Google Ads for Real Estate Agents

Real estate agents relied on outdated marketing techniques such as cold-calling and postcard mailing. Not anymore. Google ads for real estate agents are now a game-changer connecting with the growing number of home buyers and sellers looking for online avenues for their property needs.

Google Ads provides a scalable solution to propel your real estate business into the digital forefront. With Google ads, you can place your real estate ads directly in front of potential clients searching for your services online. This ensures maximum visibility of your real estate business and increases real estate lead generation. 

Before we discuss how to set up real estate agent advertising, let’s begin with some basics.

Basics of google ads (ppc)

Google Ads operates on a pay-per-click (PPC) model, showcasing your ads on Google’s search results pages. With this service, you can set budgets, create ads targeting specific keywords, and pay only when someone clicks on your ad.

Google Ads is the go-to platform for PPC advertising, especially beneficial for real estate professionals. It offers user-friendly tools, extensive reach, and a straightforward interface, making online lead prospecting more accessible for real estate agents, teams, and brokerages in the real estate industry.  You can hire a PPC management company to get quick results, or you can do it yourself.

Say, you have a real estate business and want more people to notice it. Google Ads is like putting up signs in different places to attract customers.

• Search sign- Imagine someone searching for “houses for sale in Missouri”. Your Google Search Ad could be the top result, like a sign saying “Find your dream home! Expert Realtor in Missouri”. You only pay when someone clicks your ad and visits your website (steps closer to your stand).

• Picture sign- This could be a beautiful picture of a house you listed, appearing on websites people browse regularly. It’s like having a billboard showcasing your properties where people are already looking.

• Shopping sign- Like a virtual property market, your agency listings could appear on Google Shopping. People searching specifically for houses on Google Ads can easily see your (real estate advertising) options.

• Video sign for real estate advertising for real estate advertising – Imagine a short video ad on YouTube showing happy clients moving into their new homes thanks to you. It’s like a commercial highlighting your expertise and service.

With the right keywords, locations, and ad formats, Google Ads helps you reach people actively looking to buy or sell houses in your area, just like your signs attract potential customers to your real estate “stand”.

PS: Learn how to create an effective PPC strategy in 2024.

Should you use Google ads for real estate agents?

Is advertising your real estate business through Google ads a suitable option? 

Many new agents who have tried pay-per-click (PPC) advertising on their own have been disappointed with the outcomes due to the wrong strategies used. 

It’s essential to bear in mind that a Google ad campaign is a long-term plan. Develop a business strategy and stick to it for at least a year before considering giving up. You can always refine your plan and make adjustments to create a more efficient approach.

When you’re starting, it’s more effective to bid on smaller, more specific real estate keywords with less search volume. This can assist you in achieving a higher ad position in search engine results and obtaining more leads for your real estate website.

For instance, selecting a keyword like “[Your City] real estate” can be more challenging for lead generation than using a more niche keyword, such as your city, along with your broker’s name, team name, or even your name. By narrowing down your keywords, you can improve the outcomes of your AdWords campaign.

However, as a new real estate agent, it’s best to focus your marketing on your existing network and referrals. While the internet can be an excellent source of leads, it should not be your primary focus or a substitute for building relationships in your community.

How do Google Ads work for real estate agents?

To start PPC advertising in the real estate industry, Google Ads is a popular choice due to its widespread use as a search engine. It is commonly used by buyers and sellers to browse property listings, and real estate agents can utilize Google Ads to optimize ad campaigns.

Google Ads operates on a complex auction system involving max bids, quality score, ad rank, and actual CPC.

Search ads are the most common type of Google Ads, where the ads appear at the top or bottom of the search results when a user searches for specific keywords. For real estate agents, search ads can be effective in targeting people who are actively looking for properties to buy or sell. For example, if someone searches for “homes for sale in [city name],” a real estate agent can place a search ad that appears at the top of the search results, which can drive traffic to their website or landing page.

Display Ads:

Display ads are visual ads that appear on various websites across the web. They can be in the form of images, videos, or interactive media. Display ads can be effective in creating brand awareness and targeting people who are interested in real estate or related topics. For example, a real estate agent can target people who have visited real estate websites in the past or are interested in home decor or home improvement. These ads can drive traffic to the agent’s website or landing page and generate leads.

Video Ads:

Video ads are ads that appear before or during video content on YouTube or other video platforms. Real estate agents can use video ads to showcase their properties and provide virtual tours. This can be an effective way to engage potential buyers and give them a sense of what the property looks like before they schedule in-person viewing. Video ads can also be used to build brand awareness and trust by featuring the agent or the agency.

Local Services Ads:

 These ads are specifically designed to connect local customers with trustworthy and reliable real estate agents in their area. By showcasing the unique qualities and expertise of the agents, these ads help potential clients make informed decisions when selecting an agent for their property needs. With Local Services Ads, real estate agents can highlight their credentials, customer reviews, and even display their service areas to ensure that they are connecting with the right target audience. This type of ad not only increases visibility for the agents but also instills trust and confidence in potential clients, ultimately leading to increased business opportunities and successful transactions.

2. Determine your target audience

Identifying your target audience is essential. Suppose you specialize in beachfront properties. In that case, your target customers might be individuals seeking vacation homes or retirees looking for a serene environment. 

Tailor your ad content to resonate with their desires. Use language and imagery that speaks directly to their aspirations, such as “Your Dream Beachfront Home Awaits – Explore Now!”

Efficient targeting influences your ad campaign costs, click-through rates, and conversions. While narrowing your audience might result in a smaller reach, it significantly enhances the likelihood of securing lucrative leads with a better return on investment (ROI). This not only saves costs but amplifies your client base and income.

Targeting strategies for Google real estate ads.

• Demographic targeting– Pinpoint your audience based on age, gender, household income, parental status, or a combination of these factors. Google ads audience targeting helps you to reach your potential customers according to the preferred demographics.

• Affinity audiences for Real Estate Google Ads – Reach audiences based on their demonstrated interests in online searches, shopping habits, and viewed videos on platforms like YouTube.

• In-market targeting– Showcase your Google real estate ads to users actively searching for related products or topics.

• Custom segments– Tailor your ads by entering relevant keywords, URLs, and apps, creating a custom segment for precision targeting.

• Life events– Target users experiencing key life events like moving homes, long-distance moves, marriage, or divorce.

• Your Real Estate Google AdsData – For real estate advertising, Google Ads (formerly Remarketing) can target individuals who previously interacted with your ads or who want your ads, including similar audiences or those interested in related real estate topics.

• Location targeting- Display ads exclusively to users within a specified geographic area, a crucial feature for real estate agents.

The most popular and suitable types of ads for real estate professionals are search and display ads, with video ads closely following. Display and video ads offer versatile targeting options, while search ads show up when users are actively looking for information. Essentially, search ads naturally target users who are more inclined to become clients, as they are actively seeking answers.

3. Selecting keywords & crafting copy

Given the confined space, precision in language and the selection of keywords becomes crucial to effectively target your intended audience.

Consider a user searching for “houses for sale in Missouri” – they are unlikely to engage with an ad claiming “Award-Winning Realtors.” Instead, their interest lies in a headline featuring the exact keyword or a variation, such as “Missouri real estate & homes for sale.” 

Illustrating this approach are the Google ad examples below, incorporating additional keywords in the description, addressing the searcher’s needs – like “active homes for sale,” and “real estate filters.”

Here’s how to write effective Google ads copy for real estate agents:

Focus on your Unique Selling Proposition (USP): Start by identifying what makes your real estate services stand out from the competition. Use this USP as the basis for your ad copy. Make sure your USP is communicated in your headline and ad copy.

Use a strong headline: Your headline is the first thing that potential clients will see. Make it attention-grabbing and to the point. Try to include your USP in the headline if possible.

Highlight benefits: Focus on the benefits that your services offer to clients. For example, “Get your dream home with our expert real estate services” communicates the benefit of finding a dream home. Make sure your ad copy is concise and easy to read.

Use power words: Use power words like “exclusive,” “limited time offer,” and “newly listed” to create urgency and encourage action.

Include a call-to-action (CTA): Encourage potential clients to take action by including a clear and compelling CTA. For example, “Contact us today to schedule a consultation” or “Browse our listings now.”

Use ad extensions: Ad extensions can provide additional information about your services and encourage clients to take action. Consider using ad extensions like call buttons, location extensions, and site link extensions.

Test and refine: Test different ad copy to see what works best with your target audience. Use data to refine your ads and improve your conversion rates over time.

Your ad copy should be focused on the needs and desires of your target audience. By communicating the benefits of your services clearly and effectively, you can create Google ads that convert potential clients into satisfied customers.

Searching & selecting keywords

Understanding the search intent behind each keyword on your (Google Ads account) is pivotal to effectively targeting clients in the real estate industry at different stages of the buying or selling process.

Imagine someone searching for “homes in Missouri” – their intent could span from purchasing a home to seeking information about the area, home prices, or styles. Conversely, opting for the keyword “homes for sale in Missouri” directs your ads to individuals closer to making a purchase decision. The choice of real estate keywords significantly influences the success of your ad.

Tips for optimal keyword selection

Identify negative keywords- Exclude terms you don’t want to rank for, such as “Kansas City” if your focus is Missouri.

Incorporate long-tail keyword-  Utilize phrases with specific search intent, like “Three bedroom homes in Springfield” instead of the broader “Missouri homes.”

Conducting thorough keyword research stands out as the linchpin in creating robust Google Ads for real estate agents. While Google’s free keyword planner tool offers basic insights, leveraging an SEO platform like Semrush proves highly effective for maximizing your advertising return on investment (ROI). 

Establish KPIs for your Google ads for real estate

Set specific KPIs aligned with your business objectives. If your goal is lead generation, track the conversion rate of users filling out inquiry forms on your website. 

For brand exposure, monitor impressions and click-through rates. If selling properties is the primary focus, measure the return on ad spend (ROAS). For example, if a $500 ad spend results in $5,000 in property sales, your ROAS is 10:1.

Set up your google ad campaigns

After outlining your ad strategy and composing the content, the next step is to set up your Google real estate ads. 

Set up your first real estate Google Ads campaign to generate leads.

Determine the campaign objectives.

Choose the “Search Network only” campaign type.

Select the Google Ads campaign type.

Next, you get a box to select how you would like to reach your goal. You can check more than one box, however, a common strategy is to use lead form submission.

The next step is to set up your bid options. 

Choosing conversions/conversion value is ideal if you aim to prompt customers to take immediate action on your site, particularly beneficial for agents seeking lead generation.

Campaign settings.

Choose whether you want to run realtor ads for only search results or also for display ads to appear at various places.

Select your target location (city, region, etc.).

Add audience segments.

Specify your audience segments and configure additional settings, such as your ad schedule, commencement and conclusion dates, and ad rotation. The definition of your audience segments is contingent on your business, niche, and the specifics of each unique ad campaign. For instance, your target audience for property listings could be categorized as “residential properties (for sale),” whereas ads aimed at potential clients for new listings may be tailored for “homeowners.” 

Keywords and Ads

Create ad groups: Within your campaign, create ad groups based on specific themes or services (e.g., “houses for sale,” “apartments for rent”).

Choose keywords- Select relevant keywords for each ad group, using a mix of broad, phrase, and exact match types.

Each ad group should have 2-3 ads with variations in headlines and descriptions.

Include relevant keywords, highlight your unique selling proposition (USP), and use a strong call to action (CTA).

Budget

The last step of creating your real estate agent advertising is to set your budget. Determine a realistic daily or monthly amount you’re comfortable spending based on your overall marketing goals and budget. This is why real estate businesses hire a PPC management agency to decide what’s best for their marketing strategy. 

Remember, Google Ads charges per click, and the actual cost-per-click (CPC) can vary depending on several factors. Start with a conservative budget and track your CPCs to optimize your campaign for better performance and return on ad spend (ROAS).

Set up conversion tracking- Track website conversions (leads, contacts) to measure campaign effectiveness.

ProTip: Add ad extensions to get more ad space and provide more information like your phone number, location, links to specific pages, etc.