The Client
We Buy Mobile Houses buys mobile homes for cash across Maine. We built and ran their Google Ads, which grew seller leads from about 5 a month to about 19.
Their sellers are homeowners who need to move a mobile home quickly: an inherited home, a move out of a park, a home that needs too much work. Many of them start by asking what the home is worth.
"About 5 seller leads a month in early 2025. About 19 a month by the fall."
The Challenge
Google Ads for real estate investors is a hard market:
- Mixed intent. "Mobile home" searches bring buyers, renters and people shopping for new homes, not just sellers.
- Low volume. Maine is a rural state. There are only so many people selling a mobile home in any month.
- Competition from national "we buy houses" brands for the same few searches.
- A two-step form. The cash-offer form takes the seller's details first and asks more questions second, so tracking has to count the right step.
What We Built
1. A Search Campaign for Sellers
Our first campaign, on Maximize Conversions, targets seller searches: "sell mobile home", "how to sell a mobile home without land", "sell my mobile home", "cash for mobile homes" and valuation searches like "how much is my mobile home worth".
2. Statewide Maine Targeting
The campaigns target all of Maine, county by county, from York and Cumberland to Aroostook and Washington.
3. A Performance Max Campaign and Bidding Tests
In July 2025 we added Performance Max, alongside a Search campaign on Maximize Clicks and a manual-bid test, to find the cheapest route to a seller.
4. Nearly 3,000 Negative Keywords
The four campaigns carry over 2,900 campaign-level negative keywords, plus a shared list of over 100, to keep out home buyers, renters, new-home shoppers and job seekers.
5. Tracking Built Around the Offer Form
We set the cash-offer form's second step, the point where the seller has submitted their contact details, as the lead conversion, alongside calls from the website.
6. Meta Ads for sellers
In July 2025 we added two Facebook and Instagram lead campaigns, a prospecting campaign for Maine homeowners and a remarketing campaign for people who had visited the site, both optimized for the cash-offer form.
7. Daily Optimization via Ad Campaign Concierge™
Every campaign was reviewed daily through our proprietary Ad Campaign Concierge™ system: search-term mining, new negatives, budget moved to the campaigns producing sellers, and bid strategy tests.
The Results
- 90+ real seller leads from over $20K in ad spend, about $200 each across the engagement.
- Nearly 4x the monthly volume: about 5 leads a month in the first half of 2025, about 19 a month from August to October 2025.
- Peak cost per lead: about $90 from August to October 2025.
- About four in five leads came through the cash-offer forms; the rest were phone calls.
Meta Ads: 140+ More Seller Leads
- 140+ form leads from $8.5K+ in Meta ad spend, about $59 a lead
- Prospecting: 80+ leads at about $51 each
- Remarketing: 60+ leads at about $69 each
- Across Google and Meta together, our campaigns produced 230+ seller leads
Key Takeaways
- Sellers ask what it's worth first. Valuation searches brought sellers, so they belong in the campaign.
- Negatives decide the budget. Nearly 3,000 of them kept the spend on sellers, not buyers.
- Track the step that captures the seller. On a two-step form, the first submission is the lead.
- Test bidding before scaling. Running Search, Performance Max and manual bids side by side showed where leads were cheapest.
Frequently Asked Questions
How much does a motivated seller lead cost on Google Ads?
Across the whole engagement, We Buy Mobile Houses paid about $200 per real seller lead. In the strongest stretch, August to October 2025, the cost fell to about $90 a lead.
What do mobile home sellers search for?
They search the way they think: 'sell mobile home', 'how to sell a mobile home without land', 'how much is my mobile home worth' and 'we buy mobile homes'. The valuation searches matter as much as the selling ones.
Can a mobile home buyer cover a whole state with Google Ads?
Yes. These campaigns targeted all of Maine, county by county, on a budget of roughly $1,000 to $2,600 a month, and grew seller leads from about 5 a month to about 19.
Do mobile home sellers call or fill out a form?
Mostly they fill out the cash-offer form. Of the 90+ real leads, about four in five came through the website forms and the rest were phone calls.
About This Campaign
Real estate investor lead generation on Google Ads, built with our proprietary Ad Campaign Concierge™ optimization system.
Industry: Real Estate (Mobile Home Buyer) Platforms: Google Ads (Search, Performance Max), Meta Ads (Facebook and Instagram) Location: Maine Account Duration: January 2025 to February 2026. The engagement has ended.
Real leads are cash-offer form submissions (counted at the form's second step, where the seller's details are already submitted, or the earlier form thank-you page) and calls from the ads and the website, as recorded in Google Ads. Google Analytics form events, which fired several times per submission, are excluded. The form tracking recorded no submissions from November 2025, so the totals likely understate the last four months. All amounts are in US dollars and rounded down. Meta figures are cash-offer form leads reported by Meta Ads Manager for our two LPA campaigns, from July 2025.