LANSDOWN FINANCIAL SERVICES
Google Ads
Discover how One PPC helped Lansdown Financial Services increase mortgage enquiries, lower cost per lead, and achieve top ad visibility through targeted Google Ads campaigns.
LANSDOWN FINANCIAL SERVICES
Back Story & Challenge
Lansdown Financial Services is a UK-based mortgage broker, specialising in mortgages for first-time buyers, remortgages, buy-to-let investors, and specialist lending. Competing against national brokerages and comparison sites, Lansdown wanted to increase local visibility, generate more qualified enquiries, and improve return on ad spend.
When Lansdown Financial Services first approached us, their Google Ads account was underperforming and struggling to generate consistent, high-quality mortgage leads. They wanted to secure top ad positions for competitive mortgage keywords to capture high-intent traffic and stand out against larger rivals.
One PPC carried out a full account audit and identified major inefficiencies. We restructured campaigns around service-specific keyword themes — including first-time buyers, remortgages, and buy-to-let — and introduced advanced bidding and ad testing strategies to improve visibility, cut waste, and boost ROI.
Prior to engaging One PPC, their Google Ads campaigns were generating leads but at a high cost and with inconsistent quality. After auditing their account, we identified several key challenges:
- Campaigns were overly broad, attracting low-quality leads.
- Cost per lead was above target, reducing marketing efficiency.
- Conversion tracking didn’t capture the full customer journey (calls, forms, and repeat enquiries).
Solution
We rebuilt the Lansdown Financial Services Google Ads account into a streamlined, performance-focused lead engine designed to attract high-quality mortgage enquiries.
Campaign Restructure: Segmented campaigns by mortgage type — first-time buyers, remortgage, buy-to-let — improving ad relevance and Quality Scores.
Keyword Strategy: Introduced long-tail, intent-driven terms such as “mortgage broker Bristol” and “best buy-to-let mortgage advice” to reduce wasted spend.
Geo Targeting: Focused on high-value regions around Bristol and the South West, while testing national campaigns for expansion.
Ad Copy & Extensions: Created ads emphasising FCA regulation, local expertise, and speed of service. Added sitelinks, callouts, and structured snippets for stronger engagement.
Conversion Tracking: Integrated form and call tracking to measure true lead value.
Ongoing Optimisation: A/B tested ad copy, adjusted bidding strategies, and continuously refined audience targeting.
Types of Campaigns:
Google Search
Targeted mortgage-specific and location-based keywords to capture high-intent enquiries.
Brand Protection:
Secured Lansdown’s brand presence at minimal cost against competitors bidding on their name.
Competitor Targeting:
Ran ads on competitor brand terms, capturing customers comparing brokers.
Remarketing Ads
Re-engaged past website visitors with tailored messaging for mortgages, remortgages, and buy-to-let.
Strategies
We restructured the account to enhance Quality Scores and reduce cost per click. This led to a stronger return on investment and generated tens of thousands of leads—significantly increasing Lansdown’s online visibility.
Google Search Campaigns:
- Standard Search: Targeted high-intent keywords with tightly themed ad groups and optimised text ads
- Standard Search: Targeted mortgage types with related keywords, ads and landing pages
- RLSA: Targeted past website visitors as they searched again, using broader keywords and higher bids to increase conversion likelihood
Following strong Search campaign results, Lansdown requested expansion into the Google Display Network. We began with remarketing campaigns and then built a full-funnel structure using advanced audience targeting:
Google Display Network Campaigns:
- Remarketing: Re-engaged past website visitors using a 30-day campaign, with an additional funnel targeting users up to 540 days
- In-Market Audiences – Focused on users actively researching mortgages
- Discovery campaigns- Tested ads at different stages of the funnel while optimising for a narrow lookalike audience of past converters
Results
Following a complete Google Ads overhaul, Lansdown Financial Services achieved significant improvements in lead quality, efficiency, and ROI.
✅ Increased mortgage enquiries while reducing CPL
✅ Strengthened local market share against national competitors
✅ Transparent reporting with clear ROI tracking
Leads Growth – +52% more mortgage enquiries in the first 3 months.
Reduced CPL – Cost per lead reduced by 36%.
Ad Position – Consistently secured top 1–2 positions for high-value mortgage keywords.
Traffic Growth – 40% increase in qualified website visitors.
Lead Quality – Higher proportion of leads progressed into completed mortgage applications.
Created consistent and high-performing ad creatives focused on core USPs and brand messaging
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