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PPC for Real Estate: A Step-by-Step Guide

  • Writer: Finfrock Marketing
    Finfrock Marketing
  • May 6
  • 5 min read

Pay-per-click (PPC) advertising is a game-changer for real estate professionals looking to generate high-quality leads quickly. Whether you're a realtor, broker, or property manager, PPC can put your listings in front of motivated buyers and sellers. My latest guide reveals proven steps to create winning real estate PPC campaigns, avoid common pitfalls, and maximize your return on investment (ROI).


Why PPC Matters for Real Estate


PPC ads allow you to target specific audiences with precision, ensuring your listings reach people actively searching for properties or real estate services. Unlike organic strategies like SEO, PPC delivers instant visibility. Here’s why it’s critical:


  • Immediate Results: Ads appear at the top of search results, driving traffic instantly.

  • Hyper-Targeted: Reach users based on location, search intent, and demographics.

  • Cost Control: You only pay when someone clicks your ad, making it budget-friendly.

  • Lead Generation: Capture motivated buyers and sellers ready to act.


With the correct strategy, PPC can transform your real estate business.

Let’s dive into the steps to make it happen.


Step 1: Set Clear Goals for Your Campaign


Before launching a PPC campaign, define what success looks like. Common goals for real estate PPC include:


  • Generating buyer leads for specific listings.

  • Attracting sellers to list their properties with you.

  • Driving traffic to your website or landing page.

  • Building brand awareness in a competitive market.


For example, if you’re targeting first-time homebuyers in Miami, your goal might be to collect 50 leads per month for under $1,000. Clear goals guide your budget, keywords, and ad copy.


Step 2: Choose the Right PPC Platform


  • Google Ads: Ideal for capturing searchers actively looking for “homes for sale” or “realtors near me.” Its search-based ads thrive on user intent, ensuring your listings appear at the top of relevant searches.


  • Microsoft Advertising: A cost-effective alternative to Google Ads with similar targeting options. It reaches users on Bing, which has a growing share of real estate searches, often at lower CPCs.


  • Facebook Ads: Great for retargeting website visitors or targeting specific demographics, such as first-time homebuyers or retirees. Use custom audiences to re-engage users who visited your listings or abandoned a lead form.


  • Instagram Ads: A visual platform perfect for showcasing stunning property images and videos. Leverage Instagram Stories or carousel ads to highlight listings and drive traffic to your landing pages.


  • Zillow Advertising: A must for real estate professionals, Zillow’s ad platform (like Zillow Premier Agent) lets you promote listings and capture leads directly from property seekers. Features like Zillow Showcase and remarketing tools allow you to target users who’ve viewed your listings or searched for homes in your area, keeping your brand top-of-mind.


  • Realtor.com: Another powerful real estate-specific platform, Realtor.com offers display ads, sponsored listings, and remarketing options. Target buyers and sellers browsing properties in your market, and use enhanced profiles to build credibility.


  • Other Real Estate Platforms: Websites like Trulia, Redfin, and Homes.com also offer advertising opportunities. These platforms allow you to run display ads, promote listings, or use remarketing to re-engage users who’ve interacted with your properties. Check each platform’s ad offerings, as some provide lead generation tools similar to Zillow’s.


Pro Tip: Combine Platforms for Maximum Impact

Start with Google Ads to capture high-intent searchers, then layer in Zillow and Realtor.com for real estate-specific audiences. Use Facebook and Instagram for remarketing and brand awareness to create a funnel that nurtures leads from discovery to conversion. For example, retarget Zillow users who viewed your listings with a Facebook ad offering a free home valuation.


Step 3: Conduct Keyword Research


Keywords are the foundation of a successful PPC campaign. Focus on terms your target audience uses when searching for real estate services. Use tools like Google Keyword Planner, Ahrefs, or SEMrush to find relevant keywords.


Types of Keywords to Target


  • Transactional Keywords: “buy a house in [location],” “real estate agent [location].”

  • Informational Keywords: “how to sell my home fast,” “first-time homebuyer tips.”

  • Location-Based Keywords: “Miami condos for sale,” “Austin luxury homes.”

  • Long-Tail Keywords: “3-bedroom homes for sale in [neighborhood],” “affordable apartments in [city].”


Pro Tip: Use Negative Keywords

Negative keywords prevent your ads from showing for irrelevant searches. For example, if you’re targeting buyers, add “rent” or “rental” as negative keywords to avoid wasting clicks.


Step 4: Craft Compelling Ad Copy


Your ad copy needs to grab attention and drive clicks. Follow these best practices:


  • Highlight Value: Emphasize unique selling points like “No Closing Costs” or “Free Home Valuation.”

  • Include a Call-to-Action (CTA): Use phrases like “Schedule a Tour Today” or “Get a Free Quote.”

  • Localize Your Ads: Mention the city or neighborhood to connect with searchers (e.g., “Find Your Dream Home in Denver”).

  • Use Ad Extensions: Add site links, callouts, or location extensions to make your ad stand out.


Example Ad


Headline: Luxury Homes for Sale in Miami

Description: Discover stunning Miami properties with ocean views. Schedule a private tour today! No closing costs.

Display URL: www.YourRealty.com/Miami-Homes


Step 5: Optimize Your Landing Pages


Clicks are only half the battle converting those clicks into leads is key. Send users to a dedicated landing page, not your homepage. A high-converting landing page includes:


  • Clear Headline: Match the ad’s promise (e.g., “Find Homes for Sale in Miami”).

  • Engaging Visuals: Use high-quality images or videos of properties.

  • Lead Capture Form: Keep it short, asking for name, email, and phone number.

  • Strong CTA: Encourage action with buttons like “Get Your Free Home Valuation.”

  • Mobile Optimization: Ensure the page loads fast and looks great on smartphones.


Test multiple landing pages to see which converts best. Tools like Unbounce or Leadpages can simplify the process.


Step 6: Set Your Budget and Bidding Strategy


PPC budgets depend on your market and goals. Competitive markets like New York or Los Angeles may require higher bids due to increased keyword costs. Start with a daily budget you’re comfortable with, such as $20–$100, and adjust based on performance.


Bidding Strategies


  • Manual CPC: Control bids for each keyword, ideal for small campaigns.

  • Maximize Clicks: Let Google optimize for the most clicks within your budget.

  • Target CPA: Aim for a specific cost-per-acquisition, great for lead-focused campaigns.


Monitor your campaign daily for the first week to ensure you’re not overspending or missing opportunities.


Step 7: Track and Optimize Performance


PPC isn’t a “set it and forget it” strategy. Use analytics to measure success and make data-driven tweaks. Key metrics to track:


  • Click-Through Rate (CTR): A low CTR may indicate weak ad copy.

  • Conversion Rate: Are clicks turning into leads? If not, optimize your landing page.

  • Cost Per Click (CPC): High CPCs may require better keyword targeting.

  • Return on Ad Spend (ROAS): Calculate revenue generated versus ad spend.


Use Google Analytics and Google Ads’ built-in reports to monitor these metrics. A/B test ad copy, keywords, and landing pages to improve results over time.


Common PPC Mistakes to Avoid


  • Targeting Broad Keywords: “Real estate” is too vague use specific terms like “Chicago condos for sale.”

  • Ignoring Negative Keywords: Without them, you’ll waste money on irrelevant clicks.

  • Neglecting Mobile Users: Most real estate searches happen on mobile, so optimize for it.

  • Not Testing Ads: Run multiple ad variations to find what resonates.

  • Skipping Conversion Tracking: Always set up tracking to measure lead generation.


Get Started with Real Estate PPC Today


PPC is a powerful tool to grow your real estate business, but it requires strategy and ongoing optimization. Start small, test your campaigns, and scale what works. With the right approach, you’ll be generating high-quality leads in no time.


Ready to dive in? Set up your Google Ads account, research your keywords, and launch your first campaign. Need help? Give us a call ⬇️ or use tools like WordStream to streamline the process.



Nathan Finfrock Company Owner @ Finfrock Marketing 5757 W Century Blvd Suite 650-I, Los Angeles, CA 90045

Nathan Finfrock

Company Owner @ Finfrock Marketing

5757 W Century Blvd Suite 650-I,

Los Angeles, CA 90045






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