i setup my own mortgage site a couple weeks ago for some email marketing ive been doing. last week i decided to try using some ppc to bring more traffic. i have never done ppc before this and i know that this is a very competitive niche, however so far i am right around the break even point. my biggest problem so far has been conversions. with the ad copy i started with, i was getting just under 5% overall ctr, but the conversions werent so great. my ad title was just something like 'low interest mortgages' and on average i am spending per lead the same amount i sell them for. it is a short form, only 1 page, so i am beginning to believe that the users arent interested in applying the moment they see my ad, just shopping around for rates. today i changed my ad copies to make it clear that my page was an application, and my ctr is down around 1.5% right now but the conversions have gone up (which lowers my cost per lead). i am afraid my ctr is going to drop too low and hurt my campaign, but right now, the lower ctr is actually making my campaign more profitable. does anyone have any suggestions on how i should handle this?