Lead generation can feel like a never-ending task in real estate, but if you focus on paid lead generation, you can accelerate your business growth and achieve predictable results. Many agents have dabbled in Google Ads or Facebook campaigns without much success. The truth? Most agents miss the mark because they lack a clear strategy.

Let’s break down what you need to know to make paid lead generation work for you in 2025.

Why Paid Lead Generation Matters

There are lots of different types of digital lead generation, but today, we’re talking about two types—organic and paid. Organic leads come from referrals, word-of-mouth, and SEO. These are fantastic—but they’re not always consistent. Paid lead generation is a reliable way to fill your pipeline with potential clients.

But here’s the catch: It’s not about running random ads. It’s about creating campaigns at the right time, that attract the right audience, capture their attention, and convert them into clients. Done right, paid ads can become one of your most effective tools for growing your business.

Here’s how to do it right.

1. Start with Google Pay-Per-Click (PPC) Ads

Google Ads are one of the most powerful tools for generating real estate leads. Why? Because they target people who are actively searching for real estate services.

Think about it—when someone searches for “homes for sale in [your city]” or “real estate agent near me,” they’re showing high intent. These are the people you want to reach.

Tips for Google PPC Ads:

✅ Use Local Keywords: Focus on location-specific keywords to target people in your market. It’s important to balance the volume of searches with targeted keywords. Try and get as specific as possible as long as there is a good amount of search volume. Think “homes for sale in [neighborhood]” or “sell my house fast in [city].” 

✅ Optimize Your Landing Pages: Don’t send traffic to your homepage. Create dedicated landing pages that match the searcher’s intent. Make sure the landing page is focused on capturing the visitor’s information.

✅ Track Your Metrics: Monitor key performance indicators (KPIs) like cost per lead (CPL), click-through rate (CTR), and conversion rate (CVR) to ensure your campaigns are profitable.

2. Tap into Facebook and Instagram Lead Ads

Social media platforms like Facebook and Instagram are fantastic for capturing leads because they allow you to target specific audiences based on their interests and behaviors.

But here’s where many agents go wrong: They treat social media ads the same way they treat Google PPC. These platforms require a different approach.

Tips for Facebook and Instagram Ads:

✅ Create Scroll-Stopping Ads: Your ad needs to grab attention immediately. Facebook and Instagram users are not typically actively searching for real estate agents. Use high-quality visuals and compelling headlines so they want to click and dive in.

✅ Use Lead Forms: Facebook’s lead forms allow users to submit their information without ever leaving the platform. This reduces friction and increases conversions.

✅ Retarget Your Audience: Use retargeting ads to stay in front of people who’ve already interacted with your content. This keeps you top of mind.

3. Focus on Lead Quality, Not Just Quantity

It’s easy to get caught up in vanity metrics like the number of leads you generate. But what really matters is lead quality. After all, 100 low-quality leads won’t help you grow your business. Ten high-quality leads will.

Here’s how to ensure you’re getting high-quality leads:

✅ Use Specific Targeting: The more specific your targeting, the higher the lead quality. Don’t be afraid to narrow your audience.

✅ Qualify Leads with Your Copy: Use your ad copy to filter out people who aren’t serious. Phrases like “homes over $1M” or “thinking about listing your home?” help attract the right people.

✅ Follow Up Fast: The quicker you follow up with a lead, the better your chances of converting them. Aim to contact new leads within five minutes.

4. Budget Smartly

One of the biggest questions agents ask is, “How much should I spend on paid ads?” The answer? It depends on your market and goals. But here’s a rule of thumb:

Your budget needs to be set around the idea of how many leads you’re aiming to generate per month. For example, if you expect a cost-per-lead of $25 and set your budget to $1000, then you can expect 1 lead per day on average. 

Start with $1K to gather data and then assess your goals.

If your budget is tight, prioritize your ad spend on Google PPC or listing promotions, where you’re more likely to get high-intent leads.

5. Use Listing Promotions to Attract Seller Leads

Many agents think listing promotions are just about finding buyers. But the best agents use them to attract more listings.

Here’s how:

✅ Run “Coming Soon” and “Just Listed” Ads: Use these ads to get buzz and generate leads before a property hits the market.

✅ Showcase Your Marketing Skills: Once you’ve created your listing promotion and demonstrated your ability to market homes effectively, create a seller report (our Listing Studio workflow can help with this!) that emphasizes your marketing skills and highlights your success to potential clients.

Final Thoughts: Master Paid Lead Generation with Curaytor

Paid lead generation isn’t just about running ads—it’s about running the right ads, with the right strategy, to attract the right leads when they are looking. If you want to take your lead generation to the next level, let Curaytor show you how.