Experienced Meta (Facebook/Instagram) and Google Ads Specialist for Real Estate Lead Generation
Budget: $25 – $50 USD
Ongoing Management with AI-Set Strategy
Category: Digital Marketing / PPC / Social Media Advertising
Budget: $300–$800/month retainer (details below)
Project Type: Ongoing (monthly retainer after initial setup)
Location Preference: US-based freelancers only (for time zone and market familiarity)
Deadline for Proposals: 12/10/2025
1. Introduction
We are a small, established real estate brokerage with 40+ years of experience, specializing in residential listings and buyer services. Our team handles listings, transactions, operations, and inside sales efficiently, but we're struggling with consistent lead generation through digital ads. We're seeking a skilled freelancer to execute and manage an end-to-end Meta (Facebook/Instagram) and Google Ads strategy. We'll use AI tools (like Grok) to define the initial strategy and structure, which you'll implement, monitor, optimize, and report on. The focus is on building a buyer funnel, growing a targeted audience to 1M+ viewers over time, and driving qualified leads to our inside sales agent (ISA) via retargeting, tracking, and KPI-driven adjustments.
This is not a one-off gig – we're looking for someone reliable for ongoing management (3–6 months minimum, with potential for long-term). Proposals must include your relevant experience, a response to our test task (below), and how you'd handle our specific strategy.
2. Company Background
Business Overview: Real estate broker with a small team (office/listing manager, transaction manager, operations/ISA, buyer's agent). We generate high-quality video content (reels, posts) daily for Facebook/Instagram.
Current Challenges: Inconsistent ad performance on Meta due to algorithm changes and setup frustrations. No current Google Ads presence, but we want to expand there for search-based buyer leads in our market area. We can't get ads approved consistently or build audiences effectively.
Goals: Automate a marketing machine that pulls in buyer leads at the top of the funnel, nurtures them 2–3 levels (e.g., via retargeting), and hands off to our ISA for human interaction. Target: 5–10 qualified leads/week initially, scaling to 25+ a week. Build a custom audience of 1M+ engaged viewers (e.g., video watchers, site visitors) without relying on special real estate special category 15-mile radii.
3. Project Overview and Scope of Work
Using AI-assisted planning, we've outlined a clear strategy (detailed below). Your role is execution-focused: Set up, run, monitor results, react with optimizations, and manage growth through retargeting, pixel/event tracking, and weekly KPI reporting. We'll provide content (videos/reels from our buyer's agent) and access to our website/MLS feeds.
Key Responsibilities:
Setup (Phase 1 – One-time, 1–2 weeks): Install/correct Meta Pixel and Google Tag Manager on our site; set up events for tracking (e.g., page views, 50%+ video watches, lead form starts); build core audiences (retargeting for site visitors/video watchers, lookalikes from past clients, interest layers like first-time buyers/relocators). Structure ad accounts for Meta and Google.
Execution (Phase 2 – Ongoing): Launch and rotate campaigns based on our content; run broad video ads (Meta), dynamic listing ads (both platforms), and organic boosts; integrate Google Ads for search/display/retargeting (e.g., keywords like "buy home in [area]"). Swap video content every 45 days.
Optimization and Growth (Phase 3 – Weekly/Monthly): Monitor performance; react to data (e.g., kill underperforming ads, scale winners); expand retargeting audiences; build toward 1M+ custom list via layered targeting. Use tools like Meta Advantage+ and Google Performance Max for automation.
Reporting: Weekly Google Sheet dashboard with KPIs (e.g., spend, impressions, CTR ≥2%, cost-per-lead ≤$20, video view rate ≥25%, leads generated). Monthly review calls (15–30 min via Zoom).
Tools/Integrations: Meta Business Suite, Google Ads, our website (for pixel), MLS feed for listings. No need for content creation – we handle that.
AI-Set Strategy Outline (Follow this exactly; we'll refine via AI if needed):
I. Overall Objective
Build an automated funnel: 1M targeted viewers, consistent buyer leads to ISA (5–10/week initially).
Monthly ad spend: $300 starter ($450 max initially).
II. Phases & Tasks
A. Phase One – One-time Setup ($200–$300 flat)
Pixel/Tag install on website – verify tracks visits, video views, lead forms.
Core audiences:
a. Retarget site visitors (last 180 days).
b. Lookalikes from past client list + pixel data.
c. Interest layers: first-time buyers, relocating to [our area], mortgage rates.
Ad Account Structure:
a. Campaign 1: Broad video ads (rotates every 45 days) on Meta/Google.
b. Campaign 2: Dynamic listing ads (MLS feed).
c. Campaign 3: Organic reel/post boosts.
B. Phase Two – Ongoing Execution ($150–$200/month)
Video Ads:
a. Upload 45-day reel pack.
b. Advantage+/Performance Max campaigns, $20/day, no radius filter.
Listing Promotions:
a. Carousel ads for active properties.
b. $10–$20 per listing, geo-target buyers within 50 miles.
Organic Push:
a. Post 1 reel + 1 photo daily.
b. Boost top 20% with $5–$10 each, to lookalike audiences.
C. Phase Three – Optimization & Reporting (weekly)
Dashboard – Google Sheet: spend, impressions, CTR, cost-per-lead, audience size.
KPIs to hit:
a. CTR ≥2%.
b. Cost-per-thousand ≤$5.
c. Video view rate ≥25%.
d. 5–10 qualified leads/week.
Duties: Kill losers, scale winners, expand retargeting every Sunday.
4. Requirements and Qualifications
Experience: 3+ years managing Meta and Google Ads for real estate or similar (lead gen focused). Proven results with retargeting, audience building, and KPI optimization. US-based preferred.
Skills: Expert in Meta Business Manager, Google Ads, pixels/tags, Advantage+/Performance Max, A/B testing, reporting tools (e.g., Google Sheets/Analytics). Familiar with real estate compliance (e.g., ad disclosures).
Availability: 5–10 hours/week initially, scaling as needed. Weekly check-ins.
Tools Access: You'll get shared access to our accounts (we'll monitor via audit logs).
5. Timeline
Week 1: Setup and launch test campaigns.
Weeks 2–4: Monitor and optimize for initial leads.
Ongoing: Monthly reviews; scale budget/leads based on results.
6. Budget and Payment
Recommended Pay: $300–$800/month retainer (based on experience/results). Breakdown: $200–$300 flat for setup, then $150–$500/month for management (includes 5–15 hours). Hourly alternative: $25–$50/hour (median market rate for specialists). Paid via platform milestones (e.g., 50% after setup, monthly thereafter). Bonuses for hitting lead targets (e.g., +10% if 10+ leads/week).
Ad Spend: Separate – we'll fund directly ($300/month starting).
7. Evaluation Criteria
Relevance of experience (real estate ads preferred).
Response to test task (below) – 50% weight.
Past results (share anonymized case studies/metrics, e.g., CTRs >2% on similar campaigns).
Communication: Clear, professional proposal.
Cost vs. value.
8. Test Task (Required – Submit with Proposal)
To filter serious applicants, please complete this quick test based on our strategy:
Task: Create a mock Meta video ad campaign outline for a real estate reel (assume content is a 30-second home tour video with hook: "Rates dropped to 5.9% – Tour this $450K dream home!"). Include:
Targeting: Broad audience + retargeting setup for 50%+ viewers.
Budget: $20/day for 45 days.
KPIs: Expected CTR, cost-per-lead, and how you'd retarget to build audience.
Optimization Plan: What metrics would trigger a "react" (e.g., pause if view rate <25%)?
Format: 1-page summary (PDF or text). Limit to 300 words. This tests your tactical skills – generic responses will be ignored.
9. Submission Instructions
Submit via platform messaging. Include: Resume/portfolio, 2–3 real estate ad examples, test task response, proposed rate/structure, and why you're a fit.
Questions? Ask before bidding. No off-platform communication until hired.
Category: Digital Marketing / PPC / Social Media Advertising
Budget: $300–$800/month retainer (details below)
Project Type: Ongoing (monthly retainer after initial setup)
Location Preference: US-based freelancers only (for time zone and market familiarity)
Deadline for Proposals: 12/10/2025
1. Introduction
We are a small, established real estate brokerage with 40+ years of experience, specializing in residential listings and buyer services. Our team handles listings, transactions, operations, and inside sales efficiently, but we're struggling with consistent lead generation through digital ads. We're seeking a skilled freelancer to execute and manage an end-to-end Meta (Facebook/Instagram) and Google Ads strategy. We'll use AI tools (like Grok) to define the initial strategy and structure, which you'll implement, monitor, optimize, and report on. The focus is on building a buyer funnel, growing a targeted audience to 1M+ viewers over time, and driving qualified leads to our inside sales agent (ISA) via retargeting, tracking, and KPI-driven adjustments.
This is not a one-off gig – we're looking for someone reliable for ongoing management (3–6 months minimum, with potential for long-term). Proposals must include your relevant experience, a response to our test task (below), and how you'd handle our specific strategy.
2. Company Background
Business Overview: Real estate broker with a small team (office/listing manager, transaction manager, operations/ISA, buyer's agent). We generate high-quality video content (reels, posts) daily for Facebook/Instagram.
Current Challenges: Inconsistent ad performance on Meta due to algorithm changes and setup frustrations. No current Google Ads presence, but we want to expand there for search-based buyer leads in our market area. We can't get ads approved consistently or build audiences effectively.
Goals: Automate a marketing machine that pulls in buyer leads at the top of the funnel, nurtures them 2–3 levels (e.g., via retargeting), and hands off to our ISA for human interaction. Target: 5–10 qualified leads/week initially, scaling to 25+ a week. Build a custom audience of 1M+ engaged viewers (e.g., video watchers, site visitors) without relying on special real estate special category 15-mile radii.
3. Project Overview and Scope of Work
Using AI-assisted planning, we've outlined a clear strategy (detailed below). Your role is execution-focused: Set up, run, monitor results, react with optimizations, and manage growth through retargeting, pixel/event tracking, and weekly KPI reporting. We'll provide content (videos/reels from our buyer's agent) and access to our website/MLS feeds.
Key Responsibilities:
Setup (Phase 1 – One-time, 1–2 weeks): Install/correct Meta Pixel and Google Tag Manager on our site; set up events for tracking (e.g., page views, 50%+ video watches, lead form starts); build core audiences (retargeting for site visitors/video watchers, lookalikes from past clients, interest layers like first-time buyers/relocators). Structure ad accounts for Meta and Google.
Execution (Phase 2 – Ongoing): Launch and rotate campaigns based on our content; run broad video ads (Meta), dynamic listing ads (both platforms), and organic boosts; integrate Google Ads for search/display/retargeting (e.g., keywords like "buy home in [area]"). Swap video content every 45 days.
Optimization and Growth (Phase 3 – Weekly/Monthly): Monitor performance; react to data (e.g., kill underperforming ads, scale winners); expand retargeting audiences; build toward 1M+ custom list via layered targeting. Use tools like Meta Advantage+ and Google Performance Max for automation.
Reporting: Weekly Google Sheet dashboard with KPIs (e.g., spend, impressions, CTR ≥2%, cost-per-lead ≤$20, video view rate ≥25%, leads generated). Monthly review calls (15–30 min via Zoom).
Tools/Integrations: Meta Business Suite, Google Ads, our website (for pixel), MLS feed for listings. No need for content creation – we handle that.
AI-Set Strategy Outline (Follow this exactly; we'll refine via AI if needed):
I. Overall Objective
Build an automated funnel: 1M targeted viewers, consistent buyer leads to ISA (5–10/week initially).
Monthly ad spend: $300 starter ($450 max initially).
II. Phases & Tasks
A. Phase One – One-time Setup ($200–$300 flat)
Pixel/Tag install on website – verify tracks visits, video views, lead forms.
Core audiences:
a. Retarget site visitors (last 180 days).
b. Lookalikes from past client list + pixel data.
c. Interest layers: first-time buyers, relocating to [our area], mortgage rates.
Ad Account Structure:
a. Campaign 1: Broad video ads (rotates every 45 days) on Meta/Google.
b. Campaign 2: Dynamic listing ads (MLS feed).
c. Campaign 3: Organic reel/post boosts.
B. Phase Two – Ongoing Execution ($150–$200/month)
Video Ads:
a. Upload 45-day reel pack.
b. Advantage+/Performance Max campaigns, $20/day, no radius filter.
Listing Promotions:
a. Carousel ads for active properties.
b. $10–$20 per listing, geo-target buyers within 50 miles.
Organic Push:
a. Post 1 reel + 1 photo daily.
b. Boost top 20% with $5–$10 each, to lookalike audiences.
C. Phase Three – Optimization & Reporting (weekly)
Dashboard – Google Sheet: spend, impressions, CTR, cost-per-lead, audience size.
KPIs to hit:
a. CTR ≥2%.
b. Cost-per-thousand ≤$5.
c. Video view rate ≥25%.
d. 5–10 qualified leads/week.
Duties: Kill losers, scale winners, expand retargeting every Sunday.
4. Requirements and Qualifications
Experience: 3+ years managing Meta and Google Ads for real estate or similar (lead gen focused). Proven results with retargeting, audience building, and KPI optimization. US-based preferred.
Skills: Expert in Meta Business Manager, Google Ads, pixels/tags, Advantage+/Performance Max, A/B testing, reporting tools (e.g., Google Sheets/Analytics). Familiar with real estate compliance (e.g., ad disclosures).
Availability: 5–10 hours/week initially, scaling as needed. Weekly check-ins.
Tools Access: You'll get shared access to our accounts (we'll monitor via audit logs).
5. Timeline
Week 1: Setup and launch test campaigns.
Weeks 2–4: Monitor and optimize for initial leads.
Ongoing: Monthly reviews; scale budget/leads based on results.
6. Budget and Payment
Recommended Pay: $300–$800/month retainer (based on experience/results). Breakdown: $200–$300 flat for setup, then $150–$500/month for management (includes 5–15 hours). Hourly alternative: $25–$50/hour (median market rate for specialists). Paid via platform milestones (e.g., 50% after setup, monthly thereafter). Bonuses for hitting lead targets (e.g., +10% if 10+ leads/week).
Ad Spend: Separate – we'll fund directly ($300/month starting).
7. Evaluation Criteria
Relevance of experience (real estate ads preferred).
Response to test task (below) – 50% weight.
Past results (share anonymized case studies/metrics, e.g., CTRs >2% on similar campaigns).
Communication: Clear, professional proposal.
Cost vs. value.
8. Test Task (Required – Submit with Proposal)
To filter serious applicants, please complete this quick test based on our strategy:
Task: Create a mock Meta video ad campaign outline for a real estate reel (assume content is a 30-second home tour video with hook: "Rates dropped to 5.9% – Tour this $450K dream home!"). Include:
Targeting: Broad audience + retargeting setup for 50%+ viewers.
Budget: $20/day for 45 days.
KPIs: Expected CTR, cost-per-lead, and how you'd retarget to build audience.
Optimization Plan: What metrics would trigger a "react" (e.g., pause if view rate <25%)?
Format: 1-page summary (PDF or text). Limit to 300 words. This tests your tactical skills – generic responses will be ignored.
9. Submission Instructions
Submit via platform messaging. Include: Resume/portfolio, 2–3 real estate ad examples, test task response, proposed rate/structure, and why you're a fit.
Questions? Ask before bidding. No off-platform communication until hired.