Generating motivated seller leads consistently is one of the biggest challenges real estate investors face. Some months, deals seem plentiful; other times, opportunities are scarce. The difference usually comes down to having a predictable system in place.
Pay-per-click (PPC) advertising is one of the most reliable ways to build that system. By targeting homeowners who are actively looking for solutions, PPC puts you in control of your lead flow instead of leaving it to chance.
Key Takeaways
- PPC (Pay-Per-Click) advertising allows real estate investors to generate motivated seller leads instantly.
- Google Search campaigns target homeowners actively seeking solutions like “sell my house fast.”
- Keywords, geographic targeting, and negative keywords are critical to avoid wasted ad spend.
- High-converting landing pages are essential for turning clicks into leads.
- Ongoing campaign optimization ensures profitability and long-term success.
Table Of Contents:
- What is PPC and Why It Works for Seller Leads
- Setting Up Your First Google Ads Campaign
- Choose the Right Campaign Type
- Budgeting for Your Ads
- Geographic Targeting
- Keywords: The Foundation of Your Campaign
- Keyword Match Types
- Negative Keywords
- Crafting Ads That Convert
- Landing Pages
- Measure, Optimize, Repeat
- Conclusion
What is PPC and Why It Works for Seller Leads
PPC, or Pay-Per-Click, is simple: you run an ad on platforms like Google, and you only pay when someone clicks it. Unlike SEO, which takes months to generate results, PPC delivers almost immediate visibility to homeowners searching for solutions.
A homeowner facing foreclosure, going through a divorce, or inheriting a burdensome property isn’t casually browsing. They’re actively searching phrases like “sell my house fast for cash.” A well-targeted PPC ad places you at the top of those search results, connecting you with motivated sellers at the exact moment they need a solution.
Compared to direct mail or cold calling, PPC is far more efficient. Instead of interrupting uninterested prospects, you’re engaging people who are already looking for a real estate investor.
Setting Up Your First Google Ads Campaign
Getting your first campaign live is more straightforward than you might think. Google wants you to spend money, so they’ve made the initial setup fairly simple. The real skill comes with managing and optimizing it.
Choose Your Campaign Type
When you start in Google Ads, you’ll see a bunch of campaign options. For motivated sellers, Search campaigns are your best bet. These ads appear directly in Google search results when homeowners type your chosen keywords.
Other campaign types, like Display Ads, are better for brand awareness, not urgent lead capture. For real estate investors seeking motivated sellers, Search Ads offer the highest intent traffic.
Budgeting for Your Ads
Think of PPC as an investment, not an expense. A starting budget of $25-$50 per day allows you to test campaigns and track results.
Real estate clicks can be expensive (sometimes $15 to $100 per click, depending on your market) but one closed deal can cover your ad spend for months. Your goal is to track Cost Per Lead (CPL) and ensure your campaigns are profitable relative to your average deal size.
Geographic Targeting
PPC works best when you target your specific market. Avoid showing ads nationally and focus on cities, zip codes, or a radius around your target neighborhoods. If you buy in North Dallas, show ads only there. Even if you’re flipping in a market you don’t live in, precise geo-targeting is essential.
Keywords: The Foundation of Your Campaign
Keywords determine who sees your ads. Choose terms that reflect urgency and real problems. Motivated sellers prioritize speed and convenience over top-dollar offers. Consider these categories:
| Keyword Category | Example Keywords | Seller Mindset |
|---|---|---|
| High Urgency / “Fast” | “sell my house fast,” “need to sell my house now,” “cash offer for my house today” | Solution needed immediately |
| Problem-Based | “stop foreclosure,” “sell inherited property,” “selling during divorce” | Solving a specific, pressing problem |
| “We Buy Houses” | “companies that buy houses for cash,” “we buy houses [city]” | Looking for investors, not traditional agents |
Keyword Match Types
- Exact Match: Ad shows for exact phrases. Most control, lowest volume.
- Phrase Match: Ad shows when the search includes the exact phrase. Great for starting out.
- Broad Match: Shows for loosely related searches. Avoid initially—can waste budget.
Negative Keywords
Tell Google which terms to exclude to prevent wasted clicks. Examples: “agent,” “realtor,” “jobs,” “apartments,” “rent,” and competitor names.
Crafting Ads That Convert
Your ad has one goal: get the right person to click.
Tips for effective ad copy:
- Headline: Mirror the search query. Example: “Sell Your House Fast for Cash.”
- Description: Highlight ease and benefits: “No Repairs Needed,” “No Commissions,” “Fair Offer in 24 Hours.”
- CTA: End with a strong call-to-action like “Get Your Free Cash Offer” or “Call Today for an Offer.”
Landing Pages
A great ad is wasted if it sends traffic to a generic homepage. Your landing page should focus entirely on conversion.
Landing page essentials:
- Headline matches your ad.
- Simple form: Name, Phone, Email, Property Address.
- Clear CTA button: “Get My Cash Offer.”
- Social proof: testimonials from previous sellers.
- Minimal distractions: no extra links or navigation.
Measure, Optimize, Repeat
PPC isn’t “set it and forget it.” Track the metrics that matter:
- Impressions: How many people see your ad.
- Clicks: Who’s engaging with your ad.
- Click-Through Rate (CTR): Percentage of viewers clicking.
- Conversion Rate: Percentage completing your form.
- Cost Per Lead (CPL): How much each lead costs.
Use Google Ads’ Search Terms report weekly to identify new keywords and negative keywords. Over time, this reduces waste, lowers CPL, and increases ROI.
Conclusion
PPC advertising gives real estate investors control over their lead flow. It’s faster, more precise, and more efficient than traditional marketing methods. By focusing on high-intent keywords, tight geographic targeting, compelling ads, and optimized landing pages, you can turn PPC into your most reliable source of motivated seller leads.
Vestor™ systems have generated over $150M for our REI clients since 2015. Whether you need Google or Facebook PPC, a new website, a new or better CRM, or a stronger social media presence, put our lead generation, lead management, and brand-building tools and services to work in your business today.