The Conversion Code, 2nd Edition

Chapter 7Using Google PPC (Adwords) to Capture High-Quality Leads

If you truly want to attract clients and not chase leads, Google should get a large percentage of your overall ad spend.

Google is a multi-trillion-dollar company because its ads generate high-quality leads. It isn't because of Gmail or Maps or Android. Google simply and effectively (for decades) puts you in front of the people who are the closest to transacting.

If someone is Googling “real estate agents near me” or “best Realtors in Orlando,” you should do everything in your power to get one of the top results.

Even if you decide not to run PPC campaigns focused on more broadly searched terms (e.g., “homes for sale in Orlando”) that get leads higher up in the funnel, at a minimum, make sure you are in the game for high-intent, bottom-of-funnel searches.

Local Services Ads are a no-brainer for any real estate agent, attorney, lender, and so on. The ad showcases a “Google Screened” or “Google Guaranteed” badge as well as your picture and Google Reviews.

This bottom-of-the-funnel approach (and Google Ads in general) can get expensive quickly. If you decide to make Google an acquisition channel, I recommend getting professional help.

At Curaytor, our primary focus was social media and content marketing for a long time. We got really good at it. Google was not how we made the Inc. 500 fastest-growing companies list. Facebook, Instagram, YouTube, email marketing, and our blog were.

So, when we decided to make setting ...