Digital Campaign Setup: PPC and Social Media

A Google Ads campaign targeting motivated sellers follows a specific setup workflow. Campaign Type: Search (not Display, not Smart). Targeting: geographic radius around your target market (start tight, expand as budget allows). Keywords: start with exact match and phrase match for core terms like "sell my house fast [city]," "we buy houses [city]," "cash home buyers [city]." Negative Keywords: add "agent," "realtor," "listing," "rent," "jobs" to prevent irrelevant clicks. Ad Copy: lead with the seller benefit ("Sell Your House in 14 Days—Fair Cash Offer"), include your unique value proposition, and use a direct call to action. Landing Page: create a dedicated page (not your homepage) with a simple form, phone number, and seller-focused messaging. Budget: start at $25-50/day and optimize after 2-4 weeks of data.

Facebook advertising for real estate requires compliance with the Special Ads Category, which restricts targeting options. Campaign Objective: Lead Generation (uses Facebook's in-platform form) or Traffic (sends to your landing page—better for lead quality but higher friction). Targeting: Special Ads Category for Housing limits you to geographic radius (no zip code targeting), interest-based targeting, and lookalike audiences based on your customer list. Ad Creative: video testimonials from past sellers outperform static images by 50-100%. Carousel ads showing before/after transformations also perform well. Budget: start at $15-30/day and optimize after collecting 20-30 leads to evaluate quality.

Your landing page is where ad clicks become leads—its conversion rate directly determines your CPL. High-converting landing pages for investor marketing share these elements: a headline matching the ad copy (maintaining message continuity), a brief value proposition (3-4 bullet points: cash offer, fast closing, no repairs needed, no agent fees), a simple form (name, phone number, property address—nothing more), a prominent phone number for click-to-call, social proof (reviews, testimonials, BBB badge), and no navigation links that might lead the visitor away. Mobile optimization is critical—over 60% of motivated seller web traffic comes from mobile devices.