Evocalize launches Google Performance Max integration, expanding AI-powered lead generation across Google’s entire ecosystem
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Revolutionary combination of PMAX programs and Leads Intelligence AI Agents delivers higher quality leads at scale
Austin, TX – Dec. 3, 2025 – Evocalize, the digital marketing growth engine powering many of the largest real estate and mortgage brands—such as Realtor.com, Rate, Planet Home Lending, United Real Estate, eXp, Synergy One Lending, Atlantic Bay Mortgage, Mutual of Omaha Mortgage, Guild Mortgage, Keller Williams, and many more — is proud to announce the integration of Google Performance Max (PMAX) programs into its platform. This strategic expansion enables real estate agents, loan officers, brokers, and lenders to reach qualified buyers, sellers, and borrowers across Google’s entire ecosystem—Search, YouTube, Display, Gmail, Maps, and Discover—through a single intelligent digital marketing program powered by Evocalize’s proprietary Leads Intelligence AI Agents.
The Google Performance Max integration represents a fundamental shift from keyword-only strategies to AI-driven, omnichannel marketing that identifies and converts prospects throughout their entire digital journey. By combining Google’s most advanced campaign type with Evocalize’s proven Leads Intelligence technology, housing professionals can now generate more leads at lower costs all while improving lead quality.
“Performance Max isn’t experimental, it’s Google’s recommended approach to lead generation and the future of digital advertising,” said Matthew Marx, CEO of Evocalize.
“And it’s also expected to soon power Gemini’s AI search experience. But for Housing, there are two problems with it out of the box. First, it’s complicated to execute with many requirements that make it extremely time-consuming for non-experts to run, and second, without specialized training on Housing quality indicators, it produces cheap but lower quality leads. However, when combined with our Leads Intelligence AI Agents, we train it on the complex long lasting Housing-specific value process. The result is both expanded reach and more qualified leads at scale.”
The platform’s patented Blueprint technology allows brokerages and lenders to deploy sophisticated PMAX campaigns that can be launched in just a few clicks—or fully automated—while maintaining brand governance and compliance controls at scale.
Behind every PMAX campaign, Google’s machine learning analyzes billions of signals to identify ideal prospects, while Evocalize’s Leads Intelligence AI Agents ensure quality remains paramount. The system:
- Expands reach intelligently: Automatically places ads when prospects research on YouTube, check Gmail, browse Maps, explore popular websites, and search on Google
- Optimizes for transactions, not just clicks: Feeds real-time quality signals back to Google’s algorithms, teaching them to find buyers, sellers, and borrowers who actually close
- Learns and improves continuously: Every lead interaction trains the system, with local market dynamics always taking priority while benefiting from network-wide intelligence
“This isn’t about replacing search; it’s about being everywhere your future customers already are,” said Justin Ulrich, VP of Marketing at Evocalize.
“One PMAX program replaces six traditional campaigns, reaching buyers from early research through ready-to-convert search moments. It’s the difference between waiting for high-intent searches and proactively finding qualified prospects wherever they spend time online.”
Evocalize’s platform already drives measurable production gains across the housing industry:
- Generated over $1 billion in loan pipeline for Rate, resulting in 652 closed loans
- Delivered 500% ROI for Mutual of Omaha Mortgage in the first six months
- Produced over 1,000,000 leads for Realtor.com with 400% increase in ROI
- Reduced average time agents and LOs spend on digital marketing from 9 hours to 9 minutes weekly
The addition of Performance Max programs extends these capabilities, giving housing professionals access to premium Google inventory previously unavailable through traditional search campaigns.
Google Performance Max programs are now available to all Evocalize customers as part of the platform’s comprehensive Blueprint library. The integration includes full support for co-marketing between agents and loan officers, allowing partners to split costs while doubling ROI on marketing spend.
As a Certified Marketing Partner with Meta, Google, and TikTok, and backed by Madrona, Move, Inc. and the National Association of Realtors, Evocalize continues to lead the way as the digital marketing growth engine of the housing industry.
About Evocalize
Evocalize’s Collaborative Marketing Platform is used by multi-location brands, technology platforms (like CRMs), and online marketplaces to equip their locations, agents, and users at scale with sophisticated, push-button easy digital marketing that drives real business results and revenue. Evocalize is a Meta Business Partner and a Google Business Partner. Evocalize’s technology supports businesses across industries, including real estate, mortgage, insurance, financial services, restaurants, franchises, travel, and more. Over 1,500,000+ sophisticated digital marketing programs have been run using Evocalize technology, generating millions of leads, and leading to thousands of transactions to date. Evocalize is backed by Madrona Venture Group, Move, Inc., Second Century Ventures, and Habanero Ventures. For more information, visit evocalize.com.
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