers.

Investors don't search 'mortgage broker'. They search the structure question.

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 decision, not around 'home loans'.

We filter the searches that never settle.

We report on settlements, not clicks.