Are Google Ads Worth It for Realtors?
But before we can even explain what our services consist of, there’s also the pressing matter of whether investing in Google Ads is the right decision for you and your brand. Many people that would like to promote their business via Google Ads wonder whether it’s the right decision—so, don’t worry, it’s not just you.
Now, since Google Ads services is the lifeblood of our company, we’re obviously biased in favor of recommending Google Ads to pretty much everyone we come across that is thinking of how to market their business. However, we’ll try to objectively explain why Google real estate advertising is worth considering.
The truth is that there are many benefits that make Google Ads worth the money, with the first and and most important benefit being that the results you can receive from Google Ads are almost instant, relatively speaking. While something like SEO requires months, if not years, to produce results, Google Ads can bring considerable results after only a week.
Moreover, with Google Ads’ targeting options, you have the power to really outline who your ideal customer is, which not only guarantees that your ads are reaching the right people, but also reduces how much ad budget you’re wasting on fruitless clicks.
And through clever keyword research, you also have the power to target users that are actively searching for services like the ones you provide. This helps in gaining more customers as you might prove to be the solution to a client’s problem exactly at the moment of their search.
Finally, Google Ads provides a lot of budgetary control; this means that if you need to cut down costs, you can always turn down how much budget you’re assigning to Google Ads. At the same time, you can also increase your budget strategically, which would help when it comes to outranking competitors, for example.
Are Google Real Estate Leads Legit?
Yes, of course! The leads you generate from Google Ads are absolutely legitimate. However, be aware of any scams that purport that you’ve received a lead from a “Google real estate leads generation program,” or any other similar schemes.
Make sure that only the leads that you’ve gained through your own products are being considered—and by that we mean through the form on your website, via your email, etc. Anything else is bound to be a scam.
How Much Are Google Real Estate Leads?
While CPC measures how much it costs when a user clicks on your ads, not every click is going to turn into a lead. In other words, just because a user clicked on your ad, doesn’t mean that they’re going to contact you for a quote or to express their interest in your services.
A user that has expressed an interest in what you offer is known as a “lead”. However, also bear in mind that a lead is not an acquisition either: just because someone expressed an interest in your business, doesn’t mean that you have a new customer. But we digress.
There is a lot of research and statistics regarding the average CPL (cost-per-lead) across industries. According to LocaliQ, the average CPL in 2023 when it comes to Google real estate ads is $66.02. However, bear in mind that LocaliQ’s study only looked at search ads and not other forms of Google Ads.
On the other hand, a study conducted by FirstPageSage, an SEO agency, discovered that the average CPL in 2024 for real estate paid advertising was $480. Of course, depending on your circumstances, your costs will definitely differ.
What Is the Conversion Rate for Google Ads for Real Estate?
Much like how CPC and CPL both differ according to industry, conversion rates also differ according to industry, with some industries converting much more than others.
According to the same LocaliQ data that we mentioned above, the average conversion rate for search ads in 2023 for the real estate industry was 2.88%.
Of course, this means that not all forms of real estate Google Ads were included in the study. Another study conducted by Databox, for example, discovered that the average conversion rate for display ads across industries was about 0.55%.
Then again, however, only 1.54% of respondents worked in real estate, and not all respondents made use of display ads, so the data is skewed from the get-go.
Cost of Google Ads for Realtors
While we can say without a doubt in our mind that Google Ads for real estate leads is absolutely worth investing in, what is the exact cost of investing in Google Ads as a real estate agent? And how much should you consider spending on Google Ads?
First of all, different industries require different costs when it comes to using Google Ads; this is because the CPC (cost-per-click) of keywords differs greatly depending on the industry you operate in, and how competitive it is. When it comes to CPC, real estate has one of the lowest costs across industries.
Of course, bear in mind that this only applies to search ads and not all forms of Google Ads for real estate agents.
We have already seen how the average CPL for real estate search ads is about $66.02. But what about the cost of acquiring a new customer (known as CAC, customer acquisition cost)? Well, according to another study conducted by FirstPageSage, the average CAC for real estate paid ads is $1,185.
This might seem like a whopping amount; however, bear in mind that for each client you pick up, you’re bound to make many more thousands in return due to the nature of real estate. In the end, when you do the math, it pays off.
Google Ads Real Estate Restrictions
Unfortunately, when it comes to certain industries, certain regulations and restrictions have been imposed. When it comes to “housing,” which is the term that Google uses but refers to all sorts of real estate services, Google Ads prevents us from targeting your ads to users according to demographics.
These demographics are: gender, age, parental status, marital status, or ZIP code. According to Google, these restrictions were put in place to prevent discrimination based on certain characteristics; in their words: “to improve inclusivity for users disproportionately affected by societal biases“.
Despite these restrictions, however, we can still create effective Google Ads for real estate marketing that will blow your competitors out of the water. For instance, while we cannot target by ZIP code, we can still target by city, state, or even radius. Therefore, we are not as limited as you might first believe.
How We Guarantee the Best Real Estate Ads
With all that out of the way, what is it that we do that takes your company to spectacular heights through the use of Google Ads? We’re glad you asked.
There are many steps involved in our PPC process, which we won’t be able to explain them all on this page. However, we’re able to give you a taste of what we do below.
Diving Deeper Than Demographics: Crafting a Client-Centric Strategy
Our journey begins with a collaborative exploration, far deeper than simply understanding demographics. We embark on a comprehensive discovery process, delving into the intricacies of your unique selling proposition (USP) and the specific nuances of your local market.
This in-depth analysis goes beyond basic characteristics like age and income. We delve into the psychographics of your ideal client, uncovering their aspirations, anxieties, and online behavior patterns. We analyze local market trends, identifying opportunities and potential challenges. This 360-degree perspective is crucial for crafting highly targeted campaigns that resonate deeply with the right people at the right time.
Imagine reaching first-time homebuyers yearning for a community-centric lifestyle with access to excellent schools, or luxury investors seeking undiscovered gems with high rental potential. This level of granular targeting ensures your message connects with individuals actively seeking the specific expertise you offer.
Unlocking the Language of Your Ideal Clients: Keywords for Real Estate Ads
Beyond the standard location and property type keywords, we delve deeper into the language of your ideal clients. We utilize sophisticated keyword research tools and competitor analysis to uncover the specific search terms they use to find agents and properties online.
Imagine targeting keywords like “charming fixer-upper for first-time buyers” or “beachfront vacation properties with high rental potential.” These long-tail keywords not only attract highly qualified leads, but also indicate a strong buying intent, ensuring your ads reach individuals actively searching for the solutions you provide.
Furthermore, we leverage the power of psychographic targeting to go beyond demographics. We identify the interests and online behaviors of your ideal clients, allowing us to target keywords related to their hobbies, aspirations, and lifestyle preferences. This ensures your ads appear in the online spaces they frequent, fostering a sense of familiarity and trust even before they click.
By combining this in-depth keyword research with targeted audience insights, we ensure your ads appear not just when potential clients search, but when they’re most receptive to your unique value proposition.
Crafting Captivating Narratives: Ad Copy & Landing Pages that Convert
Forget generic “houses for sale” ads. We craft compelling narratives that go beyond mere property descriptions. By utilizing your unique selling proposition (USP) and the aspirations of your target audience, we weave stories that resonate on an emotional level.
Imagine headlines like “Find Your Forever Home in a Vibrant Community” or “Unlock Your Dream Investment: Luxurious Beachfront Properties.” These headlines not only grab attention but also clearly communicate the value you offer.
This narrative-driven approach extends to your landing pages. We ensure a seamless user experience, guiding potential clients from initial interest to qualified lead. Our optimized landing pages are designed to capture attention, highlight key benefits, and include a clear call to action, encouraging visitors to take the next step.
Whether it’s a free consultation or a downloadable market report, we offer valuable incentives that encourage engagement and establish you as a trusted advisor. By combining compelling ad copy with conversion-focused landing pages, we transform clicks into qualified leads, ready to connect with your expertise.
Building a Winning Architecture: Campaign Structure & Bidding Strategies
Imagine meticulously crafting a symphony, each instrument playing its part in harmony. That’s the approach we take to constructing your Google Ads campaign. We don’t just throw keywords and ad copy together – we build a strategic architecture designed to deliver maximum impact.
Leveraging ad groups and meticulous targeting options, we segment your campaigns based on specific demographics, locations, and property types. This laser-focused approach ensures your ads reach the right audience at the right time, maximizing relevancy and engagement.
Furthermore, we don’t rely on guesswork when it comes to bidding. We utilize data-driven bidding strategies to determine the optimal bid for each ad impression. By analyzing historical data and market trends, we ensure you get the best possible return on your ad spend (ROAS). This means you’re never overpaying for clicks, and your budget is always working efficiently to attract qualified leads.
This meticulous campaign structure, combined with data-driven bidding strategies, ensures your Google Ads campaign operates like a well-oiled machine, delivering exceptional results while maximizing your return on investment.
Measuring Success and Refining for Excellence: Conversion Tracking & Ongoing Optimization
Our journey doesn’t end with launching your campaign. In fact, that’s just the beginning. We implement robust conversion tracking to measure the effectiveness of your campaigns, providing invaluable insights into what resonates with your audience and what needs refinement.
Imagine being able to see exactly how many leads your ads generate, which demographics convert best, and the specific keywords driving the most qualified traffic. This data becomes the bedrock for continuous optimization.
Through A/B testing, we experiment with different ad copy variations, headlines, and landing page elements. We analyze performance data to identify what works best and refine your campaigns accordingly. This ensures your ads are constantly evolving and improving, attracting more qualified leads and maximizing your return on investment (ROI).
Our commitment goes beyond simply generating leads. We aim to transform your Google Ads presence into a powerful lead generation machine, delivering exceptional results and fueling the growth of your real estate business.
Keeping You Informed: Transparent Reporting and Regular Meetings
As your trusted partner, we prioritize clear communication and transparency. We provide regular reports that break down your campaign performance in a clear and concise manner. These reports detail key metrics like impressions, clicks, leads generated, and cost-per-lead, allowing you to track progress and understand the impact of your ad spend.
Furthermore, we schedule regular meetings to discuss campaign performance, answer your questions, and address any concerns you may have. These meetings foster an open dialogue and ensure we’re always aligned on your goals and objectives.
Our commitment extends beyond campaign management. We strive to be a valuable resource for your real estate business. We readily share industry insights, market trends, and best practices to empower you with the knowledge you need to make informed decisions.
By combining expert Google Ads management, transparent reporting, and regular communication, we ensure you’re not just informed, but empowered to actively participate in the success of your campaigns.
What Is Google Ads?
It’s no use explaining the process behind our services if you have no clue what Google Ads is, right? Of course not. So, here’s a short introduction to Google’s advertising tool.
As hinted at above, Google Ads is Google’s official paid advertising platform, where marketers directly pay Google for their ads to be displayed across Google’s platforms, products, and digital partners. This will depend on the ad campaign, or the kind of Google Ad, you make use of.
Moreover, Google Ads work via an auction system, where participants “bid” on keywords depending on the maximum amount that they’re willing to pay for an interaction with that keyword.
The payment system is divided between CPC (cost-per-click, or when you pay for every click on your ad); CPM (cost-per-mille, or when you pay every time your ad is shown 1000 times); and CPE (cost-per-engagement, or a predetermined action taken on your ad).
FAQs
How do I optimize Google Ads for real estate?
If you leave everything in our hands, we know exactly what we have to do in order to optimize your Google Ads for real estate listings. 😉
However, if you’re curious about how we do it, let’s explain briefly: since people looking for real estate don’t tend to want to stray far from their homes, we take a more local approach to which keywords to choose.
Moreover, when creating landing pages and ad copy, we focus on the best features of a property, such as great views or being in a desirable location.
Other things we do involve standard processes that are the same no matter what industry our client operates in.
Is Google Ads good for real estate?
Google Ads is a great marketing choice for a wide range of industries, no matter what products or services they provide. The reason is because Google Ads places your adverts right in front of users exactly when they’re expressing an interest in your services. So, if a user is searching for real estate services, they might encounter your ad, click on it, and decide to choose your company over others.
