Google Ads and PPC for Real Estate Attorneys
How We Run Google Ads for Real Estate Attorneys
Real estate practices live on referrals, and paid search earns its keep when it complements that pipeline instead of competing with it. We look at which matters already arrive through agents, lenders, and title companies, then build campaigns for the work that does not. For many firms that means landlord representation, title curative work, quiet title actions, contract disputes, and commercial lease review, each with its own keywords and tracking.
Closings: Buyers Who Choose Their Own Attorney
In attorney-closing states, a slice of buyers and sellers search "real estate closing attorney near me", "attorney for house closing", or "flat fee real estate attorney". They tend to be FSBO sellers, cash buyers, and out of state owners. These leads are lower value per matter, so we keep cost per lead tight and lean on call extensions and short forms.
We also run a small campaign for "for sale by owner attorney" and "real estate contract review lawyer" searches. Ad copy states your flat fee range when you publish one, which filters out price shoppers who want a free answer and lifts conversion rate among people who are ready to hire an attorney this week.
Title Problems and Property Disputes
Searches like "quiet title attorney", "cloud on title lawyer", "heirs property attorney", and "boundary dispute lawyer" are lower volume but carry far higher fees. We give them their own campaign and budget so they are not starved by closing traffic, and we bid more aggressively because one retained matter covers months of spend.
Landing pages for these matters explain the process plainly and invite the visitor to describe the issue in a form, since title problems rarely fit a quick phone call. We track form submits and calls as separate conversions so we can see which format the dispute clients prefer and adjust the page layout to match.
Landlord Tenant Without the Tenant Flood
Eviction and landlord tenant keywords can bring in large volume, but much of it comes from tenants who want free help or cannot pay. If you represent landlords and property managers, we write ads that say so plainly, target "eviction attorney for landlords" and "property manager lawyer", and add negatives for tenant rights searches.
We also schedule these campaigns around court calendars and business hours, since property managers search during the workday. If you handle tenant work too, it gets a separate budget so the firm decides how much to invest in each side rather than leaving that choice to Google's algorithm, which will always chase the cheaper, higher volume side.
Commercial Deals and Tracking Real Revenue
Commercial clients search differently: "commercial lease attorney", "1031 exchange lawyer", "commercial real estate closing attorney". Volume is small and clicks can be pricey, so we use exact and phrase match, tight geography, and ad copy that speaks to investors and business owners rather than first time homebuyers, with sitelinks pointing to your commercial practice page.
Because commercial matters close slowly, we import outcomes from your intake list or practice management system weeks after the click. That closes the loop between a search and a signed engagement letter, sometimes two or three months later, so budget decisions rest on retained matters and fees, not on form fills or call counts alone.
