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In this episode of The MLO Project, Frazier and Michael McAllister go coast-to-coast—from Idaho to Georgia—to break down what’s really happening with Google Ads in the mortgage game.

They tackle rising ad costs, how AI is changing search behavior, and why most LOs are wasting money on outdated strategies. If you’re not using long-tail keywords and thinking about conversions before clicks, you’re already behind.

They also dive into the future of AI-powered ad platforms—and how to win with a mix of paid and organic.

This is a must-listen for any mortgage pro trying to stay sharp in a shifting digital landscape.

00:00 Welcome to the MLO Project
01:55 Meet the Hosts: Frazier and Michael
02:42 Diving into Google Leads
04:26 The Evolution of Google Ads
15:30 The Impact of AI on Google Ads
19:26 Strategies for Effective Lead Conversion
24:49 Final Thoughts and Resources