Google Ads for Real Estate: Search & Display Strategies That Drive Qualified Leads

A real estate agent in Austin spent $5,000 on Facebook ads last month and got 127 leads. Sounds great, right? Except when you dig deeper: only 3 were actually ready to buy or sell, and none converted to clients. That's a $1,667 cost per qualified lead.

The same agent then shifted $2,000 to Google Search Ads targeting "sell my house fast Austin" and similar intent-heavy keywords. Result? 18 leads, but 11 were genuinely ready to list or buy. Two closed within 60 days.

That's the difference between targeting people who might be interested in real estate content and capturing people actively searching for help right now.

Why Google Ads for Real Estate: The Intent Advantage

Google Ads works differently than social media advertising. When someone types "homes for sale in Denver" or "how much is my house worth," they're not passively scrolling—they're actively looking for answers. That's purchase intent you can't manufacture.

The Three Advantages of Search Intent

You're catching people mid-decision. Someone searching "real estate agent near me" or "condos for sale downtown" has already decided they need help. You're not interrupting their day—you're answering their question.

Local dominance is achievable. Unlike national platforms where you compete with massive brokerages, Google Ads lets you own your specific market. A well-optimized campaign in Boise or Charleston can outrank national brands for local searches.

ROI becomes measurable. You can trace every lead from keyword to closed deal. That attribution clarity makes Google Ads one of the few channels where you can confidently calculate return on ad spend.

When Google Ads Makes Sense for Your Business

Google Ads isn't for everyone. It makes sense when:

  • You're in a market with reasonable search volume (metros and suburbs work better than rural areas)
  • Your average commission justifies $50-150 cost per lead
  • You can respond to leads fast (under 5 minutes matters)
  • You have a decent website with IDX integration
  • You're ready to commit at least $1,500-2,000/month for 90 days to gather data

If you're a new agent with zero budget or working exclusively in tiny rural markets with no search volume, Facebook or door-knocking might be better starting points. But for most agents in populated areas, Google Ads should be part of your real estate lead generation strategy.

Google Search Ads Strategy: Capturing Active Buyers and Sellers

Search ads are where Google Ads shines for real estate. You're bidding on keywords people type into Google, and your ad shows up when they search.

Keyword Research: Finding What Your Market Actually Searches

Good campaigns start with knowing what people search for. And in real estate, search patterns fall into clear categories.

Buyer Keywords signal someone looking to purchase:

  • "homes for sale in [city/neighborhood]"
  • "condos for sale [area]"
  • "townhomes [city]"
  • "[neighborhood] real estate"
  • "houses under 500k [city]"
  • "luxury homes [area]"

Seller Keywords indicate listing intent:

  • "sell my house [city]"
  • "home value [address/city]"
  • "what's my home worth"
  • "how to sell my house fast"
  • "real estate agent to sell [city]"
  • "cash offer on house"

Geographic modifiers are critical. Someone searching "homes for sale" is too broad and expensive. "Homes for sale in Capitol Hill Seattle" shows neighborhood-specific intent and converts better.

Long-tail vs broad match is a balance. Long-tail keywords like "3 bedroom houses under 400k in Brentwood Nashville" have low volume but high intent. Broad keywords like "Nashville real estate" have high volume but vague intent. Start with long-tail to control costs, then expand.

One expensive mistake to avoid: bidding on branded terms like "Zillow" or "Realtor.com." You'll pay $8-15 per click for someone who's going to those portals anyway. Focus on unbranded searches where you can actually win the prospect.

Campaign Structure: Organizing for Performance

How you structure campaigns determines your ability to optimize. Bad structure means you can't tell what's working. Good structure gives you clarity and control.

Geographic targeting should match your service area exactly. Don't target the entire metro if you only work three neighborhoods. Tighter geography means more relevant traffic and lower costs.

Set up campaigns by location:

  • Campaign 1: Downtown [City]
  • Campaign 2: [Suburb A]
  • Campaign 3: [Suburb B]

Within each campaign, separate buyer and seller keywords into different ad groups. Why? Because someone searching "homes for sale" needs different ad copy than someone searching "sell my house fast."

Property type segmentation helps when you specialize:

  • Ad Group: Single-family homes
  • Ad Group: Condos
  • Ad Group: Luxury properties
  • Ad Group: Investment properties

This lets you write specific ad copy ("Condo Specialist - 50+ Sales This Year") instead of generic messages.

Budget allocation should favor campaigns that convert. Start equal across campaigns, then shift money to winners after 30 days of data. If downtown converts at 8% and suburbs convert at 3%, move budget accordingly.

Ad Copy Best Practices: Headlines and Descriptions That Click

Your ad has three headline slots (30 characters each) and two description lines (90 characters each). That's about 10 seconds to convince someone to click instead of scrolling to the next result.

Headline formulas that work:

For buyer leads:

  • "[Neighborhood] Homes for Sale"
  • "Find Your [City] Home Today"
  • "New Listings in [Area] Daily"

For seller leads:

  • "Sell Your [City] Home Fast"
  • "Free Home Value Report [City]"
  • "Top Agent in [Neighborhood]"

Description line optimization means being specific:

Don't write: "We help buyers and sellers achieve their real estate dreams."

Write: "View 300+ active listings in Capitol Hill. Search by price, beds, neighborhood. New listings added daily."

Or for sellers: "Get your home's current value in 24 hours. Free market analysis. No obligation. 98% list-to-sale price ratio."

Call extensions let people click to call directly from the ad. Critical for mobile traffic (which is 60%+ of real estate searches). Make sure your phone rings to you or a team member who answers fast.

Sitelinks are the additional links below your main ad. Use them to send traffic to specific pages:

  • Buyer Search
  • Seller Resources
  • Free Home Valuation
  • About [Your Name]
  • Recent Sales

Location extensions show your office address and a map pin. They signal you're local (not some national lead gen company) and help with trust.

Landing Page Alignment: Where the Click Goes Matters

The worst thing you can do is send ad traffic to your homepage. Someone searching "condos for sale downtown" clicks your ad and lands on a generic homepage with no condos? They bounce in 3 seconds.

Search intent to landing page match:

  • "Homes for sale [city]" → IDX search page pre-filtered to that city
  • "Sell my house" → Seller landing page with instant valuation form
  • "[Neighborhood] real estate" → Neighborhood guide with active listings
  • "Luxury homes [city]" → Luxury properties page filtered by price

Your landing page should continue the promise from the ad. If your headline says "Free Home Value Report," the landing page better have that form front and center—not buried below the fold.

IDX integration is non-negotiable for buyer campaigns. People want to search listings immediately. If your site doesn't have IDX, Google Ads will drain your budget fast because visitors can't do what they came for. Learn more about IDX website optimization to maximize conversion.

Lead capture form optimization means asking for less, not more. Name, email, and phone number are enough. Don't require home address, financing status, and timeline before someone can see listings. You can qualify them on the phone.

Mobile experience is critical since most searches happen on phones. Test your landing pages on mobile. If forms are hard to fill out or pages load slowly, you're wasting money.

Google Display Network: Staying Visible Across the Web

Display ads are the banner ads you see on websites, apps, and YouTube. They're not as high-intent as search ads, but they play an important role in staying top of mind and remarketing to people who visited your site.

Targeting Options: Finding the Right Audiences

Display targeting is about reaching people before they actively search. You're building awareness and capturing attention earlier in the buying process.

Contextual targeting shows your ads on websites about real estate, home improvement, interior design, and local news. Someone reading "10 Tips for First-Time Homebuyers" might see your ad. It's relevant but not as high-intent as search.

Demographic targeting lets you filter by age, household income, and parental status. Useful for luxury properties (target high income) or family homes (target parents with kids).

In-market audiences are Google's prediction of people actively shopping for real estate. Google tracks browsing behavior across the web and identifies patterns that signal buying intent. These audiences convert better than general display targeting, though still not as well as search.

Custom intent audiences let you define your audience by keywords they've searched and URLs they've visited. For example, target people who searched terms related to home buying or visited Zillow, Redfin, and mortgage rate sites.

Remarketing Strategies: Following Up Without Being Creepy

Remarketing (or retargeting) shows ads to people who already visited your website. It's powerful because these people have shown interest already—you're just reminding them you exist.

Website visitor retargeting works for everyone who hit your site but didn't convert. Show them display ads over the next 30 days reminding them of your services.

Property search retargeting targets people who searched listings on your IDX site but didn't fill out a form. Your ad might say "Still looking for homes in [city]? 50+ new listings this week."

Valuation request follow-up catches people who started a home valuation form but didn't finish. A remarketing ad saying "Get your free home value report in 60 seconds" can recover those lost leads.

Cross-platform remarketing means your ads follow people from desktop to mobile to apps. Someone searches listings on their laptop at work, then sees your ad on their phone during lunch. That repeated exposure builds recognition.

One thing to watch: frequency caps. Don't show the same person your ad 50 times in a week. That's annoying, not persuasive. Cap frequency at 3-5 impressions per user per week.

Creative Best Practices: What Actually Gets Clicks

Display ads need to be visual. You're competing with content people actually want to read, so your ad better stand out.

Responsive display ads let Google automatically combine your headlines, descriptions, images, and logos in different layouts. It's easier than creating 20 manual banner sizes, and Google's algorithm tests combinations to find what works.

Property showcase formats work well. Show a beautiful home photo with text like:

  • "Just Listed in [Neighborhood]"
  • "$495K - 3 Bed, 2 Bath"
  • "Schedule Showing Today"

Brand awareness vs direct response: Display ads work for two goals. Brand awareness builds name recognition in your market (useful for luxury agents or new markets). Direct response drives clicks and leads (better for agents focused on volume). Your creative should match the goal.

Image requirements: Use high-quality photos (1200x628 pixels minimum). Avoid text-heavy images—Google will disapprove ads with too much text overlay. Showcase properties, happy clients, or professional headshots.

Google Local Services Ads: The Google Guaranteed Badge

Local Services Ads (LSAs) are different from regular Google Ads. They appear at the very top of search results, above even paid search ads, with a green "Google Guaranteed" badge.

How Local Services Differs from Search Ads

You pay per lead, not per click. With search ads, you pay when someone clicks. With LSAs, you pay only when someone calls or messages you through the ad. That means no wasted spend on clicks that don't convert.

Typical LSA cost per lead ranges from $25-75 depending on market. In competitive metros like LA or Miami, expect the higher end. In smaller markets, you might see $25-40.

Google screens and verifies you. To run LSAs, you need to pass background checks, provide insurance and license verification, and maintain good reviews. It's a pain upfront, but the "Google Guaranteed" badge builds trust.

Lead qualification is built-in. When someone contacts you through an LSA, Google captures their information and intent. You see their name, phone, and what they're looking for (buy or sell). It's not just a random click—it's a structured lead.

The Google Guaranteed Badge Benefits

That green badge signals trust. People see it and think "Google vetted this agent." It differentiates you from regular search ads and organic results.

In practice, LSAs convert better than standard search ads for local queries like "real estate agent near me" or "find a realtor [city]." The badge reduces skepticism, especially with people who don't know your name yet.

The downside? LSAs prioritize ratings and reviews. If you have 4.8 stars and 50 reviews, you'll show up more often than someone with 3.9 stars and 10 reviews. This means your Google Business Profile reviews directly impact LSA performance.

Cost Per Lead vs Cost Per Click

The math works like this: Say you're running search ads at $4 per click with a 5% conversion rate (landing page to lead). That's $80 per lead.

LSAs charge $50 per lead in the same market, with no click waste. Even if only 30% of LSA leads are qualified, you're still at $167 per qualified lead vs potentially higher on search ads if conversion rates drop.

The trade-off? Less control over targeting and ad creative. With search ads, you control everything—keywords, ad copy, landing pages. With LSAs, Google controls the format and matching. You get simplicity and the badge, but less customization.

Performance Max Campaigns: Automation for Multiple Channels

Performance Max is Google's newer campaign type that uses AI to show your ads across Search, Display, YouTube, Gmail, and Discover—all in one campaign. It's automated, which means less control but potentially better results if set up right.

When to Use Performance Max

Performance Max makes sense when:

  • You want exposure across multiple Google platforms without managing separate campaigns
  • You have solid conversion tracking in place (it needs data to optimize)
  • You're comfortable letting Google's algorithm decide where to show ads
  • You have good creative assets (images, videos, headlines)

Don't use Performance Max if:

  • You're just starting and need to learn what keywords convert
  • You want tight control over where ads appear
  • Your conversion tracking is broken or incomplete
  • You're working with a very limited budget (under $1,000/month)

Start with search campaigns to gather data, then layer in Performance Max once you know what works.

Asset Group Setup for Real Estate

Performance Max requires "asset groups"—collections of headlines, descriptions, images, videos, and logos that Google mixes and matches.

For real estate, create asset groups for:

  • Buyer leads (property search focus)
  • Seller leads (home valuation focus)
  • Specific neighborhoods or property types

Each asset group needs:

  • 5 headlines (30 characters)
  • 5 long headlines (90 characters)
  • 4 descriptions (90 characters)
  • 5-20 images (landscape and square formats)
  • 1-5 videos (optional but helps)

Audience signals tell Google who to target. Add signals like:

  • Custom segments (people searching real estate terms)
  • Your website visitors (remarketing)
  • Demographics (income, homeowner status)
  • Geographic locations

Integration with Other Campaign Types

Run Performance Max alongside search campaigns, not instead of. Let search campaigns capture high-intent keywords you know convert. Use Performance Max to find new audiences and channels you wouldn't have tested manually.

Watch for overlap: Performance Max can "steal" traffic from your search campaigns if not managed. Check the asset group insights to see where clicks come from. If Performance Max is just replicating your search campaigns at higher cost, pause it.

Budget & Bidding Strategies: Making Every Dollar Count

The question every agent asks: "How much should I spend on Google Ads?"

The answer depends on your market, goals, and how much a lead is worth to you.

Starting Budget Recommendations by Market

Tier 1 markets (NYC, LA, SF, Miami): $3,000-5,000/month minimum. Competition is fierce, CPCs run $5-15, and you need volume to gather statistically meaningful data.

Tier 2 markets (Denver, Austin, Nashville, Seattle): $2,000-3,500/month. Still competitive but not quite as expensive. CPCs range $3-8.

Tier 3 markets (Boise, Tulsa, Spokane, mid-size metros): $1,500-2,500/month. Lower competition means lower costs. CPCs might be $2-5.

These are starting budgets to run for 90 days while optimizing. You're not trying to dominate the market immediately—you're gathering data on what keywords, ad copy, and landing pages convert.

After 90 days, you'll know your cost per lead and lead-to-close rate. Then you can calculate how much to spend based on ROI. Understanding your buyer lead funnel and seller lead funnel metrics helps determine the right budget.

Manual vs Automated Bidding

Manual CPC lets you set the maximum you'll pay per click. You have full control but need to monitor and adjust bids constantly. Good for experienced advertisers or when starting out and learning.

Target CPA (Cost Per Acquisition) tells Google what you want to pay per conversion (lead). Google's algorithm adjusts bids automatically to hit that target. Requires at least 30 conversions in the past 30 days to work well.

Maximize Conversions lets Google bid to get the most conversions within your budget. Works when you care about volume more than specific cost per lead. Risky if you have a tight budget because Google might spend fast.

Target ROAS (Return on Ad Spend) optimizes for revenue, not just leads. Only useful if you're tracking actual closed deals back to Google Ads (requires CRM integration).

Start with manual CPC to learn what clicks cost and what converts. After you have 50+ conversions, switch to Target CPA and let automation take over. Just watch it closely—automated bidding can go off the rails if conversion tracking breaks.

Seasonal Budget Adjustments

Real estate has seasons. Spring and summer are hot, winter is slow. Your Google Ads budget should reflect that.

Increase budget 20-30% in March-June when search volume spikes and buyer intent peaks. Decrease 15-20% in November-January when fewer people search (except in warm markets like Florida and Arizona, where snowbirds create winter demand).

Also consider local factors: college towns have different cycles, resort markets vary by tourism seasons, and economic changes (interest rates, inventory levels) shift search behavior.

Conversion Tracking Setup: Measuring What Actually Matters

If you're not tracking conversions properly, you're flying blind. Google Ads needs conversion data to optimize, and you need it to calculate ROI.

Lead Form Submissions

Every time someone fills out a contact form, property search inquiry, or home valuation request, that's a conversion. Track it.

Set up Google Ads conversion tracking by adding a tracking pixel to your "Thank You" page (the page people see after submitting a form). When someone reaches that page, Google records a conversion and ties it back to the ad, keyword, and campaign that drove it.

If you're using WordPress or a website builder, plugins like WPForms or Contact Form 7 can trigger conversion events automatically.

Phone Call Tracking

Phone calls are huge in real estate. Many people prefer calling over filling out forms. If you're not tracking calls, you're missing 40-60% of your conversions.

Google's call tracking works by showing a unique Google forwarding number in your ads. When someone calls that number, Google tracks it as a conversion. You can set filters like "only count calls longer than 60 seconds" to exclude wrong numbers and quick hangups.

Third-party call tracking services like CallRail or CallTrackingMetrics offer more features—call recording, keyword-level attribution, and CRM integration. They cost $30-100/month but give deeper insights.

Property Search Engagement

If someone searches 10+ properties on your IDX site, that's a signal of serious intent even if they don't fill out a form. Track it as a "soft conversion" or "micro-conversion."

Set up Google Analytics events for:

  • Property detail page views (3+ views)
  • Search filters applied (price range, beds, location)
  • Saved searches or favorites
  • Email alerts subscribed

These micro-conversions help Google's algorithm learn what behaviors predict actual leads.

Valuation Request Tracking

Home valuation forms are gold for seller leads. Track every submission separately from general contact forms so you can see which campaigns drive seller interest specifically.

You might find that certain keywords ("home value calculator") convert entirely through valuation requests while others ("sell my house") convert through phone calls. That insight lets you optimize landing pages and ad copy.

CRM Integration Importance

The real power comes when you connect Google Ads to your real estate CRM and track leads all the way to closed deals.

This closed-loop tracking shows you that:

  • Campaign A generated 50 leads at $80 each
  • 12 became appointments
  • 3 closed for $36,000 total commission
  • ROI: 9x return on ad spend

Without CRM integration, you only know lead volume and cost. With it, you know which campaigns actually make you money.

Most modern CRMs (Follow Up Boss, LionDesk, kvCORE) can pass conversion data back to Google Ads via Zapier or native integrations. Set it up. It's worth the effort.

Quality Score Optimization: Lowering Costs Through Relevance

Quality Score is Google's rating of your ads, keywords, and landing pages on a 1-10 scale. Higher scores mean lower costs and better ad positions.

Three factors determine Quality Score:

Landing Page Experience

Is your landing page relevant to the ad and keyword? Does it load fast? Is it mobile-friendly? Does it provide what the searcher wants?

Someone searching "condos for sale downtown" clicking your ad should land on a page showing downtown condos—not your homepage, not a blog post, not a contact form with no listings.

Google also checks page speed. If your site takes 5+ seconds to load, your Quality Score suffers. Use Google PageSpeed Insights to identify issues. Common fixes: compress images, reduce redirects, enable caching.

Ad Relevance

Does your ad copy match the keyword? If someone searches "sell my house fast," your ad better mention selling homes and speed—not generic real estate services.

Tight keyword grouping helps. Don't stuff 50 random keywords into one ad group. Create focused ad groups (8-15 keywords) with ads specifically written for that theme.

Expected CTR (Click-Through Rate)

Google predicts how often people will click your ad based on historical performance. If your CTR is 2% and competitors average 5%, Google assumes your ad is less relevant and charges you more.

Improve CTR by:

  • Writing compelling headlines that promise value
  • Using ad extensions (calls, sitelinks, locations)
  • Including keywords in your ad copy
  • Testing multiple ad variations

A 1-point Quality Score improvement can reduce your cost per click by 10-15%. That's the difference between $6 CPCs and $5 CPCs, which adds up fast.

Lead Quality Management: Not All Leads Are Equal

Generating leads is one thing. Getting qualified leads that actually convert is another. The gap between online lead sources like Google Ads and portal leads often comes down to qualification and response.

Qualifying Google Ads Leads

When a lead comes in, you need to qualify it fast:

  • Are they actually in your service area?
  • Are they buying, selling, or just researching?
  • What's their timeline? (Now, 3 months, someday)
  • Are they prequalified for financing?
  • Have they talked to other agents?

The first phone call or email is where you figure this out. Don't send a generic "Thanks for your interest" email. Call them within 5 minutes and ask qualifying questions.

Build a lead scoring system to prioritize follow-up. Someone who searched "sell house fast" and requested a valuation scores higher than someone who downloaded a buyer guide.

Response Time Requirements

Speed-to-lead response is critical with Google Ads leads. These people are actively searching. If you don't respond in 5 minutes, they've already called two other agents.

Research shows that leads contacted within 5 minutes are 21x more likely to qualify compared to leads contacted after 30 minutes. And if you wait an hour? Forget it—they've already found someone else or lost interest.

Set up mobile notifications so leads hit your phone immediately. Use auto-responders to send an instant "Got your message, calling you in 2 minutes" text. If you're in a showing and can't call back instantly, have a system—an ISA, a team member, or a call service that responds immediately.

Portal Leads vs Google Ads Comparison

You've probably bought leads from Zillow or Realtor.com. How do Google Ads leads compare?

Quality: Google Ads leads are often higher quality because you control the targeting. Portal leads go to multiple agents, creating competition. Google Ads leads come directly to you.

Cost: Portal leads cost $20-100+ per lead depending on market and lead type. Google Ads typically runs $50-150 per lead. Higher cost, but exclusive and often better intent.

Volume: Portals deliver consistent volume (if you pay for it). Google Ads requires ongoing optimization and budget. Some months you'll get 50 leads, other months 20.

Control: With Google Ads, you control messaging, landing pages, and follow-up. Portal leads come through standardized forms with no customization.

The best approach? Use both. Google Ads for exclusive, high-intent leads. Portals for volume and filling pipeline gaps. Just don't expect the same conversion rates.

Metrics That Matter: Tracking Performance and ROI

Vanity metrics like impressions and clicks don't pay your bills. Focus on metrics that tie to revenue.

Cost Per Lead Benchmarks by Market

What should you expect to pay per lead? It varies wildly by market and keyword competitiveness.

Tier 1 competitive markets: $100-200 per lead (NYC, LA, SF, Miami, Boston) Tier 2 markets: $60-120 per lead (Denver, Austin, Seattle, Phoenix, Charlotte) Tier 3 markets: $40-80 per lead (Boise, Spokane, Des Moines, smaller metros)

These are blended averages. Buyer leads tend to cost less ($50-100) because search volume is higher. Seller leads cost more ($80-150) because there's less supply and higher competition.

Don't panic if your first month costs $250 per lead. Optimization takes time. After 90 days of testing ad copy, landing pages, and keywords, you should be in the benchmark range for your market.

Lead-to-Appointment Conversion

Generating leads is step one. Booking appointments is step two. Track the percentage of leads that become face-to-face (or video) meetings.

Industry benchmarks:

  • 20-30% of buyer leads become showing appointments
  • 30-40% of seller leads become listing appointments
  • Referral leads convert at 50%+

If you're below these benchmarks, the problem isn't Google Ads—it's your follow-up. Are you calling fast? Are you sending value (market reports, listing alerts)? Are you building rapport, or just pitching?

Appointment-to-Closing Rate

This is where real revenue tracking happens. Of the appointments you book, how many close?

Typical rates:

  • Buyer appointments: 20-30% close rate
  • Seller appointments: 30-40% close rate (because they're closer to transacting)

Track this in your CRM. If you're booking tons of appointments but closing 5%, you either have a qualification problem (bad leads) or a sales problem (improve your consultation and presentation).

ROI Calculation Framework

This is the formula that matters:

Total Commission ÷ Total Ad Spend = ROI Multiple

Example:

  • Google Ads spend: $4,000
  • Leads generated: 40
  • Appointments: 12
  • Closings: 3
  • Total commission: $24,000
  • ROI: $24,000 ÷ $4,000 = 6x return

That's a solid return. Anything above 3x is profitable once you factor in your time and other business costs.

But don't judge performance in month one. Real estate sales cycles take 30-90 days (buyers) or 60-120 days (sellers). Track leads by cohort and measure ROI over 6-12 months.

Attribution Modeling

Attribution gets complicated when leads touch multiple channels. Someone might:

  1. See your Facebook ad
  2. Google your name
  3. Click a Google search ad
  4. Visit your website three times
  5. Finally submit a form after a Display retargeting ad

Which channel gets credit? Google defaults to "last click" attribution (the Display ad), but that ignores the earlier touchpoints.

First-click attribution gives credit to the initial source (Facebook ad). Good for understanding what starts the journey.

Linear attribution splits credit equally across all touchpoints. More balanced but less actionable.

Data-driven attribution (available with enough conversion data) uses Google's algorithm to assign credit based on what actually drives conversions.

For most agents, last-click attribution is fine to start. Just know that Google Ads might get credit for searches that came from other marketing (your yard signs, sphere, or social media).

Common Pitfalls: Expensive Mistakes to Avoid

Google Ads can drain budgets fast if you're not careful. Here are the mistakes that cost agents thousands.

Budget Waste on Broad Keywords

Bidding on "real estate" or "homes" in a major metro? You'll spend $10-15 per click on traffic that has no geographic intent. Someone in Boston searching "real estate" might want news, investment info, or properties in Miami.

Stick to geographically qualified keywords: "homes for sale South Boston" or "real estate agent Jamaica Plain." Yes, volume is lower. But your cost per lead will be 50-70% better.

Poor Geographic Targeting

Don't target a 50-mile radius if you only work a 10-mile area. You'll pay for clicks from people too far away to convert.

Set your targeting to match your service area exactly. Use location bid adjustments to bid higher in your primary areas and lower in secondary zones.

Watch for location settings: "People in or regularly in your targeted locations" (recommended) vs "People searching for your targeted locations" (includes people not physically there). The first option is more accurate.

Landing Page Misalignment

Your ad promises "View 500+ homes in Denver," but your landing page is a generic contact form with no search function? That's a 90% bounce rate and wasted budget.

Every ad should link to a landing page that delivers on the promise. Buyer keywords → property search. Seller keywords → home valuation. Neighborhood keywords → neighborhood page with listings and market data.

Ignoring Negative Keywords

Negative keywords prevent your ads from showing on irrelevant searches. Without them, you'll waste money.

Add negatives for:

  • "Jobs" (real estate agent jobs)
  • "School" (real estate school, licensing)
  • "License" (getting licensed)
  • "Course" (real estate courses)
  • "DIY" (for sale by owner content)
  • "Rent" (if you don't do rentals)
  • City names outside your area

Check your search terms report weekly and add negatives for anything irrelevant. This alone can cut wasted spend by 20-30%.

Not Tracking Phone Calls

If 60% of your conversions are phone calls and you're only tracking form fills, you're optimizing on 40% of the data. Google's algorithm makes bad decisions because it doesn't see the full picture.

Set up call tracking. Use Google's forwarding numbers or a third-party service. Just make sure every call from ads is tracked.

Mobile Experience Failures

Over 60% of real estate searches happen on mobile. If your landing pages aren't mobile-optimized, you're throwing money away.

Test your pages on your phone. Is the headline visible without scrolling? Are form fields easy to tap? Does the page load in under 3 seconds? If not, fix it before running ads.

Advanced Strategies: Scaling Beyond the Basics

Once you've nailed the fundamentals, these advanced tactics can give you an edge.

Competitive Conquest Campaigns

Bidding on competitor names can work, but it's risky. If you target "Keller Williams Boston" or "[Agent Name] realtor," you'll pay high CPCs and may attract legal threats if your ad copy mentions their brand.

A safer approach: target competitor-adjacent keywords like "alternative to Zillow Premier Agent" or "better than [brokerage] commission." Your ad positions you as the better option without explicitly naming them.

Luxury Property Targeting

Luxury buyers search differently. They use terms like:

  • "Luxury homes [city]"
  • "Estates [neighborhood]"
  • "Waterfront homes [area]"
  • "Homes over $2M [city]"

Create separate campaigns for luxury with higher budgets and premium ad copy: "Luxury Real Estate Specialist - 15 Years Experience - $200M+ in Sales."

Target high-income demographics and affluent neighborhoods. Your landing page should showcase luxury listings with professional photography and virtual tours.

First-Time Homebuyer Campaigns

First-time buyers need education and hand-holding. Target keywords like:

  • "How to buy a house"
  • "First time homebuyer programs"
  • "FHA loans [city]"
  • "Down payment assistance [city]"

Your ad copy should emphasize guidance: "First-Time Buyer Specialist - We Guide You Through Every Step."

Landing pages should offer buyer resources—financing guides, step-by-step checklists, and pre-approval partner info. Nurture these leads longer because they take more time to close.

Downsizing/Empty Nester Targeting

Older homeowners looking to downsize represent high-value seller leads. Target:

  • "Downsizing homes [city]"
  • "55+ communities [area]"
  • "Active adult homes [city]"
  • "Sell large home buy smaller"

Use demographic targeting for ages 55+ and adjust messaging: "Helping Homeowners Transition to the Next Chapter - Downsizing Experts."

Integration with Facebook Ads

Google Ads and Facebook & Instagram ads work better together. Use Facebook for awareness and engagement (video tours, client testimonials, market updates). Use Google Ads to capture active intent.

Someone who engages with your Facebook content and then searches "real estate agent [city]" is more likely to click your Google Ad because they recognize your name.

Run remarketing across both platforms. If someone visits your site from a Google Ad but doesn't convert, show them Facebook ads reminding them of your services. Cross-platform reinforcement increases conversion rates.

The Bottom Line: Intent-Based Targeting Wins

Google Ads works for real estate because it captures demand that already exists. You're not convincing someone they need a home—you're showing up when they're actively looking for one.

The key is matching intent at every level:

  • Keywords that match what buyers and sellers actually search
  • Ad copy that speaks to their specific need
  • Landing pages that deliver on the promise
  • Fast response that respects their urgency

Get those four things right, and Google Ads becomes a predictable lead source. Ignore any of them, and you're just funding Google's bottom line.

Start simple: one geographic campaign for buyers, one for sellers, 15-20 keywords each, $2,000/month budget, 90-day test. Track everything. Optimize based on data, not hunches.

And remember: leads don't matter. Qualified leads that turn into closings matter. Focus on that, and Google Ads will pay for itself many times over.

Learn More

Ready to build a complete lead generation system? Explore these resources: