What Is PPC and Why Do Agents Use It?
PPC (pay-per-click) advertising allows you to show ads to potential clients based on keywords, interests, or demographics — and pay only when they click. Real estate agents often use PPC to:
- Capture leads quickly
- Target buyers and sellers in specific locations
- Promote listings, home valuations, or landing pages
Done right, PPC offers fast results. Done wrong, it drains money with little return.
Mistake #1: Targeting the Wrong Keywords
Broad keywords like “homes” or “real estate” are expensive and vague. You’ll compete with portals like Zillow and pay for clicks from people who aren’t serious.
Instead, use long-tail keywords like:
- “Homes for sale in [specific neighborhood]”
- “Best real estate agent for first-time buyers in [city]”
These cost less and attract people closer to taking action.
Mistake #2: Skipping Negative Keywords
Without negative keywords, your ads may show up for irrelevant searches like “real estate license” or “cheap houses to rent.”
Add negative keywords such as:
- free
- jobs
- rent
- course
This filters out junk traffic and saves budget.
Mistake #3: Sending Traffic to Your Homepage
Your homepage is often too general. It may not match the ad’s intent or offer a clear next step.
Instead, create focused landing pages that:
- Match the ad’s message (e.g. “Get Your Free Home Value Estimate”)
- Include a lead capture form or clear call-to-action
- Remove unnecessary navigation
One page, one purpose — that’s how you convert.
Mistake #4: Ignoring Mobile Optimization
Most PPC traffic comes from mobile. If your landing page is slow or hard to use on a phone, you’ll lose leads.
Test all ads and forms on mobile devices. Make sure buttons are large, pages load fast, and forms are short.
Mistake #5: No Retargeting
Only a fraction of visitors convert the first time. Without retargeting, you’re losing warm leads.
Set up retargeting ads on Facebook and Google Display Network to stay in front of visitors who:
- Visited your site but didn’t fill out the form
- Watched part of your video
- Clicked on an ad but bounced
This keeps you top-of-mind and improves ROI.
Mistake #6: Not Tracking Conversions
If you don’t track what’s working, you’re flying blind. Install:
- Google Ads conversion tracking
- Meta Pixel (for Facebook/Instagram ads)
- Google Tag Manager (to manage tags and events)
Monitor cost per lead, click-through rate (CTR), and conversion rate. Small tweaks = big savings.
Mistake #7: Poor Ad Copy
Generic headlines like “Real Estate in [City]” won’t stand out. Instead, try:
- “See Homes You Can Actually Afford in [City]”
- “Selling in [ZIP]? Get Your Instant Home Value Now”
Be specific, benefit-driven, and focused on solving a problem.
Mistake #8: Too Many CTAs
Asking someone to “search homes,” “download a guide,” and “book a call” all in one ad is overwhelming.
Stick to one clear CTA per ad or page. The simpler the funnel, the better it performs.
Mistake #9: No Lead Nurture Plan
PPC leads are often cold. Without follow-up, they vanish.
Have systems in place to:
- Send a welcome email or text instantly
- Trigger a drip campaign or retargeting flow
- Assign the lead to your CRM or team
Speed matters — the first agent to respond usually wins.
Mistake #10: Giving Up Too Soon
PPC takes time to test and optimize. Many agents quit after one bad week. But winning campaigns are built through:
- Split testing ad variations
- Adjusting budget allocation
- Improving landing pages over time
Stick with it. The best PPC strategies compound.
Final Thoughts
PPC can be one of the fastest ways to scale lead generation — but only if it’s done with intention. Avoiding these common mistakes can save thousands in wasted ad spend and dramatically improve your results.
Start simple, track everything, and treat your PPC like a system, not a gamble. With the right structure in place, ads can become a steady, predictable source of real estate leads — not just an experiment.