Reverse mortgage lender.
Scaled a reverse mortgage lender to $13.9M in tracked loan value at 27x ROAS.
A reverse mortgage lender with a high value product and a long consideration cycle. Every lead is worth a lot, so the account had to scale aggressively without letting cost per lead or lead quality slip.
Performance Max as the scaling engine
I ran broad and bottom of funnel Performance Max as the core. The bottom of funnel campaign hit 36.89x return, and broad prospecting held 29.43x at volume.
High intent search for ready buyers
I layered high intent search on the terms that signal someone is actively looking, holding about 22x return on the core search campaign.
Value based bidding on real loan value
I fed the tracked loan and quote value back into bidding, so Google optimized toward the leads that turn into funded loans, not just form fills.
Across twelve months the account produced $13.9M in tracked loan value at 27.2x ROAS on $510K of spend, with 12,279 leads at $41.57. Spend scaled about 24x year over year while the return held.
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