Your First Google Ad

Step-by-Step Guide: Using Google Ads to Generate Home Value Leads

1. Create your Google Ads account

  1. Go to Google Ads and click Start Now.
  2. Sign in with a Google account or create a new one.
  3. Enter your business information and website.
  4. Skip the link account (analytics) section if it pops up.
  5. Select Switch to Expert Mode (to have full campaign control) or skip through the initial campaign setup wizard
  6. Add your billing info and answer any final questions that pop up.
  7. Click New Campaign
  8. Click Website Traffic.
  9. Choose Search as the campaign type.
  10. Enter your business website or landing page URL.
  11. Click Page View under "website conversion traffic goal" and make sure it says your HVL URL
  12. hit next

2. Selecting keywords

Use high-intent keywords that attract home sellers looking for a valuation. Suggested keywords:

  • "How much is my home worth?"
  • "Home value estimator"
  • "Free home valuation"
  • "Sell my home fast"
  • "What is my home worth?"
  • "Best home appraisal service"

Set match types:

  • Exact Match: [how much is my home worth]
  • Phrase Match: "free home valuation"
  • Broad Match Modifier: +home +value +estimate

Add negative keywords to filter irrelevant traffic:

  • "Zillow home value"
  • "Realtor.com home value"
  • "Redfin estimate"

3. Define targeting settings

  • Location: Set targeting to your local market (e.g., Austin, TX, or a specific ZIP code).
  • Languages: Select English (or Spanish if targeting bilingual audiences).
  • Audiences: Add custom intent audiences (e.g., "homeowners looking to sell," "real estate valuation")
  • Turn off Google search partners and google display network

5. Writing effective ad copy

Your ad copy should be compelling and focus on the value proposition.

Example 1: 

Headline 1: "Find Out Your Home’s Value!" 

Headline 2: "Free Online Home Estimate" 

Headline 3: "Instant Valuation – No Obligation"

Description: "Thinking of selling? Get a free home valuation in minutes. Find out how much your home is worth today! Click to get your instant estimate."

Example 2:

Headline 1: "What’s Your Home Worth?" 

Headline 2: "Get a Free Home Value Report" 

Headline 3: "No Cost, No Obligation!"

Description: "Home prices are rising! Check your home’s value now. Free, easy, and fast valuation report in your inbox."

6. Setting up your ads

  1. Select Search Network Only (Disable Display Network to avoid showing ads on third-party websites).
  2. Add Sitelink Extensions (e.g., "About Us," "Get a Free Home Valuation").
  3. Add Callout Extensions (e.g., "Fast & Accurate Estimates," "No Obligation Consultation").
  4. Add Call Extensions (if you want direct calls from the ad).
  5. Set the Final URL to your home valuation landing page.

7. Budget & Ad Scheduling

  • Daily Budget: Start with at least $10–$20/day, adjust based on lead quality.
  • Ad Schedule: Run ads during peak times when users are searching (e.g., evenings & weekends).

8. Launch & monitor performance

  • Click Publish to launch your campaign.
  • Track performance in Google Ads Dashboard:
    • Click-Through Rate (CTR)
    • Cost Per Click (CPC)
    • Conversion Rate (Leads Generated)
  • Optimize by pausing low-performing ads and refining keywords/ad copy.

9. Optimizing for better results

  • A/B Test Ads: Try different headlines and descriptions.
  • Improve Landing Page: Ensure it’s fast, mobile-friendly, and has a strong call-to-action (e.g., "Get My Free Home Valuation").
  • Refine Audience Targeting: Adjust location and intent-based audience settings.
  • Use Retargeting: Set up Google Remarketing to follow up with visitors who didn’t convert.

10. Next Steps

  • Keep tracking and optimizing for cost-effective lead generation.
  • Respond to leads quickly to increase conversion rates.
  • Scale successful campaigns by increasing the budget and expanding keyword variations.

Need Further Assistance?

For more information, check our Google Ads for Real Estate Agents or contact us if you need help setting up your ads!

Related Articles