Mortgage broker ads in San Francisco: US$18.93 a click

What a booked loan costs in clicks

There is a sourced lead rate for mortgage broker (2.64% of clicks call or fill a form; US benchmark, LocaliQ 2026, Finance & Insurance) but no sourced booking rate, so this page prints no cost per booked loan. Put in your own booking rate in the planner below to see it.

Cost per booked loan in San Francisco is the click price divided by the lead rate times the booking rate. The rates are national benchmarks, not San Francisco figures; the planner below starts from them and you can change both.

Each row uses the same two rates as the sentence above, so the order follows click price.

Where the mortgage broker searches are in San Francisco

Searches split by what the searcher typed. The two tags rank the groups on this page by click price; they are rankings, not verdicts.

General searches are the largest share of counted search volume in San Francisco, at 61.8%.

In San Francisco, specific jobs has the highest click price among the counted intent groups, at US$24.24 a click.

Plan a month of mortgage broker ads in San Francisco

Put in your own value per loan and margin. The call and booking rates start at the benchmarks named under each box; change them to your own.

Every mortgage broker keyword tracked in San Francisco

Monthly searches are the average of the last 12 months. Related keywords are shown for context and are not counted in any total on this page.

The most-searched mortgage broker keywords in San Francisco are “mortgage broker” (400 searches a month at US$15.76 a click), “home loan pre-approval” (129 searches a month at US$33.89 a click), and “first home buyer loan” (69 searches a month at US$10.44 a click).

In San Francisco, “first home buyer loan” is the keyword furthest from the country median: US$10.44 a click, 56.5% below the US$24.02 median click price for mortgage broker across this country's tracked cities.

In San Francisco, “construction loan broker” is the least-searched of the counted keywords tracked here, at 2 searches a month.

In San Francisco, 6 of the 10 counted mortgage broker keywords tracked here have a recorded Google click price.

How San Francisco compares in the United States

Over the 48 months tracked, mortgage brokers searches in San Francisco peaked in April 2026 at 1,280 and were lowest in December 2022 at 250. San Francisco's single latest tracked month is up 7.3% on the same month a year ago and up 40.5% on the same month two years ago (a one-month comparison, not the rolling 12-month year-on-year figure above). In San Francisco, the keyword changing fastest year on year is "home loan broker", up 90.0%.

• San Francisco is 7th of 50 United States cities by click price, mid-table.
• San Francisco is 18th of 50 United States cities by monthly searches, mid-table.
• San Francisco is 1st of 6 California cities by click price, the lowest.
• San Francisco is 4th of 6 California cities by monthly searches, among the three lowest.
• For this service, San Francisco sits in California, which is 28th of 31 states by businesses per 10,000 people, mid-table (an average of 0.6 businesses per 10,000 people across California).
• San Francisco's 14.6 searches a month per 100,000 people is below the country-wide rate of 20.9 for this service.
• San Francisco's median mortgage broker click price of US$18.93 is 21.2% below the country median of US$24.02.
• Counted searches over the last 12 months are up 5.3% on the 12 months before.
• In San Francisco, searches peak in March, about 38.5% above the monthly average, and are lowest in December.

Mortgage broker businesses in San Francisco

The US Census Bureau counts 221 businesses in this industry in San Francisco-Oakland-Fremont, CA (2023), about 0.5 for every 10,000 people.

What is counted: employer establishments.

Counts cover businesses with employees; most sole traders are not included.

Population: 4,630,041 (San Francisco-Oakland-Fremont, CA). Source: US Census Bureau Population Estimates Program (PEP), MSA/micropolitan estimates, vintage 2023.

Business counts are never compared across countries on this site: each country's statistics agency counts a different set of businesses.

Mortgage broker click prices in 6 countries

United States is 6th of 6 countries by median mortgage broker click price (lowest first), all in US$ at the Federal Reserve H.10 September 2026 average.

Medians across each country's tracked cities, same pull month. Each country uses its own keyword set and its own name for the service. Only click prices and searches are compared across borders; business counts are not.

Rules for mortgage brokers in the United States

Licensing is set by each state. Mortgage loan originators are also registered federally via the NMLS, but the license itself is issued by the state.

Questions people ask about mortgage broker ads in San Francisco

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Data and sources

Search data pulled October 13, 2026. Google Keyword Planner estimates via DataForSEO, not what you will pay at auction; your own Google Ads account shows your real price.