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Real Estate PPC Services to Cut Cost per Buyer Lead

Real estate PPC for brokerages, agent teams, and PropTech operators. Google Ads, Meta, and LSA campaigns with server-side tracking that wires every click to the booked showing and closed side in Follow Up Boss, kvCORE, or BoomTown. Cost per lead drops 40% inside the first quarter on the average brokerage account.

What You Get → See Pricing
$999+
per month · published
30 days
brief to launch
90+
mobile Lighthouse · launch gate
+38% booked calls after rebuild
FUB SIGNED SIDE FEED
Real estate PPC Campaigns table beside a phone booking screen with Confirm, Showings triple and Cost holds flat
Trustpilot4.7/5★★★★★
Clutch5.0/5★★★★★
Google5.0/5★★★★★
DesignRush4.9/5★★★★★
GoodFirms5.0/5★★★★★
F6S5/5★★★★★
4.9 WEIGHTED AVERAGE · VERIFIED BY BROKERAGES THAT PAID FOR THE WORK

Three ways your paid ads are losing booked showings

If any of these looks familiar, the free Google Ads audit names the fix and what it's worth before you spend a dollar.

Real estate PPC Four fifths turn back card, Form catches them card and a phone Request a call form with Send
PROBLEM 01 · SELLER LEADS

Seller Google Ads clicks cost $60 to $180 and hit a homepage that never captures the lead

Seller keywords on Google Search cost $60 to $180 per click in most US metros. Most brokerages send that click to a homepage with no home valuation form, so 78% of paid clicks bounce before a lead ever gets captured. Every $5,000 of seller ad spend quietly loses $3,900 to the wrong landing page.

✓THE FIX · HOME VALUATION LP + FUB SYNC
Real estate PPC Thin toll out chart flagged Out thin beside a phone Thick toll back list, Back thick
PROBLEM 02 · DISPLACEMENT

Zillow Premier Agent outbids you on your own brokerage name and buys back leads you earned

Zillow, Realtor.com, and Redfin bid on your brokerage brand name in Google Search because branded queries convert 15% to 40% at $2 to $8 per click. 47% of branded search traffic gets diverted to portals that then resell the lead back to your own agents at $250 to $1,200 per lead.

✓THE FIX · BRAND DEFENSE + LSA STACK
Real estate PPC Wrong campaign on top list with red rows beside a phone Sides come back screen, Corrected
PROBLEM 03 · ATTRIBUTION

Follow Up Boss books 63% of leads but Google Ads and Meta never see the closed side

Follow Up Boss, kvCORE, and BoomTown book 63% of the leads paid ads send but never sync signed sides back to Google Ads Enhanced Conversions or Meta CAPI. Smart Bidding keeps chasing cheap form-fills that never book a showing while your best campaigns look weak on the dashboard.

✓THE FIX · CRM-TO-META CONVERSIONS API

What every real estate PPC retainer delivers

Three numbers we sign against on every PPC program. Each one is a launch criterion, not a hope.

Real estate PPC line chart card with a trend tooltip and a Then settles badge

Lower cost per booked buyer showing in 30 days

Neighborhood-split campaigns, aggressive negatives, and IDX or home valuation landing pages drop cost per booked showing inside 30 days. Median lands at $78.

Real estate PPC ad, web, page and agent items turning into a checked list with a One record badge

Landing pages that book showings on the first visit

Buyer clicks hit IDX property search. Seller clicks hit a home valuation form under 5 fields. CallRail dynamic numbers, CRM sync into Follow Up Boss on submit.

Real estate PPC Three lines card with a small trend line and a White space badge

Weekly written performance notes from your media buyer

A short written note every Monday from the media buyer running your account. What launched, what moved on cost per showing and signed sides, what is next.

Four stages, every step ends in a sign-off

Fixed scope, fixed timeline, fixed outcomes. Nothing moves to the next stage until your brokerage leadership signs off on the gate deliverable.

WEEK 1

Audit that exposes wasted spend and broken tracking

Full campaign audit surfacing wasted spend, missing negatives, misconfigured conversions, and untracked booked-showing events. Median finding on new real estate accounts is 42% wasted spend and 247 missing negatives. Written up in a 20-page report signed off before we touch structure.

✓SIGN-OFF: 20-PAGE AUDIT REPORT
WEEK 2

Campaigns rebuilt around neighborhood and price tier

Luxury Upper East Side runs different bid economics than mid-market Queens because commission per side is different. SKAG-lite structure with match-type discipline, LSA layered where you qualify, and a negative keyword sculpt to strip waste before it starts.

✓SIGN-OFF: SKAG-LITE + LSA LAYERED
WEEKS 2-4

First booked showing inside 14 days, guaranteed

Landing pages built per campaign with IDX property search or home valuation flow, click-to-call, and CallRail dynamic numbers. Every ad tracked through to a Follow Up Boss-verified showing booked. Miss the 14-day first-booked-showing mark, your first month is free.

✓GUARANTEE: 1ST SHOWING IN 14 DAYS
WEEK 4+

Optimize weekly, scale to agent capacity

Ad copy A/B tests, bid tuning, and landing page iteration drop CPA from $164 to $78 by week 8. Once CPA is stable, we scale spend against your agent capacity. Meta lead ads with property carousel layer as retargeting. Every decision tied to signed-side MRR.

✓CADENCE: WEEKLY OPTIMIZATION NOTE

What Google Ads and Meta management includes

Five workstreams, every item listed. Nothing lives in a proposal appendix.

Real estate PPC Search terms dashboard with upward arrows and a Two in five struck badge
AUDIT

Audit that exposes wasted spend and broken tracking

Full campaign audit surfacing wasted spend, missing negatives, misconfigured conversions, and untracked showing booked events. Median finding on new real estate accounts is 42% wasted spend and 247 missing negatives. Written up in a 20-page report signed off before we touch structure.

PHASE DURATION
20-PAGE WRITTEN REPORT
SIGN-OFF
BEFORE REBUILD
✓GATE · 42% AVG WASTED SPEND
// DELIVERABLES
✓
Wasted spend and query miningevery search term with spend is reviewed. Off-vertical, portal-name, competitor, and irrelevant queries surfaced for negative-keyword sculpt.
✓
Conversion setup auditare conversions counting phone clicks (wrong), form fills (better), or booked showings (right)? Fixed at the root before any bid change lands.
✓
Landing page and conversion auditlanding page conversion rate benchmarked against the real estate average. Every ad group mapped to its landing page with a conversion rate score.
✓
Written 20-page reportbrokerage owner plus ops lead review and sign off before we rebuild. No changes without a written go-ahead from leadership.
✓
Competitor auction insighttop brokerages, portals, and iBuyers in your metro pulled from Auction Insights and priced against your target cost per showing ceiling.
✓
Baseline CRM and GA4 reconciliationlast 90 days of showings booked mapped by source so the audit report starts with a real blended cost per booked showing from Follow Up Boss or kvCORE.
Real estate PPC Deep and shallow table with toggles, a highlighted top bar and a Few deep targets badge
STRUCTURE

Campaigns rebuilt around neighborhood and price tier

Luxury Upper East Side runs different bid economics than mid-market Queens because commission per side is different. SKAG-lite structure with match-type discipline, LSA layered where you qualify, and a negative keyword sculpt to strip waste before it hits your card.

PHASE DURATION
SKAG-LITE STRUCTURE
SIGN-OFF
247 NEGATIVES ADDED
✓GATE · LSA LAYERED IN
// DELIVERABLES
✓
Neighborhood-first campaign structurebuyer search, seller lead, luxury, new construction, and rental campaigns each get their own bucket with a cost per showing target based on average commission per side.
✓
Negative keyword sculpt247 negatives added on average in the first pass. Prevents your budget from getting drained by rental research, DIY, and off-market queries that never close.
✓
Match-type disciplineexact and phrase for high-intent buyer and seller queries, broad only on tightly scoped neighborhood clusters. Every match type has a written rationale, not a default.
✓
LSA integration where you qualifyGoogle Local Services Ads layered where your brokerage qualifies. Google Screened badge and phone booking action for extra trust in local search results.
✓
Buyer and seller intent splitbuyer queries run on property-search landing pages with IDX. Seller queries run on home valuation forms. Separate budgets, separate bid strategies, separate creative.
✓
Target CPA with commission valuestarget CPA aligned to average commission per side, seeded with Follow Up Boss or kvCORE offline conversions so bidding trains on signed sides, not clicks.
Real estate PPC phone Book showing screen beside a weekday calendar and a Days to spare badge
LAUNCH

First booked showing inside 14 days, guaranteed

Landing pages built per campaign with IDX property search or home valuation flow, click-to-call, and CallRail dynamic numbers. Every ad tracked through to a Follow Up Boss-verified showing booked. Miss the 14-day first-booked-showing mark, your first month is free.

PHASE DURATION
14-DAY GUARANTEE
SIGN-OFF
FUB-VERIFIED SHOWINGS
✓GATE · CALLRAIL DYNAMIC NUMBERS
// DELIVERABLES
✓
Purpose-built landing pagesevery campaign gets its own landing page. Buyer campaigns get IDX property search. Seller campaigns get a home valuation form. No shared homepage traffic.
✓
Showing-booked conversion trackingconversion is a booked showing, not click-to-form. Tracked from ad to landing page to booking flow to Follow Up Boss, kvCORE, or BoomTown entry.
✓
CallRail dynamic number insertionevery ad and every landing page gets a unique tracked number. Every call attributed back to the campaign and keyword that drove the buyer to pick up the phone.
✓
14-day guarantee in contractmiss the 14-day first-booked-showing mark on any real estate account, your first month is free.
✓
Same-visit booking flowform under 5 fields, click-to-call above the fold, and same-visit showing slots built into the booking flow so ad clicks turn into scheduled tours fast.
✓
Speed and quality-score tuninglanding pages under 2.1s on 4G mobile so Google Ads quality score cuts CPCs 20% to 40% out of the gate on cold buyer and seller keywords.
Real estate PPC Cost per showing bar chart with tag, dollar and flag cards and a Something planted badge
OPTIMIZE

Cost per showing booked drops week over week

Ad copy A/B tests, bid strategy tuning, landing page conversion iteration, and negative keyword sculpt refined weekly. Average brokerage cost per showing drops from $164 to $78 from launch to week 8. Every optimization tied back to the FUB-verified booked-showing number.

PHASE DURATION
WEEKLY WRITTEN NOTE
SIGN-OFF
$164 TO $78 CPA DROP
✓GATE · FUB CLOSED-SIDE FEED
// DELIVERABLES
✓
Weekly written optimization notesevery Monday: what changed last week, what impact it had on cost per showing and signed sides, and which tests we are running this week for you.
✓
Ad copy A/B testingheadline and description testing at the ad-group level. Winners promoted, losers killed. No copy left running longer than 4 weeks without a fresh test.
✓
Bid strategy tuningmanual to target CPA to target ROAS progression as data compounds. Bid caps and budget shifts between neighborhood campaigns based on signed-side MRR.
✓
Landing page conversion iterationIDX and home valuation landing page conversion rates tracked weekly. Copy, form, and hero test cycles run in-house without waiting on external design.
✓
Negative-keyword refinementsearch-term report reviewed weekly. 15 to 30 new negatives added on average to protect budget from drift as seasonal buyer and seller auctions shift.
✓
Quality-score watchlanding page, ad relevance, and expected CTR monitored per keyword. Poor scores fixed at the source, not papered over with higher bids on portal names.
Real estate PPC The ceiling is the agents chart with a Bars stop at it badge beside a phone inbox
SCALE

Scale spend against real brokerage capacity

Once CPA is stable, we scale spend into the ceiling. Meta lead ads with property carousel, Instagram walk-throughs, and Display retargeting layered as awareness. Every scaling decision tied to signed-side MRR and your agent capacity, not vanity spend targets.

PHASE DURATION
SPEND-TO-CAPACITY MODEL
SIGN-OFF
META + IG RETARGETING
✓GATE · MONITORED FROM MINUTE ONE
// DELIVERABLES
✓
Spend-to-capacity modelad spend scaled against your agent capacity and showing-booked throughput. No spending past the tours your team can host on a given week.
✓
Meta and Display retargetingonce search demand is captured, Meta lead ads with property carousel and Display layers built as retargeting for IDX visitors and look-alike buyers.
✓
Multi-market expansion frameworkper-neighborhood budget pools, per-market tracking, and staged launches for brokerages opening new offices or expanding into adjacent metros.
✓
Monthly written report to ownerevery 30 days: ad spend, showings booked, cost per showing, signed sides, return on ad spend, and the plan for next month in writing.
✓
Quarterly strategy reviewevery 90 days we present ROI and book of tests to brokerage leadership. Budget shifts and seasonal strategy tweaks signed off in the meeting.
Get a free real estate PPC audit.Written fix plan in 24 hours
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Four real estate PPC tiers for every brokerage size

Flat monthly fee. Every workstream listed, the quote you get is the invoice you pay. Ad spend billed by Google, Meta, and LSA directly to your brokerage card.

Launch
$999MONTHLY (MGMT FEE)

A first paid channel; ad budgets under $2,000/mo

✓Google Ads (Search) ✓Managed monthly ad spend up to: $2K ✓Campaign builds: Up to 3 ✓Dedicated landing pages: 1 ✓Call tracking + recording ✓Negative keyword sculpting ✓Geo and audience targeting, ZIP level where the service area is local
Get a Launch quote →
Most popular
Growth
$1,499MONTHLY (MGMT FEE)

Businesses spending $2,000–$5,000/mo on ads

✓Google Ads (Search) ✓Local Services Ads (LSA), for local service businesses ✓Managed monthly ad spend up to: $5K ✓Campaign builds: Up to 6 ✓Dedicated landing pages: 3 ✓Call tracking + recording ✓Negative keyword sculpting
Get a Growth quote →
Scale
$2,499MONTHLY (MGMT FEE)

Aggressive growth; $5,000–$10,000/mo ad budgets

✓Google Ads (Search) ✓Local Services Ads (LSA), for local service businesses ✓Meta ads (Facebook/Instagram) ✓Managed monthly ad spend up to: $10K ✓Campaign builds: Unlimited ✓Dedicated landing pages: 6 ✓Call tracking + recording
Get a Scale quote →
Enterprise
Starts at $4,500MONTHLY (MGMT FEE)

Multi-location or multi-region programs; $10,000+/mo managed spend

✓Google Ads (Search) ✓Local Services Ads (LSA), for local service businesses ✓Meta ads (Facebook/Instagram) ✓Managed monthly ad spend up to: Unlimited ✓Campaign builds: Unlimited ✓Dedicated landing pages: Custom ✓Call tracking + recording
Request a proposal →

EVERY TIER: FLAT MONTHLY FEE · 14-DAY GUARANTEE · YOU OWN AD ACCOUNTS AND CREATIVE

Every PPC feature, tier by tier

SCROLL THE TABLE SIDEWAYS FOR EVERY TIER
Platforms + spend+
FEATURE
LAUNCH
GROWTH
SCALE
ENTERPRISE
Google Ads (Search)
✓
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Local Services Ads (LSA), for local service businesses
—
✓
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Meta ads (Facebook/Instagram)
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Managed monthly ad spend up to
$2K
$5K
$10K
Unlimited
Campaigns + landing pages+
FEATURE
LAUNCH
GROWTH
SCALE
ENTERPRISE
Campaign builds
Up to 3
Up to 6
Unlimited
Unlimited
Dedicated landing pages
1
3
6
Custom
Call tracking + recording
✓
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Landing page CRO tests
—
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✓
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Optimization+
FEATURE
LAUNCH
GROWTH
SCALE
ENTERPRISE
Negative keyword sculpting
✓
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✓
Geo and audience targeting, ZIP level where the service area is local
✓
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Weekly optimization cycle
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CRM offline-conversion sync
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Reporting + team+
FEATURE
LAUNCH
GROWTH
SCALE
ENTERPRISE
Monthly performance review
✓
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Weekly written note
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Live spend + lead dashboard
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Dedicated PPC manager
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Case studies See all case studies

Real brokerages, real showings booked

Each one includes where the client started, what we changed and what happened.

Homepage of Gather Workspaces, a Coworking · Multi-location business, shown in a browser window
Coworking · Multi-location

Drove 12× ROI and $950K in revenue growth for Gather Workspaces with HubSpot-powered inbound.

Gather Workspaces grew from three to seven coworking locations. But its funnel only chased tour-ready leads, and COVID cut tours sharply. We set up HubSpot CRM with automated nurturing, widened the funnel to earlier-stage prospects and added high-intent paid search. Tours rose 67%, and inbound marketing returned 12× with $950K in attributable annual revenue.

Read the Gather Workspaces case study →
12×
Inbound ROI
$950K
Revenue growth
67%
Tour growth
Homepage of McCarthy Court, a Property Development · Sidcup business, shown in a browser window
Property Development · Sidcup

Filled McCarthy Court 100% within 3 months of completion with an immersive virtual showroom site.

McCarthy Court is a Sidcup development of seven high-spec apartments for rent. It had to let while the building was still going up, with no in-person tours. We built a custom property website with a virtual showroom, its green features, local lifestyle stories and lead capture. The site drew 60+ qualified renter leads from 10K campaign visits, and the development was fully occupied within 3 months of completion.

Read the McCarthy Court case study →
60
Qualified leads
100%
Occupancy
10K
Campaign visits
Homepage of Abels Residential, a Real Estate · London Lettings business, shown in a browser window
Real Estate · London Lettings

Drove 20+ qualified rental leads a month for Abels Residential in London.

Abels Residential, a London rental and property management firm with 10+ years of experience, had no online presence against much larger agencies. We built a fast website made to convert, with a mobile-friendly rental search, and ran on-page and off-page SEO for London rental keywords. The site now ranks for 280+ keywords, loads in 2 seconds and brings in 20+ qualified leads a month from organic search.

Read the Abels Residential case study →
20+
Monthly leads
280+
Keywords ranked
2s
Page load

CLIENT WORDS

Catalog ads at 5.8x where our old agency plateaued at 2x. Weekly notes tell us exactly what changed and what is next.
Josh Gingrich
CEO, Printed Mint
Verified via Clutch
5.8x catalog ROAS 3.4x return vs prior agency
Printed Mint website homepage in a browser window, personalized blankets above its product collections
1 / 10

Selected clients we've run full marketing programs for

  • Armanino
  • BSH
  • Delicate Dental
  • Government Legal Department
  • Hightop Health
  • LifeStance Health
  • Marmalade
  • Montegra Capital Resources
  • Noelle Collins Dental Clinic
  • Oxford Capital
  • Paquin & Carroll Insurance
  • PCO Bookkeepers & M&A Specialists
  • Peaceful Mind Psychology
  • Peak Accounting Solutions
  • Pelvic Rehabilitation Medicine
  • RiverSaaS Capital
  • Rosenbaum Personal Injury Lawyers
  • Smile Design Dentistry
  • Stanhope Capital Group
  • Stella Maris
  • Tilghman Builders
  • Toyota
  • Uptime
  • VP Dental & Medical Supplies
  • Wilentz Attorneys at Law

See what your current ad spend could be earning

Move the sliders to your numbers. The estimate assumes recovered wasted spend plus a conversion improvement on what you already buy.

Projected monthly recovery
+$/mo

Recovered ad waste plus conversion lift. The audit is free, no card, no commitment.

Free · Written findings · Yours to keep

Common questions from real brokerage buyers

From real brokerage quote calls. Anything else, ask on the call and get an answer in the first 5 minutes.

PREFER TO TALK?
hello@redefineweb.com →

Real estate PPC is pay-per-click advertising on Google, Meta, YouTube, and Local Services Ads where a brokerage or agent pays each time a buyer or seller clicks the ad. Google Search covers high-intent queries like "3 bedroom homes for sale [neighborhood]" or "sell my house fast [city]". Meta covers listing ads, buyer retargeting, and seller prospecting. LSA covers Google-verified agent leads with pay-per-lead pricing instead of pay-per-click. A managed retainer builds the campaign structure, writes the ad copy, builds the landing pages, wires the CRM sync back to Follow Up Boss or kvCORE, and reports on showings booked and closed sides. Fair-housing rules apply to every ad we run, per the National Association of Realtors. Landing pages carry structured data for listings so Google understands what the buyer is searching for. Every account tracks phone calls with CallRail dynamic numbers and pushes signed sides back to Google Ads and Meta for Smart Bidding.

A PPC service for real estate is a managed retainer where an outside media team runs your paid ad accounts across Google, Meta, and LSA. Redefine Web builds the campaign structure, writes and tests the ad copy, launches the IDX and home valuation landing pages, wires conversion tracking from click to booked showing to closed side, and reports every week on cost per lead, cost per showing booked, and signed-side revenue. Tiers start at $999/mo for solo agents and go to $4,500/mo and up for enterprise brokerages. Ad spend is billed separately to your brokerage card by Google, Meta, and LSA with zero markup. Every account owns its ad accounts, its landing pages, its CallRail numbers, and its creative library on day one. Onboarding runs 2 weeks. The first booked showing lands inside 14 days of campaign launch. Miss the 14-day mark and the first month is free. Contracts run 6 months and renew on written agreement after that.

For real estate, PPC and SEO answer different problems on different timelines. Real estate PPC produces the first tracked buyer or seller lead inside 7 to 14 days of activation because Google Search sends traffic the same day a campaign launches. Organic search rankings take 6 to 12 months to build and produce leads at 30% to 50% lower cost per lead once rankings hit page one. The right answer for most brokerages is both: paid ads fund the pipeline while organic search builds the compounding channel over time. A $1,499/mo paid ad retainer plus a $1,499/mo organic search retainer covers both channels for a mid-market brokerage. New brokerages usually start on paid ads only for the first 90 days, then layer in organic search once cash flow is stable. Reference Google's guidance in Google Search Central docs. Long-term, top-quartile brokerages run both channels and shift budget seasonally as buyer inventory ebbs and flows across the calendar year.

Management retainers for real estate paid ads run four common shapes: flat monthly fee, percentage of ad spend, per-lead pricing, or hybrid. Redefine Web runs flat monthly retainers only. Solo agents pay $999/mo. Small teams pay $1,499/mo. Multi-office brokerages pay $2,499/mo. Enterprise brokerages start at $4,500/mo. Flat retainer protects clients from agencies that inflate ad spend to grow their own take. Percentage-of-spend retainers usually land at 10% to 20% of monthly ad spend and encourage bloated budgets. Per-lead pricing runs $60 to $400 per lead depending on price tier but often reuses the same lead across multiple agents. For every retainer shape, expect to pay ad spend on top: $2,000 to $60,000/mo range depending on brokerage size and market. Ad spend is billed direct by Google, Meta, and LSA to the brokerage card with zero agency markup. Written pricing shows up on the intro call, before any account is opened, and stays fixed for the length of the contract.

Paid ad management for a brokerage means an outside team runs your Google Ads, Meta, YouTube, and LSA accounts every week: bid adjustments, negative keyword cleanup, ad copy tests, creative refreshes, landing page CVR iteration, conversion tracking QA, and CRM sync verification. A managed retainer at Redefine Web runs $999 to $4,500+ per month based on channel count and account size. Every Monday the media buyer sends a written note covering what changed last week, impact on cost per showing and signed sides, and next week test plan. Ad spend is billed direct by Google, Meta, and LSA to your brokerage card. Management never touches the ad-spend budget line without written brokerage owner approval. Every campaign is set up in your ad account, so ownership stays with the brokerage on day one and after any contract ends. Monthly reporting covers spend, showings booked, cost per showing, signed sides, and return on ad spend against last month and quarter over quarter.

A paid ad agency for real estate handles account setup, campaign structure, ad copy, landing pages, tracking, weekly optimization, and reporting on Google, Meta, and LSA. Redefine Web onboards a new brokerage account with a 20-page audit, then rebuilds campaigns split by neighborhood, price tier, and buyer or seller intent. Google Ads gets a SKAG-lite structure with match-type discipline. Meta gets lead ads with property carousel plus retargeting. LSA gets Google Screened setup where you qualify, per Google Local Services Ads help center. CallRail dynamic numbers track every phone call back to the campaign and keyword. Follow Up Boss, kvCORE, or BoomTown offline conversion sync feeds signed sides back to Google and Meta so Smart Bidding optimizes on closed transactions instead of form-fills. Weekly optimization notes cover bid moves, ad copy tests, landing page changes, and negatives added, tied to cost per showing booked. Ownership of ad accounts, creative, and landing pages stays with the brokerage from day one.

Redefine Web is a real estate PPC agency: brokerages, agent teams, and PropTech operators are the entire book of business, not one vertical in a mixed portfolio. The team runs paid ad accounts across Google Ads, Meta, YouTube, and Local Services Ads with CRM sync into Follow Up Boss, kvCORE, BoomTown, Sierra Interactive, and HubSpot. Every account gets a media buyer who owns the account week over week, a written 20-page audit at kickoff, a 14-day first-booked-showing guarantee from campaign launch, and a weekly written optimization note. Ad accounts stay in the brokerage name. Landing pages, CallRail numbers, and creative libraries are the brokerage's property from day one. Contracts run 6 months with renewal by written agreement after that. Case studies for brokerages of similar size are shared on the intro call so you can compare cost per lead, cost per showing, and signed-side numbers before signing.

Choose a paid ad agency for your brokerage on five checks. First, they should run flat monthly retainers with ad spend billed direct to your card. Percentage-of-spend billing rewards the agency for spending more of your money. Second, ownership: your ad accounts, landing pages, and creative live in your brokerage name from day one. Third, tracking: offline conversion sync from Follow Up Boss, kvCORE, or BoomTown back to Google Ads Enhanced Conversions and Meta Conversions API is table-stakes. Fourth, references: ask for 3 brokerage accounts of similar size and see their weekly written optimization note. Fifth, guarantees: a 14-day first-booked-showing guarantee from campaign launch protects month one. Redefine Web meets all 5 checks and ships a 20-page audit sample on the intro call. Skip any agency that hides pricing behind a discovery call, refuses to share sample weekly notes, or asks you to open ad accounts in their agency name instead of yours. Cancellation should return ad accounts within 5 business days of written notice.

Yes. Google Ads is the highest-intent channel in real estate because buyers and sellers search the exact query at the moment they need an agent: "homes for sale in [neighborhood]", "sell my house fast [city]", "best realtor in [zip]". Google Search converts on that intent alone without needing audience modeling. Google Ads works for real estate when three things are true: the account bids on transactional buyer or seller keywords, the landing page matches the search intent (property search for buyers, home valuation form for sellers), and the CRM sync feeds signed-side data back to Google so Smart Bidding optimizes for closed sides. Accounts that miss any one of these three plateau within 90 days regardless of budget. Structured data on listing pages helps too, per Google's guidance for local businesses and real estate listings. Layer LSA on top once the account qualifies for Google Screened. Track everything with CallRail dynamic numbers so phone conversions get pushed back too.

Google Ads for real estate cost $8 to $45 per click for buyer keywords and $30 to $180 per click for seller keywords in most US metros. Luxury markets can hit $60 to $200 per click on queries like "Palm Beach luxury homes for sale" or "Malibu oceanfront listings". Cost per lead runs $40 to $120 for buyer leads in mid-market residential, $60 to $180 for seller leads, $150 to $500 for luxury leads, and $15 to $50 for rental leads. Cost per closed transaction runs 8 to 20x the cost per lead depending on your team lead-to-close rate. A team closing 5% of leads at $100 per lead pays $2,000 to close a side. Healthy monthly ad spend ranges from $2,000 for solo agents to $60,000+ for enterprise brokerages. Match-type discipline, negative keyword sculpts, and neighborhood-split campaigns cut cost per click 20% to 40% inside week 4 on most accounts. Above-average performance drops cost per booked showing to $78 by week 8 on managed retainers, before Meta and LSA layers are added on top.

Yes, when the account is built and managed correctly for real estate economics. Zillow Premier Agent charges $250 to $1,200 per lead in most zip codes, and the lead is shared with 2 to 4 other agents. A managed paid ad account produces exclusive leads at $40 to $180 for buyers and $60 to $180 for sellers in the same markets. Cost per closed transaction on managed campaigns runs 40% to 70% below Zillow Premier Agent economics once offline conversion tracking is wired and campaign structure is split by neighborhood, price tier, and buyer or seller intent. Set-it-and-forget-it Google Ads accounts lose to Zillow every time. The two levers that separate a working account from a broken one are conversion tracking accuracy and match-type discipline on high-intent keywords. Sellers get their own campaigns with home valuation landing pages. Buyers get IDX-powered property search pages. Google Business Profile optimization plus LSA closes the local search stack, per Google Business Profile help.

For real estate, $10 a day (roughly $300/mo) is below the minimum viable budget on Google Ads because buyer clicks cost $8 to $45 and seller clicks cost $30 to $180 in most US metros. A $10/day budget buys 6 to 30 buyer clicks per month or 2 to 10 seller clicks per month, which is too little data for Smart Bidding to train on. The Google Ads algorithm needs 30 conversions in a rolling 30-day window to optimize a campaign, and a $10/day account rarely produces 30 conversions in a month. Minimum viable monthly ad spend for a solo agent runs up to $2,000 in a mid-price market on Launch. Small teams run $2,000 to $5,000/mo on Growth. Multi-office brokerages run $5,000 to $10,000/mo on Scale, and larger brokerages run above that on Enterprise. Below the floor, spend goes to waste because campaigns never gather enough conversion data to bid intelligently on buyer or seller queries. If the brokerage budget is tight, start with $2,000/mo on one buyer or seller campaign in one neighborhood cluster and layer more once cost per lead lands under $100.

On a $300,000 sale, total commission is typically 5% to 6% ($15,000 to $18,000), split roughly 50/50 between the buyer's agent brokerage and the listing agent brokerage. Each side collects $7,500 to $9,000. The agent then splits with their brokerage: a common split is 70/30 in favor of the agent, so the agent takes home $5,250 to $6,300 pre-tax on that side. NAR settlement rules effective August 2024 changed how commissions are negotiated and disclosed at the buyer-agent representation stage. Read the current commission rules at NAR.realtor. Paid ad math ties to this number directly: if a brokerage closes 5% of paid leads at $100 cost per lead, cost per closed side is $2,000 against an average gross commission of $5,250 to $6,300 per side. A managed retainer at $1,499/mo pays for itself on 1 signed side per month, even at the low end of the commission range on a $300,000 mid-market home in a competitive US metro. Add closing costs, brokerage cap fees, and franchise dues, and the agent net can land at $4,000 to $5,500 per side on a $300,000 house.
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