CLICK-MORGAGE.co.uk
Google Ads, Facebook Ads, Microsoft Ads
Discover how One PPC helped Click Mortgage reduce their daily Google Ads budget by 39%—while still increasing lead volume and overall profitability.
CLICK MORTGAGES
Back Story & Challenge
Click Mortgages is a specialist mortgage broker dedicated to helping individuals with past credit issues secure suitable mortgage solutions. Their core promise is to deliver a fast, personal, and professional service, ensuring each client’s application has the best chance of success—especially for bad credit mortgage cases.
Operating in a highly competitive and low-margin industry, Click Mortgages values precision and attention to detail. Finding an agency that shared these values was crucial. Google Ads was their primary customer acquisition channel, but performance had declined over the previous six months. They were spending thousands per day, yet profits were shrinking. They needed more leads—ideally of higher quality—at a significantly lower cost per conversion.
At the time, another agency was managing their Google Ads. However, Click Mortgages reached out to One PPC to review their performance and determine whether substantial improvements could be made. We presented a tailored proposal to improve results using a strategic rebuild of what was already in place—but underperforming.
The primary goal was to increase lead volume while reducing the average cost per lead by at least 35%.
During our audit, we uncovered three key issues:
- Landing pages were suited for desktop, but over 70% of traffic was mobile.
- Budget allocation and bidding strategies lacked structure, reducing ROI
- The account structure was fragmented, making it difficult to manage, analyse, or scale effectively
Solution
Click Mortgages needed a partner with experience in the financial services sector. One PPC was selected based on our proven track record and ability to deliver a unified strategy that connected Google Ads performance with effective landing page experiences—ensuring the entire user journey was optimised for both lead volume and quality. At the core of our strategy was a cycle of planning, testing, and continuous improvement.
Types of Campaigns:
Google Search
Targeted high-intent searches with ad copy and landing pages testing.
Targeting Competitor
Focused on competitor terms, using tailored messaging per to win market share.
Microsoft Ads
We replicated and adapted this successful approach to Microsoft Bing Ads.
Remarketing Ads
Retargeted previous website visitors with tailored messaging to increase conversions.
Engagement Campaign
Targeted users who interacted with the Facebook and Instagram pages or ads for a medium to longer term period.
Lookalike Campaigns
Tested audience size vs. similarity to maximise leads and sales, starting with smaller audiences and scaling up for growth.
Interest-Based Campaigns
Reached cold audiences by testing single and combined interests, layered with demographic filters to refine audience quality.
Remarketing Ads
Targeted recent website visitors who hadn’t make a decision—driving buyers through the funnel.
Other Steps
We restructured the Google Ads account by assigning one dedicated campaign per service type, along with a generic campaign to capture broader search intent. Within each campaign, ad groups were refined into tightly themed categories, each aligned with highly relevant ads and matching landing pages. This structure improved Quality Scores across the account, which in turn reduced the cost per click and overall advertising spend. The higher Quality Scores also increased impression share by helping Click Mortgages win more ad auctions.
To optimise bidding, we tested a variety of strategies—including our own custom-built bidding script designed to hit specific target CPAs. For select campaigns, we implemented Google’s automated bidding using Target CPA to maximise efficiency at scale.
We also conducted extensive A/B testing on ad copy and landing pages to better understand what messaging resonated most with users. This testing allowed us to refine the value proposition and highlight the most compelling elements of Click Mortgages’ offering across the site.
Together, these strategies have driven significant and sustained performance improvements throughout our partnership.
We used Google Optimize to run structured conversion rate optimisation (CRO) experiments aimed at improving performance across key landing pages. Our process began with A/B testing completely different page layouts and messaging approaches to understand which overall structure resonated most with users. Once we identified the higher-performing layouts, we moved to more granular testing—experimenting with headlines, form placements, call-to-action buttons, trust signals, and mobile responsiveness.
Each test was designed to isolate specific variables so we could confidently determine which elements were driving improvements in conversion rates. This iterative approach enabled us to not only improve individual landing pages but also gather valuable insights about user behaviour, decision-making triggers, and friction points.
Over time, as testing results accumulated and performance data became more robust, we used these insights to inform a full website redesign. The new site was developed with a consistent brand identity, user experience, and conversion-optimised structure across all key pages. The result was a more cohesive and effective digital presence, rooted in real user data and ongoing experimentation.
To ensure comprehensive conversion tracking, we implemented advanced tagging using Google Tag Manager to capture leads from multiple contact points across the website. This included setting up event tracking for form submissions, live chat interactions, and phone call clicks—allowing us to record each as a meaningful conversion within Google Ads and Google Analytics.
For live chat, we integrated custom triggers that recorded user engagement once a conversation was initiated or a specific chat goal was met. For phone calls, we set up click-to-call tracking on mobile devices by tagging telephone link clicks, and where applicable, we integrated dynamic call tracking numbers to attribute calls back to specific campaigns or keywords. For enquiry forms, we tracked successful submissions using both on-page event listeners and confirmation page views, depending on the form’s structure.
This comprehensive tracking setup gave us full visibility into how users were interacting with the site and which traffic sources were driving high-value actions. It allowed us to optimise campaigns based on actual lead data rather than relying solely on standard metrics like clicks or time on site—ultimately improving attribution accuracy and ROI.
Following the strong performance of their Google Ads campaigns, Click Mortgages was eager to expand into Facebook advertising to further scale lead generation and build brand visibility. We introduced a range of campaigns targeting both cold and warm audiences, designed to reach users at different stages of the customer journey. These included:
- Lookalike Campaigns: Designed to target users on Facebook who closely resemble Click Mortgages’ website visitors and converters. We tested different audience sizes and similarity percentages to find the optimal balance between reach and performance, aiming to maximise lead volume while maintaining or exceeding the target ROAS.
- Interest-Based Campaigns: We launched campaigns targeting cold audiences based on mortgage-related interests. To refine performance, we tested single-interest targeting against combinations of related interests. In some cases, we layered interest targeting with Lookalike audiences to improve audience quality and ensure we were reaching users more likely to convert.
- Engagement Campaigns: Targeted users who had previously interacted with Click Mortgages’ Facebook page, Instagram profile, or past ads—re-engaging warm audiences already familiar with the brand.
Over time, cold traffic campaigns grew to represent an increasingly larger share of overall sales. Today, more than 80% of conversions come from cold or top-of-funnel campaigns—demonstrating the effectiveness of our prospecting strategy in driving qualified new leads.
Results
This strategy has delivered outstanding results throughout our partnership with Click Mortgages. Since beginning our work together, we have:
We built high-converting landing pages based on performance insights, and later redesigned the entire website to create a consistent brand experience—guided by data from our initial testing.
We improved cost per conversion by optimising targeting, creatives, and landing page performance.
Set up Microsoft Bing Ads to gain more leads at the same target CPA.
Implemented Facebook campaigns with the range of audience targeting with conversions from cold and warm traffic.
Worked closely with the client on new campaigns.
Created consistent and effective ad creative that focus on key USP’s and messaging of the brand.
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