Jack has been running Google Ads for over a decade. His background spans social media ads, local service marketing, and now a specialized focus on Google. Throughout his career, he has worked with local businesses, service-based industries, realtors, and mortgage brokers—giving him valuable insight into what works (and what doesn’t) in these highly competitive spaces.

Though he started with social media advertising, Jack explained why he shifted his attention to Google. For him, Google offered a more analytical and behavior-driven challenge—one centered on capturing existing demand rather than trying to create it. Unlike social ads, which depend heavily on visuals and design, Google Ads allow him to focus on keywords, search intent, and direct consumer behavior.

Conversion Rates: Social Ads vs. Google Ads

I asked Jack if there’s a noticeable difference between conversion rates on social platforms and Google. His response: it depends on the industry.

• E-commerce businesses may see similar performance across both platforms.
• Service industries and lead generation businesses (like real estate) often experience stronger conversion rates with Google Ads.

The reason is simple: on Google, people are actively searching for solutions. They’re declaring their intent with keywords like “Raleigh realtor near me”, making them far more likely to convert if the ad meets their needs. Social ads, on the other hand, rely on timing and interest; you’re hoping the right person sees the ad at the right moment.

Starting Industrious Marketing

Jack has always had an entrepreneurial drive. He built his career through agency work and freelancing on the side until an opportunity presented itself: his employer decided to pivot careers and offered Jack the chance to take on several of her clients.

That moment launched Industrious Marketing nearly three years ago. He combined those existing accounts with his own freelance clients and never looked back. As Jack admitted, he felt lucky to “skip a step” by starting his business with clients already on board, a dream scenario for many entrepreneurs.

What Are Google Ads?

For those unfamiliar, Jack broke down the basics of Google Ads, especially as they apply to realtors.

Standard Google Ads (Search Ads)

• These are the text-based ads at the top of Google’s search results.
• They look similar to organic links but are labeled as “sponsored.”
• Realtors could show up here if someone searches “local real estate agent” or “buy a house in Raleigh.”

In addition to search ads, Google Ads accounts also allow for placements like YouTube ads, display ads on websites, and Gmail promotions.

Local Service Ads (LSAs)

• A separate category of ads designed specifically for service-based businesses like realtors.
• They appear above standard search ads and include the realtor’s headshot, business name, and call-to-action buttons like “call” or “message.”
• They often feature Google badges such as “Google Guaranteed” or “Google Verified,” adding credibility.

What sets LSAs apart is the payment model. Instead of paying per click, businesses pay only for actual leads (e.g., a phone call or message). Google even filters out spammy leads such as sales pitches or wrong-number calls, so you’re not wasting ad spend.

PPC vs. LSAs: Understanding the Difference

We also clarified the term PPC (pay-per-click). While it’s often used broadly to describe digital ads, PPC technically refers to standard Google Ads, where you’re charged every time someone clicks your ad.

Local Service Ads operate differently. You’re not charged for clicks, only for legitimate leads. This difference makes LSAs especially appealing for service-based businesses like real estate.

Which Ads Show First in Search?

If you’re wondering which ad type appears first when you Google something like “Raleigh, NC realtor,” the answer is Local Service Ads—but only if they’re available for that search. LSAs usually rank above standard text ads, but their visibility depends on factors like competition, reviews, and Google’s algorithm.

That competitive nature is exactly why LSAs can be so powerful. Not only do they look more like an organic part of Google’s search experience, but they also leverage trust-building elements such as:

• Customer reviews

• Realtor headshots

• Google’s verification badges

When Should Realtors Use Local Service Ads?

Jack recommends that realtors set up a Google Business Profile (formerly Google My Business) before diving into LSAs. While you don’t need years of history or hundreds of reviews to start, it’s wise to have at least 5–10 reviews. This provides social proof and can increase your chances of showing up in search results.

The takeaway: LSAs give you a credibility boost, place you at the very top of search results, and ensure you only pay for qualified leads.

Differentiating as a Realtor Through Google Ads

As the real estate market has become more saturated over the past few years, one of the key ways realtors are standing out is by building strong personal brands. I asked Jack whether a personal brand could shine through in something that feels less personal, like a Google ad. His response was a confident yes.

Showcasing Your Personal Brand in Ads

The foundation of success with Google Ads is differentiation. Every realtor can run a generic ad that leads to a contact form, but the real question is: how do you stand out?

• Local Service Ads (LSAs): These ads naturally lend themselves to showcasing your personal brand. They include your headshot, reviews, business information, and even posts from your Google Business Profile. This setup allows people to feel like they’re connecting with you rather than a faceless company.
• Search Ads: While text-based ads are trickier, there are still opportunities to personalize your messaging. Instead of relying on generic copy like “Local Realtor” or “Sell Your Home Fast,” Jack recommends weaving in what makes you unique—whether it’s your specialty, your approach, or your values.

Beyond search, YouTube ads also provide an avenue for realtors to show personality. With short videos or ads placed before content, realtors can leverage video storytelling to highlight who they are and how they work.

Targeting Specific Audiences with Keywords

If you’ve built a personal brand with a clear niche—say, working exclusively with first-time homebuyers or empty nesters ready to downsize—Google Ads can help you reach them.

• Keywords are the foundation of search ads. By choosing long-tail keywords like “real estate agent for first-time homebuyers” or “help downsizing empty nesters Raleigh,” you can attract the exact audience you want.
• Ad Copy can also filter leads. If your messaging directly addresses first-time buyers, someone looking for their second home will be less likely to click.

Many business owners fear narrowing their targeting, worried they’ll miss opportunities. But as Jack and I discussed, narrowing your focus often improves lead quality and increases satisfaction, because you’re attracting the clients you most enjoy working with. And importantly, speaking to a niche audience doesn’t mean others won’t reach out—it simply positions you as an expert in your chosen area.

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Why Broad Keywords Fail

Jack pointed out one of the biggest mistakes he sees in real estate advertising: targeting broad terms like “homes for sale near me” or “realtors near me.”

These keywords are expensive and overcrowded with national firms, big brokerages, and countless competitors. For smaller, independent realtors, this approach often drains budgets without producing meaningful leads.

Instead, Jack suggests focusing on long-tail keywords, searches that are more specific, often three to five words long. Examples might include:

• “How to buy a home in Raleigh as a first-time buyer”
• “Real estate agent for empty nesters Cary NC”
• “Steps to qualify for a mortgage in North Carolina”

These longer, more specific searches may yield fewer clicks, but they’re typically higher intent and less expensive.

Capturing Leads Early in the Process

A critical mindset shift with Google Ads is recognizing that not every click results in an immediate client. Success often comes from engaging people earlier in their decision-making journey.

For example, if someone searches “how to buy a house for the first time,” they’re likely just beginning their research. Rather than dismiss these searches, realtors can meet prospects where they are by:

• Creating in-depth guides (e.g., a downloadable First-Time Homebuyer’s Guide).
• Building strong landing pages that capture emails in exchange for resources.
• Nurturing leads through email campaigns, blog posts, and follow-up touches.

This approach builds trust over time. As Jack explained, “You have to be willing to capture people earlier in their process and then use your brand and systems to close them later.”

Making Your Brand Ecosystem “Sticky”

I shared with Jack a concept I emphasize often: creating a sticky brand ecosystem.

No matter where a client enters your world—whether through a Google ad, social media, or a blog—you should have a next step for them to take. For example:

• Someone clicks on your Google Ad → They land on a blog post.
• Blog post offers a freebie or guide → They join your email list.
• Email list keeps you top of mind until they’re ready to act.

This prevents “broken systems” where leads fall through the cracks, and instead creates a nurturing funnel that moves clients from cold to warm to ready-to-buy.

Budgeting for Google Ads

Of course, all of this comes with costs. Jack broke down what realtors can expect when budgeting for ads.

• Cost-per-click (CPC): In real estate, clicks often range from $10–$20 each, depending on the competitiveness of the market.
• Daily Budgets: Google Ads run on daily budgets. For example, with a $50/day budget (~$1,500/month) and $10 CPC, you’d only generate about 5 clicks per day.
• Effective Campaigns: To run a campaign that generates enough clicks and data to optimize, Jack recommends aiming for at least 10 clicks per day. At $10 per click, that translates to $100/day or about $3,000/month.

This figure represents a bare minimum investment for effective Google Ads in real estate, though actual costs vary by market competitiveness.

How to Know If Google Ads Will Work in Your Market

Not every market responds the same way to ads. The easiest way to test viability is by using Google’s Keyword Planner, a free tool built into every Google Ads account.

Here’s how it works:

1. Create a free Google Ads account (you’ll enter payment info, but no charges apply unless you launch a campaign).
2. Use the Keyword Planner to explore potential keywords.
3. Review the high and low CPC (cost-per-click) estimates Google provides.
4. Analyze seasonal trends or geographic differences to see when demand peaks.

For those who don’t want to DIY this step, you can also hire a Google Ads professional to conduct keyword research. Industry benchmarks and third-party tools can add even more insight into competitiveness and cost expectations.

Budgeting for Local Service Ads

Unlike standard search ads, Local Service Ads (LSAs) can work well on smaller budgets. Because you’re only paying for actual leads, not clicks, it’s easier to control spend.

• LSAs use a weekly budget rather than a daily one.
• Many businesses start around $500 per week (~$2,000 per month).
• In less competitive markets, Jack has seen businesses spend under $1,000 per month and still generate 10–15 solid leads.

The tradeoff is variability. If you receive a lot of leads, your budget may deplete quickly. If leads are slower to come in, you might not spend your full allocation. Still, LSAs often deliver more efficient results for smaller advertisers compared to search campaigns.

Can Google Ads Help Sell Individual Properties?

When it comes to promoting specific listings, Jack admitted that Google Ads usually aren’t the best fit. Search and Local Service Ads focus on capturing intent-driven buyers, not necessarily pushing individual properties.

Instead, social media often proves more effective for showcasing homes—especially when paired with engaging video content. That said, Google does offer creative alternatives:

• YouTube Ads: Realtors can run video tours or short, engaging highlight reels of properties on YouTube and YouTube Shorts.
• Demand Gen Campaigns: A newer ad type that pushes visually engaging content across YouTube, Gmail, and Google Discovery feeds. Realtors could use Demand Gen to target audiences in specific geographic areas—similar to how social media campaigns often attract out-of-state buyers.

The challenge is timing. Demand Gen campaigns require more time and data to optimize, which may not align well with selling a single property quickly. They’re better suited for long-term strategies, such as developers or brokerages marketing multiple lots or properties over time.

Partnering with Industrious Marketing

I asked Jack how realtors can work with him directly. His agency, Industrious Marketing, offers two main service models:

1. Full-Service Management

• Best for advertisers spending $5,000+ per month.
• Jack builds a tailored strategy, manages the campaigns, and collaborates closely on goals.
• Pricing varies based on ad spend, with the ad spend paid directly to Google and a management fee paid to Industrious Marketing.

2. Small Business Package

• Designed for those spending under $5,000 per month.
• Requires a $1,000 setup fee.
• Ongoing management at $500 per month.
• Streamlined process: communication via email, automated reporting, and fewer meetings—keeping costs lean without sacrificing performance.