1
Goal & principle
The goal isn't cheap clicks — it's enquiries that turn into funded deals. Every dollar is optimized against cost per funded deal, not cost per lead.
A single deal covers almost the entire monthly budget. You're profitable from the first deal — the target from there is 4–8 deals per month.
2
Positioning brief
Before anything runs, we send you a short brief. From your answers we define your target audience and positioning — what you stand for and why a client chooses you over a bank or another broker.
Everything downstream — segments, ads, landing pages and messaging — is built on this foundation. It's step one.
3
Priority segments
- Renewals (mortgage term ending) — cheapest and highest-converting, poorly served by the banks.
- Self-employed / newcomers — hard for banks to place, high deal value.
- First-time buyers — volume, but with a lag to closing.
4
What we run — by phase
Channels stack in layers — they don't replace each other. Google Search is the core and always runs; everything else is added on top.
| Month | Channels | Focus |
|---|---|---|
| 1 | Google Search + reels production & posting + Google Business Profile + warm channels (realtor partnerships, database reactivation) + lead capture & follow-up automation. Pixels installed day one — audience builds for free. | Prove search delivers quality calls at a sensible cost |
| 2 | Scale search + switch on Meta retargeting (audience has built up) + steady content cadence | First profit |
| 3 | + cold Meta + segment expansion + hire a lead handler | Predictable machine |
SEO — not included at this stage. There's no full website yet (landing pages aren't SEO assets). We revisit organic once a proper site is in place.
5
Scope & investment
One-time setup
| Item | CAD |
|---|---|
| Segment landing pages (2–3 × $500) | 1,000–1,500 |
| Tracking, pixels & call-tracking setup | 300 |
| Google Business Profile setup & optimization | 200 |
| CRM & automation setup | 500 |
| Google Ads build + ad creative | included |
| One-time total | from ~$2,000 |
Monthly retainer
| Service | CAD / mo |
|---|---|
| Google Ads management | 750 |
| SMM + reels | 600 |
| Google Business Profile | 200 |
| Meta ads (from month 2) | 750 |
| Monthly retainer | $2,300 / mo |
Month 1 is $1,550 — Meta ads join in month 2. Plus: CRM & automation support $150/mo · SMS/email usage billed at cost.
6
Ad spend
Paid by the client directly to the platforms — this is the dial that scales deal volume.
| Phase | Media budget (CAD) |
|---|---|
| Month 1 | from 2,500 / mo — Google Search |
| Month 2+ | + ~1,000 / mo — Meta retargeting |
Target acquisition cost: up to $900 per funded deal. More ad spend = more deals, at the same efficiency once campaigns are proven.
7
Economics & honest expectations
up to $900
Target cost per acquisition (CAC), by segment
30–35%
Ceiling for all marketing as a share of gross commission
cost / funded
Primary optimization metric
You may not see a funded deal in month one — the mortgage cycle runs over weeks. We judge by cost per call and call quality, not closed deals.
8
What we need from you to start
- Access: Google Ads, Google Business Profile, domain, Meta (or we build from scratch).
- Licensing / compliance details (RECA) — what is and isn't allowed in ads.
- Past-client database for reactivation + any existing reviews.
- Speed to lead is critical. Auto-SMS + a reply within the first 5–15 minutes converts better than extra traffic. Until a lead handler is hired, the broker handles this.
- Decision on ad-spend level and start date.
9
How we measure success
Cost per call
% quality calls
Lead → funded
Cost per funded deal
CAC vs commission
10
To get started, confirm
- Complete the positioning brief we send you.
- Ad-spend level for month 1.
- Access per section 8.
- Start date.