Leveraging Your GBP Alongside Paid Ads: Creating a Real Estate Lead Generation Machine

The most successful real estate professionals understand that digital marketing brings in the most leads when multiple channels work together synergistically. Google Ads give you speed. GBP gives you staying power. Together, they give you a lead generation system that’s fast, reliable, and trusted by both Google and your clients. If you’re serious about dominating local search and converting high-intent traffic, don’t choose between ads or GBP — build a strategy that uses both to their full potential. This lesson will guide you through effectively combining these channels to maximize your visibility, generate quality leads, and outperform your competition.

I. Why Integration Is Essential

1. Google Wants You to Succeed: Google makes most of its money from advertising — over 80% of its revenue comes from paid ads. The better your ads perform, the more likely you are to keep spending. As a result, Google’s algorithm is designed to reward active advertisers with more visibility, better ad placements, and faster traction. This also has a halo effect on your GBP: when Google sees you investing in paid search and getting engagement, it signals that your business is legitimate, active, and relevant — which can support your profile’s visibility in the local map pack too. In short, paying for ads tells Google you’re serious, and Google wants serious and paying businesses to win across its entire ecosystem.

2. Immediate Results While Building Long-Term Success: While SEO provides long-term, sustainable traffic, it does take time to rank. Google Ads delivers instant visibility, ensuring you get leads while waiting for your organic rankings to improve.

3. Dominate Search Results: When properly integrated, you can potentially appear multiple times on the same search results page—in Local Service Ads and paid ads at the top, in the Local 3-Pack via your GBP, and in organic listings with your website through SEO.

4. Comprehensive Market Coverage: Different prospects use search results differently—some click on ads, others trust the Local Pack, and many scroll to organic results. An integrated approach ensures you reach all potential clients regardless of their search behavior.

5. Google Ads drive traffic and GBP converts: Someone searches “best realtor [your city]” → they see your ad AND your GBP; often the ad gets the click, but your reviews and GBP photos seal the deal.

6. Ads help boost GBP activity: Running ads that link to your GBP or prompt reviews increases clicks and engagement — both of which help your GBP rank higher.

7. Your GBP improves your ad performance: Reviews, photos, and active posts support Location Extensions in your Google Ads and a strong GBP can improve Quality Score and lower cost per click.

8. Data-Driven Improvements: Information gathered from your paid advertising campaigns can inform your SEO strategy and GBP optimization and vice versa.

II. Practical Implementation: Step-by-Step Integration Strategy

1. Align Your Keyword Strategy Across All Channels: Begin by conducting thorough keyword research focused on real estate terms relevant to your market area. Use Google's Keyword Planner to identify high-intent keywords that potential clients are searching for.

o Key Implementation Steps:

• Target the same high-performing keywords across your GBP, paid ads, and website content.
• Focus on location-specific terms like "luxury homes in [neighborhood]", "real estate agent in [city]", “sell my house fast in [city]”
• Use the data from your Google Ads campaigns to identify converting keywords that should be prioritized in your SEO efforts.

2. Create Dedicated Landing Pages: Dedicated landing pages turn your ad clicks into leads by giving people exactly what they’re looking for. The more closely your page matches your ad — in topic, tone, and location — the more likely someone is to take action. Build one page per campaign or focus area, keep the message clear, and use local keywords throughout for maximum relevance and results. Make these for different property types or neighborhoods that align with your ad campaigns.

o Step 1 – Choose a Focus for Each Landing Page: Start by matching your pages to the specific keyword themes or buyer/seller personas in your ad campaigns. Some examples:

• By Property Type:

• “Homes with Pools in [service area]”; “Townhomes for Sale in [neighborhood]”

• By Seller Type or Offer:

• Sell Your House As-Is in [city]”; “Avoid Foreclosure in [neighborhood]”; “Get a Cash Offer for Your [neighborhood] Home”

• By Location:

• Homes for Sale in [city/service area/neighborhood]”; “Buy a Home in [city/service area/neighborhood]; “Sell your house fast in [city/service area/neighborhood]”

o Step 2 – Structure the Page for Conversions: Your landing page should have a clear headline, relevant content, and a single call to action.

• Basic layout:

1. Headline: Matches the ad (e.g., “Sell Your [service area] Home As-Is – Get an Offer in 24 Hours”)

2. Sub-headline or supporting text: Builds trust or urgency

3. Bullet points or short paragraph: Explain the benefits of your service

4. Local imagery: Neighborhoods, homes, or testimonials from that area

5. Form or CTA button: “Request Your Offer” / “Schedule a Call” / “Get Market Report”

6. Trust signals: Google reviews, testimonials, badges, etc.

• Pro Tip: Don’t link out to other pages — a landing page should keep visitors focused on one goal.

o Step 3 – Optimize for Local SEO and Ad Relevance

• Include the city/service area/neighborhood name in the:

• Page title

• URL (e.g., /sell-miami-home-fast)

• Headline and subheadings

• Image file names and alt text

• Write content that speaks to local concerns, such as school zones, tax rates, or buyer demand in that area.
• Use UTM tracking on your ads to see which pages are getting the most engagement and conversions

o Step 4 – Use a Builder That Makes It Easy

• You can build landing pages with tools like:

• GoHighLevel (especially great if you're already using it for GBP or follow-ups)

• WordPress (if you are already using it for your website)

• Unbounce or Instapage (conversion-focused page builders)

• Snapps (easy to use and great if you're building real estate-specific sites)

o Step 5 – Match Each Page to Its Own Ad Campaign

• If you’re running ads for “sell my house fast in Lakewood,” your landing page should say that exact phrase right up top.
• If you have multiple offers or service types, make a different page for each
• Don’t send all traffic to your homepage — that’s too general and lowers your conversion rate.

3. Use Retargeting to Follow Up With Non-Converting Leads: Not everyone who clicks your ad or views your website is ready to take action the first time. That’s where retargeting comes in — it allows you to stay in front of those visitors by showing them ads across other platforms (like Google, Facebook, or Instagram) after they’ve left your site. This helps you stay top-of-mind and brings them back when they’re ready.

o Step-by-Step: How to Set Up Retargeting for Real Estate Leads

• Step 1 – Install a Tracking Pixel or Tag: To retarget someone, you first need to track them. Add a tracking pixel to your website or landing pages from platforms like:

• Meta Pixel (for Facebook and Instagram retargeting)

• Google Ads Tag (for Google Display and YouTube retargeting)

• TikTok or LinkedIn Tags if you're using those platforms

• If you're using GoHighLevel, WordPress, or another site builder, you can easily paste the pixel into the page’s header or use a plugin.

• Step 2 – Build Custom Audiences: Once your pixel is installed, your ad platform will begin collecting data on who visits your site or specific pages (like a property listing or “Get an Offer” page).

• Create custom audiences like:

• People who visited a property page but didn’t fill out a form.
• People who clicked your Google ad but didn’t call.
• People who viewed your homepage or service page.

• You can also segment by behavior, such as:

• “Visited in the last 7 days”
• “Watched 50% of a video ad”
• “Viewed 2 or more pages”
• Step 3 – Create Retargeting Ads That Match Where They Dropped Off

• Tailor your ad message to what they already showed interest in:

• “Still thinking about selling your [nighborhood] home? Get a no-pressure cash offer today.”
• “See what homes in [service area] are selling for — check out our market guide.”
• “🏡 You viewed this property last week — don’t miss your chance!”
• Step 4 – Choose Where to Show Your Retargeting Ads

• Start with the platforms where your audience is most active — for many real estate agents, Facebook/Instagram and Google Display are best for retargeting.

• Your retargeting ads can appear:

• On Google Display Network (across millions of websites)
• On Facebook and Instagram feeds, stories, and reels
• On YouTube videos
• In Gmail or other placements through Google Ads
• Step 5 – Set a Frequency and Budget

• You don’t need a big budget — retargeting is about recapturing interest, not blasting cold traffic.

• Keep your retargeting ads lightweight and brand-focused — not pushy.

• Show them 2–3x per week over 7–14 days.

• Set a daily budget of $5–10 to stay in front of warm leads affordably.

4. Capitalize On Branded Search Terms: Running Google Ads for your own branded terms helps ensure you show up at the top, so competitors can’t place their ads above your name and steal that traffic. It’s a low-cost, high-impact way to protect your brand and convert warm prospects.

o Branded search traffic is high intent. If someone searches your name or company directly, they’ve already heard of you. That’s a lead you earned — from a referral, mailer, social post, or previous interaction.

o If you don’t protect your brand, a competitor’s ad can appear above your profile and site, and steal the click — especially if they have a better offer or headline.

o Branded clicks are cheap. Since your competitors will likely have to pay more for your name than you would (because it’s more relevant to you), it’s very inexpensive for you to run a defensive ad on your own brand. In many cases, you can spend less than $1 per click to protect those leads.

o Even if you’re not a big name, they ensure you don’t lose warm leads to competitors who are more aggressive with paid search. It’s one of the smartest defensive moves you can make with a small ad budget.

5. Leverage Both Search and Display Advertising for Comprehensive Coverage: Using both Google Search Ads and Display Ads together gives you the best of both worlds. 

o Search Ads appear when someone is actively looking for what you offer — like “sell my house fast Dallas” or “Lake Highlands realtor” — so you’re reaching people with high intent at the exact moment they’re ready to act.

o Display Ads, on the other hand, appear across millions of websites, apps, and YouTube. They’re great for brand awareness, retargeting, and staying top of mind with people who’ve already visited your site or seen your profile — even if they didn’t take action the first time.

o By using both together:

• You capture ready-to-act leads through Search.
• You follow up and build trust with Display.
• You create multiple touchpoints, which makes people more likely to remember and choose you over the competition.

6. Leverage Your GBP With Google Local Service Ads (LSA)

o Local Service Ads are tied directly to your GBP, and your review count and star rating influence your ranking. The more optimized and active your GBP is, the better your LSA performance will be.

o Unlike traditional Google Ads, LSAs appear above the regular search ads and include a "Google Screened" badge, your review rating, service area, and a direct click-to-call button. They’re simple, trusted, and built to drive calls — not just clicks.

o Benefits of LSA for Real Estate Professionals:

• Pay per lead, not per click — you only pay when someone actually contacts you
• Top-of-page placement above traditional Google Ads and organic listings
• Google Screened badge builds instant trust and credibility
• Phone leads go directly to you (no middleman or lead reselling)
• Filters by zip code, service type, and hours let you control lead quality

o Best Practices to Maximize LSA Results

• Fully optimize your GBP before signing up for LSA (see Module 2 – Lesson 3)
• Collect as many Google reviews as possible: Review count and rating heavily influence LSA ranking, if you need more reviews be sure to run a Review Generation Campaign and automate your monthly reviews (see Lesson ??.
• Prioritize high-quality, keyword-rich reviews from recent clients
• Keep your GBP profile up to date
• Make sure service areas, business hours, and photos are accurate
• Consistent posting and review responses show you’re active and reliable
• Respond to leads quickly: Google tracks your responsiveness — faster replies = better rankings
• Missed calls or slow follow-up can lower your placement
• Dispute bad leads
• If someone contacts you about a service you don’t offer, you can request a refund from Google
• This keeps your budget focused on qualified prospects

o How to Get Started with LSAs

• Go to ads.google.com/local-services-ads
• Select “Real Estate” or “Real Estate Agent” as your category
• Set your service area, business info, and budget
• Complete the Google Screened background check (required)
• Link your Google Business Profile and start collecting leads

7. Connect GBP to Google Ads for Location Extensions

o By linking your GBP to your Google Ads account, you unlock Location Extensions, which:

• Show your address and map alongside your text ads
• Increase ad visibility and click-through rate
• Reinforce your credibility by connecting your ad to your verified business location

o How to set it up:

• In Google Ads → Ads & Extensions → Extensions → Add location extension → Link your Google Business Profile
• Retarget GBP visitors (via UTM tracking or website pixeling) with Facebook or Instagram ads for reviews, listings, or offers
• Pro Tip: Use your best GBP reviews in ad creatives and landing pages to increase trust.

8. Implement Geo-Targeting Across All Channels

o Location is everything in real estate. Emphasize location in your:

• Google Ads geo-targeting settings (including city names, ZIP codes)
• Ad messaging and creative
• Website content and metadata
• GBP information and posts.

o This consistent geo-focus strengthens your overall presence for location-based searches like "realtor near me" or "homes for sale in [neighborhood]"

9. Measuring Success and ROI: To ensure your integrated strategy is delivering results, PropertyProsHQ highly recommends implementing a comprehensive tracking system.

o Google Business Profile (GBP) Insights

• Google provides basic analytics through your GBP dashboard. Monitor these regularly to measure local engagement and profile performance.
• Track:

• Views – How many people are seeing your profile (Map Pack + Search)

• Clicks to Website – How many are visiting your site from GBP

• Calls – How many phone calls originated from your profile

• Direction Requests – Great for spotting hot neighborhoods

• Photo Views – Compare photo engagement with similar businesses

• Use Case: If your impressions are high but clicks or calls are low, it may be time to improve your posts, photos, or reviews.

o Google Ads Performance

• Your Google Ads dashboard provides a deep view of how your paid campaigns are performing.
• Key metrics to watch:

• Click-Through Rate (CTR): How many people click after seeing your ad

• Conversion Rate (CVR): How many of those clicks turn into leads (form fills, calls, etc.)

• Cost Per Lead (CPL): Total spend divided by the number of leads generated

• Return on Ad Spend (ROAS): Total value of deals closed from ads compared to what you spent

o SEO Progress

• SEO is a longer-term play, so you’ll track progress over months rather than days.
• Monitor:

• Organic keyword rankings (especially local terms like “[neighborhood] cash home buyer” or “sell my house [city]”)

• Organic website traffic (via Google Analytics or tools like Zutrix (which is what we use at PropertyProsHQ), SEMrush, or Ahrefs)

• Lead conversions from organic traffic

• Backlinks and citation growth

• Use Case: If organic traffic is growing but conversions are flat, it may mean your landing pages need improvement or your keywords aren’t aligned with buyer intent.

o Integrated Performance Metrics

• Looking at each platform separately is helpful — but the real power comes from connecting the dots between them.
• Analyze:

• Which channels are working together? (e.g., a user clicks a Google Ad, then later Googles your business name and converts through your GBP)

• How many touches does it take to convert a lead?

• What’s the most common customer path? (e.g., ad click → website → GBP → call)

• You can track this using:

• Google Analytics 4 (GA4) – Track user behavior across platforms

• UTM parameters – Tag links from ads, emails, social, etc., to see which source brought in the lead

• Call tracking tools (like Callsling, CallRail, or GoHighLevel) – Know which ad or page led to a call

o Attribution Modeling

• If you only look at the last click, you might assume your GBP or ads are doing all the work — when in reality, it could’ve taken 4–5 touchpoints across platforms to close that lead.
• That’s where multi-touch attribution comes in. Instead of giving 100% credit to the last action a person took before converting, it helps you:

• Understand which channels assist in conversions (like SEO or retargeting ads)

• Avoid undervaluing your GBP if the lead first found you on search, then came back weeks later through an ad

• Make smarter budget decisions by seeing which steps move people closer to working with you

• Popular Attribution Models:

• Linear – Even credit to every touchpoint

• Time Decay – More credit to actions closer to the conversion

• Position-Based – 40/40/20 split: First and last interactions get more weight

• Putting It All Together

• Here’s a basic example of a real estate lead journey you might not see without attribution modeling:

o Sees your Google Ad about selling fast in [neighborhood]

o Clicks to your landing page but doesn’t convert

o A week later, Googles your name → sees your GBP and reads reviews

o Comes back via a retargeting ad on Facebook

o Clicks a link and fills out the “Request an Offer” form

o With basic tracking, only the last action (form fill) gets credit. With multi-touch attribution, you can see how everything worked together, so you know what’s worth scaling.

• Google Analytics For Attribution Modeling

• GA4 includes multi-touch attribution models by default in its reporting. Here’s what GA4 does out of the box:

o Tracks a user's journey across devices and sessions

o Shows multiple touchpoints: paid ads, organic search, direct, referrals, etc.

o Lets you choose between Last Click, First Click, Linear, Time Decay, and Position-Based models

o Gives you conversion paths, so you can see how users interacted before converting

• How to Set It Up in GA4 (Quick Overview)

o Make sure GA4 is installed correctly

o Your website, landing pages, and key events (like form submissions or phone clicks) must be tracked as Conversions

o Make sure UTM parameters are applied to all links in ads, emails, social posts, etc.

o Go to Reports → Advertising → Conversion Paths: This shows you the full journey: which channels helped along the way

o Use the Model Comparison Tool: Navigate to Explore → Advertising → Model comparison

o Compare different attribution models (Last Click vs Linear, for example) to see how credit changes between channels

• Simpler Tools and Alternatives For Attribution Modeling

• If GA4 feels a bit complex, or you want an easier interface, here are a few tools that help visualize multi-touch attribution:

• CallRail

o Great for real estate

o Tracks calls and form leads, tells you which marketing source started and ended the conversion

o Shows first-touch, last-touch, and multi-touch attribution

o Can even track calls from your Google Business Profile separately

• GoHighLevel

o If you’re using this for automation or CRM, it also tracks where leads came from

o Shows you the full contact journey (email opened, ad clicked, site visit, etc.)

o Integrates easily with GBP, paid ads, and landing pages

o This is our affiliate commission link.

III. Action Steps/Homework

• By completing these steps, you’ll lay the groundwork for a unified, high-impact digital marketing approach—ensuring your GBP, paid ads, and SEO all work together to maximize your local visibility and lead generation.

• Step 1: Audit Your Keyword Strategy

A. Use Google Keyword Planner or a similar tool to identify 5–10 high-intent, location-specific keywords relevant to your real estate market (e.g., “sell my house fast [city]”, “luxury homes in [neighborhood]”).

B. Make a list of these keywords to use consistently across your GBP, website, and ad campaigns.

• Step 2: Align Messaging and Content

A. Review your Google Business Profile, website, and any active or planned Google Ads.

B. Update headlines, descriptions, and service areas to include your chosen keywords and focus on the same neighborhoods or property types across all platforms.

• Step 3: Create or Optimize a Landing Page

A. Build or update one landing page on your website that matches a key ad campaign or GBP focus area (e.g., “Homes for Sale in [Neighborhood]”).

B. Ensure the page headline, content, and images use local keywords, and add a clear call-to-action (e.g., “Request a Market Report”).

• Step 4: Connect Your GBP to Google Ads

A. In your Google Ads account, link your Google Business Profile to enable Location Extensions.

B. This will display your business address and map in your ads, boosting visibility and click-through rates.

• Step 5: Set Up UTM Tracking

A. Create a UTM-tagged URL for your website and use it in your GBP and Google Ads.

B. This will help you track which leads and website visits are coming from each channel.

• Step 6: Prepare for Retargeting

A. If you have a website or landing page, install a Facebook Pixel or Google Ads Remarketing Tag.

B. This will allow you to retarget visitors with ads on Google, Facebook, or Instagram later.

• Step 7: Review and Track Performance

A. Log in to your GBP dashboard and Google Ads account.

B. Write down your baseline metrics: profile views, website clicks, calls, and ad performance.

C. Plan to review these numbers weekly to measure the impact of your integrated strategy.