The Deck AdsAndBids .
Please read the information below it suprised us when we researched it!
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Mortgages:


Question: What would a bank say a mortgage lender who has an attractive interest rate offer pay to Google Ads to have the offer come up in search?

Answer:

  1. Cost Overview: A mortgage lender with an attractive interest rate offer advertising via Google Search Ads can expect to pay between $2 and $30+ per click, depending on competition and keyword intent.
  2. Typical Google Ads Cost for Mortgage Keywords:
    1. Low end: $2 – $5 (less competitive, long-tail keywords)
    2. Mid-range: $10 – $20 (e.g., “mortgage lender near me”)
    3. High end: $30 – $100+ (e.g., “best mortgage rates”, “refinance mortgage”)
  3. Example High-Intent Keywords & Estimated CPC:
    Keyword Estimated CPC Competition
    "best mortgage rates" $25 – $50 Very high
    "refinance mortgage today" $30 – $70 Very high
    "mortgage lender near me" $10 – $30 High
    "5-year fixed mortgage Canada" $5 – $15 Moderate
    "VA loan rates" $20 – $45 High (US only)
  4. Why So Expensive?
    1. Mortgage leads are extremely valuable — a single borrower can generate thousands in revenue.
    2. The financial services category is among the most expensive on Google Ads.
    3. Competition is intense from banks, fintechs, and aggregators.
    4. Even with strong offers, visibility requires competitive bidding — it’s a pay-to-play environment.

Personal Loans:


Question: What would a bank say a lender advertising personal loans with an attractive offer would pay to Google Ads to appear in search results?

Answer:

  1. Cost Overview: A lender promoting personal loans via Google Search Ads can expect to pay between $1 and $60+ per click, depending on keyword competition and search intent.
  2. Typical Google Ads Cost for Personal Loan Keywords:
    1. Low end: $1 – $4 (niche or low-competition keywords)
    2. Mid-range: $5 – $15 (localized or branded keywords)
    3. High end: $20 – $60+ (e.g., “apply for personal loan”)
  3. Example High-Intent Keywords & Estimated CPC:
    Keyword Estimated CPC Competition
    "personal loan for bad credit" $20 – $50 Very high
    "apply for personal loan" $25 – $60+ Very high
    "best personal loan rates" $15 – $40 High
    "personal loans near me" $10 – $25 Moderate
    "fast personal loan approval" $15 – $35 High
  4. Why So Expensive?
    1. Personal loan customers can generate high revenue through interest and fees.
    2. The finance category is highly competitive on Google Ads.
    3. Searchers often have high purchase intent — making clicks extremely valuable.
    4. Advertisers include banks, credit unions, fintechs, and comparison websites.

Deposits:


Question: What would a bank pay to advertise deposit products (like savings accounts or GICs) on Google Ads to appear in search results?

Answer:

  1. Cost Overview: A bank advertising deposit products via Google Search Ads can expect to pay between $1 and $25+ per click, depending on product type, location, and competition.
  2. Typical Google Ads Cost for Deposit-Related Keywords:
    1. Low end: $1 – $3 (e.g., niche savings products)
    2. Mid-range: $4 – $10 (e.g., “open savings account online”)
    3. High end: $10 – $25+ (e.g., “best high interest savings account”)
  3. Example High-Intent Keywords & Estimated CPC:
    Keyword Estimated CPC Competition
    "best high interest savings account" $12 – $25 High
    "open savings account online" $6 – $12 Moderate
    "term deposits rates today" $8 – $18 High
    "CD rates near me" $10 – $20 High
    "best bank for savings account" $5 – $15 Moderate
  4. Why So Expensive?
    1. Deposit accounts are long-term customer acquisition tools for banks.
    2. High-intent users often convert immediately, increasing ad value.
    3. Fintechs, digital banks, and aggregators aggressively compete on these terms.
    4. Strong offers and cross-sell potential (e.g., to credit cards or loans) raise lead value.

Market:

Mortgages in Australia (Annual Overview)

Question: How many mortgages are written in Australia per year?

Answer:

  1. New Home Loans Issued (2023): Approximately 461,979 new loans were issued for property purchases (excluding refinancings).
  2. Refinancing Activity (2023): Around 452,025 mortgage loans were refinanced during the year.
  3. Quarterly Insights (2025):
    • June quarter recorded 129,994 new dwelling loan commitments (owner-occupier and investor combined)
    • This suggests an annualized total of roughly 520,000 new mortgages per year (129,994 × 4)
  4. Key Takeaways:
    1. In 2023, about 462,000 new mortgages were written for home purchases.
    2. Refinancing activity is almost as high, with around 450,000 loans refinanced annually.
    3. Data for 2025 shows a rising trend, with annualized new loans around 520,000.
Personal Loans in Australia (Annual Overview)

Question: How many personal loans are written in Australia per year?

Answer:

  1. Monthly Personal Loan Borrowing (New Loans): Australians borrowed around AUD 2.5 billion per month in new fixed-term personal loans as of early 2025.
  2. Estimated Annual Volume:
    • Annual new loan originations: AUD 30 billion (AUD 2.5 billion × 12 months)
  3. Recent Monthly Peaks:
    • In August 2024, new personal loans hit a record: AUD 2.74 billion
  4. Outstanding Loan Balances (Historical Context):
    • As of mid-2019, Australians held AUD 170–173 billion in outstanding personal loan debt
    • Roughly 8 million Australians had a personal loan at that time
  5. Key Takeaways:
    1. Estimated annual personal loan originations: ~AUD 30 billion
    2. Monthly borrowing peaked at AUD 2.74 billion in August 2024
    3. Millions of Australians maintain outstanding balances, indicating consistent demand
Deposits in Australia (Annual Overview)

Question: How many deposits (or what total deposit activity) occurs in Australia per year?

Answer:

  1. Total Household Deposits (Recent Levels):
    • As of July 2024: AUD 1.50 trillion
    • As of late 2024: AUD 1.54 trillion
    • As of mid-2025: AUD 1.62 trillion
  2. Quarterly Deposit Growth:
    • December 2024 quarter: +AUD 55.7 billion (+3.2%)
    • March 2025 quarter: +AUD 29.2 billion
    • Breakdown for March 2025:
      • +AUD 14.5 billion (transferable deposits)
      • +AUD 15.0 billion (term/savings deposits)
  3. Key Takeaways:
    1. No published figure for number of deposit accounts opened per year
    2. Total household deposits grew by AUD 120+ billion from mid-2024 to mid-2025
    3. Quarterly growth remains strong, driven by higher saving and interest rate sensitivity
Bank Advertising Spend in Australia (Annual Overview)

Question: How much do banks spend collectively per year trying to lend mortgages, then personal loans, and then for deposits?

Answer:

  1. Total Financial Services Advertising Spend:
    • In FY2024–25, Australian banks and super funds spent approximately AUD 696 million on advertising.
    • This figure was up from AUD 600 million the year before.
  2. Mortgage (Home Loan) Advertising:
    • Approximately 26% of Big Four bank ad budgets were allocated to home loans in prior years.
    • Estimated ad spend for mortgages: ~AUD 180 million
  3. Personal Loans & Deposits:
    • Specific spending on personal loans and deposit accounts is not publicly broken out.
    • These fall under broader categories such as “personal banking services” or “everyday banking.”
    • Likely significantly less than mortgage marketing spend.
  4. Spending Priorities (Based on Nielsen Rankings):
    • Top ad categories include:
      1. Corporate sponsorships
      2. Superannuation
      3. Home loans
      4. Debit & credit cards
      5. Personal and business banking
  5. Estimated Breakdown (Illustrative Only):
    Category Estimated Ad Spend (AUD)
    Total Financial Services (FY2024–25) ~696 million
    Home Loans (Mortgages) ~180 million (26%)
    Personal Loans Not specified – likely lower
    Deposits / Everyday Banking Not specified – grouped under general banking
  6. Key Takeaways:
    1. Mortgages receive the largest product-specific ad investment (~26% share).
    2. Spending on personal loans and deposits is likely far lower and aggregated under broader categories.
    3. Total bank advertising continues to rise annually, driven by digital competition and consumer switching.