Now answering calls 24/7 

The Real Estate Investor’s EASY Guide to Google Ads

If you’re looking to generate highly-qualified leads for your real estate investing business, there’s 101 different ways you can do it.

But one of THE best, most-proven ways to bring high quality deals to you is by learning how to run Google Ads for real estate investors.

When implemented the right way, you can eliminate the fear of wasting time and money while tapping into one of the highest converting forms of traffic you’ll ever tap into.

As people search Google for keywords like “sell my house fast” or “who buys houses in my area”, you can almost guarantee they’re ready to pull the trigger and move forward.

The key, then, becomes getting in front of them first — and answering your phone when they call.

In this guide, we’re going to teach you how to do that while capitalizing on probably the best source of leads you can get in your business.

Before we get into the nitty gritty, though, we need to break down what they are and how they work.

How Do Google Ads For Real Estate Investors Work?

One of the biggest things you need to realize about making Google Ads work is that the #1 top spot in the search results gets the lion’s share of the traffic.

If the person in the #1 spot tells the lead what they want to hear, chances are pretty slim that lead will move on and look at the #2 spot in the search results.

That means you either need to have a better message than the #1 spot, so you attract their attention first, or you need to rank higher than them when you’re running your ads.

To do that, think about Google Ads as an auction system.

As a general rule of thumb, whoever bids the highest wins the top spot.

If you’re not outbidding the #1 person, then you need to make sure your ad is more relevant, more attractive, and that your landing page gives the searcher exactly what they’re looking for.

When you get that right, you don’t necessarily have to outbid the highest bidder in order to get the lion’s share of the traffic — and the leads that would have normally gone to your competition.

Now, while there’s a lot that goes into working the algorithm in your favor so you can save on your advertising costs, in the beginning you’ll need to simply outbid the #1 spot.

Then, as the algorithm begins to understand who you’re targeting, the quality of your competitor’s ads, your landing page, and your bidding strategies, your rank in the search results may begin to improve.

That will naturally begin to lower what you’re paying per click on your ads.

The goal, though, is to rank for keywords like “homes for sale in <area>” or “sell my house in <area>”, so you increase the likelihood that the person landing on your page is actually in the buying/selling journey.

The Fundamentals Of Google Ads For Real Estate Investors

With Google Ads, there’s a few different types of ads you’ll want to learn how to run.

Search

Search ads are, as the name implies, the ads that your prospects see whenever they type a keyword into Google and begin searching.

Display

Display ads are what you typically see when you’re browsing a website or reading a blog. They are either visual or text-based ads that appear inside of the content you’re consuming.

Video

Video ads are what you see playing at the beginning, middle, or end of a YouTube video. These can be used effectively for real estate leads with the right approach.

While there are a few other types of ads, such as local service, discovery, performance max, and shopping ads, you’ll want to focus your energy on search first, then on display, then through video.

Search ads will help give you the quickest wins — since you know people are actively searching for the keywords you’re bidding on and those keywords typically imply high buying intention.

Display ads work great for retargeting. When a prospect lands on your page but doesn’t book a call, you can use display ads to follow them around the internet, increasing your chance at converting them into a lead. Retargeting ads tend to be cheaper than the initial click through search ads.

Finally, video ads work great when you have your campaigns dialed in and are looking to scale. It’s advised you run these after you’ve proven your marketing through search and retargeting ads.

How To Create High-Converting Real Estate Ads On Google

Now that you know how Google Ads for real estate investors work on a fundamental level, the next step is to get started putting together each of the elements your ads will require.

In this stage, you want to make sure you’re creating something that will grab attention and then convert that attention into new leads for your business.

To do that, it all starts with a compelling headline and description for the ad.

Google puts fairly strict guidelines on how much text you have available to get your message across so you’re going to have to get creative.

For instance, you’re given 3 headlines with each ad. Inside of those headlines, you’re given a total of 30 characters for your message.

Then, in your description, you have a total of 90 characters available.

For your display URL, you have 15 characters.

To help you see what that looks like in action:this example sentence contains the 90 characters you’ll be able to use in your Google ads.

That little bit of space is all you have to get your message across.

For your display URL, you can use www.yourwebsite.com/We-Buy-Houses-Cash or something along the lines of www.yourwebsite.com/Sell-Your-Home-For-Cash.

With that in mind, there’s a few handy tips you can use to write effective headlines:

  • Keep your descriptions short and sweet — say only what needs to be said to solve their problem.
  • Focus on what’s in it for your buyers and sellers — ie: “Sell your house fast for cash!”
  • Focus on creating urgency — “Get An Instant Cash Offer Now”
  • Make sure you use strong language — “Sell Now” and “Get Your Offer Now”.
  • Make it location-relevant — ie: “Cash Buyers In [Your City]”.

Then, when it comes to your descriptions, keep these tips in mind:

  • Build on your headline — ie: “Skip the hassle of showings and renovations. We buy houses fast.”
  • Touch on the pain points — ie: “Stop foreclosure! We can help now.”
  • Showcase your USP — ie: “We can close fast with no fees.”
  • Include your call to action — ie: “Get Your Free Cash Offer Now!”

Here’s an example of what your ad could look like:

  • Headline: Tired Of Tenants? Sell Your Rental Property To Us For Cash!
  • Description: Get a fair quick cash offer in 24 hours and close in 2 weeks. We handle it all — no repairs or hassle. Click below now!

The next step is making sure your CTA drives them to take action.

Here’s some examples of great calls to action:

  • Get A Fast Cash Offer
  • Sell Your House Now
  • Learn About Our Fast Close Process
  • Schedule A Free Consultation
  • Download Your Free Property Selling Guide

With these strategies in place, the next step is making sure the messaging on your landing page closely matches what you’ve put into the ad.

By matching your landing page to the ad, itself, you’ll increase your quality score — which means you’ll spend less for each click and increase the chances you take the #1 position on the search results pages.

Optimizing Your Real Estate Google Ad Campaigns

Once you have your ads running, your focus should shift into optimizing your campaigns.

The goal here is to decrease your cost-per-click while increasing the number of clicks you generate.

To do that, there’s 3 different bidding strategies you can use:

  • Lead Acquisition: This strategy focuses on optimizing the number of leads you generate through form submissions or phone calls at the price target that you’ve set.
  • Automated Bidding: This strategy leverages algorithms to analyze user behavior, your landing page, and historical data to drive the most targeted people to you for a specific cost.
  • Cost Control: This strategy works to spend your budget as efficiently as possible, working to acquire leads at or below the target value that you’ve set.

As you’re optimizing your campaigns, you’ll want to let the campaign run while creating new campaigns that test different headlines, descriptions, and calls to action.

You’ll also want to mix in different messaging on your landing pages to determine which keywords are worth bidding on and which generate profitable leads for you.

Consistent tweaking and testing will help you determine who to target, which message to target them with, and which campaigns are giving you the highest ROI.

Don’t be afraid to cut your losers fast so you can double down on your winners.

For instance, if one campaign is giving you leads for $10 each while another campaign is costing you $40 each and they both convert at the same rate, use that extra budget to drive more clicks into the $10 per lead campaign.

How To Capitalize On Your Leads From Google Ads

Now, while Google Ads can be EXTREMELY effective for growing your investing business…

They do come with one small downside: people will be calling you at ALL hours.

While you’re sitting in line dropping your kids off at school, while you’re in the gym, while you’re at happy hour, while you’re eating dinner, while you’re taking a shower, you name it.

The calls will come in at the most random times.

Which is where most people get Google Ads wrong — and even say that running Google Ads just isn’t worth it.

Since they can’t answer the phone at all hours of the day (and can’t close any new deals because of it), they falsely assume that running Google Ads just isn’t worth it.

However, there’s a solution.

And if real estate investors would have used that solution instead of writing off running ads because they didn’t want to answer the phone while they’re in the shower (who can blame them, right?), they would have had a lot more “luck” with Google Ads.

The key here isn’t making sure you’re available to answer your phone whenever it rings.

It’s to partner with a company who uses trained real estate professionals to answer the phone for you.

To let them pre-vet and pre-qualify your prospects as they’re calling and put the warm prospects directly onto your calendar while the colder prospects go into your CRM for additional followup.

Then, your focus becomes showing up to pre-qualified appointments with people who already know what you’re talking about, are interested in hearing more, and potentially selling their property to you.

It’s a night and day difference from how most investors are operating.

But the small shift to using a call answering service like Call Porter could let you spend more time doing what you want to be doing and less time on the phone with tire kickers or chasing down bad leads.

So if you’re looking to make Google Ads for real estate investors actually work, the first step is answering your phone when the leads call.

And if you can’t answer it when they call, letting Call Porter take the calls for you and book the pre-qualified appointments directly to your calendar.

When you do, you’ll lower your cost-per-sale and drive a higher ROI because you aren’t letting great leads slip through the cracks.

That’s how you make Google Ads for real estate investors really work.