Case studies
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Real results from paid-search engagements across local service and e-commerce businesses. Filter by platform. Every figure shown is verified and published with the client’s permission.
Case studies
Real results from paid-search engagements across local service and e-commerce businesses. Filter by platform. Every figure shown is verified and published with the client’s permission.
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Google + Microsoft
National VA construction loan lead generation, filtered for 600+ credit-score borrowers, across Google Ads and Microsoft Ads at $6K–$10K in monthly spend.
The challenge
Security American Mortgage specializes in VA construction loans, a specialized mortgage product serving veterans and eligible military borrowers looking to build rather than buy. This is a demanding niche to advertise in for two reasons.
Mortgage is one of Google’s more heavily regulated advertising categories, where messaging and claims must be handled carefully to stay compliant. And more importantly for ROI, not every lead is a good lead: chasing raw volume in mortgage PPC burns budget on inquiries that can never close, so the real objective wasn’t just more leads, it was more of the right leads: real, high-intent borrowers with the credit profile to actually move forward.
Goals
Real, high-quality VA construction loan form submissions
Filter for creditworthy (600+) borrowers, not raw volume
National reach for a specialized loan product
The strategy
Because VA construction loans are a specialized offering with qualified demand spread across the country, campaigns were built for national US targeting, capturing veteran borrowers actively searching for this specific loan type wherever they are, rather than limiting reach to a single metro.
The program ran across both Google Ads and Microsoft Ads. Microsoft Ads is particularly valuable in mortgage: its audience skews toward an older, higher-income, homeowner demographic that aligns closely with qualified mortgage borrowers, and its lower competition often delivers efficient, high-quality inquiries that complement Google’s volume.
The core of this engagement was optimizing for quality over quantity. Targeting and messaging were structured to attract and pre-qualify borrowers with stronger credit profiles (600+), so the leads reaching the client were real, qualified inquiries worth loan officers’ time.
The account was built around high-intent VA construction loan search terms, with tightly organized campaigns and ad groups so each ad spoke directly to the specific borrower need, backed by ongoing keyword research and a disciplined negative-keyword strategy.
Given mortgage’s policy sensitivity, ad copy stayed fully within lending advertising guidelines while remaining compelling, with continuous A/B testing across headlines and descriptions to lift click-through and conversion rates without compromising compliance.
The proof
Verified results
Permission-cleared figures
600+
Credit score filter
$6K–$10K
Monthly ad spend
National
US targeting
Key takeaway
In regulated, high-value verticals like VA construction loans, success isn’t measured in raw lead count. It’s measured in qualified leads. By combining national targeting, a dual Google + Microsoft Ads approach, credit-quality filtering, and compliant ad copy, Security American Mortgage receives a consistent flow of borrowers who can actually close, not just clicks.
FAQ
Figures and creative shown are real, verified and published with the client's written permission.
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