PPC Management
for Real Estate Agents.

Real estate PPC has the misfortune of operating in an auction where Zillow, Redfin, Realtor.com, and Opendoor effectively have unlimited budgets and acceptable CPL math that individual agents cannot match. Direct competition with the portals on 'homes for sale [city]' or 'real estate [city]' is a losing economic math for almost every agent and team. The winning strategy is to avoid those auctions entirely and compete where the portals are structurally weaker — hyperlocal neighborhood and life-event queries where individual agent value beats portal generality.

Buyer vs seller campaign segmentation is the architecture lever most accounts skip. Buyer leads and seller leads are different products. A buyer side typically pays 2.5 percent of the sale price in commission. A listing side typically pays 2.5 to 3 percent, often more on luxury inventory. Plus the listing side gives you the seller as a future repeat client and the sign in the yard as ongoing brand exposure. We rebuild every real estate account around separate buyer and seller campaigns with separate keywords, ad copy, landing pages, and bid logic. The seller campaign warrants higher CPC ceilings because the LTV economics support it.

Hyperlocal neighborhood targeting is the second lever. '[Neighborhood] homes for sale,' 'real estate agent [neighborhood],' 'sell my house [neighborhood],' '[school district] homes' — these are higher-intent and lower-competition than city-level terms. Combined with ZIP-level and school-district geotargeting, hyperlocal campaigns produce CPL that the broad city-level auctions cannot match. We build separate neighborhood campaigns for the 4 to 8 neighborhoods where the agent does the most volume.

Offline conversion integration on closed sides is what makes the math actually work. The real estate sales cycle is long — inquiry to closing typically runs 60 to 120 days, with 30 to 50 percent of inquiries never closing at all. Without push-back of closed-side events from your CRM (Follow Up Boss, Chime, kvCORE, BoomTown, Sierra Interactive) to Google Ads, Smart Bidding optimizes on inquiries and gives equal weight to the inquiries that never close. With it, the algorithm learns which keywords, neighborhoods, and audiences actually produce closed transactions. Same long-cycle telemetry discipline we run for mortgage broker PPC and the broader real estate cluster.