Google Ads for Real Estate: How Agents Can Generate More Leads Online

What Are Google Ads for Real Estate Agents?

Google Ads for real estate allow agents to show paid ads at the top of Google search results when people look for homes, local listings, or real estate services. You only pay when someone clicks, making it a cost-effective way to reach buyers and sellers who already have intent.

If someone searches “Realtor near me” or “homes for sale in South Scottsdale,” your name can show up first — before competitors — at the exact moment they’re ready to connect.

What Are The Benefits Of Google Ads For Real Estate Agents?

Google Ads for real estate agents offer fast visibility, targeted reach, and measurable results. It’s one of the most effective ways to market yourself as a REALTOR and show up at the exact moment someone is searching for a home or a local agent.

The platform also makes it easy to track what’s working. I can see how many people viewed or clicked my ads, which keywords drove leads, and where to adjust my budget so I’m not wasting money.

Plus, I control how much I spend — paying only when someone clicks — making it a cost-effective way to generate real estate leads quickly.

That’s where Google Ads really stand out compared to other marketing channels:

I’ve noticed that by using Google Ads, I’m competing on a more even footing with bigger brokerages. Everyone gets their shot at the top spot based on relevance, not just who has the biggest budget.

How Should I Plan My Google Ads For Real Estate Marketing?

Planning effective Google Ads for real estate marketing involves setting objectives, determining your target audience, choosing keywords, and determining your budget. Set these 4 goals to increase the success rate of your Google Ads.

Careful preparation makes all the difference when I want to generate solid leads and avoid wasting money.

First, it starts by setting goals. What do you want to achieve with your ads? Leads?
Enquiries?
Sign up for your email?

Once you’re clear on your goals, consider the ideal client or individual. What are they looking for? What are the demographics? Where are they located? Get as clear as possible on your ideal client, as this will help with your setup and ad copy. Client demographics work hand-in-hand with your keywords, which are the potential phrases that ideal client types into Google.

Combining Google Ads with your Direct Mail mailing list ensures traditional and digital touchpoints, which are essential for generating leads and growing your business.

Explore Our Mailing Lists

How To Set Up Your Google Ads Account,

I recommend having a Google account just for real estate work. This helps keep your ad campaigns separate from personal stuff. Here’s what my setup looked like:

1. Head over to the Google Ads homepage and hit “Start Now.”
2. Sign in using your Google Account — this can be a Gmail address or any email you’ve set up with Google.
3. Click “Create your first campaign” and follow the prompts. Google walks you through entering your business info, setting up billing, and choosing the right ad settings for your goals. Some information already tied to your Google Account may automatically pull in to make the setup easier.
4. Decide if you want to send people to your website, a specific page, a Google Business Profile, or a phone number.
5. If this is your first time, I’d recommend clicking ‘Create an account without a campaign.’ You can ensure you set up all your additional account details, including payment information. However, if you want a faster experience, you can move forward with the ‘Next’ button.

After following the steps, including providing information on how you will be using Google Ads for real estate marketing (eg, agency vs solo user), you will have successfully created your account. Your home page should look something like this:

Now, it’s time to create your Google Ad Campaign, but it’s important to understand the account structure.

What Does The Google Ads Account Structure Mean?

You’ll realize the Google Ads structure has a specific hierarchy. This helps you to stay organized and create a more cohesive ad strategy. It may seem confusing at first, but it makes sense when you get the hang of it. The Google Ad structure is made up of Account, Campaign, Ad Groups, and Ads. Here’s the ad structure in a nutshell:

Here’s why I care about structure:

• It keeps everything organized, so I know which ads are performing.
• I can set budgets by campaign (great for testing what works).
• Each ad group lets me target different audience segments, like buyers, sellers, or investors.

In the real estate world, having a clean account setup lets me change gears quickly, for instance, if I need to focus more on one neighborhood or price range. Overall, taking a little time to set things up right at the start saves headaches later. Trust me, you’ll be glad you did it properly.

For now, you’ll be creating a Campaign. Click the ‘+’ and ‘Campaign.’

You will choose the objective for your campaign, then provide the information required to reach your goals like a landing page or phone number.

Over time, you’ll create Ad Groups, which helps you to organize multiple ads that have different objectives and keywords.

Google Ads Bidding

An important step you’ll see when creating a campaign is the Bidding page. This determines how Google will allocate your budget. In short, Google Ads for real estate involves bidding to put your ads in front of people as possible as opposed to your competitors.

Some keywords are more valuable than others, so I must decide if I’m going for just ‘Clicks’ or the more valuable ‘Conversions.’ This will determine where Google will distribute my ad budget, using low-value or high-value keywords, accordingly.

 

What Are the Best Keywords for Real Estate Google Ads?

The best keywords for real estate Google Ads focus on intent, specifically buyer and seller intent. Consider including a mixture of short and long phrases that your ideal client searches for.

Targeted keywords can mean the difference between qualified leads and wasted clicks. For Google Ads for real estate leads, I focus on phrases that buyers and sellers actually search. This usually involves:

• Using location-based keywords like “homes for sale in [City]”
• Long-tail keywords (three or more words) such as “buy condo downtown Dallas”
• Problem/solution phrases like “how to sell my house fast”

I recommend spending time researching with Google’s Keyword Planner, as it can help you determine the best search terms in your area.

On your Google Ads Page, click Tools > Planning > Keyword Planner to access the Keyword Planner option. You can then use the tool to help you search for new relevant keywords and also see what the possible search volume is for your keywords.

Here’s what the results will look like for ‘homes for sale in Austin:

You’ll get a host of ideas along with options the refine your keywords further. From here, you can click your ideal keywords and add them to a new or existing camp

What Are Negative Keywords and How Can They Save You Money?

Negative keywords are terms I tell Google NOT to show my ads for (like “real estate jobs” or “DIY home building”). They keep me from paying for traffic that’ll never convert, lowering your cost per lead. Spend time developing your negative keyword list, checking search terms regularly, and updating the list as time progresses.

How Much Should Real Estate Agents Budget for Google Ads?

Your budget has to make sense for your goals, location, resources, and the market. Here’s what I consider:

• Start with at least $500 per month for consistent lead flow
• A typical Cost Per Click (CPC) ranges from $2.00–$4.50
• Adjust based on results—if I see good conversions, I up the spend
• Keep an eye on CPC and Cost Per Lead (CPL)

With Google Ads for real estate marketing, it’s not set-and-forget. Every campaign needs work. But when done right, Google Ads for real estate leads really can outperform other methods and grow your business faster.

How Do I Create Effective Google Ads Campaigns for Real Estate?

Creating the best real estate Google Ads involves having a clear plan, choosing the right campaign, using solid targeting, and regularly checking what’s working (or not).

Ad campaigns that actually bring in new clients as a real estate agent aren’t just about picking some keywords and hoping for the best. It’s about being strategic by sticking to the following steps:

1. Pick the Right Campaign Type: For most realtors, search campaigns work best. These put my ads in front of people actively looking for things like “homes for sale in Dallas” or “best realtor near me.” Display and video campaigns are good extras, especially if I’ve got attention-grabbing visuals or walk-throughs to show.
2. Do Smart Keyword Research: I use Google’s Keyword Planner to dig up local, long-tail phrases such as “downtown Maplewood 2-bedroom condos” instead of just “real estate Maplewood.” Lower competition and more focused keywords help me spend less but reach more qualified Google Ads for real estate leads.
3. Work in Negative Keywords: Adding negative keywords like “cheap,” “rentals,” or anything else unrelated to my actual listings keeps my ads from showing up in the wrong searches. This saves my budget for the buyers I want.
4. Write Killer Ad Copy: I keep my messages tight and specific. A headline that catches attention, a clear description, and a strong call to action (“Schedule a showing today,” or “Get your free home valuation”) can really set my ad apart. I always try to align the ad with the landing page so there’s no nasty surprises for visitors, keeping my Quality Score up and my costs down.
5. Dial in Audience Targeting: Google’s targeting lets me show ads only to folks in my city, certain zip codes, or even people experiencing specific life changes like moving or retiring. The more I segment, the better my budget gets spent.
6. Track and Optimize: I never launch a campaign and walk away. I check Google’s analytics, watch which keywords, ads, or audiences are leading to real calls and messages, and tweak things as needed. Sometimes that means changing bids, adding more negative keywords, or rewriting my ads entirely.

Building effective Google Ads campaigns for real estate is ongoing work. The best way I’ve found is to stay flexible and treat every campaign as an experiment, constantly improving over time.

How Do I Target My Google Ads Audience Effectively?

To avoid wasting your budget and to capture high-quality leads, you must hyper-localize your targeting. Start with Geo-Targeting by moving beyond broad city targeting to focus on specific ZIP codes, neighborhoods, or a radius around your listings, and be sure to select “Presence” to reach people physically located in your market.

Use demographic filters to refine your audience by income and homeownership status, and layer in ‘In-Market Audiences’ like “Homes for Sale” to connect with users actively researching real estate.

Finally, keyword targeting should concentrate on high-intent, long-tail phrases (e.g., “sell my house fast in [Neighborhood]”) while using a list of negative keywords to prevent irrelevant clicks. By combining these methods, you ensure your ads are seen only by potential buyers or sellers who are ready to transact within your service area.

What Are the Best Practices For Ad Creation?

After running Google Ads for real estate, I’ve learned that a few best practices can make the difference between a steady flow of leads and wasted budget.

Here’s what I always focus on:

• Get hyper-local with targeting: Only show ads where you actually work — specific cities, neighborhoods, or ZIP codes. Local targeting drives real inquiries, not random clicks.
• Write simple, action-driven copy: Clear phrasing like “See Available Homes” or “Get Your Free Home Value Report” works best. No fluff, just solve a need fast.
• Highlight what buyers and sellers care about: Promote benefits like market expertise, exclusive listings, or free valuations. Put value front and center in your headlines.
• Match your landing page to your ad: If your ad says “Homes in Oakridge,” the click should go directly to Oakridge listings — not your homepage. Consistency boosts conversions and Quality Score.
• Use ad extensions for more visibility: Add phone numbers, site links, and callouts. They make your real estate Google Ads bigger and more clickable.

And the most important rule? Keep adjusting.
Google Ads aren’t set-and-forget — I always review performance and fine-tune what isn’t working.

How Do I Track and Measure Google Ads For Real Estate Success?

When I run Google Ads for my real estate listings, I want to know if my money is actually bringing in results. If I can’t measure what works, I’m just throwing budget away. So, here’s my straightforward approach for tracking and evaluating my ad performance—no fancy talk, just the process that helps me see if my campaigns are winning or losing.

First, I always set up conversion tracking. That means I use Google Ads tools (and sometimes Google Analytics) to see exactly what happens after someone clicks my ad. Do they fill out a contact form? Schedule a call? These are real actions that matter for my business—not just views.

Here are the main things I keep my eye on week-to-week:

• Click-Through Rate (CTR): Are people clicking my ad when they see it? Low CTR usually means my headline or offer needs work.
• Cost Per Lead (CPL): How much am I really paying for each person who contacts me? This is where I spot if my keywords and targeting are actually attracting buyers or just tire-kickers.
• Conversion Rate: Of all the people who click, what percent actually take action? If this number is low, my landing page might be confusing or irrelevant.
• Quality Score: Google grades my ads and keywords. A higher quality Score can cut my costs, so I keep things tidy and on-message.

Just to put these numbers in plain sight, here’s a simple table I check every month:

And honestly, if numbers don’t look right, I adjust. Maybe my keywords are too broad, or maybe the ad copy just doesn’t speak to local buyers.
I don’t set and forget my Google Ads campaigns, either. Each week, I check my numbers, look for winning ads, and pause the ones that don’t perform. To me, that’s how I keep my real estate marketing sharp and my budget working for me.

What Are Some Common Mistakes to Avoid With Google Real Estate Ads?

When I started using Google Ads for real estate, I realized it’s easy to spend money fast — without getting real leads.

These are the biggest mistakes agents should avoid:

• Not adding negative keywords: If you don’t block certain searches, your budget gets wasted. For example, I excluded terms like “rentals” and “cheap” to focus only on homebuyers and sellers.
• Sending traffic to the wrong landing page: If someone clicks an ad for “Homes in Oakridge,” they expect Oakridge listings — not a homepage. Keep landing pages relevant to what the person searched for.
• Ignoring conversion tracking: Clicks don’t mean much without leads. Setup tracking for calls, form submissions, or home valuation requests so you know which real estate Google Ads are actually working.
• Never optimizing your campaign: Google Ads are not set-and-forget. I review keywords, ad copy, and bids regularly so I’m not paying for low-intent searches or outdated strategy.

Avoiding these pitfalls helps your PPC budget go toward real results — not random clicks.

What Compliance and Legal Considerations Should Real Estate Agents Know for Google Ads?

When running Google Ads for real estate, we need to follow Google’s policies and real estate laws. That means being honest in our messaging, only advertising listings we’re approved to promote, and avoiding anything that could mislead buyers or sellers.

Fair Housing rules also apply online. Our ads and targeting cannot exclude or favor people based on protected characteristics like race, gender, or age. Even small phrasing choices can matter.

Google monitors ad content closely. If something violates their rules — especially around privacy or discrimination — ads may get disapproved, and repeated issues can lead to account suspension.

A quick review of our targeting and messaging before campaigns go live helps keep everything compliant and protects our reputation while generating leads.

How Can Real Estate Agents Optimize Google Ads Campaigns Over Time?

When I think about improving my Google Ads campaigns as a successful real estate agent, I know it’s not a one-time setup. Consistent tweaks—big and small—are what really push results further each month. Here’s what’s worked for me and what I focus on, even when days get busy:

1. Check performance weekly: I quickly scan key numbers like clicks, leads, and cost per lead. Even small changes to headlines or CTAs can improve results.
2. Refresh keywords: Buyer search terms change, so I add new keywords and remove ones that waste budget. Negative keywords keep out low-intent searches like rentals if I’m focused on buyers.
3. A/B test headlines and messaging: I run two versions of an ad and keep the one that performs better. Then I test again — it’s a constant cycle of improvement.
4. Align landing pages with the ad: If visitors bounce fast, something doesn’t match. I make sure each ad leads directly to the exact homes, tool, or offer they clicked for.
5. Review Google’s suggestions: Some recommendations aren’t relevant, but every now and then, I find a helpful bidding or audience tweak that improves performance.

Consistent optimization keeps ad spend focused on the people most likely to become clients.

Final Thoughts

So, after spending some time with Google Ads, I can honestly say it’s one of the best tools I’ve used to get my real estate business in front of the right people. There’s a bit of a learning curve, and I’ve definitely made a few mistakes along the way.

But once I got the hang of picking the right keywords, setting my budget, and tweaking my ads, I started seeing more leads come in.

The best part is being able to track what’s working and what’s not, so I’m not just throwing money out the window. If you’re a real estate agent looking to grow, I’d say give Google Ads a shot. Just remember, it takes a bit of patience and regular check-ins, but the payoff can be worth it.