Google Ads for Real Estate: Step-by-Step Guide for 2024

Google Ads for Real Estate: Step-by-Step Guide for 2024

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google ads for real estate

As potential clients increasingly turn to the internet to find their dream homes, having a robust digital strategy is more crucial than ever. Enter Google Ads for Real Estate, a game-changer for agents looking to grow their visibility.

It’s a smart way for properties to get noticed exactly when people are hunting for homes or places to live. Imagine someone typing “homes for sale” into Google, and there’s your ad, right at the top!

That’s what Google Ads does – it puts you front and center when it matters most. It’s not just about showing your ad; it’s about showing it to the right people.

78% of real estate searches start with search engines, and Google accounts for 75% of that search traffic.

Investorra.com

The Power of Google Ads for Real Estate Leads

Google’s vast reach allows real estate agents to connect with a wide audience. The platform offers diverse ad formats tailored to different stages of the buyer’s journey.

By bidding on relevant keywords, agents ensure their listings gain visitors at critical moments, effectively capturing high-intent leads.

Google Ads dashboard example real estate

Understanding Different Types of Google Ad Campaigns

A variety of Google Ad campaigns suit different objectives.

  • Search campaigns are effective for capturing leads actively seeking real estate properties or services.
  • Display campaigns raise awareness and retarget potential clients
  • Demand Generation campaigns tap into new audiences through engaging content.

Google Search for Real Estate

Setting Up a Real Estate Search Campaign

Launching a search campaign involves creating ads that appear in Google’s search results. It’s essential to craft clear, concise ad copy that includes a call-to-action.

Structuring your campaign with organized ad groups based on property types or services can enhance relevance and performance.

Keyword Research in Real Estate

At its core, keyword research in real estate is about finding the exact phrases and terms potential buyers or renters use during their online searches.

These keywords are the foundation of a good SEO strategy, making a website more visible and accessible in search engine results. But it’s more than just about getting traffic; it’s about drawing in the right audience – those who are most likely to engage and convert.

ahrefs real estate keywords research

A well-executed keyword strategy also helps content creation, guiding realtors in crafting relevant, engaging, and valuable content that resonates with their audience.

This alignment between what prospects are searching for and the content provided can significantly enhance the user experience and brand credibility.

Competitor Keyword Bidding

An important aspect of keyword research is understanding and leveraging competitor keyword bidding. This involves identifying the keywords that competitors in the real estate sector are targeting in their paid advertising campaigns.

Tools like Google Ads Keyword Planner, SEMrush, and Ahrefs can provide invaluable insights into these strategies.

By analyzing competitors’ ads and the keywords they target, real estate businesses can identify high-performing keywords that competitors have already found to be successful. However, the trick is not just to mimic but to find a unique angle or an overlooked niche that they may have missed.

google keyword planner for real estate

Choosing the Right Keywords for Real Estate

Selecting keywords for a real estate ad campaign isn’t just about picking the most popular terms. It’s about understanding the market and tailoring keywords to reflect the audience being targeted, whether it’s luxury homes buyers, commercial buyers, or affordable housing.

Long-tail keywords are very valuable in the real estate sector.

These longer, more specific phrases may have lower search volumes, but they tend to attract more qualified traffic – potential clients who are further along in their buying journey and have more specific needs.

Using keyword research tools is essential in identifying relevant keywords that strike the right balance between search volume and competition.

Tools for Tracking Competitor Keywords:

  • Google Ads Keyword Planner: Provides insights into the keywords competitors are bidding on.
  • SEMrush: Offers detailed analytics on competitors’ keyword strategies.
  • Ahrefs: Useful for tracking competitor keyword rankings and identifying gaps in your strategy.

Targeting Specific Areas for Real Estate Leads

Location targeting enables agents to display ads to people in specific regions. This is vital for real estate, where the market is inherently local. Tailoring your ads to reflect local nuances can significantly increase the chances of generating qualified leads.

Google Display Campaigns for Real Estate

Google Display Campaigns Real Estate

Creating Compelling Display Ads for Real Estate

Visual appeal is key in display advertising. High-quality images of properties, along with engaging headlines, can capture attention across websites and apps.

These ads can also serve as reminders for users who have previously shown interest in your listings.

Targeting the Right Audience for Real Estate Leads

Google’s targeting options allow for precision. You can reach people based on demographics, interests, or even their previous interactions with your website.

This ensures that your ads are shown to those who are most likely to respond positively to your real estate offerings.

Measuring Success with Display Campaigns

Metrics such as click-through rates (CTR) and conversion rates provide insight into ad performance. Analyzing these can help real estate professionals understand which creative elements resonate with the audience and which targeting parameters are most effective.

Demand Generation Campaigns (Former Discovery ads)

google demand gen real estate

Demand Generation campaigns showcase your ads on Google’s feeds, such as YouTube and Gmail. These campaigns are designed to spark interest among users who may not currently be searching for real estate services but could be intrigued by your offerings.

Placements available for Demand Gen campaigns:

  • YouTube Shorts.
  • YouTube in-stream ads.
  • YouTube in-feed ads.
  • Google Discover.
  • Gmail ads.

Discovery/Demand Gen campaigns for Real Estate

Engaging visual content combined with compelling narratives can attract prospective buyers. These ads benefit from automatic placement and optimization, reaching users across devices and platforms, potentially leading to higher engagement rates.

Optimizing Campaigns for Maximum Results

For optimal performance, continuously test different ad formats, images, and copy. Adjust bids and budgets based on the insights gained from performance data. This iterative process will help hone your campaigns to attract the most relevant leads.

Advanced Techniques for Real Estate Leads

Retargeting reminds users of their previous interest in your listings. This technique can significantly increase conversion rates by keeping your properties top-of-mind. Implementing a pixel on your website allows for tracking visitors to show them targeted ads later.

Incorporating Video Ads for Real Estate

Video ads can convey the look and feel of a property more dynamically than static images. Platforms like YouTube offer a perfect stage for such ads, engaging potential buyers with virtual tours and testimonials that can lead to direct inquiries.

Maximizing Lead Quality with Advanced Targeting

Google Ads provides advanced targeting options like in-market segments, allowing you to focus on users who are actively researching real estate services. By narrowing your focus, you can improve the quality of your leads and increase the likelihood of conversion.

Measuring and Analyzing Success

Key Metrics to Track for Real Estate Leads

Monitoring metrics such as cost-per-click (CPC), cost-per-acquisition (CPA), and conversion rate helps gauge the efficiency of your campaigns. Keeping an eye on these numbers ensures you’re investing wisely in generating leads.

Interpreting Data to Improve Campaign Performance

Data should inform decisions. Reviewing campaign analytics regularly enables you to spot trends, identify areas for improvement, and pivot strategies as needed. This continuous optimization cycle is essential for staying competitive in the dynamic real estate market.

Remember:

  • Low CTR (Click Through Rate) = Low quality ads or target audience not good. Work on these two to improve CPC
  • High CPC (Cost-per-Click) = Many competitors bidding on the same target audience or search terms. Try other keyword variations, longer tail keywords, make your ads more relevant.
  • Low Conversion Rate = Bad landing page. You got the click, not it’s the landing page’s job to convert it to a lead. If it doesn’t you’re either targeting way to broad, or your landing page isn’t good enough. Make minor, incremental changes and test them out one by one.

Adjusting Strategies Based on Analytics

Based on your analysis, adjusting keyword bids, refining target audiences, or reallocating budget between campaigns can enhance performance. Staying flexible and responsive to data trends equips you to maximize the impact of your Google Ads efforts.

Conclusion

The real estate industry is increasingly digital, and Google Ads stands out as a powerful channel for lead generation. Embracing the strategies discussed can equip real estate professionals with the tools needed for success. As we adapt to the evolving landscape of online marketing, these insights can help build a robust pipeline of leads, ensuring growth and sustainability in the competitive world of real estate.

google ads for real estate

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