Paid search for real estate is expensive if done poorly. The cost per click for 'real estate agent NYC' can exceed $15. But with the right structure, real estate PPC delivers the highest-intent leads in digital marketing. Here is the formula we use to generate 5x ROI consistently.
Account structure is everything. Separate campaigns by intent: brand, service-specific, location-specific, and competitor. Never mix high-intent commercial keywords with broad informational terms in the same ad group. Google rewards relevance with lower costs and better positions.
Keyword strategy should focus on the bottom of the funnel. 'Property management Jersey City' is worth $8 per click because the searcher has intent. 'What does a property manager do' is worth $0.50 because the searcher is researching. Allocate 80% of budget to high-intent terms.
Landing pages must match the ad exactly. If your ad promises a free rental analysis, the landing page headline should say 'Free Rental Analysis' above the fold. Every additional click or scroll between the ad and the form reduces conversion by 15%.
Tracking must connect spend to revenue. Set up conversion tracking for form submissions, phone calls, and CRM-qualified leads. Import offline conversions back into Google Ads so the algorithm learns which keywords produce actual signed contracts, not just form fills.
Budget allocation should follow performance weekly. Increase spend on keywords producing leads under your target cost per acquisition. Pause keywords spending without results after 30 days. The firms that optimize weekly outperform those that optimize monthly by 40%.