Using Google Ads for hiring loan officers is the most actionable way. Because it’s specifically targeted at those people who are really looking for the job.
That’s why running the Google Ads here should be more tactical. For this purpose, you have to follow these factors carefully –
- Choosing the right campaign type
- Create a structured keyword strategy
- Ad copy and massaging
- Targeting & bidding
- Landing page & application flow
Understand The Recruitment Intent & Prospect
Before you launch a Google Ads campaign, however, you need to understand what makes loan officers tick, how they search online, and what triggers them to change companies.
Loan officers are unlike the regular job seekers. And a lot of them aren’t sitting on job boards all day. They are not always unemployed.
Many already have a job, but they are willing to consider better opportunities if they think they can make more money, receive stronger support, or join a company that will help them close loans faster.
As a result, in the criteria of mortgage recruiting strategy, there’s no shortage of active job seekers and passive candidates who are quietly feeling out the market.
Active Intent Candidates
Active intent means that the candidate is actively looking for a job at this time. This is the high-interest group you want to have because they are ready to take action. These people type searches like:
- “loan officer jobs”
- “mortgage loan officer jobs near me”
- “Loan officer hiring now.”
- “remote loan officer job”
These searches are indicative of a clear and specific purpose. The individual can barely wait for a new role and might apply the same day.
Usually, these people are disgruntled with the firm they’re currently working for. They might feel trapped, underpaid, and not especially supported.
They may desire better leads, a more consistent process, or a company that appreciates them. Your ad, when it comes during this moment, is perfectly timed.
This is the reason Google Ads works so well for recruiting loan officers.
Passive Intent Candidates
There are good candidates who are not applying yet, but they’re considering the move. They often search for:
- “loan officer commission”
- “loan officer salary”
- “Best mortgage companies to work for”
- “loan officer reviews”
- “loan officer onboarding support”
These people are curious. They’re interested to see if there’s something more for them out there. Also, they may not be happy, but they are uncertain if they should make a change.
Even if they’re not yet ready to apply, they can make terrific hires since the people reading them are thoughtful and serious about their careers.
When your ads respond to their questions, they can get pulled into your hiring funnel.
What Matters to Loan Officers?
These are five necessary things that loan officers mostly care about.
- Income and commission structure.
- Quality of lead or marketing support.
- Loan processing speed.
- Company reputation and stability.
- Remote or flexible work options.
That they don’t want hype, just clear information. They want hard facts, not big promises.
Why It Matters for Your Campaign?
Once you know this kind of intent and what loan officers want, you can write ads that directly address these needs.
You’ll pick better keywords, write stronger landing pages, and draw in candidates who are a great fit for your team.
Understanding intent clearly lets you allocate your budget more strategically and attract higher-quality loan officers much sooner.
How to Set Up Your Google Ads Campaign For Recruitment?
Setting up your Google Ads campaign properly is one of the crucial steps in hiring loan officers.
A good setup will also help get you in front of the right people faster, lower your costs, update applicant quality, and prevent burning money on unnecessary expenses.
Even if you are just starting a Google Ads account, you can use this easy guide to launch an effective recruiting campaign and attract real loan officer candidates into your office.
Google Ads isn’t a job board. Rather than posting a job and waiting, Google Ads enables you to present your message to people at the precise moment they are searching for loan officer jobs or information about becoming a loan officer.
If your ad pops up at the right moment, you’re much more likely to have an application.
We’re going to go through it all step by step and very clearly so you can begin your campaign with a strong base.
Choose the Right Campaign Type
The first thing to do in Google Ads is select the type of campaign you want to run. For loan officer recruiting, a search campaign is the way to go.
A Search campaign displays your ads on Google’s search results page when a user enters keywords related to the job.
That’s why you should Search Campaigns:
- They go after those who have a strong intent.
- You pay only when somebody clicks.
- You control the exact keywords.
- You don’t waste your money on people who do not want a job.
Google will serve your ads to people who enter terms such as “loan officer job,” “mortgage company hiring,” or variations of those phrases that indicate a person is looking for a job.
It gets you in front of candidates at exactly the right time. Other campaign types you may see include Display, YouTube, or Performance Max.
Now, these can be effective later on, but they’re not the best thing for you to start with because they tend to attract lower-intent traffic.
For now, stick with search.
Keyword Strategy is the Root of Your Campaign
Your keywords determine where your ads appear. A good keyword strategy will get you in front of candidates who are actively looking for loan officer jobs or considering a company change.
You have to use high-intent keywords first.
The following keywords demonstrate strong candidate interest for this position:
- “loan officer jobs”
- “mortgage loan officer hiring”
- “loan officer job near me”
- “loan officer career”
- “remote loan officer job”
- “mortgage company hiring loan officers.”
What they have found is quality clicks and actual candidates who do apply from those terms.
Include mid-intent keywords. Once you have something on the board, begin including mid-intent keywords.
- “loan officer salary”
- “loan officer commission split.”
- “loan officer training”
- “Best companies for mortgage loan officers”
For these people, it just takes a little bit more convincing, but they often turn into really good hires.
Also, you have to avoid low-intent keywords.
These keywords will waste money:
- “loan”
- “mortgage rates”
- “home loan”
- “loan application”
- “mortgage calculator”
They bring customers, not applicants.
- Use Keyword Match Types Correctly
- Phrase Match: Good enough grip but still bendable.
- Exact Match: For perfect precision.
- Broad Match: Use only after you have strong conversion data.
This safeguards your budget and ensures your campaign remains uncontaminated.
Ad Copy & Messaging
Your ad is what a loan officer sees first. It has to be simple and direct, it has to be honest. Loan officers are allergic to jargon and hype. They want facts.
Good Headlines Include:
- “Loan Officer Jobs – Apply to Hiring Now”
- “Mortgage Company Hiring Loan Officers”
- “Remote Loan Officer Position”
- “High Commission Loan Officer Job”
Good Descriptions:
- “Advance your career with great team support, fast processing, and real earning potential.”
- “Now hiring loan officers, whether you have experience or not. Training and support provided.”
- “Join a trusted mortgage team. Better tools. Better systems. Better results.”
Do not exaggerate. Be direct and truthful. Loan officers respect clarity.
Targeting & Bidding
After ad copy, targeting, and bidding, your ads appear where you want them to at a cost you want.
Location Targeting
Select locations where you want to hire:
- Specific states
- Local cities
- Regional areas
- Nationwide (if remote)
Make sure to opt for “People in or regularly in this location.”
This keeps out the out-of-country junk traffic so that your clicks aren’t wasted.
Audience Targeting
Google allows you to add your own audiences, such as:
- “Financial services”
- “Banking and credit”
- “Employment seekers”
- “Business professionals”
These all help Google understand who your perfect candidate might be.
Bidding Strategies
Start simple:
Be sure to click apply, as all campaigns start running by the manual CPC setting first.
- Maximize Conversions – Once you turn on Conversion tracking
- Target CPA – after you have your cost per applicant
Let Google learn slowly. And don’t turn the bidding too quickly.
Landing Page & Application Flow
Your landing page is where candidates sign up or click away. The cleaner and simpler the page, the better.
Include:
- Job title
- Simple description
- Main benefits
- Concise commission info (vague, not specific)
- Support and tools provided
- Short application form
Your Call-To-Action Should Be:
“Apply Now”
Avoid long forms. Ask for:
- Name
- Phone
- Experience level
A shorter form brings in more candidates.
Set Up Tracking & Measurement
Tracking helps you see what’s paying off. If Google can’t track it, they can’t make your campaign more optimized.
Set Up:
- Google Ads Conversion Tracking
- Google Tag Manager
- Google Analytics
- Application submission tracking
Track:
- clicks
- applications
- cost per application
- qualified leads
- actual hires
- Better data = better results.
Optimize & Range Your Recruitment Ads
It is very important to check your ads regularly if you are running Google Ads to hire loan officers.
This allows you to understand what your efforts are yielding and where you are failing. Efficient ads attract quality candidates. Inefficient ads just waste money.
So, it is important to always be fixing minor problems. This will help your recruitment grow steadily and efficiently.
Monitor Performance & Adjust
Check the results of your work daily. Find out which ads are getting the most clicks. Also, which clicks are turning into job leads? If an ad is attracting lots of clicks but very few forms, then you should change it.
By changing it, you can clarify your words. You can also make your offer simpler. If only one keyword is causing you to spend more without the returns, then stop it. Run more ads with the keywords that bring real loan officer leads by putting more money there.
Improve Candidate Quality & Funnel Efficiency
Not many people count, but only the good ones. So, use precise language in your ad so that only the right people will click on it.
Put some simple questions in your form to filter out the weak leads. Make your landing page simple and clear. Make your steps as short as possible so that more good people will finish the form.
Measure Budget & Geography
When your ads deliver great results, you are allowed to invest more. However, do this in a gradual manner. Increase your budget by a small amount each week. Apart from that, you can also place your ads in more cities or states. Go to places where loan officers are active and looking for jobs. Start there.
Advantage Remarketing & Lookalike Audiences
Remarketing enables you to show ads to people who looked at your page but didn’t apply. This gets them back.
Lookalike audiences allow Google to find people who have similar behaviors to your best hires. Thus, your ads become more efficient.
Adjust With Employer Brand & Candidate Experience
Make sure that the brand pages are. And the steps of your company are in agreement. Use the same tone and promise everywhere. Keep things warm and simple. This makes people trust you.
Final Words
To use and set up the Google Ads for hiring loan officers should be strategic. Because it’s not just regular ads, but rather, you are recruiting eligible officers through this.
In this blog, we have thoroughly gone through a discussion about how you can easily set up Google Ads for hiring loan officers. Some of the common key points of the strategies are –
- Choosing the right campaign type
- Targeted keyword strategy
- Ad Copy and Massaging
- Landing Page & Application Flow
