Veterans First Mortgage is a national mortgage lender focused on helping Veterans and military families achieve homeownership through VA loan programs.

​As competition and acquisition costs increased, the company needed a more efficient and measurable paid media strategy capable of improving lead quality, strengthening lower-funnel conversion performance, and connecting awareness campaigns more effectively to funded loan outcomes.

The core strategy focused on improving lead quality from the very beginning of the customer journey rather than simply maximizing low-cost lead volume. I rebuilt conversion tracking around more refined lower-funnel, high intent milestones, allowing Google Ads and Microsoft Ads campaigns to optimize toward leads more likely to advance through credit review, prequalification, and funded loan stages.

​While initial lead costs were slightly higher, lead quality and lower-funnel conversion performance improved significantly, ultimately driving major year-over-year gains in prequalification and funded loan conversion efficiency.