Google Ads for Real Estate Agents & Brokerages
More Buyer & Seller Leads.
Lower Cost Per Closed Deal.
Real estate is one of the most competitive industries on Google — and one where a single closed transaction can justify months of ad spend. Planet Marketing builds and manages Google Ads campaigns for agents, teams, and brokerages that need a consistent pipeline of serious buyer and seller leads, not tire-kickers and Zillow scrollers.
$38
Cost Per Lead
Down from $112
3.4X
Qualified Buyer &
Seller Inquiries
19.7%
Landing Page
Conversion Rate
Real Estate Specialties We Serve
Every Type of Real Estate Client Searches Differently
A first-time buyer searching for homes under $500K in a specific school district is on a completely different journey than a luxury seller looking for a top listing agent. We build campaigns segmented by audience type — so your ads reach the right client with the right message at exactly the right stage of their search.
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Buyer Lead Generation
Buyers searching “homes for sale in [city]” or “3 bedroom homes near [neighborhood]” are in active search mode and ready to engage with an agent. We build buyer campaigns around neighborhood, price point, and property type keywords — with landing pages tied to IDX search tools or lead capture forms that convert searchers into consultation calls.
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Seller & Listing Lead Generation
Motivated sellers search with high-intent terms like “what’s my home worth,” “sell my house fast [city],” and “top real estate agent near me.” These leads are among the most valuable in real estate — a single listing can generate both a sell-side commission and a buy-side referral. We build dedicated seller campaigns that speak directly to homeowners ready to list.
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Luxury & High-End Real Estate
Luxury buyers and sellers search differently — they’re evaluating agent credibility, market expertise, and discretion long before they make contact. Luxury campaigns require premium ad copy, elevated landing pages, and precise income and net-worth audience layering. Generic real estate ads won’t reach this audience or earn their trust at the first click.
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New Construction & Development
New construction buyers are searching floor plans, pricing, and community amenities — often before a development is even fully built. These campaigns require a different structure than resale real estate: longer consideration cycles, detailed landing pages, and campaign timing aligned with construction milestones and sales office opening dates.
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Relocation & Out-of-Area Buyers
Relocation buyers search from out of state, often with city-specific queries and questions about neighborhoods, commutes, and school districts. They require agents who understand their remote-buyer journey. We build relocation campaigns with geographic audience targeting, neighborhood guide landing pages, and virtual tour call-to-actions that convert long-distance searchers into committed clients.
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Real Estate Investors
Investors search with ROI-focused language — “investment properties for sale,” “multi-family homes [city],” “off-market real estate deals.” This audience is analytical, fast-moving, and highly valuable per transaction. We build investor-specific campaigns with data-driven copy and landing pages built around cap rates, cash flow, and portfolio growth rather than lifestyle and emotion.
Case Study
How We Dropped a Real Estate Team’s Cost Per Lead From $112 to $38 in 90 Days
A real estate team was running Google Ads but spending most of their budget on broad traffic — buyers in early research mode, wrong price points, and out-of-area searches that would never convert. Restructuring the campaign around intent-matched keywords, tighter geography, and dedicated buyer vs. seller landing pages changed everything.
$112 → $38
Cost Per Lead — 66% Reduction
3.4X
Qualified Buyer & Seller Inquiries
19.7%
Landing Page Conversion Rate
90
Days to Full Optimization
The Math: What Is One Closed Real Estate Transaction Actually Worth?
Real estate has one of the highest revenue-per-client ratios of any service industry. A single closed transaction justifies months of ad spend. Here’s the math:
- Median home sale price (San Diego / national): $700K–$900K+
- Buyer or seller commission (2.5–3%): $17,500–$27,000 per side
- Double-ended transaction (both sides): $35,000–$54,000 gross commission
- Investor client (multiple transactions/year): $50,000–$150,000+ annual GCI
- Referral value (satisfied clients refer 2–3 transactions over time): multiply by 2–3X
- Lifetime client value (repeat buyer, seller, investor): $75,000–$200,000+ GCI
Conservative math: At $38 per lead and a 15% lead-to-client conversion rate, you’re acquiring a new buyer or seller client for roughly $253 in ad spend. That client closes a transaction generating $17,500–$27,000 in commission. That’s a 69–107X return on ad spend — before referrals or repeat business.
At the old $112-per-lead rate with the same conversion numbers, that same client cost $747 to acquire — still profitable, but nearly 3X more expensive than it needed to be, and completely unsustainable for agents running tight marketing budgets.
Industry Insights
Why Google Ads for Real Estate Requires a Specialist Approach
Real estate buyers and sellers are some of the most research-intensive consumers on the internet — they spend weeks or months in consideration before contacting an agent. The platforms they use, the questions they ask, and the trust signals that move them to act are all different from any other service industry. Here’s what makes real estate Google Ads uniquely complex.
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You’re Competing With Zillow, Realtor.com & Redfin
The biggest budgets on real estate keywords belong to aggregator platforms that spend millions per month on Google Ads. Competing head-to-head on their exact keywords is a losing battle. We build campaigns around hyper-local, neighborhood-specific, and agent-differentiation keywords where individual agents and brokerages can dominate — and where aggregators can’t easily follow.
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Long Consideration Cycles Require Nurture Strategy
Most real estate buyers are 3–12 months from closing when they start their Google search. Running a campaign that only targets people ready to sign today misses the majority of the pipeline. We build campaigns with awareness-to-action funneling — capturing early-stage searchers with valuable content offers and later-stage searchers with direct consultation calls-to-action.
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Neighborhood-Level Targeting Is Everything
A buyer searching “homes for sale in [specific neighborhood]” is far more qualified and closer to converting than someone searching “homes for sale in [entire city].” We build granular, neighborhood-level campaign structures that match buyer intent at the most specific geographic level — which improves Quality Scores, lowers CPCs, and attracts clients who are serious about a specific area.
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Market Conditions Dictate Campaign Strategy
In a seller’s market with low inventory, seller lead generation campaigns outperform buyer campaigns dramatically — and vice versa in a buyer’s market. Interest rate changes shift buyer urgency on a monthly basis. We monitor market conditions continuously and adjust campaign emphasis, messaging, and budget allocation to match what buyers and sellers are actually experiencing right now.
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Agent Credibility Drives the Conversion
Before a buyer or seller fills out a form or picks up the phone, they’ve already read your reviews, looked at your recent transactions, and formed an opinion about whether they’d trust you with the biggest financial decision of their life. We incorporate trust signals — transaction volume, local expertise, client testimonials — directly into ad copy and landing pages to pre-qualify that trust before the first click.
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Buyer vs. Seller Campaigns Must Stay Separate
Buyer and seller leads require completely different messaging, landing pages, and offers. A buyer wants to see listings and schedule tours. A seller wants to know what their home is worth and why you’re the right agent to list it. Blending these into a single campaign produces weak results for both audiences. We build and manage them as separate, purpose-built campaigns from day one.
Who You’re Working With
Work Directly With Me
Francisco Meza
Founder, Planet Marketing — San Diego, CA
I’ve been managing Google Ads for service-based businesses for over 20 years. Contractors, medical practices, law firms, home services, private schools — I’ve run campaigns for them all. When you hire Planet Marketing, you’re not getting handed off to a 25-year-old reading from a playbook.
👉 Sometimes you just need someone you can trust.
The Process
Simple. Transparent. Built Around Your Market.
Here’s exactly what happens from the moment you reach out to Planet Marketing.
Free Real Estate Ads Account Review
Francisco personally audits your existing Google Ads account — or builds a custom strategy from scratch if you’re starting fresh. He’ll identify wasted spend on broad and aggregator-competing keywords, missed opportunities in neighborhood-specific and seller lead searches, and why your current cost per qualified lead is higher than it should be. You’ll walk away with a clear picture and a real plan — no obligation to hire us.
Campaign Build & Launch
Once you’re ready to move forward, Francisco builds your campaigns from the ground up: keyword research, ad copywriting, landing page recommendations, call tracking setup, and conversion tracking — all configured before a single dollar is spent. Most accounts are fully built and live within 5–7 business days.
Ongoing Management & Monthly Reporting
Every month, Francisco actively manages bids, refines keyword lists, tests new ad variations, and sends you a plain-English report showing exactly what your budget did and what it generated. You’ll know your cost per lead, number of inquiries, conversion rate, and pipeline value — every single month, no guesswork.
What’s included
Everything Your Real Estate Business Needs to Dominate Google Ads
No piecemeal services, no hidden add-ons. Here’s exactly what Planet Marketing delivers every month.
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Keyword Research
Deep keyword research segmented by audience type — buyer leads, seller leads, luxury, investor, relocation, and new construction. Built around neighborhood-level specificity and high-intent search terms rather than broad market keywords. Includes an aggressive negative keyword strategy to block aggregator brand searches, rental queries, and out-of-market traffic that will never convert to a closed deal.
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Ad Copywriting
Compelling ad copy written for serious buyers and motivated sellers — not generic real estate clichés. Buyer ads highlight local expertise, listing access, and consultation availability. Seller ads lead with home valuation offers, recent sales data, and agent credibility. Every headline and description is written to attract qualified prospects and repel tire-kickers before the click.
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Targeting & Bid Management
Neighborhood and zip code-level geographic targeting matched to your actual service area and price point focus. Audience layering using in-market signals for home buyers and sellers. Smart bidding strategies adjusted monthly based on lead quality data, with budget shifted dynamically between buyer and seller campaigns based on current market conditions.
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Call Tracking & Conversion Setup
Every phone call, form fill, and IDX registration tracked back to the exact keyword and ad that drove it. Know which campaigns are filling your pipeline with closeable clients — not just lookers. Essential for real estate agents where understanding lead-to-close attribution by source is the difference between scaling a working campaign and cutting a profitable one.
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Monthly Reporting
Plain-English monthly reports showing your cost per lead, total inquiries by campaign type, conversion rate, and all account changes made that month. No confusing dashboards or raw export files — just clear pipeline numbers and clear next steps, delivered directly from Francisco every month.
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Google Maps Rankings BUNDLE & SAVE
Add Google Maps / Local SEO management to your Google Ads package for a discounted bundle rate. A strong Google Business Profile puts your brokerage in front of local buyers and sellers who search for agents by area — complementing paid ads with organic local visibility that compounds over time. Ask Francisco about the combined package.
COMMON QUESTIONS
Google Ads for Real Estate — Frequently Asked Questions
Most individual agents and small teams see solid results starting at $1,500–$3,000/month in ad spend. Brokerages or teams targeting multiple neighborhoods, luxury price points, or both buyer and seller audiences typically perform better at $3,000–$6,000+/month. Given that a single closed transaction generates $17,000–$27,000+ in commission, even a modest Google Ads budget pays for itself with one deal. Francisco will give you a specific market-based recommendation during your free account review — based on your target neighborhoods, price points, and monthly lead goals.
Most real estate campaigns generate their first inbound inquiries within 7–14 days of going live. Seller lead campaigns (home valuation offers, listing consultations) tend to convert faster than buyer campaigns because the intent is more specific and immediate. Buyer campaigns for active, ready-to-move searchers also convert quickly; broader awareness campaigns targeting earlier-stage buyers take 60–90 days to build a consistent pipeline. The full optimization cycle — where campaigns are performing at their peak efficiency — happens at around the 90-day mark.
Yes — but not by playing their game. Trying to outbid Zillow on generic keywords like “homes for sale” is an expensive losing battle. The winning strategy is to go where they don’t: hyper-local neighborhood searches, seller-intent keywords, agent-specific branded searches, and niche audience segments like investors or relocation buyers that aggregators handle poorly. Google Ads also gives you something Zillow never can — leads that come directly to you, not a platform that sells the same lead to three other agents simultaneously. Your Google Ads leads are exclusively yours.
No. Everything is month-to-month. I don’t believe in locking clients into contracts — if the campaigns are working, you’ll want to stay. That said, Google Ads takes 60–90 days to fully optimize, so I ask that you give it at least 90 days before drawing conclusions.
Directly with me — Francisco. I build the campaigns, manage them monthly, and am the person you call or text when you have a question. Planet Marketing is intentionally small so every client gets real attention, not a junior account manager reading from a script.
Other Industries We Serve
Google Ads Experts for Service Businesses Across Every Industry
Planet Marketing manages Google Ads campaigns for service businesses across a wide range of industries. Don’t see yours? Reach out — we likely have experience in your space.
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Dental & Ortho
General · Cosmetic · Ortho
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Law Firms
PI · Family · Criminal
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Plastic Surgery
High-ticket · Visual-driven
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Chiropractors
Local · Insurance-based
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Private Schools
Enrollment campaigns
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Real Estate
Agents · Brokerages
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Don’t see yours?
Let’s talk anyway
Ready to Grow?
Let’s Build a Real Estate Pipeline That Closes Deals — Not Just Generates Clicks
One closed transaction from Google Ads pays for months of campaign management. The math works — but only when the campaigns are built right, targeted precisely, and managed actively by someone who understands real estate buyer and seller psychology. That’s exactly what Planet Marketing delivers. Let’s build your pipeline.