Google Ads for Real Estate: The Ultimate Blueprint for High-Quality Leads

Introduction: Why High-Quality Leads are the Real Estate Game Changer

In the hyper-competitive world of real estate, the success of an agent or brokerage isn’t measured by the sheer volume of leads, but by the quality of those connections. A funnel overflowing with unqualified inquiries, tire-kickers, and mismatched prospects is a drain on time, resources, and morale. The real game-changer is a steady stream of individuals who are motivated, financially prepared, and actively seeking to make a move. This is the difference between being busy and being profitable. This comprehensive blueprint is designed for real estate professionals who are ready to move beyond casting a wide, inefficient net and start building a precision-tuned engine for attracting high-quality buyer and seller leads using the unparalleled power of Google Ads.

The Challenge: Differentiating Between Leads and Qualified Prospects

Every real estate agent has experienced the frustration. A lead form comes in, sparking a moment of excitement, only to reveal someone who is “just looking,” years away from buying, or searching in a completely different market. The digital marketing landscape is noisy, and many platforms generate leads based on passive interest rather than active intent. A “like” on a social media post is not the same as a search for “homes for sale in downtown Austin.” The fundamental challenge lies in cutting through this noise to connect with prospects at the exact moment their interest transforms into a tangible need. Failure to do so results in wasted ad spend, bloated CRMs, and a sales pipeline that consistently underdelivers.

The Solution: Google Ads as Your Blueprint for High-Quality Lead Generation

Unlike social media platforms where users are passively scrolling, Google is where intent is born. People turn to Google with specific questions and immediate needs. This is where your business can intercept active, high-intent buyers and sellers. Google Ads isn’t just another advertising channel; it’s a direct line to motivated prospects. When someone searches “how much is my house worth” or “3 bedroom homes near Lincoln Park,” they are not just browsing—they are initiating a real estate transaction. By mastering Google Ads, you can position your services as the definitive answer to these high-value queries, ensuring your marketing budget is spent engaging prospects who are significantly closer to conversion. This guide will provide the strategic blueprint to build, manage, and optimize Google Ads campaigns that deliver not just clicks, but clients.

Defining “High-Quality Leads” in Real Estate: What Makes a Prospect Valuable?

Before building any campaign, we must define the target. In real estate, a high-quality lead is more than a name and email. It’s a prospect characterized by several key attributes:

• High Intent: They are actively searching for real estate services, not passively consuming content. Their search terms indicate a clear desire to buy or sell.
• Geographic Relevance: They are looking in the specific neighborhoods, cities, or regions you serve.
• Financial Qualification (Implicit or Explicit): They are searching for properties or services within a price range that aligns with your market expertise.
• Realistic Timeline: Their search behavior suggests they are looking to transact in the near future, not in several years.
• Clear Needs: They have a defined idea of what they are looking for, whether it’s a property type, a home valuation, or representation from a top agent.

Generating leads that meet these criteria is the central goal of this blueprint.

The Foundation: Understanding Real Estate Buyer & Seller Intent for Targeted Ads

The success of any Google Ads campaign hinges on a deep understanding of user intent. In real estate, this means deciphering the subtle language of search queries to distinguish between someone dreaming about a new home and someone ready to schedule a viewing. Every keyword is a signal, revealing where a prospect is in their journey. Your ability to interpret these signals and respond with relevant, authoritative ads is what separates a top-performing digital marketing strategy from a costly experiment. By aligning your campaigns with specific user intent, you ensure your message reaches the right person at the precise moment they are most receptive.

Deciphering Buyer Intent: From Top-of-Funnel to Bottom-of-Funnel Searches

The home-buying journey is not a single event but a multi-stage process, and search behavior reflects this. Understanding this funnel is critical for structuring your Google Ads campaigns effectively.

• Top-of-Funnel (Informational/Awareness): At this stage, users are exploring possibilities. Their searches are broad and educational.
• • Examples: “best neighborhoods for families in Denver,” “cost of living in Phoenix vs. Dallas,” “steps to buying a house.”
  • Strategy: While these keywords have lower direct conversion potential, they are valuable for brand awareness. You can target them with Display Ads or content-focused landing pages (e.g., a “Denver Neighborhood Guide”) to capture early interest and build your retargeting lists.
• Mid-Funnel (Consideration): Prospects have narrowed their focus and are now comparing options. Their searches become more specific.
• • Examples: “new construction homes in Scottsdale,” “best real estate agents in Tampa,” “mortgage calculator for a $500k home.”
  • Strategy: This is where you introduce your value proposition. Search ads can point to pages showcasing your expertise, client testimonials, or featured listings in their area of interest. Your ad copy should highlight what makes you the best choice.
• Bottom-of-Funnel (Transactional/Decision): This is the goldmine. Users are ready to take action. Their searches are highly specific and signal immediate intent.
• • Examples: “three-bedroom house for sale 90210,” “schedule a home tour 123 Main St,” “find a realtor to buy a home in Miami.”
  • Strategy: These keywords demand your most aggressive bids and direct-response ad copy. The landing page must be hyper-relevant, featuring specific property details or a clear call-to-action to contact an agent. This is where the highest-quality leads are generated.

Targeting Property Sellers: Keywords for Listing Generation

Attracting sellers requires a different psychological approach. Their intent is centered on valuation, market conditions, and finding the right agent to maximize their return. Your keyword strategy must reflect these motivations.

• Valuation Intent Keywords: These are often the first step for a potential seller.
• • Examples: “how much is my house worth,” “free home value estimator,” “comparative market analysis [City Name].”
  • Strategy: Target these with ads leading to a dedicated landing page with a home valuation tool. This is a powerful lead generation mechanism for sellers.
• Process & Cost Keywords: Sellers want to understand the process and associated costs.
• • Examples: “how to sell my home fast,” “real estate agent commissions in [State],” “steps to selling a house.”
  • Strategy: Create ads that link to informative blog posts or guides. Capture their information with a call-to-action for a “free seller consultation.”
• Agent Selection Keywords: These are high-intent keywords from sellers actively looking for representation.
• • Examples: “best listing agents in [Neighborhood],” “realtors specializing in luxury homes [City],” “top real estate brokers near me.”
  • Strategy: These are your highest priority keywords for seller leads. Your ad copy must scream authority and expertise, highlighting your sales record, marketing plan, or unique selling proposition. Link to a page about your listing services.

Local Search Mastery: Why Geographic Targeting is Non-Negotiable

Real estate is intrinsically local. A lead in another state is worthless. Google Ads provides powerful tools to ensure your ads are only shown to users in your precise service area. This isn’t just a feature; it’s the bedrock of an efficient campaign.

• Radius Targeting: Target a specific radius (e.g., 15 miles) around your office or a key landmark.
• ZIP Code/Postal Code Targeting: Ideal for focusing on specific high-value neighborhoods or farm areas.
• City & County Targeting: A broader approach for covering your entire market.
• Location-Based Keywords: Even with geographic targeting settings, incorporating location names into your keywords (e.g., “condos for sale in River North Chicago”) adds another layer of relevance and improves your Quality Score.

Being the most geographically specific answer is paramount. When someone searches for real estate in your market, your ad should feel like it was made just for them, reinforcing that you are the local expert.

Setting Up for Success: Your Google Ads Account Blueprint for Real Estate

A powerful Google Ads strategy is built on a solid foundation. Before you spend a single dollar on bids, it’s crucial to structure your account for clarity, control, and accurate measurement. A disorganized account leads to wasted spend, muddled data, and missed opportunities. This section provides the architectural blueprint for setting up your Google Ads account to effectively manage campaigns, track what truly matters, and allocate your budget for maximum impact in the competitive real estate market.

Crafting a Strategic Account Structure for Real Estate Professionals

Think of your account structure as the filing system for your business’s digital marketing. A logical structure allows you to control messaging, budgets, and targeting with precision. For real estate agents, a common and effective structure is:

• Campaigns (The Filing Cabinets): Separate campaigns by high-level objectives or locations.
• • Example: Campaign 1: “Buyer Leads – Downtown Core,” Campaign 2: “Seller Leads – All Service Areas,” Campaign 3: “Brand Awareness – Display.”
  • Rationale: Each campaign has its own budget and geographic settings, allowing you to allocate funds based on priority.
• Ad Groups (The File Folders): Within each campaign, create tightly-themed ad groups based on keyword clusters.
• • Example: Within the “Buyer Leads – Downtown Core” campaign, you might have Ad Groups like: “Downtown Condos,” “Downtown Lofts,” “Luxury Downtown Properties.”
  • Rationale: This allows you to write highly specific ad copy that directly matches the keywords in that ad group. An ad for “Downtown Condos” should speak directly to condo buyers, not loft seekers. This relevance is key to a high Quality Score and better ad performance.
• Keywords & Ads (The Documents): Inside each ad group are the closely related keywords and the ads that are triggered by them.
• • Example: The “Downtown Condos” ad group would contain keywords like “condos for sale downtown,” “downtown condo listings,” “2 bedroom condo downtown.” The corresponding ads would have headlines like “Explore Downtown Condos” or “Luxury Condo Listings Here.”

This granular structure is the key to maintaining relevance between the user’s search, your ad, and your landing page, which Google rewards with lower costs and better ad positions.

Essential Conversion Tracking: Measuring What Matters for Quality Leads

If you’re not tracking conversions, you’re flying blind. Conversion tracking is the mechanism that tells you which keywords, ads, and campaigns are actually generating leads. Without it, you can’t differentiate between campaigns that generate clicks and campaigns that generate clients.

• What to Track: For real estate, primary conversions are:
• • Form Submissions: A user filling out a “Contact Us,” “Schedule a Showing,” or “Home Valuation” form.
  • Phone Calls from Ads: Using call extensions and call tracking to measure direct inquiries.
  • Live Chat Engagements: Initiating a conversation with a chatbot or live agent.
  • IDX Registration: A user signing up to save searches or view property details on your website.
• How to Set it Up: This is typically done by placing a small piece of code (a Google Tag) on your website, specifically on the “thank you” pages that users see after completing an action. This tag fires and reports a conversion back to your Google Ads account.

Accurate tracking allows you to calculate your true return on investment (ROI). Knowing that a specific keyword generated three qualified leads last month enables you to confidently increase bids on it. In an industry where the average cost per acquisition (CPA) can be significant—around $116.61 for search—this data is not a luxury, it’s a necessity.

Budgeting for Quality: Allocating Spend Effectively in a Competitive Market

Determining your Google Ads budget can feel daunting, but it should be a strategic decision based on your goals and market.

• Start with Your Goals: How many leads do you need per month? Work backward. If your website has a 5% conversion rate, you need 20 clicks to get one lead. If the average cost-per-click (CPC) in your market is $4, then your cost-per-lead (CPL) is $80. To get 10 leads, you’d need an $800 monthly budget. Industry benchmarks often place real estate CPL in the $50–$66 range, so you can adjust your estimates accordingly.
• Allocate by Intent: Not all keywords are created equal. Allocate a larger portion of your budget to the bottom-of-funnel, high-intent keywords (“realtors in [City]”) that are most likely to convert quickly. Use a smaller portion for mid-funnel or brand-building campaigns.
• Daily Budgets & Pacing: Google Ads uses a daily budget. Set a daily amount you’re comfortable with (e.g., $1000/month = ~$33/day). Google may spend slightly more or less on any given day but will not exceed your monthly charging limit.
• Focus on ROI: The ultimate goal is a positive return on investment. With an average 200% ROI on Google Ads spend, the potential is substantial. Track your leads through to closing to understand the true value generated from your ad spend, and adjust your budget based on what’s profitable.

Crafting High-Converting Search Campaigns: Attracting Qualified Prospects

Search campaigns are the workhorse of lead generation for real estate agents. This is where you connect directly with motivated buyers and sellers who are actively seeking your services. A successful search campaign is a masterful blend of science and art: the science of precise keyword selection and bidding, and the art of crafting compelling ad copy that demands a click. Getting this right means your ad appears as the most relevant, helpful answer on the search results page, capturing the attention of the highest-quality prospects.

Deep Dive into Keyword Strategy for High-Quality Leads

Your keyword strategy is the foundation upon which your entire search campaign is built. It’s about more than just picking obvious terms; it’s about understanding nuance, intent, and efficiency.

• Long-Tail Keywords: These are longer, more specific search phrases (3+ words). While they have lower search volume, they carry incredibly high intent.
• • Example: Instead of “houses for sale,” target “three-bedroom homes with a yard in [Neighborhood].”
  • Benefit: The person searching this knows exactly what they want. You’ll face less competition, pay a lower CPC, and attract a much more qualified lead.
• Match Types: Control how closely a user’s search must match your keyword.
• • Broad Match: Reaches the widest audience but can trigger irrelevant searches. Use with caution.
  • Phrase Match (e.g., “real estate agent”): Shows for searches that include the meaning of your keyword. More flexible than exact match but still highly relevant.
  • Exact Match (e.g., [real estate agent]): The most precise. Your ad only shows for searches with the same meaning or intent. This is ideal for your highest-value, bottom-of-funnel terms.
• Negative Keywords: This is one of the most powerful tools for eliminating wasted spend. Create a list of terms you don’t want your ads to show for.
• • Examples for agents: “jobs,” “school,” “training,” “for rent,” “apartments.”
  • Benefit: Prevents your budget from being spent on clicks from people looking for a real estate career or a rental property, ensuring you only pay for relevant traffic.

Compelling Ad Copy That Converts Real Estate Enquiries

Your ad copy is your 3-second elevator pitch on the search results page. It must grab attention, communicate value, and persuade the user to click your ad over your competitors’.

• The Anatomy of a Great Ad:
• • Headline 1: Match the Search Query. If they searched “Luxury Homes in Scottsdale,” your headline should be “Luxury Scottsdale Homes.” This creates immediate relevance.
  • Headline 2: State Your Unique Value Proposition (UVP). What makes you different? “Top 1% Agent,” “Exclusive Listings,” “Award-Winning Service.”
  • Headline 3: Create a Call to Action (CTA). Tell them what to do next. “View Listings Now,” “Get a Free Home Valuation.”
  • Description: Elaborate on your value. Mention key features, benefits, or social proof. “See stunning photos, virtual tours, and pricing on all Scottsdale luxury properties. As a certified luxury specialist, I can provide exclusive access. Contact me today!”
• Psychological Triggers:
• • Specificity: “100+ Condos Available” is better than “Many Condos Available.”
  • Urgency/Scarcity: “Hot Market – Listings Go Fast!” or “Limited Time: Free Staging Consultation.”
  • Social Proof: “Trusted by 500+ Local Families” or “Voted Best Realtor 2024.”

Leveraging Ad Extensions for Maximum Impact on Search Results

Ad extensions are extra snippets of information that expand your ad’s size and provide more reasons for users to click. They increase your ad’s visibility, improve click-through rates (CTR), and cost nothing extra. Using them is a competitive advantage.

• Sitelink Extensions: Add direct links to specific pages on your site, like “Buyer Resources,” “Seller’s Guide,” “Featured Neighborhoods,” or “Contact Us.”
• Callout Extensions: Highlight key benefits or features in short phrases. Examples: “Local Expert,” “Free Consultation,” “20+ Years Experience,” “Virtual Tours Available.”
• Structured Snippet Extensions: Showcase a specific aspect of your offerings. Example: Header: “Property Types” with values: “Single-Family Homes, Condos, Townhouses, Lofts.”
• Image Extensions: Add a visual component to your search ad, allowing you to showcase a beautiful property or a professional headshot. This dramatically increases visibility.
• Location Extensions: Display your office address, phone number, and a map marker, integrating with your Google Business Profile. Essential for local trust.
• Lead Form Extensions: Allow users to submit their contact information directly from the search ad without even visiting your website, reducing friction for mobile users.

Strategic Bidding to Attract Qualified Prospects

Your bid determines how much you’re willing to pay for a click. While it’s tempting to bid low to save money, this can prevent you from capturing the most valuable leads.

• Manual CPC: You set the maximum bid for each keyword. This offers the most control but requires active management.
• Automated Bidding Strategies: Google’s AI manages your bids to achieve a specific goal.
• • Maximize Clicks: Aims to get as many clicks as possible within your budget. Good for driving traffic.
  • Maximize Conversions: Aims to get the most conversions within your budget. This is the preferred strategy once you have sufficient conversion data.
  • Target CPA (Cost Per Acquisition): You set a target cost for each lead, and Google adjusts bids to meet it. Requires historical conversion data to work effectively.

Start with a strategy like Maximize Clicks to gather data, then once you have a steady stream of conversions (e.g., 30+ in a 30-day period), switch to Maximize Conversions to let Google’s algorithm find you the most qualified prospects.

Beyond Search: Expanding Your Reach and Nurturing Leads with Other Google Ad Types

While Search campaigns are the cornerstone for capturing high-intent leads, a truly comprehensive digital marketing blueprint utilizes the full suite of Google Ads products. Other campaign types allow you to build brand awareness, stay top-of-mind with past website visitors, and engage prospects visually. Integrating these strategies creates a holistic ecosystem that not only generates new leads but also nurtures them through the long real estate sales cycle, maximizing the value of every click.

Google Display Ads: Building Brand Awareness and Capturing Early Funnel Leads

The Google Display Network (GDN) is a vast network of millions of websites, apps, and videos where your visual ads can appear. Unlike Search, where users are actively looking for you, Display is about putting your brand in front of people based on their interests and online behavior.

• Purpose in Real Estate:
• • Brand Awareness: Keep your face and brokerage name visible across your target market. When a potential client eventually needs an agent, you’ll be the first one they think of.
  • Top-of-Funnel Lead Generation: Target users who are showing early signs of interest in moving, even if they haven’t started actively searching yet.
• Effective Targeting Methods:
• • In-Market Audiences: Target users Google has identified as being “in the market” for real estate.
  • Custom Audiences: Create an audience based on people who have recently searched for specific keywords (like your competitor’s name) or visited certain types of websites (like Zillow or Realtor.com).
  • Placement Targeting: Hand-pick specific websites or YouTube channels where you want your ads to appear, such as a local news site’s real estate section.

Display ads are cost-effective, with a much lower CPC than Search, making them an efficient tool for broad-reach branding and filling the top of your sales funnel. The average CPA for display is often lower than for search, providing a complementary and efficient way to reach potential clients.

Remarketing & Retargeting: Nurturing Warm Prospects into High-Quality Leads

Remarketing (or retargeting) is arguably the highest ROI activity in digital marketing. It involves showing targeted ads specifically to people who have already visited your website. These are not cold prospects; they have already demonstrated an interest in your services.

• The Strategy: A user visits your website to look at listings but leaves without contacting you. Later, as they browse other sites on the Display Network or watch a YouTube video, they see your ad reminding them of your services or showcasing a new listing.
• Advanced Real Estate Segmentation: Don’t just show the same ad to every visitor. Create segmented lists for more powerful nurturing:
• • “Home Valuation Page Visitors”: Show these users ads with testimonials from past sellers and a CTA to “Get Your Finalized Valuation.”
  • “Luxury Property Viewers”: Target this group with ads showcasing other high-end listings and highlighting your luxury market expertise.
  • “Mortgage Calculator Users”: Serve ads that offer a “Free Buyer’s Consultation” or connect them with a preferred lending partner.

Remarketing keeps your brand in front of warm leads, builds trust over time, and gently guides them back to your site when they are ready to take the next step.

YouTube & Video Ads: Visual Engagement for Real Estate Professionals

Video is the most engaging medium online, and YouTube is the world’s second-largest search engine. Video ads allow you to tell a story, showcase properties in a dynamic way, and build a personal connection with viewers.

• Effective Video Ad Formats:
• • In-Stream Ads: These are the ads that play before, during, or after another YouTube video. You can make them skippable (you only pay if a user watches 30 seconds or to the end) or non-skippable for short, punchy messages.
  • In-Feed Ads: These appear in YouTube search results and alongside related videos, inviting users to click and watch.
• Real Estate Video Content Ideas:
• • Property Tours: High-quality video tours of your featured listings.
  • Neighborhood Guides: Showcase your local expertise by creating short videos about the communities you serve.
  • Agent Introduction Videos: A 60-second video introducing yourself and your value proposition can be a powerful brand-building tool for retargeting campaigns.
  • Client Testimonials: A video of a happy client sharing their experience is incredibly persuasive.

Performance Max Campaigns: Unifying Campaigns for Broader Quality Reach

Performance Max (PMax) is Google’s newest, goal-based campaign type. It allows you to access all of Google’s ad inventory—Search, Display, YouTube, Gmail, Discover—from a single campaign. You provide the inputs (ad copy, images, videos, audience signals), and Google’s AI automates the targeting and delivery to find you the most conversions.

• How it Works for Real Estate: You would create an “asset group” for a specific goal, like “Generate Seller Leads.” You’d upload headlines (“Expert Home Valuations”), descriptions, images of recently sold homes, and a video testimonial. You’d also provide an audience signal, such as your website retargeting list or a list of past clients.
• Benefits:
• • Maximum Reach: Your message is shown across every Google channel to find pockets of converting users you might have missed.
  • Simplicity: Manages a complex, multi-channel strategy from one place.
  • Data-Driven: Heavily reliant on conversion tracking and Google’s machine learning to optimize for your goals.

PMax is a powerful tool for agents who have solid conversion tracking in place and want to scale their lead generation efforts beyond traditional search campaigns.

The Critical Link: Landing Pages Optimized for Real Estate Lead Conversion

Your ad can be perfect, your targeting precise, and your bid strategy flawless, but if your landing page doesn’t convert, all of that effort and expense is wasted. The landing page is the critical bridge between a prospect’s click and them becoming a qualified lead. It’s a dedicated, single-focus page designed to accomplish one specific goal: capture information. A user who clicks your ad for “downtown condos” should not be dropped on your generic homepage to fend for themselves. They need a tailored experience that immediately confirms they’ve come to the right place and makes it effortless to take the next step.

Designing Landing Pages That Convert Real Estate Visitors into Qualified Leads

A high-converting landing page is a masterclass in focus and persuasion. Unlike a full website designed for browsing, a landing page is built for a single action. Every element on the page should support this one goal.

The principle of “message match” is paramount. The headline, imagery, and offer on your landing page must directly reflect the promise made in your ad. If your ad promises a “Free Home Value Report,” the landing page’s headline should be “Get Your Free & Accurate Home Value Report.” This immediate confirmation reassures the visitor and reduces the bounce rate. The page should be free of distractions like a navigation bar, social media links, or links to other blog posts. The only way out should be back or through your lead capture form.

Essentials of a High-Converting Real Estate Landing Page

To maximize conversion, every real estate landing page should include these core components, arranged in a clean, logical flow.

• Compelling Headline: The first thing a visitor sees. It must be benefit-oriented and match the ad copy.
• Hero Image or Video: A high-quality, professional photo or video of a stunning property, a happy client, or the specific neighborhood relevant to the ad.
• Concise, Scannable Copy: Use bullet points and short paragraphs to explain the value proposition. Why should they give you their information? What will they get in return?
• Strong Call-to-Action (CTA): A prominent button with action-oriented text. Instead of “Submit,” use “Get My Free Report,” “Schedule My Showing,” or “See Listings Now!”
• Simple Lead Capture Form: Only ask for the information you absolutely need. Name, email, and phone number are often sufficient. The more fields you add, the lower your conversion rate will be.
• Social Proof & Trust Signals: These are vital for building credibility. Include:
• • Client testimonials (with photos or videos if possible).
  • Logos of associations you belong to (e.g., NAR, local board).
  • Awards you’ve won (“Voted Best Realtor,” “Top Producer”).
  • Statistics (“Over 500 Homes Sold”).

These elements work together to build trust and guide the user seamlessly toward conversion.

Integrating Lead Capture Forms: From Simple Sign-Ups to Chatbots

The method of lead capture can significantly impact your conversion rate. It’s important to offer options that are easy to use and match user preferences.

• Static Forms: The traditional “fill in the blanks” form. For best results, make it a multi-step form. Step 1 asks for something simple, like the property address for a valuation. Step 2 asks for their contact information. This psychological principle, known as the “foot-in-the-door” technique, increases completion rates.
• Lead Form Extensions (in-ad): As mentioned earlier, these allow users to convert directly on Google’s search results page, which is excellent for mobile users who may not want to load a full webpage.
• Chatbots & Live Chat: An increasingly popular option. A chatbot can engage visitors 24/7, ask qualifying questions (“Are you looking to buy or sell?”, “What’s your timeline?”), and collect contact information in a conversational format that feels less like filling out a form.

Ensuring Mobile-Friendliness and Fast Load Times for a Seamless User Experience

A significant portion of real estate searches happen on mobile devices. If your landing page is slow to load or difficult to navigate on a smartphone, you will lose leads.

• Responsive Design: Your landing page must automatically adapt to any screen size, from a large desktop monitor to a small phone. Text should be legible without pinching and zooming, and buttons must be large enough to tap easily.
• Page Speed: Every second counts. Use a tool like Google’s PageSpeed Insights to test your landing page. Slow load times are a primary cause