Are Google Pay-Per-Click Leads Worth It?

Cameron Real Estate Group Careers Podcast with Tom Cafarella

Today, I’ll be going over everything you need to know about using Google-Pay-Per-Click to generate leads.

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Have you heard of Google-Pay-Per-Click? This advertising tool can help you convert web traffic into buyer or seller leads, but today I’ll be discussing whether I believe this resource is worth it.

Let’s begin by discussing how this tool works. For those of you who may be unfamiliar with it, Google Pay-Per-Click is how Google generates revenue online. If you’ve ever searched a key phrase like “Homes for sale in Wakefield,” the top results that appear will be from companies and people who are paying Google.

The people who paid for the links at the very top of your search results are bidding against each other. The more money you’re willing to pay Google per click, the higher your website will appear in search results. When your website shows up higher in search results, the person who entered the search will be more likely to visit your site. You’re essentially paying Google to drive traffic toward your site. For real estate agents, web traffic to your real estate site translates directly into buyer or seller leads.

However, there are a couple of things to consider before deciding to use Google Pay-Per-Click ads. First of all, setting up these ads can be a complicated process. Much of the marketing you do for your real estate business can be done on your own through things like mailers and Facebook ads. If you’re going to utilize Google Pay-Per-Click ads, you’re going to need to hire someone who is an expert. A person who can manage these ads will likely charge anywhere from $500 to $2,000 a month.

The more money you’re willing to pay Google per click, the higher your website will appear in search results.

The second thing to consider before using Google Pay-Per-Click ads is the quality of your website. For investing in these ads to be worth it, you must have a great website. You can only convert visits to your website into leads if your website is strong enough to draw buyers and sellers in to begin with. I personally recommend purchasing a Real Geeks website. Real Geeks is a company which creates real estate websites specifically designed to convert clicks into leads. You can check out my team’s Real Geeks website at www.CameronRealEstateGroup.com.

Now, let’s move onto some of the specific costs associated with using Google Pay-Per-Click ads. Depending on the city you’re in, the leads you generate through Google-Pay-Per-Click will cost you anywhere between $20 and $30 a piece. Compared to other lead generation sources, this puts Google Pay-Per-Click in the middle price range. A sign call lead costs you basically nothing and a Facebook lead may cost you between $1 and $4, while a Zillow or Trulia lead will likely cost you between $30 and $100.

Of course, cost is not as significant a factor as your return on investment. Our brokerage generates over 1,000 buyer leads per month. Personally, I have not noticed a difference in quality between the $3 leads we generate on Craigslist and the $30 we generate on Google Pay-Per-Click. Therefore, I do not currently believe Google Pay-Per-Click to be a great lead generation strategy.

Nevertheless, my team and I still do use Google-Pay-Per-Click, but only because we have maxed out all of our other leads. I wouldn’t recommend using Google Pay-Per-Click until you’ve done this as well.

To learn more about generating leads via Google Pay-Per-Click, visit www.workingwithinvestors.com. Once you’re there, input your contact information to receive access to another, longer video on this subject. You will also get free access to my private real estate Facebook group. On this group, you can ask me specific real estate questions that I will answer within 24 hours.

If you have any other questions or would like more information, feel free to give me a call or send me an email. I look forward to hearing from you soon.