Outranking We Buy Ugly Houses, HomeVestors, and Clever Offers in the Milwaukee Metro market. On a fraction of their budget.
Search auction insights. Impression share and top of page rate, against named competitors.
Your bigger ads and top-of-page position will look like Google is recommending you to your future motivated sellers. That's just part of the secret sauce.
Let's TalkWhere you are right now determines where we start. Same outcome: top of the charts in your market, lower cost per lead, higher ROAS, and a brand asset you own forever.
Somewhere in your market right now, a homeowner is typing "sell my house fast" into Google. She's tired. She's behind. She needs this done. In about four seconds, she's going to click on someone's ad. If you're below 15% impression share, it's probably not you. We fix that. Now, she's right in your inbox, waiting for your call.
Most investor campaigns are built on outdated playbooks or auto-applied Google recommendations. Either way, the foundation is leaking budget. We audit your account, find every leak, and rebuild the architecture so the algorithm starts working FOR you instead of around you.
ROAS goes up. CPL drops. Your reach grows every month.
Top of the charts in your market is where the math starts working for you instead of against you. Your cost per lead drops every month. Your reach grows at the same time. Your ROAS climbs while your competitors are still bidding harder just to keep up. The results from our first market, building every day. Your numbers will vary based on market and starting position.
This is the moment a motivated seller in your market opens Google, types "sell my house," and your ad is the one they see. Every climb on this chart is another seller who found YOU instead of someone else.
More than 30% of motivated sellers in your market are seeing your ad when they search. The forty companies competing for their attention? Most under 10%. While they're fighting for scraps, your phone is ringing.
This was Google rewarding us for understanding her. We doubled down on what started working in February, applied it to the whole campaign, and on day one Google gave us 80% impression share. We can promise that we will get you seen, and give you the best chance to get the best leads. As we grow your quality scores, you can expect about 10% savings per increase.
The best leads don't just fill out a form. They write you paragraphs in the situation field. They spend minutes on your site before they ever pick up the phone. By the time you call, they already trust you. That's not a lead. That's a seller. The kind every wholesaler is paying $400 to NOT get.
Five sellers, one day. Real people who typed their address into a form because they need to sell, and chose YOU over every other option Google could have served them.
A Wisconsin operator was paying up to $450 per lead from third-party vendors in the Milwaukee Metro market, one of the top five most competitive motivated-seller markets in the country, where vendor leads run as high as $1,000 each. 80% of his vendor leads never answered the phone. The ones who did denied filling out a form. He was closing every real seller, but the vendors couldn't produce enough volume to hit the budget. The math wasn't working.
I negotiated $3K/month in vendor savings, aided by the 3-year relationship the company had with the vendor. That savings funded the PPC build the operator had been wanting for years. I built the website to do real work: a two-step form that asks for the address first, the commitment, before asking for anything else. Original copy. SEO and AEO optimized from the foundation up. Most templated investor sites front-load multi-field forms that read like a job interview. Sellers bounce. Ours doesn't ask for everything at once.
We were running PPC on a $100/day budget while the vendor contracts were essentially uncapped on spend, if they could have produced the leads. Three leads in one day on $100 was the moment the math flipped. That uncapped vendor money was buying recycled inventory. The capped Google budget was producing the real thing.
My vacation started February 10th. My one mission, while I had free time, was to make this campaign work. I knew it was the answer and the unlock to hitting all of our goals and KPIs. I read books on PPC. Dove into Reddit. Studied what all the experts wrote. Most of it I had already done.
I stopped thinking like a marketer and started thinking about every motivated seller conversation I'd ever had. What they wanted. What made them trust someone enough to fill out a form. I rewrote 40% of the keywords, headlines, descriptions, callouts, and structured snippets that day. I had cracked the code.
Engineered so she's leaning on the post, as if the sale itself is propping her up.
Walking into the sunset, leaving her problems behind.
The leads started rolling in. We climbed to the top of the auction insights, ahead of long-standing accounts with far larger budgets. Google started serving up Sell My House Wisconsin to motivated sellers across the state. In April I doubled down and applied the changes to the entire campaign. Day one: 80% impression share.
The operator gets high-intent search leads seven days a week, at a fraction of the vendor cost. Same business, multiplied output, infrastructure he owns. Every dollar spent now builds equity in his brand instead of someone else's lead inventory.
SMHW lives on GoDaddy because that's where I built it under deadline pressure. Every site we build now lives on enterprise-grade edge infrastructure. Faster page loads, better quality scores, lower CPC. The infrastructure compounds the system. You inherit the upgrades from day one.
Impression share is how often your ad shows up when someone in your market searches. At 10% or less, you're missing 9 out of 10 sellers. You can't buy impression share with budget. You earn it with relevance. That's how we got ahead of a national franchise that's been running far longer with a far bigger budget.
Google puts impression share first on the dashboard for a reason. It's the number that tells you whether you exist in your market or not.
Every point of impression share is another motivated seller who sees your ad instead of someone else's. At 10% or less, you're invisible. At 30%, you're the one Google trusts most in your market.
Top of page rate is where you show up when Google decides to show your ad. 83% top of page this month. Above homebuyerswi. Above We Buy Ugly Houses. Sellers believe the higher Google ranks you, the better you are. Subconsciously, top of page means trust. Below the fold means invisible. We keep you where sellers look first.
Sitelinks, call buttons, image extensions, structured snippets. A full ad takes up more real estate on the page. More real estate means more clicks. More clicks at a lower cost means the algorithm keeps rewarding you. We build ads that dominate the page.
Even the image is designed with intent. She's leaning on the sold sign like it's her lifesaver. Because for a motivated seller, it is. Every element of your ad should make the seller feel like you're the answer. That's what gets the click.
Google rates every keyword in your account from 1 to 10. That number decides whether your ad shows, where it shows, and what you pay per click. We know how to move it.
36% of all Google Ads keywords sit at 5 or below. Let's talk about how we can help.
The whole game is setting it up so Google believes you're the solution. Top of page and impression share are proof that's what they believe.
A motivated seller who searches "sell my house" on Google is doing something every other lead source can't replicate. They started the conversation. They came looking for a solution. By the time they hit your site, they've already self-qualified as ready to sell.
By searching specific terms, the seller sorted themselves into "ready to sell" before they ever saw your ad. Vendor leads, skip-traced contacts, and cold lists skip this step entirely.
A search lead reads your site, leaves, comes back days later, fills out the form. By the time they're in your CRM, they've already pre-sold themselves on your story.
Vendor lead quality is a coin flip. Some operators answer 80% of theirs. Others answer 20%. You don't get to pick, the vendor does. A seller who searched "sell my house" and clicked your ad picks up because they came looking for you. That's the difference between rented inventory and an owned pipeline.
Once we engage, I pull your auction insights, your current setup, and your historical performance. I document every leak. I write the rebuild plan. You see the entire diagnostic before any campaign work begins.
Manually-written headlines, descriptions, callouts, structured snippets. 300+ negative keywords from our master list, curated to your market. A two-step conversion-built landing page on enterprise-grade hosting infrastructure. No shared template, no ecosystem lock-in, no subscription. You own the code, the domain, the data, and the campaign. Discovery determines whether you need a campaign rebuild on existing infrastructure or a full funnel from scratch.
Weekly negative keyword curation against your live search terms report. Bid adjustments. Quality score monitoring. New ad variants tested against existing performers. The system gets cheaper every month because someone is actively curating it.
Pre-2026 campaigns are bleeding. The targeting changed. The quality score factors changed. The auction dynamics changed. If your campaign was built before 2026, or by someone who learned the old playbook, you're paying more for less.
I have a marketing degree. Real estate is my first love. I worked the MLS until REOs dried up.
Three years in tech selling software taught me how the best marketing engines in the world actually work. Then consulting work taught me where they fall short. Most agencies build great creative but can't deliver outcomes. That's the gap I built Lazarus Solutions to fill.
6.5 years closing deals. 126 distressed properties. 11 wholesale deals in my first six weeks after switching from dispositions to acquisitions. Buyers ranging from mom-and-pop investors to Blackstone, Colony, THR, and Sundance. One of my properties was featured on A&E's Zombie House Flipping, episodes 1 and 3.
The 2026 campaign isn't where this started. It's where everything I learned converged.
Jay Holland. The investor who built the system. You talk to me, not a sales rep handing you off to a junior. When you have a question, you call me directly. When something needs to change in the campaign, I make the change.
I've spoken to hundreds of sellers. I know what they think. I know what moves them. I took an average campaign following Google's recommendations and brought it to the top of one of the most competitive markets in the country. Pro tip: don't follow Google's recommendations. I left a role where I was closing at the top of the team to build this agency because the biggest pain in any market is quality leads, and I've known that for a decade. Before real estate, I was #1 in tech sales at a company with a marketing engine that scaled to over 100,000 customers. I'm driven to be #1 in everything I do. Most agencies stop at average because their operators stop at average. I don't.
No 12-month lock-ins. We work in defined phases tied to scope. Audit, build, optimize. You can stop after any phase. We earn the next phase by delivering on the current one.
Yes. You own the account, the campaigns, the conversion history, and the data. Always. We get manager-level access to operate it. If we ever part ways, you walk with everything intact. No transfer fees, no holding your account hostage, no resetting your quality scores.
Pay-per-lead vendors sell you leads from campaigns they own. You rent. We build the campaign, the website, and the conversion architecture for your brand. You own the pipeline. Every lead is yours, every return visit is yours, every dollar of equity in the brand is yours. Pay-per-lead is a subscription. What we build is an asset.
I guarantee that I know how to increase your quality score, your impression share, and your top of page rate. The rest is on you. Speed to lead. A competent closer. Accurate market knowledge. Yes, I guarantee I can get you more leads for less.
Day one, your campaign is structurally better than it was. First signals in days. Google's algorithm needs a short window to learn from a properly structured campaign. Typically 7 to 14 days. That's when the build starts paying off.
Depends on your market and your goals. The discovery call gives me what I need to scope it. After that, you get a custom proposal, fully optimized for your market, your volume targets, and your timeline. No surprise fees. No retainer that creeps up over time. You see the full scope and the full investment before you commit to anything.
15 minutes. You walk away with a clear read on what it looks like when we run your campaign.
We'll be in touch within 24 hours to lock in your 15-minute call.