Denver Reverse Mortgage Google Ads Case Study
How a full Google Ads account restructure reduced cost per conversion by more than 50%, increased conversion rate from 2.8% to 9%, and helped double closed loans across Colorado.
-50% Cost Per Conversion
Reduced cost per conversion from $488 to $242 through campaign restructuring and optimization.
3.2x Higher Conversion Rate
Conversion rate increased from 2.8% to 9% through improved targeting and landing page optimization.
Closed Loans Doubled
Year-over-year closed loans increased significantly as lead quality and campaign efficiency improved.
Who Is Denver Reverse?
While the company had been running Google Ads campaigns for years, the account had gradually become less efficient over time. Campaigns were generating leads, but costs continued to rise and a growing portion of ad spend was being directed toward lower-intent searches.
The objective was not to increase advertising spend but to improve performance by restructuring the account around higher-intent traffic, stronger targeting, and improved conversion efficiency.
The Challenge
Cost per conversion had risen to $488, conversion rates remained low, and budget was regularly being consumed by searches that were unlikely to produce qualified loan inquiries.
The goal was to improve lead quality, reduce wasted spend, and create a more efficient path from search to conversion without increasing overall ad spend.
- High cost per conversion
- Low conversion rate
- Aging broad match campaign structure
- Wasted spend on low-intent traffic
- Inefficient landing page experience
Google Ads Optimization Strategy
Campaign Restructure
Targeting & Quality Score Improvements
Conversion Rate Optimization
Results
Following the account restructure and optimization efforts, Denver Reverse Mortgage achieved the strongest twelve-month performance period in the history of the account.
Cost per conversion decreased from $488 to $242, reducing acquisition costs by more than 50%.
Conversion rate improved from 2.8% to 9%, representing more than three times the previous conversion performance.
Additional improvements included:
- Cost per conversion reduced by over 50%
- Conversion rate increased from 2.8% to 9%
- Quality Score improved from 5 to 7
- Reduced wasted ad spend
- Improved lead quality
- Closed loans doubled year over year
Most importantly, these improvements translated into meaningful business growth. By focusing on higher-intent traffic and improving campaign efficiency rather than simply increasing spend, Denver Reverse Mortgage generated more qualified opportunities and significantly increased closed loan volume.
Ready to Build Your Google Ads Performance?
If your campaigns are generating leads but costs continue to rise, we can identify inefficiencies, improve targeting, and build a paid search strategy designed to generate more qualified leads from the same advertising budget.
