Financial and professional
Facebook Ads for Mortgage Brokers
Facebook ads for home purchase and refinance leads, run within housing and financial Special Ad Category rules.
- Free pre-approvalOffer that typically converts
- Housing and Financial CategoriesMeta policy that applies
- Pre-approvalsMain lead type
Why Facebook and Instagram ads work for mortgage brokers
Mortgage decisions start long before a buyer finds a house. Facebook reaches renters thinking about buying and homeowners considering a refinance, with education and pre-approval offers.
Financial products and services rules
Since late 2024, ads for financial products and services, including credit, loans, insurance, investment and banking, must run under Meta’s financial products and services Special Ad Category for US audiences. That removes age, gender and ZIP code targeting, limits detailed targeting and blocks lookalike and some custom audiences. Creative and offers do most of the work.
Mortgage ads may also qualify as housing ads, and they must comply with federal advertising rules such as Regulation Z disclosure requirements.
Common problems I fix
- Special Ad Category targeting limits
- Rate-shopping leads
- Compliance disclosures
Campaigns I build for mortgage brokers
First-time buyer education
Webinars and guides for renters planning to buy.
Pre-approval campaigns
Fast, simple pre-approval offers.
Refinance campaigns
Rate-change moments.
Agent partnerships
Co-marketing within rules.
Retargeting
Within allowed audiences.
Creative, targeting and policy for mortgage brokers
Creative that works
- Loan officer education videos
- Step-by-step buying guides
- Required disclosures included
Facebook Ads vs Google Ads for mortgage brokers
I manage both, so here is an honest view of where each channel fits.
| Facebook & Instagram | Google Ads | |
|---|---|---|
| Best for | Early-stage buyers and education | Ready-to-apply searchers |
| Lead type | Pre-approvals | Applications |
| Targeting | Restricted | Keywords |
| Cost | Lower | High |
How I start a campaign for your business
- 01
Review your numbers
Customer value, service area, capacity and what you have tried before.
- 02
Set up tracking
Meta Pixel, Conversions API and lead quality feedback.
- 03
Build the offer and creative
Built around “free pre-approval” or a better offer for your market.
- 04
Launch and optimize
Weekly changes based on cost per qualified lead, not clicks.
- 05
Report on booked jobs
Plain-English monthly reporting and next steps.
Facebook Ads for mortgage brokers: questions
Which Special Ad Category do mortgage ads use?
Financial products and services, and potentially housing. I set this correctly before launch.
Can I target first-time buyers by age?
No, age targeting is restricted.
Do educational webinars work?
Yes, they build trust with early-stage buyers.
How much should mortgage brokers spend on Facebook ads?
For most local businesses I suggest starting at roughly $1,500 to $2,000 a month in ad spend for one main offer, adjusted for your market size and customer value. Management is a separate flat fee.
Facebook Ads for mortgage brokers by state
Get a free Facebook Ads review for your business
Send me your website and where you are now. I will look at your account or plan personally and tell you what I would fix first, even if the answer is that Facebook Ads is not your next step.
What I look at:
- Your targeting, audiences and location settings
- Pixel, Conversions API and lead-event tracking
- Creative fatigue, hooks and offer strength
- Lead form quality and follow-up speed
Prefer to talk? Book a 30-minute call or message me on WhatsApp.