Google Ads.
Google Ads for refinance brokers.
The fixed term rolling off, the rate review, and the borrower who has already decided to move.
Google Ads for refinance brokers means catching a borrower who has already decided to move and is choosing who moves them. The searches are short, commercial and heavily contested. The account is built around the reason for the refinance, the searches that never settle are filtered out, and clawback risk is treated as part of the maths.
What they type.
Refinancers don't search 'mortgage broker'. They search the thing that annoyed them.
A refinancer arrives with a trigger: a letter, a repayment that jumped, a credit card that got away from them. The trigger is what they type.
- “refinance cashback broker”
- “fixed rate ending what do I do”
- “switch home loan to another lender”
- “is it worth refinancing my home loan”
- “refinance to consolidate debt broker”
- “refinance broker Gold Coast”
- “home loan health check broker”
- “refinance to access equity broker”
Every one of those is a borrower with a reason and a rough deadline. They are not deciding whether to act. They are deciding who to 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 treating refinance as a volume game. It is the most contested inventory in the category, because the lenders bid on it, the comparison sites bid on it, and every broker in the country has been told it is the easy money. Going wide burns a month of budget in a fortnight.
The second is chasing the rate chaser. The searches built around a cashback or a headline number convert quickly and discharge just as quickly, and a loan that discharges inside the clawback window costs you the commission and the hours that earned it. Some of that traffic is worth having. Not all of it, and an agency with no book of its own cannot tell the difference.
The third is the landing page. A refinancer wants to know what it takes, what it costs and how long it runs. A page that opens with a photograph and the words 'your home loan journey' sends them straight back to the results.
The method.
How the account gets built.
We audit your ideal borrower list against what Google actually has.
Refinance demand is real and it is expensive, so the first job is working out which slice of it suits your panel and your appetite. I check the demand before a dollar goes anywhere, and I tell you which parts of your list search never touches.
We build ad groups around the reason for the refinance, not around 'home loans'.
Rolling off a fixed term, consolidating debt and pulling equity out are three different conversations with three different objections. Each gets its own ad group and its own landing section, so the ad answers the reason the person searched.
We filter the searches that never settle.
Refinance search collects rate tables, calculators, comparison sites, hardship queries and people looking for their own lender's login page. Negatives go in before launch, and the search terms report is read every month while the pattern is still fresh.
We report on settlements, not clicks.
Settled loans are imported back into the account as offline conversions, so the account learns from deals that reached settlement. On a refinance book that also shows you which ad groups produce the loans that stay.
The maths.
What one refinance 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
- 5 to 10
- Enquiry to settlement
- 3 to 8 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. Rate chasers carry clawback risk if the loan is discharged early.
The honest split.
What search delivers for a refinance book, and what it can't.
Search can reach them
Search
The borrower rolling off a fixed term
The letter arrives, they search that week, and the timing shows up plainly in the demand.
Search
The rate reviewer who has been told to shop around
They search with intent and a short list, and they stay with whoever explains the process clearly.
Search
The debt consolidator
Card and personal loan debt drives a specific search that a branch rarely handles well.
Search
The borrower whose lender declined a top up
They go looking for someone else the same afternoon.
Referral only
Referral
Your own book at review time
That is a diary note and a phone call, not an auction.
Referral
The accountant's client at tax time
The introduction arrives with trust attached and never touches a search box.
Referral
The client whose property manager mentioned the equity
A conversation you cannot bid on.
Referral
The friend of the client you settled last winter
Word of mouth turns up already convinced and costs nothing.
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
Refinancers who are ready pick up the phone. A campaign producing only forms is usually catching people at the reading stage, which is fine as long as you know that is what you bought.
Brand and generic, kept apart
Your own name goes in its own campaign so returning clients are never counted as new demand. On a refinance book that mix moves fast, so the split has to be visible.
Offline settlement import, running
Settled and discharged both matter here. Feeding settlements back tells the account what worked, and watching early discharges tells you where the clawback risk sits.
Search terms read every month
Refinance search terms drift with the rate cycle. A negative list that was right in March is behind by August.
Common questions.
Google Ads for refinance brokers, answered
About $1,000 a month for search is the floor, and refinance sits at the expensive end of the category, so a small budget spread across the whole country is the most common way to waste it. Narrow the area, narrow the reason, and let it run a full quarter before you judge it.
Next step.
Start with the account you already have.
Ask for the complimentary Google Ads audit. I read the search terms, the structure and the page the ads point at, then tell you what I would change first and what I would turn off. If you have never run ads, we start from the demand instead. Honest answer either way.
Keep reading.
Where to go from here
The same niche, the other service
- Websites for refinance brokersA borrower who has already decided to move, checking whether you are the one to move them.
- 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 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.