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Google Ads for Lenders & Finance Firms

Loan-intent leads from Google Ads, qualified by MaxV™ and tracked to the call

Pre-qualifying landing pages, call tracking and Enhanced Conversions teach Google's bidding to chase fundable applicants, not form fills. So your pipeline fills with borrowers who can actually fund, instead of rate-shoppers padding an inquiry report.

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Pricing model
Flat retainer · no contract
Audit cost
Nothing
Certification
Google Partner — current

$1.2M

Google Ads managed / month

How MaxV™ works here

How MaxV™ filters loan intent before you pay for the click

Your campaigns target borrower intent, not browsers

Search, Performance Max and Demand Gen campaigns are built on loan-intent query and audience signals. Your budget reaches people researching a loan, not anyone who happened to type "rates". → fewer rate-shoppers in your pipeline from day one

Landing pages pre-qualify before anyone contacts you

Visitors declare loan type, amount and situation on landing pages built for paid traffic. This is part of MaxV™, not a separate service you pay extra for. Unfundable inquiries filter themselves out before they reach your team.

Phone calls get captured and scored, not lost

Many borrowers pick up the phone instead of filling a form. Call tracking captures each inquiry and scores it as loan intent, so your highest-value channel stops disappearing from your reporting.

Google learns what a fundable applicant looks like

GA4, Google Tag Manager and Enhanced Conversions feed qualified-lead signals back into target ROAS and Smart Bidding. The algorithm stops chasing cheap form fills and starts hunting the applicants who fund.

How it works

How MaxV™ filters loan intent before you pay for the click

1

Campaigns built on borrower signals

Search, Performance Max and Demand Gen are structured on loan-intent queries and audience signals so budget reaches people actively researching a loan.

2

Landing pages pre-qualify every visitor

Visitors declare loan type, amount and situation before contacting you. Unfundable inquiries filter themselves out — built into MaxV™, not a separate service.

3

Call tracking scores phone inquiries

Every inbound call is captured and scored for loan intent so phone-first borrowers count toward your real cost per qualified lead, not against it.

4

Qualified-lead data trains Smart Bidding

GA4, GTM and Enhanced Conversions feed fundable-applicant signals into target ROAS. Every month of data makes your bidding smarter and your spend more efficient.

Proof

Named clients, numbers measured on qualified leads

Comairco · industrial B2B

−39%

Cost per qualified lead. Spend stopped paying for inquiries that go nowhere.

Entreprises MST

3×

Qualified leads, with qualification signals feeding the bidding instead of raw form fills.

Pretech

3×

Qualified leads from the same MaxV™ filtering that screens loan intent before the click.

Lenders & finance

[CONTENT NEEDED — figure]

[CONTENT NEEDED — one lender or finance-sector client result: name, loan product, and one qualified-lead or CPQL figure]

The difference

Same ad budget. Two very different incentives behind it.

Typical agency
img média
What is the agency paid on?
A percentage of your ad spend — the fee grows when the budget grows, whether the leads fund or not.
A flat monthly retainer. Recommending a bigger budget earns nothing extra, so the budget advice stays clean.
What gets reported as success?
Inquiry volume and cost per inquiry. A rate-shopper's form fill counts the same as a fundable applicant.
Cost per qualified lead. Inquiries are scored on loan intent before they count as a result. MaxV™ · qualified-lead scoring
What does Google's bidding learn?
To chase more conversions, which usually means cheaper, weaker inquiries.
To chase fundable applicants. Qualified-lead data feeds Enhanced Conversions and tROAS so budget shifts toward loans that close.
Who builds the landing pages?
Often out of scope, or quoted as a separate project.
Pages that pre-qualify paid traffic are built inside the methodology, not sold as an extra. MaxV™ · pre-qualifying landing pages
What about borrowers who call instead of filling forms?
Untracked phone inquiries vanish from reporting, even when calls are your strongest channel.
Call tracking captures phone-first loan intent and scores it, so calls count toward your real cost per qualified lead.
What if you want out?
Check the contract. Multi-month commitments are common in agency agreements.
No contract. Leave any month. The retainer has to be re-earned on qualified-lead performance, every single month.
Testimonials

What Clients Say About Working This Way

NB
“Our Google Ads landing pages perform much better since we started working with them.”
Naomi Burney · IMG Media client
FAQ

Lender and finance Google Ads, answered

How do you measure a qualified loan lead?+

Three layers: pre-qualifying landing pages filter rate-shoppers before they submit, call tracking scores phone inquiries, and Enhanced Conversions via GA4 send qualified-lead data to Google to train target ROAS bidding.

What does the flat retainer include?+

One flat fee covers Search, Performance Max and Demand Gen management, MaxV™ pre-qualifying landing pages, and full GA4, GTM and Enhanced Conversions setup. No contract; fee never rises with your ad budget.

How fast will I see results?+

Two phases: first, tracking is set up so every form and call is measured correctly. Then Google's bidding runs its learning phase as qualified-lead data accumulates and tROAS adjusts. Cleaner data means faster learning.

Most of our borrowers call instead of filling out forms. Do those leads count?+

Yes. Call tracking captures and scores phone inquiries for loan intent. Without it, bidding learns from only half your pipeline and optimises toward the wrong people.

Are you a certified Google Partner?+

IMG Media is a current Google Partner agency. Your account is handled by the partners who built the methodology, not a rotating account team.

Get a straight read on where your loan-lead spend leaks

Walk away with specifics: which conversion signals Google is learning from, where budget leaks into unfundable inquiries, and what phone-first borrower intent your tracking is missing.

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