Google Ads.
Google Ads for reverse mortgage brokers.
The most careful campaign in the category. Nothing here sells, and the government scheme gets named on the page.
Google Ads for reverse mortgage brokers means running an explaining campaign for the most vulnerable audience in lending. The account answers what a reverse mortgage is, how the balance grows, what protection the law provides and what the alternatives are, including the government scheme that is often the better answer. No urgency, no scarcity, no offer.
What they type.
Older borrowers don't search 'mortgage broker'. They search what this thing actually does.
Half of this demand is a retiree working it out for themselves and half is an adult child researching on a parent's behalf. Both are reading, not buying.
- “what is a reverse mortgage”
- “how does a reverse mortgage work”
- “reverse mortgage broker”
- “home equity access scheme”
- “reverse mortgage for my parents”
- “reverse mortgage and my estate”
- “reverse mortgage age requirements”
- “alternatives to a reverse mortgage”
Look at the last one. People searching the alternatives are searching honestly, and a campaign that cannot answer that query without flinching is not a campaign that should be running on this niche.
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 running it like any other lead campaign. Countdowns, limited time wording, scarcity language and photographs of an idealised retirement are all standard agency furniture, and on this audience every one of them is a problem. The campaign explains and offers a conversation. That is the whole shape of it.
The second is hiding the alternatives. Downsizing, family assistance, doing nothing, and the government Home Equity Access Scheme are all real answers, and for a lot of people the government scheme is the better one. A campaign built to keep those off the page is not consistent with the duty this lending sits under, and it is also why the page never earns a call.
The third is the page itself. This lending carries additional obligations: the balance compounds, the protection against negative equity is set by law rather than offered by anyone, and the borrower is entitled to see a projection of their equity produced with the regulator's own calculator. A page without those things is not ready for the traffic.
The method.
How the account gets built.
We audit your ideal borrower list against what Google actually has.
The searches here are overwhelmingly informational, which is fine as long as everyone knows it going in. I check the demand in your area first and tell you what share of it is people ready to talk rather than people reading, because on this niche that ratio decides whether an account makes sense at all.
We build ad groups around the question being asked, not around 'equity release'.
What it is, how much is available and what it costs over time, the government scheme, and the adult child researching for a parent are four separate ad groups. The government scheme group exists because pointing someone there is sometimes the right outcome, and the campaign should be able to do it.
We filter the searches that never settle.
Broad match is not used on this type at all. Overseas content, scam warnings, class action pages and general retirement queries are negatived out before launch, and every search term is read every month, because a stray query here is not waste, it is the wrong person reaching a page about their home.
We report on settlements, not clicks.
These conversations run over months and often involve a solicitor and the family. Settled files are imported back into the account so it learns from completed lending rather than from whoever clicked, and the enquiry that ends with a referral to the government scheme is a good outcome even though it never settles.
The maths.
What one reverse mortgage settlement is worth
The other pages on this site print indicative figures from a working broker's book. Reverse mortgage lending is paid in too many shapes for one typical settlement to be honest: the loan size, the fee and whether trail exists at all change with the lender and the facility. So no figure is printed here. Bring your own numbers to the call and the maths gets done on those.
The honest split.
What search delivers for a reverse mortgage book, and what it can't.
Search can reach them
Search
The retiree working out what it is
They search the definition first, they read carefully, and they remember whoever explained it without pushing.
Search
The adult child researching for a parent
They search on a laptop at night, in their own words, and they are the one who books the appointment.
Search
The homeowner comparing it with the government scheme
That comparison is searched directly, and a page that answers it honestly is rare enough to stand out.
Search
The owner facing a cost they cannot meet from income
A repair, a health cost or an aged care decision sends them looking for options.
Referral only
Referral
The solicitor drafting the will
They are already in the family's affairs and they are asked who to speak to about the house.
Referral
The accountant
A relationship measured in decades, and the referral arrives with the numbers already understood.
Referral
The family who already know you
You wrote their loan twenty years ago. That call is not an auction.
Referral
The aged care placement service
They meet the family at the hardest moment, and search is nowhere near that conversation.
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
No urgency anywhere in the account
Read every asset as though the reader is eighty two and worried. If anything in it counts down, implies scarcity, or promises a feeling, it comes out.
The alternatives visible on the landing page
The government Home Equity Access Scheme, downsizing and doing nothing are named on the same page as the product. A page that hides them is the one that gets flagged.
Every search term read, every month
The volume is low enough to read all of them, and on this audience a stray query matters more than it does anywhere else in the category.
Offline settlement import, running
Long conversations and low volume make click data useless here. Settled files fed back are the only honest measure, and the referrals to the government scheme are counted separately as the good outcomes they are.
Common questions.
Google Ads for reverse mortgage brokers, answered
Yes, if the campaign explains rather than sells, and if your page carries what this lending requires: the projection, the protection described accurately, the compounding explained and the alternatives named. If any of that is missing, the honest move is to fix the page before the account goes anywhere near a search result.
Next step.
Start with whether the page is ready for this audience.
Ask for the complimentary Google Ads audit. On this niche I read the page before I read the account, because a reverse mortgage page without the projection, the protection and the alternatives is not a page I would send traffic to. Honest answer either way.
Keep reading.
Where to go from here
The same niche, the other service
- Websites for reverse mortgage brokersA daughter reading it before her parents do, working out whether this is somebody she would let near 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 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 construction loan brokersA tender in one hand, a land contract in the other, and nobody explaining how the money actually arrives.
- 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 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.