We broke out the campaigns by locations (Maryland, Pennsylvania, New Jersey, Washington DC, and Virginia) and implemented single keyword ad groups in each campaign to ensure as much control and visibility as possible. The bidding strategies of Maximizing Clicks and Conversions were changed to Manual CPC to increase our control as well. Since many of these keywords are highly competitive and have an extensive search volume, we utilized exact match for those specific keywords to limit spend and focus on the most important and relevant search terms. The straight broad match keywords US Mortgage used before allowed broad and unrelated terms to trigger their ads in which people clicked on, cost them money, and ultimately did not convert.

A landing page designed to maximize conversions was created and launched as well as recurring A/B tests to the design. The form on the landing page retrieved the most important information from the leads while also remaining simple and user-friendly. We refined the lead process by only targeting certain demographics, such as age and income, to make sure we were only reaching people who were most likely looking for home improvement loans and who were more eligible to be approved for one. We furthered our refinements by asking more specific questions on the form to get more useful information from our prospects and also deter anyone who was not serious about applying for a loan.