3 Killer Tips for More Effective Real Estate Google Ads
15 April, 2024
Paid Ads

3 Killer Tips for More Effective Real Estate Google Ads

Yes, Google Ads requires more planning and expertise compared to Facebook Ads. However, the potential payoff – capturing highly motivated leads – can be significant for real estate projects.

While Facebook Ads dominates, Google Ads for real estate offers a powerful, and potentially more profitable, alternative. Both platforms have strengths, but Google Ads excels at reaching high-intent leads, those actively searching for property.

1. Choose The Right Bidding Strategies :

  • Target CPA (cost-per-acquisition) : Ideal if you know your ideal customer acquisition cost and want to maximize leads within that budget. Great for generating a predictable flow of leads.
  • Target ROAS (return on ad spend) : Perfect if you know your average deal value and want to maximize return on investment. Useful for balancing ad spend with revenue generation.
  • Maximize Clicks : Drives maximum traffic to your website or landing page, ideal for building brand awareness or promoting open houses.
  • Maximize Conversions : Focuses on getting the most leads at any cost. Useful for high-priority campaigns or time-sensitive offers.
  • Maximize Conversion Value : Optimizes for high-value conversions, ideal if you specialize in luxury properties or want to target specific buyer demographics.
  • Target Impression Share : Ensures your ad appears in a specific percentage of searches for your target keywords. Useful for maintaining brand visibility or during peak sales seasons.
  • Manual CPC Bidding : You have complete control over what you're willing to pay for each click. Useful for testing different keywords and audience segments. Allows you to adjust bids based on specific times of day, days of the week, or device types. Useful for targeting working professionals or weekend home shoppers. However, it requires significant time investment and ongoing monitoring to ensure optimal performance.

2. Choose the Right Match Type :

Google Ads offers different keyword match types to control how broadly your ads reach potential buyers. Here's how to pick the right one for qualified leads in real estate:

  • Broad Match : Ideal for reaching a wide audience but might capture irrelevant searches. Use with caution for real estate.
  • Phrase Match : Targets searches containing your exact phrase or close variations, offering a good balance between reach and relevance. Great for capturing attention of viewers in the property consideration stage.
  • Exact Match : Shows your ad only for searches with your exact keyword phrase. Perfect for highly targeted campaigns, like attracting ‘ready property buyers’.

3. Effective Ad Copy for Each Ad Group

  • Structure Your Campaigns : Segment your target audience. Create separate ad groups for "first-time home buyers" and "investment property seekers," for example.
  • Keyword Relevance : Use keywords within your ad group that directly relate to the user's intent. This improves your "Quality Score" which lowers your cost per click (CPC) and boosts conversion rates.
  • Targeted Messaging : Craft ad copy that speaks directly to the needs and aspirations of each audience segment. Highlight the project’s USPs relevant to each audience.