Google PPC for Realtors: From $0 to Your First 50 Leads — 2025 Edition

PPC still works—if you point it at intent and measure real conversions. After $500M+ in sales, the playbook is simple: target search terms that mean “talk to an agent,” send to a fast, matching landing page, and follow up within 5 minutes. Below is the exact setup I recommend to get your first 50 leads.

Jump to:

• What Winning Looks Like + Quick Plan
• The 7-Step Build (Copy This)
• Keywords, Negatives & Ad Copy (Swipe Files)
• Common Mistakes
• FAQ

What “Winning” Looks Like + Quick Plan

• Outcome: 50 qualified leads at a predictable CPL (start goal: buyers ≤$18, sellers ≤$35 in most markets).
• Quick plan: 1 local Search campaign → 2 ad groups (Seller + Buyer intent) with tight keywords → one matching landing page per intent → conversions + call tracking → 7-day follow-up cadence.
• Data habit: Optimize to leads and calls, not clicks. Add negatives weekly from the Search Terms report.

The 7-Step Build (Copy This)

Step 1 — Tracking & Conversions

• Create a “Lead” conversion for form submissions (thank-you page or JS event) and a “Phone Call” conversion (from ads + from website).
• Add UTMs to every ad final URL: ?utm_source=google&utm_medium=cpc&utm_campaign=ppc-core&utm_content={{keyword}}
• Use one dedicated thank-you page per intent so you can verify conversions.

Step 2 — Campaign Settings

• Type: Search (not Performance Max for beginners).
• Locations: your target city/county only; presence (exclude “interest”).
• Budget: start $15–$30/day; scale as CPL stabilizes.
• Bidding: Start “Maximize Conversions” (or Manual CPC + eCPC if volume is very low); switch to tCPA after ~15 conversions.
• Ad rotation: Prefer best performing.

Step 3 — Ad Group Structure (keep it tight)

• Seller intent ad group: terms that imply listing a home.
• Buyer intent ad group: terms that imply touring or getting alerts.

Step 4 — Landing Pages (Kajabi-friendly)

• Match the promise: headline repeats the keyword intent.
• Above the fold: headline + sub + proof (Zillow social proof) + single CTA.
• Form fields: name, email, phone. Mobile-first, loads fast.
• No nav links; trust badges and 2–3 bullet benefits.

Step 5 — Extensions (free performance)

• Sitelinks (About / Reviews / How It Works), Callouts (No Pushy Sales • Local Expert • Free Brief), Structured Snippets (Services: CMA • Private Tours • Seller Credit Strategy).
• Call extension + Location extension (if applicable).

Step 6 — Follow-Up (speed wins)

• Call within 5 minutes; text immediately (see Day-2 templates).
• Run a 7-day cadence: Day 0 call+text, Day 1 video, Day 2 brief, Day 3 nudge, Day 5 lender/payment check (buyer) or pricing brief (seller), Day 7 fork.

Step 7 — Weekly Optimization

• Pull the Search Terms report → add negative keywords that don’t imply a conversation.
• Pause underperforming headlines; keep 2–3 RSAs per ad group.
• Adjust location radius, time of day, and device bid modifiers after data accumulates.

Keywords, Negatives & Ad Copy (Swipe Files)

Seller keywords (exact & phrase match):

"sell my house fast"    "sell my house [city]"
"realtor to sell my house"    "list my house [city]"
"what is my home worth"    "home value estimate"
"real estate agent near me" (seller-focused ad/LP)

Buyer keywords (exact & phrase):

"homes for sale [city]"    "houses for sale [neighborhood]"
"realtors near me"         "buy a house [city]"
"open houses [city]"       "first time home buyer [city]"

Starter negative keywords (broad):

jobs, salary, course, classes, license, exam, how to become, rent, rental, zillow rental,
craigslist, section 8, free, template, form, pdf, mortgage lender, refinance, appraisal jobs

Responsive Search Ad (RSA) copy — Seller (mix & match):

Headlines (use 8–12):
• Sell Your [City] Home Confidently
• Free 2-Minute Equity Snapshot
• Top Local Listing Team • $500M+ Sold
• What’s Your Home Worth Today?
• Get a 2-Page Pricing Brief
• Book a 15-Minute CMA Visit
• Serious Buyers, Zero Guesswork
Descriptions (use 2–4):
• Get your price range + plan in minutes. Local experts, no pushy sales.
• Free brief with recent sales, days on market, and strategy for your timeline.
• See how we market your home: pro photos, ads, and private-tour system.

Responsive Search Ad — Buyer:

Headlines:
• Private Tours of Best Homes
• Get Listings Before They Hit
• Local Realtor • $500M+ Sold
• See Top 3 Matches Today
Descriptions:
• Text or email your best matches in minutes. Tours as early as this week.
• No spam—just the homes that fit your payment and must-haves.

Landing Page Wireframe (seller):

H1: What’s Your [City] Home Worth Today?
Sub: Get a 2-minute equity snapshot + 2-page pricing brief.
Proof: $500M+ Sold • Zillow “Top Producer”
CTA: Get My Price • (Form: name, email, phone)
Bullets: Recent sales • Days on market • Strategy for your timing
Footer: Trust badges + short privacy line

Common Mistakes

• Broad match everywhere without weekly negatives (bleeds budget).
• Optimizing to clicks instead of leads/calls (no conversion tracking).
• Sending traffic to your homepage (message mismatch, low QS).
• Slow Day-0 speed to lead (5 minutes matters more than ad copy).
• No extensions (you’re leaving CTR and QS on the table).

FAQ

How much daily budget do I need?
$15–$30/day to start per intent. Scale after CPL stabilizes.

How long to see results?
Meaningful data in 7–14 days; stable CPL in ~30 days with weekly negatives.

Do I need separate pages for buyers and sellers?
Yes—match ad intent. Seller traffic to a seller value page; buyer traffic to a tour/alerts page.