Qld Capital Builds a Predictable Lead Pipeline With Google Ads
The Background
Qld Capital is a private lender providing property and development finance for builders, developers, investors and brokers. With rates from 7.5% p.a., 48-hour letters of offer, loans up to $10 million, low or no presales, and no brokerage clawbacks, they offer a compelling alternative to traditional lenders. They also have the flexibility to back projects that banks often won’t. Qld Capital partnered with Mettro to build a predictable pipeline of enquiries through Google Ads.
The Challenge
Property finance is a highly competitive market. Qld Capital wasn’t just competing with other private lenders. They were competing with the major banks and well-established finance brands, all investing heavily in Google Ads.
The objective wasn’t simply to generate more clicks. It was to make sure Qld Capital appeared in front of the right people at the right time, with messaging that cut through a crowded marketing landscape and encouraged genuine enquiries. Just as importantly, we needed reporting that reflected reality.
Like many businesses, Qld Capital had access to plenty of marketing data, but very little clarity. Platform metrics, Google Analytics and automated reporting all told slightly different stories, making it difficult to understand what was actually driving new business. Before we could optimise the campaigns, we first needed a measurement framework that focused on one thing: genuine enquiries that had the potential to become funded deals.
Our Strategy
Rather than relying on standard Google Ads and Google Analytics reporting, we built an incredibly simple reporting system designed specifically for Qld Capital. Using a purpose-built spreadsheet, automation and AI, we cut through the noise to create a single source of truth for the business. It wasn’t about building another dashboard. It was about giving everyone confidence in the numbers. From there, we focused on improving the customer journey.
Dedicated landing pages and enquiry forms were designed around different stages of buyer intent, making it easier for prospective borrowers to take the next step, whether they were ready to apply or simply exploring their finance options.
With clear reporting in place, optimisation became far more effective. Every decision, from bidding and messaging through to landing page improvements and budget allocation, was driven by genuine business performance rather than platform metrics alone.
Google Ads became more than an advertising channel. It became an evolving lead generation system, continuously refined through testing, analysis and ongoing collaboration with the Qld Capital team.
The Results
The rebuilt campaigns began producing results within the first week. Lead volume increased by 300%, while Google Ads now consistently generates more than 10 genuine enquiries every week.
Just as importantly, Qld Capital now has far greater visibility into what’s driving enquiries. With clear reporting and ongoing optimisation, every decision can be measured against real business outcomes rather than platform metrics alone.
Ready to Grow?
If your Google Ads campaigns are generating traffic but not enough genuine enquiries, we’d love to help. Whether it’s improving campaign performance, creating better landing pages or giving you clearer visibility into what’s actually driving results, Mettro builds lead generation systems focused on measurable business outcomes.
