How Max Velocity Cut Cost Per Conversion to $17 and Tripled Lead Quality for a Multi-Region Mortgage Lender

Flat Branch Home Loans partnered with Max Velocity to overhaul an underperforming Google Ads strategy that was burning budget on low-quality leads. Through full account restructuring and performance optimization, Max Velocity transformed their paid search into a high-converting, cost-efficient lead engine. The engagement delivered an 18.3% average conversion rate and a cost per conversion of just $17.18.

Challenge

Flat Branch Home Loans, a mortgage lender founded in 2005 with a multi-region footprint, was running Google Ads campaigns that generated leads on paper but failed to deliver real business results. Their account lacked structure, campaigns were poorly segmented, and budget was being wasted on ineffective branded efforts that attracted unqualified traffic. Without clear performance benchmarks or a quality-focused strategy, the cost per conversion was climbing while lead quality remained inconsistent. They needed a partner who could diagnose the problem and rebuild from the ground up.

Solution

Max Velocity conducted a full audit and restructuring of Flat Branch's Google Ads account. Campaigns were reorganized by primary and secondary regions to ensure targeting precision across their service areas. Ad groups were rebuilt with tighter keyword targeting to attract high-intent borrowers rather than broad, unqualified traffic. Ad quality scores were improved to increase visibility while simultaneously lowering costs. Max Velocity also established clear performance benchmarks, targeting a cost per conversion under $30 and a conversion rate above 10%, giving the client a measurable standard to hold the campaign accountable to from day one.

Results

The restructured campaigns delivered results that far exceeded the benchmarks set at the start of the engagement. Flat Branch Home Loans achieved an 18.3% average conversion rate, nearly double the initial 10% target, and a cost per conversion of $17.18, well under the $30 ceiling. Lead quality improved significantly as the shift from volume to intent-based targeting attracted borrowers who were ready to act. The campaign established a scalable, repeatable paid search framework that continues to drive measurable ROI across all regions.

Project Details

Year

2024

Work with Max Velocity

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