Google Ads are a long-term marketing strategy that can increase your number of buyer and seller leads by putting your name in front of prospects searching the internet for their property needs! Read below to learn what you can expect when you add a Google Ad campaign to your marketing strategy with Avenue!

📈 The Optimization Period

During the first 8-12 weeks of the launch of your campaign, Google casts a large net and gathers performance data to optimize the campaign delivery. Google is learning where and when your ad performs best as well as the audience that engages the most with it, and we, along with Google, make optimizations and changes to your campaign based on these results.

During this time, we will send 3 monthly performance reports for your campaign. These reports include data on your campaign, such as the # of Impressions (how many people viewed your ad), # of Clicks, and # of Conversions (leads). These reports will also include an analysis and the next steps we are taking to help achieve optimal results for your campaign.

➡️ What Happens After the Optimization Period?

Google Ads are a long-term strategy, and these first 3 months are an important step to achieving long-term success, which is why we like to keep you in the loop! Once this optimization period is over, we will continue to monitor your campaign on a weekly basis and make any adjustments we feel will help maintain or improve performance. Although we will not be sending you any monthly reports after the first 3 months, you can always view your Google Ad performance in your Avenue Account here! Or feel free to send us an email for a more detailed report/breakdown at any time!

As we all know, the real estate market is always changing, and the market has a direct effect on our campaign performance, ie. If it's a Seller’s market, our Buyer campaigns perform very well & vice versa. We can always switch up the type of campaign we are running for you; just reach out and let us know! Keep in mind that launching a new campaign will restart the optimization period, so we don’t recommend switching types of campaigns too often.

✏️ Lead Expectations

Lead Quantity

It’s important to note that for the duration of your campaign, your lead quantity will vary month over month; this is very normal and is just the nature of Google ads.

How many leads you receive via your Google Ads campaign depends on a few different factors:

Budget - Your monthly budget plays a large part in how many leads you receive. The higher your budget, the more leads you will receive. We recommend a minimum budget of $150/campaign. If the average Cost Per Lead (CPL) in your market is around $25 and you have a $150 monthly budget, you could expect around 6 leads per month; with a $300 monthly budget, you could expect around 12 leads per month.

Market Size- Larger, more populated markets tend to bring in more leads and have a lower CPL, and vice versa for smaller markets. For more info on the average CPL in your market or a similar market, feel free to send us an email, and we’d be happy to help.

Real Estate Market - Our overall Google Ad performance is heavily tied to the state of the real estate market. When things are booming in real estate, so are our Google Ad campaigns! The same can be said for when sales are slower and less people are buying and selling. This is important to keep in mind with your Google Ads strategy; your average CPL can increase or decrease over time, depending on the market.

Campaign Type - We run 2 types of Google Ad campaigns, Buyers and Sellers. Buyer and Seller campaigns can perform differently depending on market trends. At times, one campaign type may generate more leads than the other, even with the same budget. If you're unsure which campaign type is currently performing best in your area, feel free to reach out, and we’d be happy to help.

Lead Quality

When someone searches for “homes to buy” or “sell my home” and sees your ad, they may click on it and submit their information. This leads information is directly imported into your Avenue account.

These leads are considered “high-intent” because they are actively looking to buy or sell a home but are still considered a “cold” lead because they have not gone through any further qualifying processes.

“Good Quality” Leads

At Avenue, we classify a lead as “good quality” when they submit accurate-looking information (name, phone number & email) and are searching/selling in the area you do business in.

“Low Quality” Leads

Out of your target location - When we run your ads, we target the location where you do business in. However, sometimes people may be in your targeted location and looking for homes in a different location, they may end up clicking on your ad and submitting their information. We try our best to make your targeted location clear using strategic ad copy and keywords, but sometimes these leads still come through. Unfortunately, we can’t completely prevent these people from submitting their information.

Low budget - With our strategic keywords, ad copy, and audience targeting, we do our best to make it clear that your business deals with helping clients buy or sell a home. However, sometimes your ad may appear for someone who is looking to rent or looking for something unattainable in your market. Unfortunately, we can’t completely prevent these people from submitting their information.

Fake information - Sometimes, someone will click on your ad and submit completely bogus information into your form. They may do this because they just want to get to the next page on your website, or they don’t actually want you to contact them. Unfortunately, we can’t completely prevent these people from submitting their information.

✉️ Lead Nurturing and Close Rate

The average close rate for Google Ad leads is 1-3%, so your patience and perseverance are key when it comes to using Google Ads in your marketing strategy.

Because these leads are “cold” when they land in your Avenue Account, they need to be further qualified by you with an effective lead-nurturing strategy. Most of these leads will require multiple touchpoints before they become clients. Check out all our Lead Nurturing tips and tricks here to learn how you can most effectively engage with these leads and convert them into clients.

With the right investment of time and dedication, you can unlock the full potential and ROI of incorporating Google Ads into your marketing strategy.

Feel free to reach out at any point for more information about your campaign.