Schedule
Seller-Weighted Campaign Structure

Google Ads For Real Estate Agents

Real estate is the only niche on this site where Google auto-pulls a listing's own photos and price straight into the ad. That happens the moment you opt into Local Services Ads' Buyer's agent or Seller's agent job type, not the default

listing type. SkilledDesk builds around that from day one. Buyer and seller keywords get priced and reported separately, and every campaign is judged by booked showings and signed listings.

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July Bookings
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Next available: July 22, 3:00 PM
9:30 AM
Listing Consultation
Seller — 118 Sequoia Dr
12:00 PM
Buyer Showing
3-bed condo, downtown
3:30 PM
Home Valuation Call
New lead — Google Ads
Web designFull-stack web developmentSocial media marketingGoogle PPC campaignDropshipping websiteEmail marketing & automationConversion tracking setupGraphic designWeb designFull-stack web developmentSocial media marketingGoogle PPC campaignDropshipping websiteEmail marketing & automationConversion tracking setupGraphic design

Real Numbers Behind Every Seller And Buyer Campaign

130+
Brands Served
14+
Countries Reached
2019
Founded In Wyoming, USA
1:1
Direct Founder Access

Won't Google Ads Mostly Send Me Buyer Browsers When I Need Sellers?

A seller search and a buyer search are not the same visitor, so pricing them the same is the actual mistake. A buyer-intent click runs $0.50 to $5, and a seller-intent search like "sell my house fast" runs $5 to $65 in the same market. A signed listing pays a commission a single showing never will. The fix is structural, not a bigger budget. Buyer-intent and seller-intent keywords run as separate campaigns from day one, each bid to what it's actually worth, so a browsing click and a listing click never draw from the same pool. We set up Local Services Ads under the Seller's agent job type specifically, not the default, which is what actually puts a seller-facing ad in front of a seller instead of leaving it to the algorithm. You watch that split move inside the account itself, not in a monthly PDF, and the founder is the one who adjusts it, campaign by campaign.
The Reality

Where A Real Estate Ad Account Actually Leaks Budget

A Zip-Code-Targeted Campaign Google Won't Run

Google's personalized-advertising policy blocks gender, age, marital-status, and ZIP-code targeting on any housing-category ad in the US and Canada. Build a campaign the way a retail account would run it, with a tight radius and a life-stage audience layered on top, and Google strips the targeting or stops the ad from serving. Nothing in the setup flow flags this before launch. The restriction only shows up once the campaign is already live and running.

When Renters And Job-Seekers Bid Like They're Ready To List

"Homes for rent near me," "how to become a real estate agent," and a rival agent's exact listing address get bid on right alongside a genuine seller search, at the same $0.50 to $5 buyer-click price as any other buyer-intent search. A few hundred of those stray clicks a month is real spend gone before a single seller ever calls.

One Budget Line Pricing A Buyer Click And A Seller Click The Same

A buyer-intent click runs $9 to $20 as a lead. A seller-intent click runs $25 to $100 or more, because the commission behind it is worth so much more. Left in one blended campaign with no split by lead type, both draw the same bid, and the cheaper, higher-volume buyer side quietly outspends the seller side that actually pays for itself.

Free Tool

What's Your Buyer/Seller Lead Split Actually Producing?

Move both sliders: your monthly ad budget, and how much of it leans toward seller-side campaigns. The estimated buyer-lead and seller-lead ranges update instantly, using typical real estate Google Ads cost-per-lead figures by type. An email is only needed for the full breakdown.

Monthly ad budget$2,000
$500$10,000
Weighted toward seller leads50%
0% seller / 100% buyer100% seller / 0% buyer
50–111
estimated buyer leads / month
10–40
estimated seller leads / month

Estimate based on typical real estate Google Ads cost-per-lead figures: buyer leads $9-$20, seller leads $25-$100, since a seller-intent click costs more than a buyer-intent click in nearly every market. A single closed seller lead, at a typical $10,000-$15,000 listing-side commission on a $400,000-$500,000 sale, can outweigh many buyer leads converting at a lower average sale price. Actual results vary by market and competition.

What Does Real Estate Google Ads Cost?

Buyer clicks and seller clicks are priced on two different scales in the same account. Same platform, different economics. A buyer-intent click runs $0.50 to $5 in most markets. A seller-intent click, someone typing "sell my house fast" or checking a home's value, can run $5 to $65 in the same account, because the commission behind it is worth so much more. A campaign split evenly between the two usually lands between $900 and $3,000 a month before management, and that split is the first decision, not an afterthought bolted on later. SkilledDesk runs Search and Local Services campaignsfor real estate agents and small teams, weighted toward whichever side of the transaction is actually worth the click. Management starts at $595 a month. Add Local Services Ads under the Seller's agent job type on top of Search, and that number moves up.

This is the same split the Cost-Per-Closed-Deal Calculator above runs on: two budgets, two cost-per-lead ranges, one account. Negative keywords strip out rental and job-seeker traffic before we ever bill for it, and we build the housing-ads targeting limits in from the first draft, instead of finding out after a campaign stops running. The same buyer/seller thinking carries into the wider marketing plan once an agent wants social content and web design alongside the ads, and into how other trade-specific Google Ads accounts on this site split by their own cost driver.

FAQ

What A Skeptical Agent Wants Answered First

Yes. Any housing-category ad loses access to gender, age, parental-status, marital-status, and ZIP-code targeting under Google's personalized-advertising policy. Leave that targeting on, and Google restricts or blocks the ad from serving, not just down-ranks it. The restriction doesn't cover property management services, office space, or vacation rentals. We build in-market and affinity targeting in from the start, so nothing trips the policy mid-campaign.
A campaign split evenly between buyer and seller keywords usually lands between $900 and $3,000 a month in ad spend, before management. Seller-intent clicks cost more, sometimes $5 to $65 against a buyer click's $0.50 to $5, because the commission behind a listing is worth so much more than a single showing. We scope the exact split on the free call. Our management opens at $595 a month, and an agent running Local Services Ads' Seller's agent job type alongside Search will sit above that opening.
Seller leads usually justify the heavier share. A signed listing pays the commission itself, and markets the property to a fresh audience of buyers at the same time. But a buyer-only push still earns its place if your current listings need showings booked, not more sellers found. We review your actual pipeline before setting the split, rather than defaulting to an even fifty-fifty.
Search Ads let you bid on exact phrases like "sell my house fast" or "homes for sale in [area]." Local Services Ads runs pay-per-lead instead of pay-per-click, and once you opt into the Buyer's agent or Seller's agent job type, the ad itself can show property photos, price, and key features pulled in automatically, alongside a Google Guaranteed badge. Search catches the exact phrase someone types. Local Services Ads catches the pay-per-lead traffic Search can't touch. Running both covers ground neither one reaches alone, the same pairing our own <Link href="/real-estate-website-design">IDX-integrated website work</Link> uses, with live listing search sitting behind the ads pointing at it.
We build a real-estate-specific negative-keyword list (Zillow, Redfin, "for rent," "realtor jobs," and "realtor salary" among the standard entries) that filters that traffic out before we bill for it. We also add a rival agent's own listing address the moment we see it drawing clicks meant for your account. Broad match without that list is the fastest way to burn a real estate budget on searches that were never buying or selling.
Zillow Premier Agent runs $300 to $500 a month in non-metro areas and $1,000 or more in metro areas, at roughly $20 to $60 per lead, and that per-lead price doesn't account for how many other agents in your ZIP code are bidding on that same lead. Nobody resells a Google Ads or Local Services lead once it reaches your inbox. Zillow solves for volume. An owned account solves for leads nobody else is bidding on at the same time. The two aren't interchangeable, so running both usually beats dropping either one.
Search campaigns can start generating calls and form fills within the first week or two, once negative keywords and the buyer/seller split are in place. Local Services Ads takes longer to go live, since Google verifies your license and often runs a background check before a profile can serve. Full efficiency (the algorithm settling into which keywords actually convert) usually takes 60 to 90 days, and a seller lead can take months longer than that to close.
A generalist agency will happily copy the same demographic and ZIP-code targeting it uses for a retail client onto a housing campaign, then find out Google restricts it only after the ad stops serving. We build this account inside Google's housing-ads policy from the first draft, split it by buyer and seller value from day one, and the founder runs it directly: a Wyoming-registered company, remote by design, with real account structures on the portfolio to review before you commit to anything.
What We Build

What A Real Estate PPC Management Account Includes

Search and Local Services split by lead type

Search Ads and Local Services Ads run as separate seller and buyer campaigns, each weighted to what that side of the account is actually worth, with a negative-keyword list built for real estate specifically.

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Landing pages built per campaign

A seller clicks through to a valuation-focused page. A buyer lands on live listing search. Never one general agent homepage carrying both kinds of intent.

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Retargeting past visitors and lookalike audiences

Meta campaigns aimed at people who already visited a listing or valuation page, plus lookalike audiences built from your existing buyer and seller contacts.

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What Actually Backs This Page's Buyer And Seller Numbers

130+ brands, 14 countries, $10M+ in tracked revenue since 2019, and live accounts on the portfolio to review — that's what's real, not a seller-lead or buyer-lead conversion figure picked to sound right next to "real estate agent."
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Ready To Stop Guessing Which Side Of The Funnel Pays?

Send your current Google Ads account, or just your monthly budget, and we'll show you the buyer/seller split it's actually running on.

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