There's a new player in online real estate lead generation and it's coming to a market near YOU.

The world of real estate lead generation is a hot topic right now especially after the pandemic as most small businesses started to realize that if they don't innovate...they die.

That being said, most agents are usually not successful with real estate lead generation. Particularily seller lead generation.

Most recently, Google has launched their Local Service Ads program for real estate agents to receive inbound phone calls, emails or text messages from prospective sellers and buyers.

This is going to be the hottest thing in real estate lead generation.

Below we answer some questions about Google LSA ads for real estate:

...So what is google LSA ads?

  • Subsets of Google ads specifically for service based businesses.
  • Each listing contains the following information:
  • Name, Star rating on Google, Number of years in business, area the real estate agent serves, phone number, whether they’re open or closed at the time of the search, licenses/info, business bio  
  • These give you the ability to place information about yourself/business on top of the results, above PPC ads and organic results.The goal being to generate inbound calls.  
  • Clients only pay per real estate buyer or seller inbound call (Cost per contact)
  • Google Certification allows potential leads to skip the vetting process. You are immediately qualified as a trustworthy source via your “Google Screened” badge

What do they look like?

LSA ads contain:

  • Your picture
  • Total number of reviews
  • CTA (Call & Text)
  • ‘Screened by Google’ badge (more on this later)
  • An overview of the business (the number of years in business, the service area, and a link to the website)
  • Below the overview, there will be a brief description of all the services offered by you (Buyer’s Agent, Seller’s Agent, First time home buyer, luxury properties, rentals, etc.). The description will accompany a title
  • Below the Services section, Google will display reviews received from clients.
An example of Google Local Services ads for Real Estate Agents

Why is it so important?

  • These ads appear above pay-per-click PPC ads and search engine optimization (SEO) listings
  • Outrank paid and organic results.
  • Obtain the “Google Guaranteed Badge”.
  • Build trust with your audience.
  • Google backs your business. You’re getting verified by Google. Clients that book services with you through Google LSAs are offered a reimbursement guarantee if they are not satisfied with the services provided.
  • Build brand awareness.
  • You’re only paying for leads looking to hire a realtor/interested in your services.
  • Local services ads are 33% cheaper than typical PPC campaigns - Lead costs range from $6-$30/lead.  
  • Only a few services qualify for LSA, and real estate is one of them.
  • Real estate was added in recently. Take advantage of the wide blue ocean while you can.
  • LSA leads are high quality leads. Much like Zillow, Google is providing a free service to Google users to search for Realtors. There is no forced registration here. Anyone who wants to talk to a Realtor can with a simple click, and they are expecting to get a call back.

What are the benefits of running these ads?

  • Remove 99.5% of tire-kickers/time-wasters with LSAs. Highest possible intent leads. These are people actively searching for an agent in their area. (Bottom of funnel leads)
  • Compete with top real estate agencies who pay hundreds of thousands to rank at the top of google searches.
  • Think Amazon. Leads will see you/your reviews first, and be immediately ready to contact you.
  • 50% to 75% of leads are listing leads.
  • Happening for the first time in the real estate industry
  • There is a 30 second guarantee. if you call a lead and they don’t stay on the phone with you for 30 seconds or more, you don’t pay for it.
  • This is big plus for anyone that has used online leads before. Agents deal with fake phone numbers, fake leads or leads that hang up straight away from other lead online lead sources. This will eliminate that.
  • You’re only paying for a lead that stays on the phone for longer than 30 seconds.
  • Google will transfer the leads by Google Voice as a direct voice-connect-by-phone-lead similar to Zillows voice transfers. Google is the biggest player and has a bigger infrastructure to provide a better service than Zillow.

So How Does LSA compare with Zillow?

  • Zillow has the highest quality leads on the market. These are leads with the highest intent. Zillow leads convert around a 15%. However, Zillow comes with a big cost.
  • Average cost per Zillow Lead is anywhere from $150 - $250
  • Google is going to start doing what Zillow is doing. They’re allowing searchers to search for homes and have the option to contact a realtor when they’re ready.
  • This is why Zillow is converting into a brokerage. They’re panicking because the biggest player, Google, is stepping in.
  • Google isn’t in the business of selling real estate. Why has Zillow’s lead quality and volume been decreasing over the last few years? Zillow’s now getting into the game of selling real estate. Google is incentivized to provide a better service to best serve their customers. Their customers results are directly related to how much Google makes.  
  • Google actually offers a service guarantee. If a realtor is not satisfied with the quality of the work, Google might reimburse the customer up to the amount they paid for the service (with a lifetime cap per customer of $2,000 in the United States).

So how do you actually run these ads?

Google LSA ads can be difficult yo maintain and set up and with the ever competitive real estate market catching up to new trends, it's important to get this running asap before it gets saturated. Now is the best time to get onto LSA ads and the team at is now offering this as a beta program to a select few agents who want to take their marketing to the next level.

Here's some quick tips on getting started:

  • Begin A Google Local Services Ads
  • Call to sign up: 833-272-1444
  • Be located in the US
  • Check eligibility via Zip Code
  • Sign Up/Create Account
  • Pass a background check (3 week time period) via third-party provider Pinkerton
  • Background check requirements:
  • Business check
  • Owner check
  • Professional check
  • Insurance requirements:
  • General liability insurance
  • License requirements:
  • License checks for each real estate agent in the firm
  • Criminal background check
If you want all of this done for you and our team to manage your google my business and optimize for more inbound calls, please visit

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