Days 25-27
Module 11: Geography Strategy
Where you target affects both your cost per lead and lead quality. Here's how to think about it.
The Three Geographic Options
Nationwide
$12-$20/lead
Lowest CPL
High volume, but many leads from rural areas. Best for novation operators who can work anywhere in the country.
States
~$25/lead
Mid-tier
Good middle ground. South and East Coast states (Florida, the Carolinas) consistently perform well.
Cities/Counties
$22-$50/lead
Higher CPL, better quality
Better lead quality and more relevant geography. Better for wholesale operators who need to buy in specific markets.
Changing Geography
When you want to test a different geography:
- Duplicate your template campaign
- Change the geographic targeting on the duplicate
- Adjust budget if needed (tighter geography typically needs higher budget)
- Name the campaign to reflect the geography and add today's date
Targeting Methods
- Counties: Easiest and most reliable. Type county names into the location field.
- Cities + radius: Works but can overlap. Minimum radius is 15 miles when housing category is selected.
- States: Select individual states. South and East Coast tend to perform best.
Budget by Geography
| Geography | Recommended Budget |
|---|---|
| Nationwide / Large States | $12.50-$25/day |
| Cities / Counties | $17.50-$35/day minimum |
| Very Small Areas (specific metros) | $25-$50/day |
Videos
How to change the geography on your campaigns