This is everything you need to know about Google Ads. Take the time to read this and I promise you it will be worth your while.
As a company specializing in lead generation for real estate, we get this question a lot and one of the things that we are very proud of at Instahub, is that we are very direct with our clients, and tell them exactly how they work.
Yes, Google Real Estate Leads are the best type of leads you can get, but they are still not miracle leads. You need to nurture them, and build a connection and trust with your clients. In this article, we will cover it all.
What we will cover
How Do Google Ads Work
What is a Landing Page
The Difference Between a Landing Page and a Website
What You Need To Have On A Landing Page
Call to Action Button (CTA)
Google Ads VS Meta. Which is better ?
Should You Do Google Ads or Meta Ads
Key Points About Google Ads
How Do Google Ads Work?
People rely on Google everyday to search for things they’re curious about, learn something new, shop, or to find services. 8.5 Billion Searches happen per day on Google, or 99K per Second.
When running a Google ad, the first step is to research the keywords you want to target. In simple terms, these are the specific words or phrases people type into Google when searching for something.
Your goal is to choose the keywords that align with what people are searching for when you want your ad to appear. The right keywords ensure your ad reaches the right audience at the right time. How to Do Key Word Research by Google.
In the above images, you can see an example of what search results for keyword research look like. Some of the most important information includes the number of monthly searches and the cost per click (CPC). For example, the cost per click for “Find A Real Estate Agent” can be as high as $46.82. That’s quite expensive—and remember, this is the cost per click, not the cost per lead.
Is that expensive? Well, it depends. If you were to get 100 clicks, it could cost you as much as $4,682. That sounds incredibly expensive, right? The reason for the high cost is competition. Many other agents are willing to pay that much for this keyword, which indicates that they believe it’s worth the investment.
You did a great job—your ad is live, and you’re getting clicks. But what happens after someone clicks? Once a user clicks on a Google ad, your goal is to ensure as many people as possible take action—usually by filling out a form. The best and most effective way to achieve this is by using a landing page.
What Is A Landing Page?
How do you use a landing page to generate leads? A landing page is a website, that people “Land On”. Most importantly, it has a specific message and a specific goal.
For example, if we are creating a landing page to generate buyer real estate leads, we are touching all the pain points a buyer might have on the landing page. As a result increases the “conversion” rate or the likelihood that someone is going to fill out the form. Check out this article, “Create Must-Click Landing Pages” by MailChimp. They keywords that you use on your ad, should also be mentioned naturally across your landing page. Not all, but mentioning as many as possible, helps your ad.
Firstly because Google analyses your landing page to see the quality of the page, and one of the main things it looks for is how many keywords match the ad. Secondly because the messaging of your ad will be consistent.
The difference between a Landing Page and a Website?
We talk to a lot of real estate agents. Agents usually drive traffic to a page within their website. They get so excited to see so many people go to their website, meanwhile, they are not generating any leads. Why ? Well, there as too many distractions on a website and as a result, the client forgets why they are there in the first place.
Your website also needs to be optimized properly. You need to make it as simple as possible for people to fill out a form and to get in contact with you. Having a phone number and email address is the absolute bare minimum but most people won’t call.
One of the main problems with a real estate website is that there are way too many distractions, the website is a generic search website and the messaging is not clear. People will usually get overwhelmed, and just leave the website.
Whereas with a landing page, you keep their emotions in check. They searched for “Real Estate Agent Near Me”, boom, on the landing page, you cover their pain points and a form with a clear message and this will increase the chances of you getting leads. How do you do this ? Well think of it logically. If someone searched ” Real Estate Agent Near Me”, what does that mean? Well they’re looking for someone local who possibly knows the area and can meet in person. You wouldn’t use that key word, and then run an ad 5,000 KM away from you
To get a better understanding of what your potential client is looking for check out, Popular Keywords – Real Estate Keywords. When choosing which keywords to target, put yourself in the shoe of your client and ask yourself, what can they be searching on google.
What You Need To Have On A Landing Page
Clear Headline: It should quickly tell visitors what the page is about.
Example : Get A Free Home Evaluation Today or for pre construction :
Condo by Mattamy Homes | Starting at 500K | Register | Download Brochures Now
Relevant Content: The information should match what the visitor clicked on and be easy to read.
If your ad says Free Home Evaluation and then they go to the page, you are showing a listing, they will leave. Stick to your messaging. Stick to the intent of the search.
Strong Call-to-Action (CTA): This is a button or link that tells visitors what to do next, like “Register Now” or “Download Floor Plans”
Good Design: The page should look nice and professional, with a layout and colors that are easy on the eyes.
Fast Loading: The page should open quickly; slow pages make people leave.
Mobile-Friendly: Many people use phones for the internet, but the page must work well on mobile devices.
Trustworthy: Show things like customer reviews or security badges to make visitors feel safe.
Simple and Clear: Don’t clutter the page. Keep it focused on the main message.
Test and Improve: Try different versions to see what works best and make changes based on what you learn.
Track Performance: Use tools to see how well the page is doing and where you can make it better.
In short, your landing page should quickly grab attention, be easy to understand, and guide visitors to take action. Keep testing and improving it based on feedback and data.
Do you want to explore this topic in more depth?
Check out this article by Elementor, “An Introduction To Landing Pages & Why You Might Want To Create One.
Call To Action Button (CTA)
CTA is a button that tells the person who has landed on your page what action to take. This is one of the most important components of a landing page. If you don’t tell the visitor what to do and why, then the chances of them going out of their way to fill out the form go down. Check out this article from HubSpot: “The 7 Best Practices for Building Fantastic Lead-Capture Forms“
Should You Do Meta or Google Ads
For those who don’t know, Meta is Facebook & Instagram. We get this question often. What is the difference between Facebook & Instagram Leads vs Google? Which one is better?
This is a very long answer, and I will probably have to write another blog about this, but the quality of the leads is better on Google, as you are targeting people who have shown intent.
This great article: Facebook Ads vs. Google Ads: Which Should You Be Using?, is a great article to add to your knowledge.
Well not necessarily, because Google leads are also way more expensive and most of us don’t have unlimited resources. You need to not just have the funds but you also need to have the resources to be able to follow up.
What are the most important things about Google Ads?
Everything we have covered so far is important when it comes to Google Ads, but just to re-cap what the idea is, it is this. A landing page is designed to have a specific purpose. It is supposed to motivate a certain type of client to fill out the form. After you design the landing page, it doesn’t matter how amazing the landing page is, if no one is going to it, then you will not get leads. You need to drive traffic to it and Google is the best option.
- Decide On Lead Type
- Identify Their Pain Points
- Figure Out What They Could Be Searching On Google (Examples of KeyWords for Toronto)
– The best tool for researching keywords is the KeyWord Planner which is directly from Google and it is FREE. - Create Google Ad
The most important thing to know when setting up a Google Ad is to understand that you need to be patient. One of the most common mistakes agents make is that they turn off the ads way too quickly and they keep on making changes. The average click through rate for Google Ads is between 3 to 5%. Read: What is a Good Click-through Rate (CTR) for Google Ads?
The quality of your ad matters. Decide on what kind of leads you want to get. Research your keywords. Write down they keywords that you want to use, and that will give you an excellent idea on the messaging too. If you build the landing page first, and then you do keyword research, everything will be much more difficult.
Once the leads start rolling in, you do need to follow up with them, and don’t worry we got you covered. Here is a comprehensive guide on how to follow up with the leads.
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