How Can Instagram Ads Help Mortgage Brokers Generate Leads?
Introduction:
Instagram has become more than a platform for lifestyle content — it’s now one of the most powerful tools for businesses to reach clients.
For mortgage brokers, who often face the challenge of making complex financial services easy to understand, Instagram Ads offer a unique opportunity.
With the right strategy, brokers can generate a steady pipeline of leads while staying compliant with advertising regulations.
In this guide, we’ll explore how mortgage brokers can use Instagram Ads to connect with home buyers, property investors, and families — and how to make campaigns truly effective.
1. In This Blog You'll Learn:
What Types of Instagram Ads Work Best for Mortgage Brokers?
How Can Brokers Create High-Converting Instagram Ad Creatives?
Who Should You Target with Instagram Ads?
How Do You Track and Optimise Instagram Campaigns?
What Are the Best Practices for Mortgage Ads on Instagram?
How Can BIK Media Help You Run Instagram Ads for Mortgage Leads?
2.Why Should Mortgage Brokers Care About Instagram Ads?
Mortgage brokers are often caught between two challenges:
Explaining complicated services like loan approvals, refinancing, and mortgage structures.
Reaching the right audience without wasting ad spend.
Instagram helps solve both. With over 1.4 billion active users worldwide (Statista, 2024), it’s one of the best platforms to connect with younger audiences such as first-home buyers and families starting their property journey.
Unlike traditional advertising, Instagram allows brokers to build trust with visually engaging ads — from Reels that simplify mortgage concepts to Stories that drive instant actions like booking a consultation.
In short, Instagram doesn’t just advertise mortgages; it helps tell your story in a way that resonates with today’s digital-first audience.
What Types of Instagram Ads Work Best for Mortgage Brokers?
Not all ad formats perform equally. Some are designed for engagement, while others excel at lead generation. Here’s a breakdown of the most effective ad formats for mortgage brokers:
1. Stories Ads
Stories are vertical, full-screen pieces of content that disappear after 24 hours — unless promoted as ads. They’re perfect for grabbing attention quickly.
Reach: Stories reach between 2–9% of followers (Social Insider, 2024).
Engagement: Brands that post up to five Stories daily retain about 70% of their audience.
CTR: Stories Ads average around 1.3% click-through rate, driving action like swiping up for consultations.
Example: A Story ad offering a “Free Mortgage Health Check” with a poll — “Are you a first-home buyer?” — followed by a swipe-up link to book a call.
Reels Ads
Reels are short, engaging videos and one of Instagram’s fastest-growing features. Their algorithmic boost means they’re shown to people outside your follower base.
Reach: Reels reach about 30.81% of followers, compared to 14.45% for Carousels.
Engagement: Reels generate around 1.23% engagement, outperforming static images.
Example: A 20-second Reel comparing fixed vs. variable rate mortgages using simple graphics and captions, with a CTA like “Check which option suits you best — book a free consultation.”
3. Carousel Ads
Carousel ads allow you to share multiple images or videos in a swipeable format, making them ideal for step-by-step storytelling.
Recent studies show that Carousels generate 12% more interactions than Reels and are more likely to be saved or shared, which makes them a valuable tool for mortgage education.
For example, a Carousel could walk potential clients through “5 Steps to Qualify for a Home Loan” or “Different Mortgage Options Explained.”
Because they encourage interaction through swiping, Carousels help keep users engaged and give brokers a way to present information in bite-sized, easy-to-follow visuals.
Lead Ads
Lead Ads are one of the most practical tools for brokers because they reduce friction in the conversion process.
Instead of asking users to leave Instagram, these ads use built-in forms that allow people to request information directly within the app.
Data shows that Instagram lead generation campaigns average 1–2% conversion rates, and high-performing campaigns can achieve 3% or more.
This makes them especially useful for capturing details like name, email, and phone number, without overwhelming the user.
For a mortgage broker, this could mean offering a free guide, such as “The First-Home Buyer Checklist,” in exchange for contact details — creating an instant pipeline of warm leads.
4. How Can Brokers Create High-Converting Instagram Ad Creatives?
Even the right ad type can fail without strong creative execution. Here’s what matters most:
Keep videos short: 15–30 seconds is ideal for Reels.
Use captions: 80% of people scroll with sound off. Captions ensure your message gets through.
Strong visuals: Use bright, simple graphics instead of text-heavy posts.
Direct CTAs: Clear prompts like “Check your eligibility today” or “Book your free consultation now.”
5. Who Should You Target with Instagram Ads?
Because finance falls under the Special Ad Categories, certain restrictions apply. You can’t target based on age, gender, or postcode, but you can:
Use broad targeting with interests like homeownership, property, or financial planning.
Create custom audiences from website visitors or people who engage with your posts.
Build lookalike audiences of your best clients.
Meta’s official resource on Special Ad Categories
6. How Do You Track and Optimise Instagram Campaigns?
Running Instagram Ads is not “set and forget.” To make campaigns cost-effective, you need to monitor the right metrics and act on the insights.
1. Click-Through Rate (CTR): Is Your Ad Capturing Attention?
CTR shows the percentage of people who saw your ad and clicked. A low CTR usually means your visuals or copy aren’t compelling enough.
How to improve: Use high-quality images/videos, ask direct questions in your copy, and test different CTAs (e.g., “Check Your Eligibility” vs. “Book a Free Call”).
2. Cost per Lead (CPL): Are You Spending Efficiently?
CPL measures how much you’re paying for each lead. High CPL could mean your targeting is too broad or your offer isn’t strong.
How to improve: Use retargeting for warm audiences, experiment with lead magnets (like free guides), and test multiple ad formats to find the lowest-cost option.
3. Conversion Rate: Are Leads Taking the Next Step?
Conversion rate tracks the percentage of people who complete your desired action, such as booking a consultation or downloading a guide.
How to improve: Ensure your landing page matches your ad message, keep forms short, and add trust signals like testimonials or disclaimers.
4. A/B Testing: Are You Finding What Works Best?
Testing small variations in your ads (headlines, visuals, CTAs) helps identify what drives the best results.
How to do it: Run two versions of the same ad with one variable changed, measure performance after a week, and keep scaling the winner.
Pro Tip: According to HubSpot (2024), businesses that consistently A/B test their campaigns see 37% higher ROI compared to those that don’t.
7. What Are the Best Practices for Mortgage Ads on Instagram?
To maximise ROI, follow these best practices:
Ad Length: Stick to 15–30 seconds for Reels and Stories.
Captions: Add subtitles, as 80% of viewers scroll without sound.
Test Offers: Rotate between free consultations, guides, and calculators to see what resonates.
Compliance: Always include disclaimers, e.g., “This is general information only. Seek independent financial advice.”
Trust Signals: Use testimonials and case studies — proven to increase conversions by 34% (BrightLocal, 2023).
8. How Can BIK Media Help You Run Instagram Ads for Mortgage Leads?
Running Instagram Ads in the mortgage industry isn’t as simple as boosting a post.
Finance falls under the Special Ad Categories, which means brokers face strict targeting limits, ad approvals, and higher competition.
Without a clear strategy, campaigns can quickly waste budget without producing quality leads.
That’s where we step in. At BIK Media, our role is to simplify the process and make your campaigns work harder for you:
Compliance First: We design campaigns that meet Meta’s advertising guidelines, so your ads don’t get flagged or rejected.
Creative That Converts: From short-form reels to swipeable carousels, we craft ad creatives that speak directly to home buyers and investors in simple, engaging ways.
Smart Targeting: Even within restrictions, we build custom and lookalike audiences that match the profiles of people most likely to need mortgage solutions.
Data-Driven Optimisation: We track every click, lead, and cost-per-result — refining your campaigns so each dollar is spent effectively.
Seamless Integration: We connect Instagram Ads with your landing pages, funnels, and follow-up systems, ensuring no lead slips through the cracks.
Instead of wasting ad spend on trial-and-error, we help mortgage brokers turn Instagram into a consistent lead-generation channel.
8. Conclusion
Instagram Ads give mortgage brokers a way to combine storytelling with precision targeting — even under strict ad regulations.
By choosing the right ad formats, crafting engaging creatives, following best practices, and tracking results, brokers can build a reliable flow of high-quality leads.
At the same time, compliance and optimisation can be complex. Partnering with experts like BIK Media means you can focus on serving clients, while we handle the campaigns that fill your pipeline.
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