google-ads-eric-preston

Create a Search-only campaign with Maximize Conversions bidding, one ad group per target city, broad match keywords, and a campaign-level negative keyword list. Point each ad to a landing page filtered to that area in list view sorted by newest listings.

Use broad match city-specific terms like "[City] [State] homes for sale", "[City] real estate", and "[City] MLS listings". Correct broad match with an extensive negative keyword list covering rentals, jobs, luxury, and commercial terms.

No. This methodology uses Search campaigns only because Search produces the highest-quality real estate leads. Performance Max, Display, and AI Max for Search should be avoided as they reduce control over targeting and search continuity.

High CPL usually comes from missing negative keywords, unpinned headlines breaking search continuity, or landing pages using grid view or price-sorted listings. Review the search terms report weekly and add irrelevant queries as negatives.

Install the Google global site tag (gtag.js) in the head of every page, then add an event snippet that fires on lead form submission. Set the conversion category to Sign Up, count to One, and enable Enhanced Conversions.