“Mortgage broker” draws about 22,200 searches a month in Canada at about US$13 per click, and “mortgage broker near me” another 5,400. Borrowers compare brokers with their bank, read rate sites and ask their realtor for a name. Mortgage agents and brokers who grow build three engines at once: search visibility, a referral network of realtors and advisors, and a past client database that sends renewals and referrals for years. This guide covers each one, with the advertising rules that apply in Ontario.
Start with the advertising rules
In Ontario, the Financial Services Regulatory Authority of Ontario (FSRA) sets advertising requirements for mortgage brokerages, brokers and agents. Advertising must show the brokerage’s authorized name and licence number prominently, and when an individual is named, their licensed name, approved title such as “Mortgage Agent” or “Mortgage Broker”, and the sponsoring brokerage’s name and licence number (see FSRA’s advertising requirements). False, misleading or incomplete information that misrepresents a product is prohibited. Other provinces have their own regulators.
That affects every channel: website headers and footers, Google Business Profile, social media bios, ads, email signatures and business cards.
Rate advertising, carefully
Rates are the most clicked and most risky part of mortgage marketing. If you show a rate, show the term, the type, any conditions and the date, and make sure it is actually available to typical borrowers. “Best rate” claims are hard to support and often incomplete. Many brokers get better results leading with advice and access to many lenders rather than a headline rate.
Search demand
| Search | Monthly searches in Canada | Average CPC (USD) |
|---|---|---|
| mortgage broker | 22,200 | 13.04 |
| mortgage broker near me | 5,400 | 10.10 |
We combine search, ads and landing pages into lead generation programs measured on real enquiries.
Content that ranks and builds trust
- Mortgage broker versus bank: how they differ and who pays the broker.
- First time buyer guides for your province, including down payment rules and programs.
- Mortgage renewals: what to do months before your term ends.
- Self employed mortgages and alternative lending explained.
- The mortgage stress test, explained clearly and kept current.
- Pre approval versus pre qualification.
Keep rates and rules dated, because they change often.
The renewal opportunity
Every client you funded will renew. Many borrowers simply sign their lender’s renewal letter. A simple system wins those files back: track maturity dates in your CRM, contact clients months before renewal and explain options. See our CRM for mortgage brokers.
Referral partners
| Partner | What they need from you |
|---|---|
| Realtors | Fast pre approvals, updates on financing conditions and reliability before closing |
| Real estate lawyers | Clean, on time instructions and documents |
| Accountants | Help for self employed clients with complex income |
| Financial planners | Mortgages that fit long term plans |
Follow your regulator’s rules on referral fees and disclosure.
Google Ads for mortgage brokers
- Target intent: “mortgage renewal broker”, “self employed mortgage”, “first time buyer mortgage Toronto”.
- Exclude bank names, mortgage calculators and jobs unless you serve those searches.
- Include required licence information in ad assets and landing pages.
- Track funded deals from your CRM, not just applications.
Social media and video
Short videos explaining rate changes, renewals and first time buyer steps build trust quickly. Every post that promotes your services is advertising, so include the required name and licence details in your profile and, where needed, in the post itself.
See our mortgage broker marketing service, the realtor marketing guide for your referral partners, and the industry CPC study.
Frequently asked questions
How do mortgage brokers get more clients?
Search visibility, a referral network of realtors, lawyers and advisors, and a past client database that brings renewals and referrals.
What must Ontario mortgage ads include?
FSRA requires the brokerage's authorized name and licence number, and when an individual is named, their licensed name, approved title and the brokerage details.
Can mortgage brokers advertise rates?
Yes, carefully. Show the term, type, conditions and date, and make sure the rate is really available.
How much search demand is there for mortgage brokers?
In our October 2026 data, mortgage broker drew about 22,200 searches a month in Canada.
Why are renewals important for brokers?
Every funded client renews, and many simply sign their lender's letter. Contacting them early wins those files back.
What content works for mortgage brokers?
Broker versus bank, first time buyer guides, renewals, self employed mortgages and the stress test.
Do social media posts need licence details?
Promotional posts are advertising, so include the required name and licence information in profiles and posts where needed.
How should brokers measure Google Ads?
Track funded deals from the CRM, not just applications.
Who refers mortgage clients?
Realtors, real estate lawyers, accountants and financial planners.
Can brokers say they have the best rates?
Avoid it. Best rate claims are hard to support and often incomplete.
