If you’re in real estate and looking for more high-quality leads, there’s a good chance you’ve considered running Google Ads. And that’s a smart move. Google Ads can be a goldmine for agents, brokers, and investors—if you set them up the right way.
But let’s be real: Google Ads isn’t something you just “turn on.” It’s easy to spend a lot and get very little in return if you don’t know what you’re doing. So this guide is here to help you run smarter, more targeted real estate ads on Google—and actually get leads that convert.
Why Google Ads Works So Well for Real Estate
Think about it: when someone types “homes for sale in San Diego” into Google, they’re probably not just browsing. They’re motivated. They’re either looking to buy, sell, or at least explore what’s on the market. That’s your opportunity to show up with the perfect message at the perfect time.
Google Ads puts you right in front of those people—exactly when they’re searching.
Step 1: Know What You’re Trying to Achieve
Before anything else, ask yourself: What do I want from this ad campaign? Are you trying to:
- Get more homebuyer or seller leads?
- Drive traffic to your new property listings?
- Promote an open house or new development?
- Build brand visibility in a local area?
Be specific. Knowing your goal will help you structure your campaign properly and avoid wasting money.
Step 2: Nail Down Your Audience and Location
You don’t want your ad showing up for someone in another country who just Googled “New York apartments” out of curiosity. In real estate, your targeting needs to be hyper-local.
You can use Google’s location targeting to narrow your reach by:
- City
- ZIP code
- Radius around a location
- Custom geographic areas
Pro tip: Combine geographic targeting with demographic targeting (like income level, age, or homeownership status) for even better results.
Step 3: Choose the Right Campaign Type
For most real estate pros, these are the main Google Ads options:
- Search Ads – Your ad appears when someone searches keywords like “homes for sale in Miami.” Best for high-intent leads.
- Display Ads – Banner/image ads that show up on blogs, news sites, etc. Good for branding.
- Performance Max – Google’s all-in-one AI-powered campaign type that puts your ads across YouTube, Search, Gmail, Maps, and more.
- YouTube Ads – Great if you have virtual tours or property walkthrough videos.
- Local Ads – Focuses on getting calls, visits, or leads in your area.
If you’re just getting started: go with Search Ads. They’re the most straightforward and give you the most control.
Step 4: Do Your Keyword Research (This is Huge)
Here’s where most people mess up. They bid on super broad keywords like “homes” or “real estate” and wonder why they’re getting tons of traffic but no leads.
Instead, you want specific, intent-driven keywords—especially ones tied to your local area.
Some examples:
- “3 bedroom house for sale in Denver”
- “condos downtown Austin under $500k”
- “sell my home fast in Atlanta”
- “best realtor in Charlotte NC”
Use Google’s Keyword Planner (it’s free in your Google Ads account) or tools like Ubersuggest to find these. Look for keywords with:
- Decent search volume
- Low to medium competition
- Clear buyer or seller intent
Bonus tip: Add negative keywords like “cheap,” “free,” or “rent” if you’re not targeting renters or people just browsing.
Step 5: Write Ad Copy That Makes People Click
Okay, you’ve got your keywords. Now it’s time to write ads that grab attention and make people act. Keep it simple, specific, and focused on benefits.
Here’s a good format to start with:
Headline ideas:
- Homes for Sale in [Your City]
- Luxury Condos from $400k
- Open House This Weekend – Book Now
Descriptions:
- Browse new listings, schedule showings, and work with local experts. Call today or view homes online.
Calls to action:
- View Listings
- Schedule a Tour
- Get a Free Home Valuation
Don’t forget to include your unique selling point—what makes you or your listing different from the rest.
Step 6: Build a Landing Page That Converts
Please don’t send people to your homepage. That’s a fast way to lose them.
Create a dedicated landing page that matches what your ad promised. For example, if your ad said “3-bed homes in San Diego under $600k,” make sure that’s exactly what people see when they click.
What makes a great real estate landing page?
- Clear headline that matches your ad
- Property photos or listing previews
- Short form (name, email, phone number)
- “Schedule a Tour” or “Contact Agent” button
- Fast load speed (especially on mobile)
- Zero distractions (no menus or extra links)
Use tools like Unbounce, LeadPages, or just build one in WordPress with Elementor or similar.
Step 7: Set a Realistic Budget
You don’t need to spend thousands right away. Many agents start with $10–$50 per day, then scale once they see what works.
A good way to start:
- Pick 5–10 high-intent keywords
- Run Search Ads with a daily budget of $25–50
- Track leads, cost per click, and cost per conversion for 1–2 weeks
Real estate is a competitive space, so expect to pay anywhere from $1 to $10+ per click depending on your area.
Step 8: Use Ad Extensions to Boost Visibility
Ad extensions give your ads more room to shine—and they don’t cost extra.
Must-have extensions for real estate:
- Call Extensions – Let people call you directly from the ad
- Location Extensions – Show your office or service area
- Sitelinks – Add links to featured listings, about page, contact page, etc.
- Callouts – Add extra value points like “No Closing Costs” or “24/7 Support”
These help you take up more real estate on the page (pun intended) and boost your click-through rate.
Step 9: Track Everything (And Make It Better Over Time)
Google Ads gives you tons of data—use it.
Here’s what you should monitor:
- Click-through rate (CTR) – Are your ads interesting?
- Conversion rate – Are people filling out forms or calling?
- Cost per lead (CPL) – Is it worth it?
- Search terms report – What people actually typed before clicking
And make improvements:
- Pause keywords that don’t convert
- Split test ad headlines and descriptions
- Adjust bids to focus on the best-performing keywords
- Test different landing pages
Optimization is a continuous process. The more you refine, the better your results get.
Final Thoughts
Running Google Ads for real estate isn’t about throwing money at the wall and hoping something sticks. It’s about understanding your audience, choosing the right keywords, writing great ads, and creating a smooth experience from click to conversion.
Start small. Track results. Keep improving.
And if it all feels a bit overwhelming, that’s okay. You can always get help from a digital marketing expert—or just ask me and I’ll walk you through it.
Want a checklist or template to build your first real estate campaign? Just say the word—I’ll send one your way.
