# Custom PPC landing pages for a mortgage broker: +183% conversions

- Outcome: Won
- Page type: Landing page (Lead-gen)
- Elements: Landing page design
- Test run by: [KlientBoost](https://liftarchive.com/practitioners/klientboost/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://wp.klientboost.com/case-studies/MortgagePal%20-%20Case%20Study.pdf
- Page: https://liftarchive.com/test/klientboost-mortgagepal-ppc-landing-pages/

MortgagePal saw conversion volume rise 183% in the first three months after moving paid traffic to custom landing pages and restructured Google Ads campaigns. KlientBoost ran the work for the Canadian mortgage broker and published it as a PDF case study. This is a before/after result from a full paid-media engagement, so the landing pages share the credit with the ad changes.

## Result

**+183% conversions**

- Conversion volume: +183% after three months. This is the headline number, but it covers every change, not just the pages.
- Cost per acquisition: down 58%, and the agency says it stayed under the client's CPA goal.
- Click-through rate on ads: +54%, which points to the ad and keyword work rather than the landing pages.
- Search impression share: +39%, meaning more of the traffic was simply new reach.

## Control

Before the engagement, MortgagePal had little to no paid search presence and no dedicated landing pages for ad traffic.

## Variant

KlientBoost built custom landing pages with less friction above the fold. These launched with single keyword ad groups, device and location bid changes, and a tactic the agency calls the Iceberg Effect.

## Why it likely won (our reading)

- Starting from almost no paid search means much of the jump is new traffic, not better conversion of the same traffic.
- Single keyword ad groups let each ad match one search closely, so the landing page can repeat the same promise.
- A lighter top section asks less of a mortgage shopper before they reach the form, which may help early-stage visitors.
- Lower CPA alongside higher volume suggests the traffic got more relevant, not just bigger.

## Caveats

Agency-reported before/after of a whole paid-media engagement, with ads, keywords, bids and pages changed together. No sample size, test date or significance was shared.

## How to run this test

- Hypothesis: If we send each ad group to a landing page that matches its keyword and cuts friction above the fold, then more ad clicks will become leads because visitors see their search answered straight away.
- Primary metric: Lead form conversion rate from paid traffic
- Guardrail: Cost per lead
- Guardrail: Lead-to-application rate
- Guardrail: Bounce rate
- Who should test it: Mortgage brokers and other lending lead-gen businesses that send paid search traffic to a generic home page. It matters less if you already run matched landing pages per ad group.

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Credit: KlientBoost ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/klientboost-mortgagepal-ppc-landing-pages/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.