Intro to Pay-Per-Click (PPC) Marketing

We’ve talked concerning the path to freedom, flexibility, and consistency being obtainable by way of Evergreen Marketing. By now, it is best to have already carried out the credibility section to increase your rapport and shut shoppers out of your present advertising. This is nice for long-term technique, however we additionally don’t need you to wait 6-12 months for leads to are available in. We’re positive you don’t need that both.

So let’s dive in and deploy some methods to get high quality leads coming in throughout the subsequent 60 days that you could flip into closed offers. This is identical technique we train to all of our most profitable members.

📙 Click here to learn how Brian Rockwell leveraged PPC to become a leading figure in REI, all while being in an extremely competitive market →

Step 1: Choose Your Landing Page

The touchdown web page to select will rely in your marketing campaign technique and your Carrot web page construction. The Home web page of most Carrot websites is the perfect spot to drive and convert site visitors at a excessive price. This is as a result of Carrot is designed with a “mini-site” technique the place the Home web page is constructed like a touchdown web page, however each web page within the navigation is particularly designed to additionally convert guests to leads. Below is a cheat sheet of the place to ship your paid site visitors.


  • Motivated House/Land Sellers – Send to your motivated home vendor house web page OR a location web page for that particular location (duplicated from your private home web page)
  • Cash House/Land Buyers – Send to your money home/land vendor house web page OR a location web page for the precise location in your adverts (duplicated from your private home web page)
  • Rent-to-own/owner-finance tenant consumers – Send to your private home web page as acknowledged above.


  • Retail House Buyers – Send to touchdown pages in your website (not the house web page until it’s modified to give attention to one particular lead sort w/ a type within the hero part). Buyer touchdown pages embrace Property Specific Landing pages, Niche List Landing Pages, and so on.
  • Retail House Sellers – Send to touchdown pages in your website, not the house web page, until it’s modified to give attention to one particular lead sort w/ a type within the hero part). Seller touchdown pages embrace the Home Value Landing web page, and so on.

IMPORTANT NOTE: For brokers wanting to convert extra sellers to leads, the best means to convert extremely motivated home sellers is thru the “hybrid” mannequin as an agent/investor. Learn more about the Hybrid Model by clicking this link.

Step 2: Get High-Quality Seller Leads Through Google Ads

We have one thing we name the “60-Day Rule” right here at Carrot. When we would like to go right into a market on the lookout for motivated home sellers, more often than not, we’re in a position to pull out a deal and shut it inside 60 days. The means we do that’s by launching Google adverts whereas our Evergreen Marketing/search engine optimisation is rising. We begin with Google as a result of the leads have a tendency to be rather more motivated and prepared to take motion than leads by way of Facebook or many different sources.

We’ve discovered Google adverts are greatest for extremely motivated home sellers of homes and/or land. They also can work for different varieties of leads like consumers, tenants, land offers, and so on.

If you’re an actual property agent on the lookout for leads, we advocate beginning with Facebook Ads. If you’re an actual property investor on the lookout for motivated home sellers, begin with our Google Ads primer coaching beneath.

ℹ️ Click here to learn how to launch a successful Google Ads campaign →

Step 3: Set Lead Cost & Volume Expectations

What will your common value per lead be? Your common value per lead is one thing that can’t be predicted earlier than your marketing campaign begins. It will rely upon quite a lot of components.

  1. Your market. The competitors in your market will largely have an effect on your common value per click on (CPC) and your conversion price, which is able to have an effect on your value per lead. If you might be in San Francisco, there isn’t a means you’ll be able to have the identical value per lead with the identical high quality leads as in Omaha, Nebraska. It doesn’t matter how nicely your marketing campaign is run. If you’ve institutional traders or iBuyers in your market, that may additionally drive the worth up.  The solely means to know for positive is to take a look at a marketing campaign for 60 days. 
  2. The focusing on and construction of your marketing campaign. You can goal very broad key phrases, which can lead to a decrease value per lead, but in addition much less high quality leads. You might find yourself closing 1 in 20 versus 1 in 10. On the flip aspect, you probably have a really compact and focused marketing campaign with plenty of excessive advert and touchdown web page relevance, this will provide you with a great high quality rating and drive down the fee per lead. The value enhance can solely be recognized by way of testing.

Remember, the common value per lead is NOT an vital query to be asking. Rather, it’s what the fee per DEAL goes to be. PPC leads will be a lot greater high quality than unsolicited mail, Facebook, and name/texting leads. You might shut 1 in 5 leads versus 1 in 30.

So… what’s going to your lead and deal quantity be?

The proper marketing campaign can have a terrific Return On Investment (ROI) however nonetheless might not meet your deal quantity expectations. This shall be decided by:

  1. The funds that you simply set. Make positive to undergo our “Setting Your Budget” part to create a practical funds that may provide help to succeed.
  2. Your common value per lead. If you might be in a higher-priced market like Denver, most main cities, or wherever in California, your value per lead shall be excessive. The greater your lead value, the less leads you’ll get to your funds. $1000 will get you extra leads in Roseburg, OR than in San Francisco, CA.
  3. Your market. If your market has a inhabitants of underneath 500k, it is going to be tough to spend greater than a pair thousand {dollars} per thirty days. If you might be focusing on a metropolis in rural Montana and need to get three offers a month, it doesn’t matter in case you are in a position to spend $10k per thirty days; you received’t get three offers a month by way of PPC. You mathematically will be unable to spend that amount of cash and goal the variety of guests wanted for a low-population city, subsequently being unable to attain your goal lead quantity targets.

Troubleshooting Your PPC Campaign

If your PPC marketing campaign isn’t producing the outcomes you expect it to, check out these indicators in your account.

Click-Through Rate (CTR)

This needs to be 2-10+%. If you’ve a low click-through price, contemplate restructuring your marketing campaign and/or bettering your advert copy. You is not going to spend your funds if you happen to don’t get clicks in your adverts.

Conversion Rate

Your conversion price needs to be upwards of 10% for a robust PPC marketing campaign with a Carrot touchdown web page. If it’s not, contemplate including credibility to your web site to stand out out of your competitors. Also, evaluate the standard of site visitors in your Search Terms Report.

Close Rate

What % of leads are you closing? If you’ve gotten in 60 leads and 0 offers, possibly there’s a hole in your acquisition course of. How shortly are you responding to leads? What is your follow-up system like? This will also be impacted by the standard of leads, which is measured by the Search Terms Report.

Search Terms Report

Review this to measure the standard of your leads. The extra motivated search phrases you might be paying for, the upper high quality leads you’ll have. If you’ve plenty of “unhealthy” search phrases or “retail” leads that aren’t motivated, contemplate including unfavorable key phrases or updating your account construction.

Location Targeting

Are you focusing on areas that don’t present the perfect motivated vendor leads for you? Consider updating your goal areas to extra “sizzling” areas.

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